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CRO Presentation Kelly Cutler #MMSEM11


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CRO Presentation Kelly Cutler #MMSEM11

  1. 1. Full-service online + interactive marketing firm Driving ROI: Understanding the Role of CROPresented to:#MMSEM11
  2. 2. Agenda Defining Conversions What is Conversion Rate Optimization An Overview of CRO Case Studies11/1/2011 2
  3. 3. What is a Conversion?An online conversion can have many different meanings. Examples: • Purchase • Newsletter or Email Sign-Up • A “like” or retweet • Online form submission (i.e. request a proposal or contact us) • Phone calls • eCommerce • Viewing a video • Downloading a whitepaper • Sharing on social media sites11/1/2011 3
  4. 4. What is Conversion Rate Optimization?Conversion Rate Optimization (CRO) is a unique and fresh approach toonline marketing. While most online marketing efforts (SEO, PaidSearch) focus on traffic generation and new visitors to your website,CRO is focused solely on traffic monetization: getting the most valueout of the users already visiting your site.11/1/2011 4
  5. 5. Benefits of CRO • Convert Website Visitors into Customers • Establish a Stronger, More-Engaged User Base • Improve User Experience • Increase Revenue and Profits • Generate More Repeat Business • Continuous Optimization11/1/2011 5
  6. 6. Fundamentals of CROSite Focus:What is the objective of your website? What is your conversionmechanism?Site Navigation:Navigation is one of the most important parts of the user experience.Confused visitors become frustrated easily and that can lead to drop-offs and high bounce rates.Examples: • Adjusting color scheme • Building out drop-down navigation • Linking logo and multimedia11/1/2011 6
  7. 7. Fundamentals of CROConversion Process:Analyzing the steps a user takes leading up to a conversionDesign:CRO tests different fonts, colors, or page layouts to provide valuableinsight into user behaviorDevelopment:Site speed and page load speed can impact usability and negativelyaffect conversions.11/1/2011 7
  8. 8. Landing Page OptimizationA landing page is a crucial tool for any marketing campaign, including paidsearch, email, social media and display media campaigns. A best practicefor CRO is to incorporate a well designed, streamlined landing page toserve as a destination URL for any online marketing campaign.Areas of Focus: • Messaging • Call to Action • Copy Structure and Layout • Offers and Promotions • Dynamic Content • Trustworthy Experience • Emphasize Benefits11/1/2011 8
  9. 9. CRO Tools11/1/2011 9
  10. 10. CRO Tools: OverviewCRO tools are used as a complimentary product to web analytics.While web analytics gathers data regarding how traffic arrives atyour site, CRO tools collect information about what actions take placeinside any given webpage.Data collected through CRO tools ranges from engagement tracking toconversion metrics. An example of this is bounce rates: • Web analytics gives you time on site and bounce rate percentages. • CRO tools assign bounce rates based on time on engagement time o soft bounce is 20 seconds or less o hard bounce = 2 seconds or less11/1/2011 10
  11. 11. 3 Main Components of CRO• Form Analytics• Conversion Funnels• Heatmaps11/1/2011 11
  12. 12. Form AnalyticsForm analytics are critical to the conversion process. We collect 6 aggregate reports toassess form analytics.Reports: • Form Analytics: Where users exit a page/site • Conversion Reports: Highlights conversion funnels • Drop Report: What piece of content was last viewed before exiting the site. • Time Report: How long it takes to fill out a form • Blank Field Report: What sections are overlooked (design element) • Refill Report: What fields did the user fill in incorrectly the first time11/1/2011 12
  13. 13. Conversion FunnelsThis report shows:• Percentages of visitors completing a conversion• Drop off rates• Stages where the most drop off’s occur• Estimates of site traffic over the past 30 days11/1/2011 13
  14. 14. Heatmaps • Attention Heatmaps: Good for long pages of content. Where do they stop scrolling and start reading? • Scroll Reach Heatmaps: Enforces Attention Heatmaps, helps to identify ideal placement of content on a page, scrolling behavior, and gauges where visitors hover and read content. • Mouse Click Heatmap: Tracks numbers of clicks on a page, gauages performance of each hyperlink, identifies content that needs to be linking to another page (i.e. logos or images). • Mouse Move Heatmap: Gauges what content people are looking at on a page, similar to eye tracking.11/1/2011 14
  15. 15. Examples of Heatmaps11/1/2011 15
  16. 16. Case Study11/1/2011 16
  17. 17. YourLabelsNOW Case Study11/1/2011 17
  18. 18. YLN’s “Instant Quote” Form Test• YLN relies heavily on samples and quote requests.• Their “Instant Quote” form is crucial to successful online business.• We used the form analytics to measure the performance between a one-column versus a two-column form.• We tracked effectiveness and conversions by measuring the amount of form submissions. The result was a 23% increase in conversions.11/1/2011 18
  19. 19. YLN Case Study: One-Column FormWe tested the current one-column form versus the new two-column form.The majority of the drop off’s occurred because users couldn’t locateinformation resources and samples.11/1/2011 19
  20. 20. YLN Case Study: Two-Column FormAs a result we changed the instant quote form to be more visuallyengaging added a second column with sample images and helpoptions/resource links..11/1/2011 20
  21. 21. Allen Brothers Case Study11/1/2011 21
  22. 22. Allen Brothers “Best Sellers” Case StudyIn this test we highlighted the “Best Sellers” within the category andbegan to cross-promote “Best Sellers” from other categories. We usedthe below existing layout as option one.11/1/2011 22
  23. 23. Allen Brothers Case StudyThe challenger or second version highlighted best sellers and cross-promotional items . With the below version, conversions increased by20%.11/1/2011 23
  24. 24. 11/1/2011 24
  25. 25. Conversion Rate Optimization (CRO)Methods of Testing & Evaluation • Aesthetic Analysis • Conversion Funnel Analysis • Incoming Traffic Analysis • In-depth User Testing • User Surveys • A/B Testing & Multivariate Testing • Site Reviews by Industry ExpertsExamples of Variables Tested • Headlines • Website Copy • Landing Pages • Web Page Layout • Form Fields & Label Alignment • Colors & Fonts • Button Shape, Size & Placement • Conversion Funnel Length (number of touch points in the sales cycle)11/1/2011 25
  26. 26. Thank You! Questions?11/1/2011 26