Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Conversion Optimization: Fighting the Most Common Roadblocks

938 views

Published on

Conversion Optimization is the process of continuously improving a website or landing page to create the most effective experience for new and recurring customers. However, implementing a conversion optimization process within your organization can be challenging. Here is how to fight the most common roadblocks.

Published in: Marketing
  • Be the first to comment

Conversion Optimization: Fighting the Most Common Roadblocks

  1. 1. Conversion Optimization eTail Canada May 12, 2015
  2. 2. Guillaume Bouchard   CEO, iProspect Canada 2
  3. 3. Game Plan Who is iProspect? What is Conversion Optimization? Conversion Optimization Process 1 2 3 Common Roadblocks 4 5 Conclusion 3
  4. 4. Who is iProspect? 4
  5. 5. We Simplify Digital Complexity   5
  6. 6. Canada’s largest bi-cultural digital performance agency. 2 offices: Montreal, Toronto. Over 85 passionate digital practitioners. 10 years of billingual Canadian expertise. Network of 3000 specialists across 50 countries. iProspect Canada 6
  7. 7. We are a story of growth and performance. 2005 2008 2013 NVI opened its Toronto office NVI becomes iProspect Natural Search Paid Search Analytics Social Media Conversion Optimization 1996 iProspect founded in Boston Founded in Montreal 10 years of digital performance 2015 7
  8. 8. EIGHT GLOBAL NETWORK BRANDS SIX SPECIALIST BRANDS PLUS 55 LOCAL BRANDS 8
  9. 9. We Deliver Excellence Everywhere   10 NORTH AMERICA   39 EMEA   18 APAC   5 LATAM   9
  10. 10. Guillaume Bouchard CEO, Canada TORONTO MONTREAL 2 OFFICES   2 LANGUAGES   70+ CLIENTS   85+ EMPLOYEES   CANADA 10
  11. 11. What is Conversion Optimization? 11
  12. 12. Conversion Optimization is the process of continuously improving a website or landing page to create the most effective experience for new and recurring customers. Conversion Optimization   12
  13. 13. User Experience (UX) Analytics User Testing Visual Design Performance Marketing Web Development Copywriting Ergonomics Conversion Optimization   13
  14. 14. •  In a complicated digital environment, Conversion Optimization provides a scientific method to effectively measure the efficiency of your digital platforms. •  By gaining insight on what works and what doesn’t for your target audience, you can develop best practices to increase revenues (directly or indirectly) from your website. 14 Why is Conversion Optimization Important?  
  15. 15. 15   CONVERSION OPTIMIZATION THE ULTIMATE PROCESS 1. ASSESS CURRENT SITUATION 3. TEST 4. REVIEW, LEARN AND SCALE 2. LIST HYPOTHESES 15
  16. 16. Common Roadblocks 16
  17. 17. Roadblock #1 Risk Management 17
  18. 18. Risk Management   18 “ ”Conversion optimization is expensive and results are uncertain.
  19. 19. Look at the cost as an investment Risk Management   2 Calculate your expected ROI 3 Determine how long it takes to get positive ROI 4 Determine project cost 1 19
  20. 20. The iProspect Guarantee   Provide a total project cost (without any surprises) 2 20 Give the project feasibility 1 Guarantee performance improvement 3
  21. 21. Business Case - DHL   21 179% LEADS INCREASE  
  22. 22. Roadblock #2 Test Culture 22
  23. 23. Test Culture   23 “ ”Going through the process again doesn’t feel right, especially after taking 1 year to develop the website.
  24. 24. Test Culture   24 Quick Wins Necessary Action On Hold Elements that can easily be changed Major issues that require immediate planning & development cost Elements that require further development, but can wait Testing does not necessarily mean going through drastic changes. When identifying things to change, one can classify them into:
  25. 25. 1. Quick Wins   25 Examples of elements that can easily be tested and implemented: •  Copy •  Placement •  Colors
  26. 26. 2. Necessary Action   26 Examples of elements that must be tested and will require effort: •  Forms on mobile •  Pricing options and the layout of the pricing table •  New creative content Users only see the first 2 columns of a 4 column table when accessing via mobile.
  27. 27. 3. On Hold   27 Examples of elements that require development but are not a priority: •  Folds on a page •  Testimonials
  28. 28. Business Case La Capitale   28 1.  Is the price clearly displayed? 2.  Do users know where to modify the contract duration?
  29. 29. Business Case La Capitale   29 1)  Simplify the page header 2)  Add a sticky menu
  30. 30. Roadblock #3 “Failure” Management 30
  31. 31. Failure Management   31 “ ”Conversion optimization can be inconclusive resulting in “failure”.
  32. 32. Failure Management   32 1. Inconclusive tests 2. Follow-up tests 3. Tools They tell us why the original is performing better. Such tests are mandatory to validate our learnings. Throughout the experiments, tools help us find incredible UX insights. For quantitative tests, we find value in:
  33. 33. Business Case - Securitas   33 To reduce a bounce rate of 86%, we conducted A/B testing 3 times and got inconclusive results all 3 times.
  34. 34. Business Case - Securitas   34   Online  Questionnaire                   Did  you  1ind  the  information   you  were  looking  for?     J  L     If  you  didn’t  1ind  what  you   need,  then  what  information   are  you  looking  for?   40% BOUNCE RATE REDUCED BY
  35. 35. Roadblock #4 What to Test 35
  36. 36. What to Test   36 “ ”It’s difficult to know which areas to test.
  37. 37. Improve conversion funnel. What to Test   2 Get more returning/ repeat visitors. 3 Increase average basket value. 1 37 3 areas for e-tailers to improve on:
  38. 38. 1. Increase Average Basket Value   38
  39. 39. 2. Improve Conversion Funnel   39
  40. 40. 3. Returning/Repeat Visitors   40
  41. 41. Roadblock #5 IT Involvement 41
  42. 42. IT Involvement   42 “ ”Changing elements on the website is too hard, too long and too complicated.
  43. 43. A/B Testing: 1 line of Javascript code on your webpages What to Test   2 Tag management system 3 We can design and host stand alone landing pages 1 43 3 points to help you become more independent from your IT team:
  44. 44. Roadblock #6 Testing Tools 44
  45. 45. Testing Tools   45 “ ”It’s tough to find testing tools that are user-friendly.
  46. 46. What to Test   46 Examples of quantitative and qualitative testing tools we can help you with:
  47. 47. Digital advertising is evolving at an unprecedented rate   iProspect can be the critical business partner to help you stay ahead of the curve. 47
  48. 48. www.iprospect.com Thank You.

×