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Stop Leaving Money on the Table: 
Conversion Rate Optimization 
Josh Patrice 
Director of SEO 
November 11, 2014
First, 
thank you for having me! 
What’s a “Portent?” 
Portent Inc. is a leading integrated marketing 
agency. Located in Seattle, WA., Portent is a full-service 
agency with experts in paid advertising, 
analytics, SEO, content strategy/writing and 
social media. As well as in-house design, 
creative, and development teams. 
Greetings from the 
#smithtower
Who’s this guy? 
Josh Patrice has spent his entire career in online marketing; starting in the 
summer of ’03 with the drudgery that was early day PPC & Paid Inclusion 
work. 
In the years to come, he became king of the search-nerds through his 
work in UX design, information architecture, CRO and SEO. Today, he 
educates clients and SEO experts how to optimize websites so search 
engines & users want to shout their URLs from the mountaintops. 
When Josh isn't teaching everyone else how to be awesome, he is the 
epitome of a modern renaissance man, playing music, cooking, and 
finding the perfect quip for any situation. 
Josh Patrice 
Director of SEO
What is 
Conversion Rate 
Optimization?
Conversion Rate Optimization 
What is CRO? 
CRO 
is learning why your 
visitors aren’t converting 
and then working 
to fix it.
The Basics 
Calls to Action 
The foundation of Conversion Rate Optimization 
is the call to action. 
Without CTAs, your website is a brochure. The 
power of influence is at the heart of CRO. 
Get Your Quote 
Buy 
Give us Your Email 
NOW 
Order Now 
Sign Up Now! 
Login 
Conversion Rate Optimization 
What is CRO? 
A/B Testing 
Serving a different experience to different 
audience to find what works. 
Landing Pages 
Creating specific pages to better convert traffic.
Psychology
Conversion Rate Optimization 
Psychology 
Fear v. Greed 
The Psychology of the User 
Getting Inside Your Users Mind 
The basis of users’ online interactions comes 
down to fear v. greed. 
o Origins in market trading. 
o Users default to fear, yet more conversions 
come from trust 
o Greed is good. 
Fear Greed
Conversion Rate Optimization 
Psychology 
Trust 
Trust builds Greed. 
Privacy Paradox 
Users risk their privacy (info, address, etc.) against 
the value of your offering. 
Value can be determined by more than just the 
object, it can be determined by the aesthetics and 
the ease of the process. 
The more control your users have over their 
privacy, the lower the perception of risk.
AIDA 
An oldie, but a goodie 
Awareness 
Getting folks to your site 
through marketing your 
product/service/etc. 
Interest 
Resonate with your 
users’ pain. What 
problem are visitors 
trying to solve? Your 
site needs to be about 
THEM, not about you. 
Desire 
Your users have 
outcomes in mind when 
they visit your landing 
page. Be sure to 
address their outcomes. 
This is where your value 
proposition comes into 
play. 
Help them answer: 
What’s in it for me? 
Action 
Reason to believe you. 
Users need to trust you 
more than they need to 
be sold to.
It’s all UX 
Awareness - Tagline 
Managing user expectations from 
search, email, etc. with 
appropriate messaging, imagery, 
etc. 
Interest - Benefits 
Drawing your users into your site, 
keeping them from bouncing, 
investing in the engagement. 
Investing in their needs. 
Desire - Features 
Simplifying the results. Details: 
shipping, size, price, screenshots, 
etc. 
Action - Things 
Social proof: testimonials, awards, 
call to action and buttons. 
Conversion Rate Optimization 
Psychology 
awareness 
interest 
desire 
action
Why CRO?
Why? 
There’s Always Room to Improve 
Let’s be honest, unless you’re at 100% conversion rate, 
you can always improve. 
Conversion Rate Optimization 
Why CRO? 
The average shopping cart abandonment 
rate is 67% 
http://index.fireclick.com/fireindex.php
Why? 
More Traffic ≠ More Conversions 
You can grow traffic volume all day, but if your visitors 
aren’t converting, what’s the point? Using CRO to 
improve your conversion rate is a no-brainer. 
Conversion Rate Optimization 
Why CRO? 
63% of consumers need to hear company 
claims 3-5 times before they trust it 
Edelman Trust Barometer, 2012
When CRO?
ABC
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Conversion Rate Optimization 
When CRO? 
Always… 
Long-Term Benefits 
CRO is akin to SEO, the benefits of today’s efforts 
will payoff further down the line, and the benefits 
from tomorrow’s efforts will be seen even later still. 
Additionally, this allows for iterative learning as 
each tweak and each test will result in new data to 
be analyzed and improved upon
Always… 
Changing 
Habits change. Design changes. The Web evolves. 
Additionally, since CRO is tied to UX at a higher level, you need to always be improving the user 
experience of your site to help find and fix pathways that make the visitor's life easier than before.
Where do I Start?
Benchmarks 
Before/After 
Use your analytics platform to get benchmark 
data for the following: 
o Site Conversion Rate 
o Landing Page Conv. Rate 
o Funnel Data 
o Bounce Rate 
o Pages Viewed per Visit 
Conversion Rate Optimization 
Where do I Start?
Benchmarks 
CrazyEgg 
Great resource for user engagement 
Conversion Rate Optimization 
Where do I Start?
Conversion Rate Optimization 
Where do I Start? 
Analytics 
The Devil in the Details 
Bounce Rate 
Filter your data to find the pages with the 
highest bounce rates. These should be 
your primary focus for optimization. 
High bounce rates mean that users are 
visiting your site, not finding what they 
need on the page, and leaving. 
Bounce Rates can be lowered sometimes 
by a simple change to the site or additional 
information. 
Time on Site 
Engaged users tend to stay on pages 
longer, if your users are finding their way 
to conversions, then you’ll have a higher 
time on site. 
Landing Pages & Top Content 
Find out where your users enter your 
site, and what pages they visit. 
o Is it the best path to converting? 
o Are there CTAs on your top pages?
Conversion Rate Optimization 
Where do I Start? 
Analytics 
The Devil in the Details 
Funnel Visualization 
Funnels help to identify where you’re losing conversions during the 
checkout or signup process.
Conversion Rate Optimization 
Where do I Start? 
Classic 
Personas…
Conversion Rate Optimization 
Where do I Start? 
Classic 
Personas… 
are Utter Crap
Classic 
Personas… 
Personas 
Can’t build a site around an offline persona. 
Best Buy can’t have a section of their stores for 
people that just want to learn about their history, 
read stories, look at photos, and fill out 
requests. 
Can’t offer a “Jill” experience with a major 
brand’s site. 
Why try to force that upon a website? 
Conversion Rate Optimization 
Where do I Start?
I am a Liar
Personas 
Lies 
You can still target Jill 
You can still target Barry 
You can still target Joe 
You just have to redefine what that means 
Conversion Rate Optimization 
Where do I Start?
Conversion Rate Optimization 
Where do I Start? 
Personas through 
Psychographic Research
Joe 
• Hispanic 
• Democrat 
• of Voting Age 
• Interested in Immigration 
• Barry and Jill’s friend
Conversion Rate Optimization 
Where do I Start? 
Psychographic 
Research 
Joe 
is 
a 
rudimentary 
example 
using 
psychographic 
variables 
instead 
of 
classic 
demographics 
o Joe 
is 
not 
just 
Hispanic, 
18-­‐25, 
HH 
$35k, 
w/$2k 
revolving 
debt 
o Joe’s 
demographics 
are 
merely 
qualifiers 
o Joe 
has 
interests, 
ac+vi+es, 
and 
opinions 
(IAO) 
Joe’s 
age, 
habits, 
preferences, 
and 
personality 
are 
inferred 
through 
psychographic 
variables 
instead 
of 
being 
set 
in 
stone 
via 
classical 
persona 
models
Conversion Rate Optimization 
Where do I Start? 
Psychographic 
Research 
Personas 
Use psychographic research!!! 
1. Go to Facebook 
2. Start an ad campaign 
3. ? 
4. Profit 
• On & Offline Publications 
• Causes, Beliefs, 
Charities, Issues 
• Religion 
• Brands 
• Military & Government 
Roles 
• Legal 
• Health 
• Parents 
• Sports, Hobbies 
• Video Searches 
• Recreation, Occupations 
• Humor 
• Historical Interests 
• Education, Degrees 
• Pop Culture, Music, TV, 
Radio 
• Dislikes 
• Cars 
• Media Preference 
• Sexual Preference 
• Relationship Status 
• Age 
• Gender 
• MORE
Psychographic Research 
• vertical data 
o Travel 
5M00,00I0N 
• segmented categories 
o Air Travel, Bus & Rail, peIoMple 
Cruises 
MUINIMMUM 
• specific sub-categories 
o Airport Parking 
No 
one 
is 
interested 
You 
don’t 
remember 
the 
halyco 
ni 
nd 
aaysir 
opf 
oyorut 
tph 
adrrekaimngin!g 
of 
airport 
parking?
Action Paths 
Action Paths 
The way a certain persona uses a website is an 
action path. 
Action paths end with a conversion. 
Conversion Rate Optimization 
Where do I Start?
Action Paths 
Example 
This site has paths for the following personas: 
• Partners 
• Current Customers 
• New Customers 
• Information Seekers
Action Paths 
Example 
An action path for a website/ 
persona. 
Based on current traffic patterns, 
as well as ideal patterns. Always 
ending in an action, but ideally a 
conversion.
Action Paths 
Example 
Diving deeper into persona 
action path and potential 
questions. 
Identify areas of weakness, 
questions, tech hurdles, etc.
How?
Audience 
Research 
Study Your User 
Your audience isn’t a set of keywords. Build 
online user personas and find their habits, 
action paths, etc. 
Interviews 
Card Sorting 
Personas 
Name: Wes 
Role: IT 
Action Path: Whitepaper Download - Products/Solutions 
Habits: uses site search, digs through navigation, avoids 
"superfluous" pages like the blog 
Conversion Rate Optimization 
Where do I Start?
Audience 
Testing 
Doing Your Research 
How does your site function for your audience? 
Could your mom use your site correctly? 
Could your son? 
Conducting tests is easier than in the past thanks to 
passive online tools. 
Conversion Rate Optimization 
Where do I Start?
A/B Testing 
Figuring out what works 
A/B tests allow you to figure out where to start 
with regard to CRO. Best tests will work to 
improve the experience or process for the user. 
That being said… 
Test your message, colors, pictures, everything. 
Just test one thing at a time. 
Conversion Rate Optimization 
How Can I Do?
A/B Testing 
Tools 
It’s so easy today to run A/B tests that it’s foolish 
not to. 
Conversion Rate Optimization 
How Can I Do?
95% or bust 
Statistical Significance 
If you embark on A/B testing, statistical 
significance will be an important measurement. 
In terms of choosing a winner, here are our 
significance percentages: 
o 95% = Do not leave home without 
o 97% = You're getting good 
o 98% = Warmer 
o 99% = Sure thing 
o 100% = Presidential Launch Codes 
Conversion Rate Optimization 
How Can I Do?
Will I Get Good Leads?
Unlike just about everywhere else, 
there are no failures in CRO. 
You always learn, regardless of the 
Did it Work? 
. What happens if we fail? outcome.
An example test where we altered price range information. Instead of 
“$x to $y” we tested “from $x”
Another example from the same test, using a different price point.
An A/B/C test using different button colors. Sadly, orange won again…
A multi-variant test with a rather confounding scoring rubric.
Best Practices & 
Top Tests
Page 
Design 
ABCD 
Layout your site with regard to the ABCD grid as 
seen in the landing page below. 
Conversion Rate Optimization 
Best Practices & Top Tests 
A to D 
Users flow naturally from A to D
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
B & C 
Remove CTAs from B & C, move them to D 
instead. That’s where users’ eyes wind up.
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Personalized Button Messages 
Reach out to your audience, it’s a leap of faith for 
them to buy online because there’s no human 
interaction. 
By making a button more personalized, more 
direct, speak to the user, you can see an increase 
in engagement. 
hSp://contentverve.com/10-­‐call-­‐to-­‐acVon-­‐case-­‐studies-­‐examples-­‐from-­‐buSon-­‐tests/
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Avoid Too Many Calls to Action 
Stick to 1, maybe go up to 3, but 8 is more than 
enough. 
Where should the user begin on the page below?
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Ditch Distractions 
Keep it simple, and keep it easy for users to 
navigate, read, process, etc.
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Avoid Options 
Options create confusion and roadblocks in the 
conversion process.
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Avoid “Solutions” Address 
Problems 
I have a problem. I don’t know the solution. 
Stop offering blanketed solutions to your users.
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Resonate with your users 
What problem are your visitors trying to solve? 
Your site is about THEM, not you.
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Match Your Keyword to Your Ad 
Seeing the search query appear in the ad helps 
create familiarity
Conversion Rate Optimization 
Best Practices & Top Tests 
Page 
Design 
Match your ad to your landing 
page 
Carrying that familiarity to the landing page 
continues the bond.
Conversion Rate Optimization 
Best Practices & Top Tests Show me the Price! 
Page 
Design 
Don’t hide your price under copy or with a color 
that blends in. Make it stand out!
Conversion Rate Optimization 
Best Practices & Top Tests Show me Shipping! 
Page 
Design 
Humans will rely on one trait or piece of info 
when making a decision. 
Free shipping is most important order factor: 
o 52 percent of abandoned online shopping 
carts in 2011 were due to a lack of free 
shipping deals* 
o Shoppers spend an average of 30% more 
when free shipping is available* 
*hSp://www.freeshipping.org/staVsVcs/
Thank 
Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 
Prepared by 
Josh Patrice 
Director of SEO 
josh@portent.com 
@Syzlak 
YOU.

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Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue

  • 1. Stop Leaving Money on the Table: Conversion Rate Optimization Josh Patrice Director of SEO November 11, 2014
  • 2. First, thank you for having me! What’s a “Portent?” Portent Inc. is a leading integrated marketing agency. Located in Seattle, WA., Portent is a full-service agency with experts in paid advertising, analytics, SEO, content strategy/writing and social media. As well as in-house design, creative, and development teams. Greetings from the #smithtower
  • 3. Who’s this guy? Josh Patrice has spent his entire career in online marketing; starting in the summer of ’03 with the drudgery that was early day PPC & Paid Inclusion work. In the years to come, he became king of the search-nerds through his work in UX design, information architecture, CRO and SEO. Today, he educates clients and SEO experts how to optimize websites so search engines & users want to shout their URLs from the mountaintops. When Josh isn't teaching everyone else how to be awesome, he is the epitome of a modern renaissance man, playing music, cooking, and finding the perfect quip for any situation. Josh Patrice Director of SEO
  • 4. What is Conversion Rate Optimization?
  • 5. Conversion Rate Optimization What is CRO? CRO is learning why your visitors aren’t converting and then working to fix it.
  • 6. The Basics Calls to Action The foundation of Conversion Rate Optimization is the call to action. Without CTAs, your website is a brochure. The power of influence is at the heart of CRO. Get Your Quote Buy Give us Your Email NOW Order Now Sign Up Now! Login Conversion Rate Optimization What is CRO? A/B Testing Serving a different experience to different audience to find what works. Landing Pages Creating specific pages to better convert traffic.
  • 8. Conversion Rate Optimization Psychology Fear v. Greed The Psychology of the User Getting Inside Your Users Mind The basis of users’ online interactions comes down to fear v. greed. o Origins in market trading. o Users default to fear, yet more conversions come from trust o Greed is good. Fear Greed
  • 9. Conversion Rate Optimization Psychology Trust Trust builds Greed. Privacy Paradox Users risk their privacy (info, address, etc.) against the value of your offering. Value can be determined by more than just the object, it can be determined by the aesthetics and the ease of the process. The more control your users have over their privacy, the lower the perception of risk.
  • 10. AIDA An oldie, but a goodie Awareness Getting folks to your site through marketing your product/service/etc. Interest Resonate with your users’ pain. What problem are visitors trying to solve? Your site needs to be about THEM, not about you. Desire Your users have outcomes in mind when they visit your landing page. Be sure to address their outcomes. This is where your value proposition comes into play. Help them answer: What’s in it for me? Action Reason to believe you. Users need to trust you more than they need to be sold to.
  • 11. It’s all UX Awareness - Tagline Managing user expectations from search, email, etc. with appropriate messaging, imagery, etc. Interest - Benefits Drawing your users into your site, keeping them from bouncing, investing in the engagement. Investing in their needs. Desire - Features Simplifying the results. Details: shipping, size, price, screenshots, etc. Action - Things Social proof: testimonials, awards, call to action and buttons. Conversion Rate Optimization Psychology awareness interest desire action
  • 13. Why? There’s Always Room to Improve Let’s be honest, unless you’re at 100% conversion rate, you can always improve. Conversion Rate Optimization Why CRO? The average shopping cart abandonment rate is 67% http://index.fireclick.com/fireindex.php
  • 14. Why? More Traffic ≠ More Conversions You can grow traffic volume all day, but if your visitors aren’t converting, what’s the point? Using CRO to improve your conversion rate is a no-brainer. Conversion Rate Optimization Why CRO? 63% of consumers need to hear company claims 3-5 times before they trust it Edelman Trust Barometer, 2012
  • 16. ABC
  • 18. Conversion Rate Optimization When CRO? Always… Long-Term Benefits CRO is akin to SEO, the benefits of today’s efforts will payoff further down the line, and the benefits from tomorrow’s efforts will be seen even later still. Additionally, this allows for iterative learning as each tweak and each test will result in new data to be analyzed and improved upon
  • 19. Always… Changing Habits change. Design changes. The Web evolves. Additionally, since CRO is tied to UX at a higher level, you need to always be improving the user experience of your site to help find and fix pathways that make the visitor's life easier than before.
  • 20. Where do I Start?
  • 21. Benchmarks Before/After Use your analytics platform to get benchmark data for the following: o Site Conversion Rate o Landing Page Conv. Rate o Funnel Data o Bounce Rate o Pages Viewed per Visit Conversion Rate Optimization Where do I Start?
  • 22. Benchmarks CrazyEgg Great resource for user engagement Conversion Rate Optimization Where do I Start?
  • 23. Conversion Rate Optimization Where do I Start? Analytics The Devil in the Details Bounce Rate Filter your data to find the pages with the highest bounce rates. These should be your primary focus for optimization. High bounce rates mean that users are visiting your site, not finding what they need on the page, and leaving. Bounce Rates can be lowered sometimes by a simple change to the site or additional information. Time on Site Engaged users tend to stay on pages longer, if your users are finding their way to conversions, then you’ll have a higher time on site. Landing Pages & Top Content Find out where your users enter your site, and what pages they visit. o Is it the best path to converting? o Are there CTAs on your top pages?
  • 24. Conversion Rate Optimization Where do I Start? Analytics The Devil in the Details Funnel Visualization Funnels help to identify where you’re losing conversions during the checkout or signup process.
  • 25. Conversion Rate Optimization Where do I Start? Classic Personas…
  • 26. Conversion Rate Optimization Where do I Start? Classic Personas… are Utter Crap
  • 27. Classic Personas… Personas Can’t build a site around an offline persona. Best Buy can’t have a section of their stores for people that just want to learn about their history, read stories, look at photos, and fill out requests. Can’t offer a “Jill” experience with a major brand’s site. Why try to force that upon a website? Conversion Rate Optimization Where do I Start?
  • 28. I am a Liar
  • 29. Personas Lies You can still target Jill You can still target Barry You can still target Joe You just have to redefine what that means Conversion Rate Optimization Where do I Start?
  • 30. Conversion Rate Optimization Where do I Start? Personas through Psychographic Research
  • 31. Joe • Hispanic • Democrat • of Voting Age • Interested in Immigration • Barry and Jill’s friend
  • 32. Conversion Rate Optimization Where do I Start? Psychographic Research Joe is a rudimentary example using psychographic variables instead of classic demographics o Joe is not just Hispanic, 18-­‐25, HH $35k, w/$2k revolving debt o Joe’s demographics are merely qualifiers o Joe has interests, ac+vi+es, and opinions (IAO) Joe’s age, habits, preferences, and personality are inferred through psychographic variables instead of being set in stone via classical persona models
  • 33. Conversion Rate Optimization Where do I Start? Psychographic Research Personas Use psychographic research!!! 1. Go to Facebook 2. Start an ad campaign 3. ? 4. Profit • On & Offline Publications • Causes, Beliefs, Charities, Issues • Religion • Brands • Military & Government Roles • Legal • Health • Parents • Sports, Hobbies • Video Searches • Recreation, Occupations • Humor • Historical Interests • Education, Degrees • Pop Culture, Music, TV, Radio • Dislikes • Cars • Media Preference • Sexual Preference • Relationship Status • Age • Gender • MORE
  • 34. Psychographic Research • vertical data o Travel 5M00,00I0N • segmented categories o Air Travel, Bus & Rail, peIoMple Cruises MUINIMMUM • specific sub-categories o Airport Parking No one is interested You don’t remember the halyco ni nd aaysir opf oyorut tph adrrekaimngin!g of airport parking?
  • 35. Action Paths Action Paths The way a certain persona uses a website is an action path. Action paths end with a conversion. Conversion Rate Optimization Where do I Start?
  • 36. Action Paths Example This site has paths for the following personas: • Partners • Current Customers • New Customers • Information Seekers
  • 37. Action Paths Example An action path for a website/ persona. Based on current traffic patterns, as well as ideal patterns. Always ending in an action, but ideally a conversion.
  • 38. Action Paths Example Diving deeper into persona action path and potential questions. Identify areas of weakness, questions, tech hurdles, etc.
  • 39. How?
  • 40. Audience Research Study Your User Your audience isn’t a set of keywords. Build online user personas and find their habits, action paths, etc. Interviews Card Sorting Personas Name: Wes Role: IT Action Path: Whitepaper Download - Products/Solutions Habits: uses site search, digs through navigation, avoids "superfluous" pages like the blog Conversion Rate Optimization Where do I Start?
  • 41. Audience Testing Doing Your Research How does your site function for your audience? Could your mom use your site correctly? Could your son? Conducting tests is easier than in the past thanks to passive online tools. Conversion Rate Optimization Where do I Start?
  • 42. A/B Testing Figuring out what works A/B tests allow you to figure out where to start with regard to CRO. Best tests will work to improve the experience or process for the user. That being said… Test your message, colors, pictures, everything. Just test one thing at a time. Conversion Rate Optimization How Can I Do?
  • 43. A/B Testing Tools It’s so easy today to run A/B tests that it’s foolish not to. Conversion Rate Optimization How Can I Do?
  • 44. 95% or bust Statistical Significance If you embark on A/B testing, statistical significance will be an important measurement. In terms of choosing a winner, here are our significance percentages: o 95% = Do not leave home without o 97% = You're getting good o 98% = Warmer o 99% = Sure thing o 100% = Presidential Launch Codes Conversion Rate Optimization How Can I Do?
  • 45. Will I Get Good Leads?
  • 46. Unlike just about everywhere else, there are no failures in CRO. You always learn, regardless of the Did it Work? . What happens if we fail? outcome.
  • 47. An example test where we altered price range information. Instead of “$x to $y” we tested “from $x”
  • 48. Another example from the same test, using a different price point.
  • 49. An A/B/C test using different button colors. Sadly, orange won again…
  • 50. A multi-variant test with a rather confounding scoring rubric.
  • 51. Best Practices & Top Tests
  • 52. Page Design ABCD Layout your site with regard to the ABCD grid as seen in the landing page below. Conversion Rate Optimization Best Practices & Top Tests A to D Users flow naturally from A to D
  • 53. Conversion Rate Optimization Best Practices & Top Tests Page Design B & C Remove CTAs from B & C, move them to D instead. That’s where users’ eyes wind up.
  • 54. Conversion Rate Optimization Best Practices & Top Tests Page Design Personalized Button Messages Reach out to your audience, it’s a leap of faith for them to buy online because there’s no human interaction. By making a button more personalized, more direct, speak to the user, you can see an increase in engagement. hSp://contentverve.com/10-­‐call-­‐to-­‐acVon-­‐case-­‐studies-­‐examples-­‐from-­‐buSon-­‐tests/
  • 55. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid Too Many Calls to Action Stick to 1, maybe go up to 3, but 8 is more than enough. Where should the user begin on the page below?
  • 56. Conversion Rate Optimization Best Practices & Top Tests Page Design Ditch Distractions Keep it simple, and keep it easy for users to navigate, read, process, etc.
  • 57. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid Options Options create confusion and roadblocks in the conversion process.
  • 58. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid “Solutions” Address Problems I have a problem. I don’t know the solution. Stop offering blanketed solutions to your users.
  • 59. Conversion Rate Optimization Best Practices & Top Tests Page Design Resonate with your users What problem are your visitors trying to solve? Your site is about THEM, not you.
  • 60. Conversion Rate Optimization Best Practices & Top Tests Page Design Match Your Keyword to Your Ad Seeing the search query appear in the ad helps create familiarity
  • 61. Conversion Rate Optimization Best Practices & Top Tests Page Design Match your ad to your landing page Carrying that familiarity to the landing page continues the bond.
  • 62. Conversion Rate Optimization Best Practices & Top Tests Show me the Price! Page Design Don’t hide your price under copy or with a color that blends in. Make it stand out!
  • 63. Conversion Rate Optimization Best Practices & Top Tests Show me Shipping! Page Design Humans will rely on one trait or piece of info when making a decision. Free shipping is most important order factor: o 52 percent of abandoned online shopping carts in 2011 were due to a lack of free shipping deals* o Shoppers spend an average of 30% more when free shipping is available* *hSp://www.freeshipping.org/staVsVcs/
  • 64. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 Prepared by Josh Patrice Director of SEO josh@portent.com @Syzlak YOU.

Editor's Notes

  1. But really, before all that. The basics of CRO live in psychology
  2. All interactions start from a place of either fear or greed. Someone is acting based upon fear might get a home security system, they might NOT take action on your site. Greed comes from folks thinking that their lives will be better if they take an action. Confusing Messages lead to fear Unknown next steps lead to fear Clear answers lead to greed Move past the threshold of Greed
  3. Privacy Paradox is the idea that there is a threshold for my privacy. In other words, what will I get if I give you this info… In the end, giving up personal information is a buzzkill, but knowing that threshold is crucial to your online success.
  4. Nike, owns SERPS Nike says don't hurt when you run Nike has cool shoes with features value prop Nike has an athlete you trust
  5. User Experience is at the heart of online psychology
  6. It’s the ABCs a always…
  7. A - Always B - Be C - Conversion Rate Optimization Glengarry Glen Ross
  8. always optimizing always learning always improving options etc.
  9. If everything comes back to psychology and UX, then we need to acknowledge that it's always changing too A year is an eternity online. Look at these sites from 2003
  10. With Brass Balls
  11. Bounce Rate - explain Pages Viewed/Visit - explain
  12. Start with Landing Pages & Top Content… Time on Site is not always a good thing, but does make for a decent barometer of engagement
  13. ONE AT A TIME
  14. Best Buy Personas a bit sexist experience for all personas
  15. Well….. That’s not entirely true
  16. can't have the entire site be different, but you can use action paths...
  17. broad groups can become extremely targeted through a few affinities
  18. If Joe likes bikes, but every other hispanic 18-25 $35k etc. person doesn't like bikes, we'd never be able to target Joe
  19. This is just a SMALL selection of IAO you can use to help define and determine your personas
  20. So, here's an example. Actually it's a very extreme example: Airport Parking Say you're working for the Port of Portland... some sort of vested interesting in airport parking What if those same people happen to also like the Blazers… or Bridgeport Beer? Use that info to target your users and define your personas
  21. So, after you have your personas, what next? Action Paths or user journeys as they're sometimes called help you craft unique experiences within a broadly targeted site. Remember Jill?
  22. Let’s simplify the complex persona that Best Buy made for Jill for a minute, and just have her be a prospective customer. She doesn’t need the path for Partners (those using Ariba or NetSuite already) She doesn’t need the login She needs to know about the integration solutions this site offers She MIGHT look into more info
  23. Here is an example of how to build an action path using the Portent site. Looking at current analytics to determine entrance path, interactions, etc. We defined 3 major paths with 4 conversion opportunities
  24. Then we choose a path and figure out the best content for that user. Services offered - spelled out and easily digestible. We don't do PR, he should know in 5 seconds. Details of the Work - do we link build? do we make infographics? Timeframe - how long does it take, what do I get? Show a workflow.
  25. Yes but how?
  26. audience research is a great place to start the psychographic user personas allows us to incorporate common interests or themes into our site/content all the Joe's happen to like the Jazz then use a trumpet player in your hero image
  27. Great tools online for addressing your site’s issues
  28. Don't just test your button's color, or change it to Orange because of the "Big Orange Button" Test That test was successful, true. But it also was a test of button v. no button.