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7 Tactics to Boost Your Digital Marketing Conversion Rates


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Increasing digital conversions rates is the top priority for any marketer this year, according to a recent ExactTarget survey. In this webinar we introduced 7 tactics you can use immediately to increase sales, leads, or the metric that you define as a conversion via your website or mobile apps.

This was the first time we introduced the concept of Growth Rate Optimization (GRO), a term I coined to describe a more holistic approach to optimization that is laser-focused on growing revenue by finding the perfect balance between user needs and business goals. Under this umbrella concept, we cover 7 tactics or concepts that help you optimize across various digital marketing channels from media buying to websites and mobile apps.
Hopefully you'll leave with some ideas on how to jumpstart or kick-start your optimization program. If not, email me!

Stay tuned for more webinars regarding Growth Rate Optimization.

Published in: Internet, Technology, Design

7 Tactics to Boost Your Digital Marketing Conversion Rates

  1. 1. 7 Tactics to Boost Digital Conversions! Anne Marie Dono Chief Operating Officer aka Chief OPTIMIZATION Officer @ Multiplica USA Slides from our April 16, 2014 Webinar
  2. 2. Who am I? Twitter: " @annemarie9 Email:"
  3. 3. What we do. Conversion & User Experience (UX) Optimization Media Planning & Buying Optimization Laser focus on results
  4. 4. Some of our clients:! Some of the tools we work with:!
  5. 5. Miami | Barcelona | Santiago de Chile | Madrid | Medellin | Buenos Aires | Mexico DF!
  6. 6. This webinar is for you if… •  You’re a marketer or you create digital experiences to sell products or services. •  You know how you define a “conversion”: sale via digital, a lead, etc. •  You have an interest in conversion optimization or basic knowledge. •  You’re in a transactional vertical such as e-commerce, retail or travel. •  or you just need a little inspiration…
  7. 7. What’s your top priority this year? According to ExactTarget, driving increased conversion rates is the top priority for marketers this year. ! Why? In part, because the cost of running a conversion optimization program has dropped significantly. Tools have made testing accessible to almost any budget. ! Tools:! Source: ExactTarget 2014 Marketing Priorities!
  8. 8. Conversion Rate Optimization (CRO)" is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers, " without spending money on attracting more visitors. Testing, including split, A/B and multivariate tests, is a central component of CRO. Adapted from !
  9. 9. A/B testing basics! Basics:!
  10. 10. What happens when you start a CRO program? Conversionrate(Conversions/Sitevisits) 0.0%! 0.7%! 1.3%! 2.0%! 2.6%! 3.3%! April! May! June! July! July!
  11. 11. Awesome! " So, we’re done…
  12. 12. WRONG!!
  13. 13. You’re not done… what about Average Revenue per Order? $0! $35! $70! $105! $140! 0.0%! 0.7%! 1.3%! 2.0%! 2.6%! 3.3%! April! May! June! July! July! Conversion Rate! Avg. Revenue per Order! Conversion rate: ! ! # of conversions ! ———————! site visitors!
  14. 14. But, wait! There’s hope… !
  15. 15. CRO! GRO
  16. 16. Growth Rate Optimization (GRO) " is the process of growing leads and revenue " via various digital marketing channels " through iterative, agile testing " based on customer insights. Measure your growth rate (revenue, whatever the end result is) week over week or month over month as your main metric. Be agile, test, iterate and test again, ask questions and look at the entire user experience from start to finish. Source: Multiplica, 2014!
  17. 17. So how do I start with GRO? 7 tactics to boost conversions 1.  Listen 2.  Simplify ruthlessly 3.  Personalize 4.  Reduce Choices 5.  Clear call to action 6.  Make sure your pages/app loads fast 7.  Create immersive experiences
  18. 18. 1 2 3 4 5 6 7
  19. 19. 1. Listen UXMu1-6TKm-8feVTh-4wstR3-9qMdGk-2UsLZA-hUXCU-3b5EBp-5uErfQ-fNTS3d-4rWyJN-7dPywp-d9bYtm-2irKq6-gpNW4f-9CwNrf-5U5aCc-3J64rc-6r2965-aSKGWZ-7KLRC7-6f3tbY-488DGJ-cZyHJC-7DrfeE-7Njc1L-uW4jY-Kbdn9-5rKuL9-6iFiVf-6peYH3-8zDAt1-boH29D-49J91-7CVcpn-o37Sg-6pzJhn-9rpLy When was the last time you talked to a client or prospect?
  20. 20. So, how do I listen? Low-tech, free: Phone calls Stopping people in the street Talking to your customer care team Sitting with your sales reps Not-so-free, but quite useful: User testing Focus groups Onsite surveys User session recording Med-tech: Online surveys Facebook/Twitter Analytics software Click maps user videos clickmaps
  21. 21. Listen - what do I ask? Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics!
  22. 22. 1 2 3 4 5 6 7
  23. 23. 2. Use a clear, concise call to action (CTA) buttons Clearly tell your user/visitor what they should do.
  24. 24. 2. Use a clear, concise call to action (CTA) buttons •  Tell your user/viewer what you’d like them to do in grammatically correct language. •  Speak as if you were the person. i.e. “Start my trial” •  Use verbs - they incite action! •  Optimize CTAs across banner ads, SEM copy, emails, social network posts (end with verbs). And make them consistent.! “Try it free” generated about 15% more clicks than “Free Trial”.! LiveChat example:!
  25. 25. Clearly show them what you want them to do next. Generated +5% in clicks after we added a button at top for this Multiplica client! Both buttons say Go to payment page. !
  26. 26. 1 2 3 4 5 6 7
  27. 27. 3. Simplify ruthlessly! Random note: So why a bull? The 2.7 seconds sat made me think of a grey line in a song: “I went rocky mountain climbing, I went two point seven seconds on a bull named Fu Man Chu. -“Live like you were dying”- Tim McGraw song!
  28. 28. Average attention span in 2000 Sources:, ExactTarget, ! Average attention span in 2013 13 " seconds 8 " seconds Average time you have to make an impression online 3-5 " seconds Average attention span of a goldfish 9 " seconds
  29. 29. Simplify •  Take things away and test •  Mobile should be your top priority and simplicity works best for mobile! No excuses.!
  30. 30. Some tools can help algorithmically determines what users focus on first when they see your page. Below is an example from Groupon. They increased signups by 52%. Source: EyeQuant case study PDF!
  31. 31. 1 2 3 4 5 6 7
  32. 32. 4. Personalize experiences Are you showing every visitor or user the same experience? " People want you to speak to their specific needs.
  33. 33. Personalization: Showing the most relevant content to " each person or group. AKA behavioral targeting, content targeting
  34. 34. Did you know your Yahoo! home page is different from everyone else’s? Male, 36 years old. Avid Y! user. Interests: Politics, Sports Female, 34 years old. Not frequent user. Interests: unknown.
  35. 35. Personalization On the Latin American/Caribbean Burger King sites, which Multiplica designed and currently maintain, we alternate home page content based on time of day. e.g. coffee for breakfast and a juicy Whopper during dinner, ice-cream in the afternoon.
  36. 36. Open-time email personalization Using Monetate’s Engage platform, True Religion was able to switch email recipients to the mobile version of their email at the moment they opened it. The mobile email had a 10% increase in CTR. They then tested the mobile version on desktop and saw the same results and just started ditched the desktop version - simplifying!!
  37. 37. Ideas for personalization Simple Time of day New vs. Returning User Demographic info they’ve told you Search terms they used in Google to arrive at your site. Higher complexity (3rd party data providers) Where they go outside your site What their interests are What they’re looking to purchase Demographics Medium complexity Products they visit on the site Geo-location Weather Past purchases Technographic info Filled out forms online Go to to see all the information BlueKai has figured out for you based on your online behabori! Contact us at for even more personalization ideas.!
  38. 38. 1 2 3 4 5 6 7
  39. 39. If asked to chose one chocolate, " which box do you prefer to pick from? 5. A! B!
  40. 40. 5. In a Columbia university study, participants who were given only six chocolates from which to choose one were happier with their selection than those who selected one chocolate out of 30 possibilities.! via!
  41. 41. 5. Reduce choices Zara, a Multiplica client!
  42. 42. 1 2 3 4 5 6 7
  43. 43. 6. Make sure your pages load fast!
  44. 44. 6. Get IT working on this right away!
  45. 45. 1 2 3 4 5 6 7
  46. 46. 7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience.!
  47. 47. 7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience.!
  48. 48. 7. Personalized and immersive, in email Animated GIFs have re- emerged as a tool to give life to your products. Jack Spade Email campaign via!
  49. 49. Need more ideas of what to optimize? Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics! Contact us at for even more optimization ideas… it’s what we do every day.!
  50. 50. One final note… •  You can’t test everything. There is a complex formula that tells you how long you need to run a test before you have statistically significant results. •  The tools have them baked in but you should run your own calculations upfront! •  Prioritization is key! •  If you have questions or need help just let us know! Adapted from Rand Fishkin's, Why Great Marketers Must Be Great Skeptics! Tests need to run a long time! Tests need to run a short time!
  51. 51. –Johnny Appleseed! “Type a quote here.”
  52. 52. Need to convince stakeholders? Read this… •  The A/B Test: Inside the Technology That’s Changing the Rules of Business, Wired Magazine, April 2012" •  Contact us at and we’ll send you more great articles to read. Photo: Wired magazine, Spencer Higgins; Illustration: Si Scott!
  53. 53. •  Don’t miss our upcoming webinars and white papers! •  Email us at and we’ll add you to our mailing list!
  54. 54. Thank you from the Multiplica team! twitter: @annemarie9