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Breaking Through: Why Some Companies Succeed In Achieving Consistent Conversion Uplifts By Ayat Shukairy

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Conversion Rates & The Law of Diminishing Astonishment. PRESENTATION: Breaking Through: Why some companies succeed in achieving consistent conversion uplifts - Given by Ayat Shukairy, @ayat - Invesp, SVP Client Relations. #SMX #31C

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Breaking Through: Why Some Companies Succeed In Achieving Consistent Conversion Uplifts By Ayat Shukairy

  1. 1. #SMX #31C @ayat Why some companies succeed in achieving consistent conversion uplifts Breaking through
  2. 2. #SMX #31C @ayat • 3,000+ successful tests • 400+ CRO projects • 11 different countries • 35 years of combined experience THE NUMBERS
  3. 3. #SMX #31C @ayat Why do companies get stuck?
  4. 4. #SMX #31C @ayat Randomly testing elements Control 29,000 challengers VS.
  5. 5. #SMX #31C @ayat The result 0% uplift
  6. 6. #SMX #31C @ayat Which test won? A B
  7. 7. #SMX #31C @ayat Which test won? 87 % more conversions A
  8. 8. #SMX #31C @ayat Why? Emphasize benefit again Focus on product benefit Focus on product benefit again Did we focus on product benefit? A
  9. 9. #SMX #31C @ayat What? How? Why?
  10. 10. #SMX #31C @ayat Remember! • Emotions create preferences which lead to buying decisions • Visitors perceive the same type of personality characteristics in websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation? • Your website “narrative” should communicate “why” visitors should care
  11. 11. #SMX #31C @ayat
  12. 12. #SMX #31C @ayat Randomly selecting pages • Pages with high bounce rate • Pages with high exit rate • Pages at the bottom of the funnel • Pages with high index value • Let’s test all pages/all the time
  13. 13. #SMX #31C @ayat Quantitative Analysis Qualitative Analysis More insights into customer behavior
  14. 14. #SMX #31C @ayat Quantitative data focuses on the “What”
  15. 15. #SMX #31C @ayat Qualitative data focuses on the “Why”
  16. 16. #SMX #31C @ayat “What is preventing you from making a purchase?” 1. I cannot find the information on the item I need 2. I don’t know if the item fits my phone 3. I want a different color 4. I cannot find the shipping costs 5. I am just comparing prices Result: understanding of what bothers the visitors + testing ideas
  17. 17. #SMX #31C @ayat “What is preventing you from making a purchase?” Result Action I cannot find the information on the item I need Investigate further I don’t know if the item fits my phone Fix right away –Test placement I want a different color Fix right away -Test design/placement I cannot find the shipping costs Test I am just comparing prices Capture email
  18. 18. #SMX #31C @ayat Which design increased conversions ? 1
  19. 19. #SMX #31C @ayat 2Which design increased conversions ?
  20. 20. #SMX #31C @ayat 3 Which design increased conversions ?
  21. 21. #SMX #31C @ayat 4 Which design increased conversions ?
  22. 22. #SMX #31C @ayat Which design increased conversions? 1 2 43
  23. 23. #SMX #31C @ayat Which design increased conversions? 1 93 % more conversions
  24. 24. #SMX #31C @ayat Why? 1 Clear display of benefits Horizontal display No form: Cognitive Progression Free Account for Upselling
  25. 25. #SMX #31C @ayat Remember! • Our tasks as marketers is to persuade visitors to take an action, gently guiding them towards a conversion • Do not overcommit your visitors – know when to push and when to slow down
  26. 26. #SMX #31C @ayat 1st give away!
  27. 27. #SMX #31C @ayat FREE COPY OF OUR BOOK The Web is unique in its ability to deliver this almost improbable win- win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love. This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world. Avinash Kaushik – Google Analytics Ambassador Guy Kawasaki - author, speaker, entrepreneur, and evangelist Email book@invesp.com
  28. 28. #SMX #31C @ayat Which design increased conversions? a b
  29. 29. #SMX #31C @ayat Which design increased conversions? b 17 % more conversions
  30. 30. #SMX #31C @ayat Why? b Emphasize trust Images on mobile Simplified Display Incentivize
  31. 31. #SMX #31C @ayat Remember! • Trust - and the speed your website establishes it with visitors- is the essential ingredient for any high–converting website • Your promises do not matter, what matters is whether visitors trust you enough to believe your promises • If your value proposition is solid but sales aren't being made, look for trust issues • Urgency incentives are a strong catalyst – use them without being pushy
  32. 32. #SMX #31C @ayat Test with focus
  33. 33. #SMX #31C @ayat Test with focus Increased flow to search by 100% 4.8 % more conversions
  34. 34. #SMX #31C @ayat Remember! • Understand which website paths generate highest conversions and move visitors to them • Understand which website paths generate lowest conversions and optimize them
  35. 35. #SMX #31C @ayat
  36. 36. #SMX #31C @ayat Do visitors from different source/medium behave the same way?
  37. 37. #SMX #31C @ayat All visitors Direct New Returning Organic New Returning CPC New Returning Email New Returning
  38. 38. #SMX #31C @ayat Different devices = different segments Desktop Tablet Mobile
  39. 39. #SMX #31C @ayat How do you segment? • By traffic source • By visitor behavior • By outcome
  40. 40. #SMX #31C @ayat Traffic source/ device/ visitor type • By traffic source • Identify top 5-10 traffic sources • Segment by device type • Segment by visitor type Source/medium Device Visitor type Google CPC Mobile New visitors Google CPC Mobile Returning visitors Google CPC Desktop New visitors Google CPC Desktop Returning visitors Google Organic Mobile New visitors Google Organic Mobile Returning visitors Google Organic Desktop New visitors Google Organic Desktop Returning visitors
  41. 41. #SMX #31C @ayat Visitor behavior • Visitors who made a transaction in less than x days • Visitors who made a transaction in more than x days • Visits with page depth greater than x pages
  42. 42. #SMX #31C @ayat By outcome • Small size orders • Average orders • Above average • Oligarchs
  43. 43. #SMX #31C @ayat 2nd give away!
  44. 44. #SMX #31C @ayat Sign up for a free beta account www.figpii.com
  45. 45. #SMX #31C @ayat How can I help you? @ayat Ayat @invesp.com www.invespcro.com @ayat
  46. 46. #SMX #31C @ayat LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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