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The Journey of Conversion Optimization By Khalid Saleh

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Advanced Conversion Optimization: Beyond the Tactics. PRESENTATION: The Journey of Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #22C3

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The Journey of Conversion Optimization By Khalid Saleh

  1. 1. #SMX #22C3 @khalidh TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) `` THE JOURNEY OF CONVERSION OPTIMIZATION Beyond the tactics
  2. 2. #SMX #22C3 @khalidh •  3,000+ Successful Tests •  11 different countries Lessons from
  3. 3. #SMX #22C3 @khalidh Working with amazing companies
  4. 4. #SMX #22C3 @khalidh Increasing Conversion Rates is a Complex Problem Focused Solutions “For retailers looking to grow their conversion rates — which typically hover around 3% — conversion marke;ng provides opportuni;es to address the other 97% of visitors” Forrester Research Sophisticated Analysis Higher probability of success
  5. 5. #SMX #22C3 @khalidh Getting to the big “Yes”
  6. 6. #SMX #22C3 @khalidh Big “Yes” yes yes yes yes yes no no no yes yes
  7. 7. #SMX #22C3 @khalidh
  8. 8. #SMX #22C3 @khalidh Best Practices
  9. 9. #SMX #22C3 @khalidh Starting with CRO
  10. 10. #SMX #22C3 @khalidh Close to 50% of AB tests do not produce significant results
  11. 11. #SMX #22C3 @khalidh POP QUIZ
  12. 12. #SMX #22C3 @khalidh POP QUIZ
  13. 13. #SMX #22C3 @khalidh Success & CRO
  14. 14. #SMX #22C3 @khalidh The Process
  15. 15. #SMX #22C3 @khalidh
  16. 16. #SMX #22C3 @khalidh
  17. 17. #SMX #22C3 @khalidh
  18. 18. #SMX #22C3 @khalidh
  19. 19. #SMX #22C3 @khalidh “People tell you who they are, but we ignore it - because we want them to be who we want them to be”
  20. 20. #SMX #22C3 @khalidh
  21. 21. #SMX #22C3 @khalidh Engagement •  Start with setting specific metrics (KPIs) to measure user’s engagement •  Internal metrics (page views, pages per visit, etc) •  External metrics (links, social shares, etc)
  22. 22. #SMX #22C3 @khalidh
  23. 23. #SMX #22C3 @khalidh putting it all together
  24. 24. #SMX #22C3 @khalidh •  What elements will increase visitors’ trust in the website and on the page 1. Identify trust elements
  25. 25. #SMX #22C3 @khalidh •  What elements will increase visitors’ FUDs in the website and on the page 2. Identify FUD elements
  26. 26. #SMX #22C3 @khalidh •  What elements will motivate visitors to act right away? 3. Identify Incentives
  27. 27. #SMX #22C3 @khalidh •  What elements will engage visitors? 3. Identify engagement
  28. 28. #SMX #22C3 @khalidh •  Move from targeting the masses into specific targeting •  Personalize conversion optimization experience 5. Create Personas
  29. 29. #SMX #22C3 @khalidh •  What elements do early shoppers need to see? •  How do we bring them back to the website? 6. Account for buying stages
  30. 30. #SMX #22C3 @khalidh •  What elements do help with complex sales? 7. Deal w/ complex sales
  31. 31. #SMX #22C3 @khalidh Suzan ✓ Caring ✓ Evalua.ng ✓ Worried about delivery Mike ✓ Logical ✓ Ready to Buy ✓ Looking for a good deal Chris ✓ Aggressive ✓ Just browsing ✓ Loves technology Jessica ✓ Spontaneous ✓ Researching ✓ Price conscious
  32. 32. #SMX #22C3 @khalidh Identify the problems before making any changes
  33. 33. #SMX #22C3 @khalidh Possible conversion problems on the page Conversion element Page element Priority Trust Lack of clear value proposition 1 Trust Disconnect in messaging 2 Trust Lack of congruent messaging 5 FUDs No clear order steps 3 FUDs Pricing is confusing 4 Incentives No use of urgency 5 Incentives No use of scarcity 6 Incentives Pricing discount is not clear 8 Persona – Mike the spontaneous Heavy use of jargon 7
  34. 34. #SMX #22C3 @khalidh Hypothesis Conversion element Page element Priority Trust Lack of clear value proposition 1 Hypothesis Copy Design Placement
  35. 35. #SMX #22C3 @khalidh The Process
  36. 36. #SMX #22C3 @khalidh 1st give away!
  37. 37. #SMX #22C3 @khalidh 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
  38. 38. #SMX #22C3 @khalidh 2nd give away!
  39. 39. #SMX #22C3 @khalidh Sign up for a free beta account www.figpii.com
  40. 40. #SMX #22C3 @khalidh
  41. 41. #SMX #22C3 @khalidh LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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