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Triple Your eCommerce Conversions - Conversion World #CROWorld

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Triple your eCommerce conversions in under 6 months

Over the last 15 years, Alex Harris has created and proven a marketing optimization system to increase online profits from your existing website traffic. The goal is to help your business make more money without spending more on additional advertising. Discover the techniques he uses for his clients to get faster, bigger results within a shorter time period. Learn how to use qualitative and quantitative data to your advantage. Find out how you can learn more about the people who visit your website, and how they use your website. Discover which tools you need to use in order to optimize your website to convert the traffic it gets into paying customers. Grow your business faster and take it to the next level today.

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Triple Your eCommerce Conversions - Conversion World #CROWorld

  1. 1. CONVERSION WORLD 2015 The First Online CRO Conference
  2. 2. CONVERSION WORLD 2015 The First Online CRO Conference
  3. 3. https://www.flickr.com/people/bernard_bailly/
  4. 4. eCommerce Case Study Persona Website Consultant
  5. 5. alexdesigns.com Conversion Focused Web Design Since 2000
  6. 6. 2000-2011:
 5,000+ TESTS
  7. 7. https://www.flickr.com/photos/emiliano-iko/
  8. 8. Conversion focused interviews with the best in digital marketing.
  9. 9. Persuasion 
 Architecture
  10. 10. Persuasion 
 Architecture Scientific
 Method
  11. 11. Persuasion 
 Architecture Scientific
 Method Conversion Process
  12. 12. Persuasion 
 Architecture Scientific
 Method Conversion Process Conversion Centered Design
  13. 13. Bigger Results from Testing
  14. 14. https://www.flickr.com/photos/nasamarshall/
  15. 15. Marketing Optimization System
  16. 16. Iterative Experiments
  17. 17. eCommerce Case Study WiseChoiceMarket.com CASE STUDY
  18. 18. eCommerce Case Study Persona Website Consultant
  19. 19. https://www.flickr.com/photos/nasakennedy/
  20. 20. DISCOVERY1Persona Modeling Jody 52 Years Old Working Mom Cooking for four Clean Eating & Paleo
  21. 21. DISCOVERY1Persona Modeling Jody 52 Years Old Working Mom Cooking for four Clean Eating & Paleo
  22. 22. DISCOVERY1Persona Modeling Jody 52 Years Old Working Mom Cooking for four Clean Eating & Paleo
  23. 23. DISCOVERY1Gathering Intelligence Jody 52 Years Old Working Mom Cooking for four Clean Eating & Paleo
  24. 24. DISCOVERY1Assumptions
  25. 25. DISCOVERY1Conversion Trinity Are you relevant to my wants/needs/ desires (search query)? Have you maintained scent? Do I know why you are the right solution for me? Have you explained your value proposition/offer well? Is it obvious what I need to do next? Have you given me the confidence to take that action?
  26. 26. DISCOVERY1Gathering Intelligence • Busy
  27. 27. DISCOVERY1Gathering Intelligence • Busy • Not Clear
  28. 28. DISCOVERY1Gathering Intelligence • Busy • Not Clear • Benefits?
  29. 29. DISCOVERY1Gathering Intelligence • Busy • Not Clear • Benefits? • Ingredients?
  30. 30. https://www.flickr.com/photos/ebarney/
  31. 31. DISCOVERY1Pareto Principle 80/20 •Most trafficked pages •Most revenue pages •High bounce rate pages
  32. 32. DISCOVERY1Quantitative Tools
  33. 33. DISCOVERY1Quantitative Tools
  34. 34. DISCOVERY1Ecommerce Analytics
  35. 35. DISCOVERY1Ecommerce Analytics
  36. 36. DISCOVERY1Ecommerce Analytics
  37. 37. DISCOVERY1Keywords - Clicks & Conv
  38. 38. DISCOVERY1Keywords - Clicks & Conv
  39. 39. DISCOVERY1Keywords - Clicks & Conv
  40. 40. DISCOVERY1Keywords - Clicks & Conv
  41. 41. DISCOVERY1Keywords - Clicks & Conv
  42. 42. DISCOVERY1Keywords - Clicks & Conv
  43. 43. DISCOVERY1Keywords - Clicks & Conv
  44. 44. DISCOVERY1Keywords - Clicks & Conv
  45. 45. DISCOVERY1Top Landing Pages (Most Important GA Page)
  46. 46. DISCOVERY1Top Landing Pages
  47. 47. DISCOVERY1Top Landing Pages
  48. 48. DISCOVERY1Top Landing Pages
  49. 49. DISCOVERY1Top Landing Pages
  50. 50. DISCOVERY1Top Landing Pages
  51. 51. DISCOVERY1Top Landing Pages
  52. 52. DISCOVERY1Top Landing Pages
  53. 53. DISCOVERY1Top Landing Pages
  54. 54. DISCOVERY1Heat Maps
  55. 55. https://www.flickr.com/photos/thebrightonsalon/
  56. 56. DISCOVERY1Qualitative Tools
  57. 57. DISCOVERY1Qualitative Tools
  58. 58. DISCOVERY1Feedback & Surveys
  59. 59. DISCOVERY1Secrets To Highest Conversions
  60. 60. DISCOVERY1Get 100 Responses
  61. 61. DISCOVERY1Automate Survey Collection • Survey iframe on Thank You Page • Survey link on Email Footer • Survey link on Facebook • Customer Service Autoresponder • Email your list asking to fill out survey- give coupon
  62. 62. DISCOVERY1Survey Cart Abandonment • Use on your cart or checkout page • Mouse towards the back button. 
 “What is stopping you from purchasing today?“ • Thank you page. “What made you purchase from us today?"
  63. 63. DISCOVERY1Watch Visitors Checkout & Compare
  64. 64. DISCOVERY1 Use the screener to get better participants. Pro Testers can be Biased
  65. 65. DISCOVERY1Instructions Cheatsheet 1. First Impressions
 View home page and talk about site: what can you do here? What do they sell? Do you trust this company? Do they look reliable? Why or why not? 2. Checkout Process
 Find the [PRODUCT], quickly go through the process of buying it, go to the end of the checkout process. If this wasn't a test, would you have made a purchase? Why or why not? What was the order process missing? 3. Competitive Analysis
 Who do you think are competitors of this site? Go to Google, search for a similar product and try to order the product from a competitor. Which site did you prefer? Why? What was better or worse about each site? 4. Returns, Privacy & Trust
 Imagine that you need to return your purchase and get your money back: 
 how would you do that? Do you trust that this site would give you a refund? 5. Magic Wand 
 If you had a magic wand, how would you improve DOMAINNAME.com? Questions to Ask User Testers
  66. 66. DISCOVERY1Quality Assurance iPad Review
  67. 67. DISCOVERY1 iPad Checkout Quality Assurance
  68. 68. Iterative Experiments
  69. 69. https://www.flickr.com/photos/w4nd3rl0st/
  70. 70. HYPOTHESIS2Persona Modeling Demographics 48-64 71% Female Have family, High Income 55% Use Internet Explorer Voice of Customer Don’t Trust Online Claims Appreciate Quality & Service Easy to understand ingredients
  71. 71. HYPOTHESIS2Persona Modeling
  72. 72. HYPOTHESIS2Persona Modeling Get Healthier & Live Longer
  73. 73. Hypothesis Framework Using the hypothesis framework, we organized each experiment: 1. Description of the observation to be explained. 2. Description of the process hypothesized to cause the observation. 3. Describe how you will track success for the experiment.
  74. 74. HYPOTHESIS2Prioritized Tests
  75. 75. HYPOTHESIS2Summary of Experiments Bone Broth Category Page • CTA’s above the fold • Use Icons / Seals + Testimonials • Increase Conversion & AOV Cart / Checkout Process • Increase Trust / Security • Improve UX • Reduce Abandonment
  76. 76. https://www.flickr.com/photos/jurvetson/
  77. 77. A/B Split Testing CONTROL
  78. 78. A/B Split Testing CONTROL EXECUTION3
  79. 79. A/B Split Testing CONTROL VARIATION EXECUTION3
  80. 80. A/B Split Testing CONTROL VARIATION 31% 
 Conversion Improvement EXECUTION3
  81. 81. A/B Split Testing CONTROL EXECUTION3
  82. 82. A/B Split Testing CONTROL VARIATION EXECUTION3
  83. 83. A/B Split Testing CONTROL VARIATION 13% 
 Conversion Improvement EXECUTION3
  84. 84. A/B Split Testing CONTROL EXECUTION3
  85. 85. A/B Split Testing CONTROL VARIATION EXECUTION3
  86. 86. A/B Split Testing CONTROL VARIATION 21% 
 Conversion Improvement EXECUTION3
  87. 87. A/B Split Testing CONTROL EXECUTION3
  88. 88. EXECUTION3A/B Split Testing CONTROL VARIATION
  89. 89. EXECUTION3A/B Split Testing CONTROL VARIATION 39% Conversion
 Decrease
  90. 90. EXECUTION3Continuous A/B Split Testing - Results CONTROL
  91. 91. EXECUTION3Continuous A/B Split Testing - Results CONTROLCONTROL VARIATION
  92. 92. EXECUTION3Continuous A/B Split Testing - Results CONTROLCONTROL VARIATION 3X Email Opt-In
 Leads Per Day
  93. 93. EXECUTION3Continuous A/B Split Testing - Results CONTROLCONTROL VARIATION 14% 
 Conversion Improvement
  94. 94. https://www.flickr.com/photos/stuartpilbrow/
  95. 95. REVIEW4Why Test Won ORIGINAL VARIATION USP OPT-IN BUTTONS ABOVE FOLD OPT-IN CLEAR
 CART CLEAR LIVE CHAT CLEAR PHONE NUMBER FAQ’s / VIDEO / TESTIMONIALS BELOW THE FOLD
  96. 96. REVIEW4Why Test Won ORIGINAL VARIATION OPT-IN Triple Sales Triple Leads in 5 months
  97. 97. REVIEW4 1000 more sales per month 350 more monthly customers 3X more email opt-ins per day 25% increase in conversion Immediate Results
  98. 98. https://www.flickr.com/photos/76999192@N06/
  99. 99. SCALE5Scale Your Bottom Line
  100. 100. SCALE5Scale Winning Results CONTROL
  101. 101. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  102. 102. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  103. 103. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  104. 104. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  105. 105. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  106. 106. SCALE5Scale Winning Results CONTROLCONTROL CLONE
  107. 107. SCALE5Scale Remarketing CONTROL Facebook Ads - Opt-Ins Facebook Ads - Sales
  108. 108. SCALE5Scale Facebook Ads
  109. 109. SCALE5Scale Facebook Ads 75% 
 Conversion Rate
  110. 110. SCALE5Scale Facebook Ads
  111. 111. SCALE5Scale Facebook Ads
  112. 112. https://www.flickr.com/photos/toptechwriter/
  113. 113. SCALE5Mobile Improvements
  114. 114. SCALE5Optimize Mobile UX HOMEPAGE FOOTER
  115. 115. SCALE5Optimize Mobile UX HOMEPAGE CATEGORY
  116. 116. SCALE5Mobile Lead Generation
  117. 117. SCALE5Mobile Lead Generation
  118. 118. SCALE5Scale Your Bottom Line
  119. 119. https://www.flickr.com/photos/toptechwriter/
  120. 120. https://www.flickr.com/photos/toptechwriter/
  121. 121. https://www.flickr.com/photos/toptechwriter/
  122. 122. https://www.flickr.com/photos/toptechwriter/
  123. 123. EnergyFirst.com
  124. 124. https://www.flickr.com/photos/nasamarshall/
  125. 125. https://www.flickr.com/photos/130197050@N04/
  126. 126. https://www.flickr.com/photos/vermininc/
  127. 127. Thank You! alexdesigns.com

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