This document describes Rio Ichikawa's process for renewing the website of their CRO consulting company. They began by analyzing user behavior data using heatmaps, which showed the site was lengthy, cluttered, and had small text. They hypothesized that simplifying the content could increase conversions. Rio created a strategy to shorten and simplify content and unify the design. They tested a renewed page, but conversions initially dropped. Further testing showed the need to clearly communicate benefits rather than copying techniques. Continued refinement improved conversions over time by focusing on user needs rather than subjective opinions.

1. #BrightonSEO @RiRiIchikawa
How to maximize your
website’s conversion rate
Slideshare.Net/RioIchikawa
@RiRiIchikawa
Rio Ichikawa
Faber Company

2. #BrightonSEO @RiRiIchikawa
What is
the key to
a successful CRO?
🔑

3. #BrightonSEO @RiRiIchikawa
when we talk about CRO
What color button...??
Appealing popups...??
How many buttons...??
20%
OFF!

4. #BrightonSEO @RiRiIchikawa
20%
OFF!
technique focused

5. #BrightonSEO @RiRiIchikawa
The key to a successful CRO
Eliminating
subjectivity

6. #BrightonSEO @RiRiIchikawa
case study

7. #BrightonSEO @RiRiIchikawa
Our service
site renewal

8. #BrightonSEO @RiRiIchikawa
what is
heatmap
tool?

9. #BrightonSEO @RiRiIchikawa
visualizes
site visitors’
behavior

10. #BrightonSEO @RiRiIchikawa
Read

11. #BrightonSEO @RiRiIchikawa
Scrolled

12. #BrightonSEO @RiRiIchikawa
Clicked

13. #BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
How I proceeded the renewal

14. #BrightonSEO @RiRiIchikawa
STEP1
Analyze

15. #BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

16. #BrightonSEO @RiRiIchikawa

17. #BrightonSEO @RiRiIchikawa

18. #BrightonSEO @RiRiIchikawa

19. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Current issues

20. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
24,000px

21. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
24,000px
10,000px
Ours
Ahrefs

22. #BrightonSEO @RiRiIchikawa
Too Long
and key infos are cluttered

23. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
#BrightonSEO @RiRiIchikawa
read
heatmap

24. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
only
price
section
#BrightonSEO @RiRiIchikawa

25. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
only
price
section
#BrightonSEO @RiRiIchikawa

26. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
most
ignored
#BrightonSEO @RiRiIchikawa

27. #BrightonSEO @RiRiIchikawa
Hard-to-read tiny texts
#BrightonSEO @RiRiIchikawa
32px
12px
too tiny!

28. #BrightonSEO @RiRiIchikawa
Outdated design
#BrightonSEO @RiRiIchikawa
Horrible
visibility

29. #BrightonSEO @RiRiIchikawa
Outdated design
#BrightonSEO @RiRiIchikawa
Weird
image ratio

30. #BrightonSEO @RiRiIchikawa
STEP2
Hypothesize

31. #BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

32. #BrightonSEO @RiRiIchikawa
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Current issues

33. #BrightonSEO @RiRiIchikawa
Hypothesize
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Clear and
organized content
can increase CVR
Issues Hypothesis

34. #BrightonSEO @RiRiIchikawa
STEP3
Strategize

35. #BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

36. #BrightonSEO @RiRiIchikawa
Strategize
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Shorten and simplify
Issues Strategy
Contrast the text
Unify the design

37. #BrightonSEO @RiRiIchikawa
STEP4
Test

38. #BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

39. #BrightonSEO @RiRiIchikawa
Renewed page

40. #BrightonSEO @RiRiIchikawa
Renewed page

41. #BrightonSEO @RiRiIchikawa
Huge size down
10,000px
24,000px
Renewed
Previous

42. #BrightonSEO @RiRiIchikawa
The main focus is...

43. #BrightonSEO @RiRiIchikawa
The main focus is...
Above the fold

44. #BrightonSEO @RiRiIchikawa
"Unlock Insights into Mobile User Behavior
with our Heatmap Tool"
Before

45. #BrightonSEO @RiRiIchikawa
After
" Analyze user behavior
with made in Japan heatmap tool "

46. #BrightonSEO @RiRiIchikawa
What we’ve changed
”Japan-made” for relief
The demo video
Added...

47. #BrightonSEO @RiRiIchikawa
Why we added the demo clip

48. #BrightonSEO @RiRiIchikawa
Why we added the demo clip
CVR
X25

49. #BrightonSEO @RiRiIchikawa
Just copied the technique

50. #BrightonSEO @RiRiIchikawa
After
Appealing relief + copying technique

51. #BrightonSEO @RiRiIchikawa
x 20 x 2.5 x 0.9
A B C
Guess the change

52. #BrightonSEO @RiRiIchikawa
CVR
X0.9
0.4 point decreased

53. #BrightonSEO @RiRiIchikawa
Why didn’t it work on us...??
Mieruca Heatmap
free heatmap
heatmap tools
main search queries

54. #BrightonSEO @RiRiIchikawa
Why didn’t it work on us...??
Mieruca Heatmap
free heatmap
heatmap tools
main search queries
User insights
= immediate use

55. #BrightonSEO @RiRiIchikawa
Put free sign-up form back

56. #BrightonSEO @RiRiIchikawa
After
Before

57. #BrightonSEO @RiRiIchikawa
Result
Compared on Google ppc
before
(July 2021)
after
(September 2021)
CVR 5.90% 6.62%
※since the modification was on Aug19th, August result is excluded.
x1.1

58. #BrightonSEO @RiRiIchikawa
Takeaway
Do not blindly
copy techniques

59. #BrightonSEO @RiRiIchikawa
CVR started to drop
CVR

60. #BrightonSEO @RiRiIchikawa
CVR started to drop
CVR CVR
July 5.90% Oct 6.35%
Aug
Modified on 8/19
7.60% Nov 6.60%
Sep 6.62% Dec 6.02%
*results from 2021

61. #BrightonSEO @RiRiIchikawa
Re-modification

62. #BrightonSEO @RiRiIchikawa
Before
" Analyze user behavior
with made in Japan heatmap tool"

63. #BrightonSEO @RiRiIchikawa
After
" Maximize website conversion with our free
heatmap tool” + huge logo

64. #BrightonSEO @RiRiIchikawa
Hypothesis
Hard to recognize who’s
service site?
Japan-made isn’t that
huge benefit?

65. #BrightonSEO @RiRiIchikawa
Strategy
Clear benefit: "Maximize
CVR"
Bigger font
Include larger logo
Use simple image over
video

66. #BrightonSEO @RiRiIchikawa
CVR CVR
July 6.28% Dec 6.63%
Aug
Modified on 8/19
8.02% Jan 8.17%
Sep 6.97% Feb 8.41%
Oct 6.96% Mar 8.49%
Nov 7.03% Apr 9.08%
Result
*results from 2021 ~ 2022

67. #BrightonSEO @RiRiIchikawa
Summary

68. #BrightonSEO @RiRiIchikawa
The key to a successful CRO
Eliminating
subjectivity

69. #BrightonSEO @RiRiIchikawa
But how...??

70. #BrightonSEO @RiRiIchikawa
But how...??
Talk to your customer
Test, test, test!!!!

71. #BrightonSEO @RiRiIchikawa
Thank you!
Slideshare.Net/RioIchikawa
@RiRiIchikawa