1. Full-service online + interactive marketing firm
Driving ROI: Understanding the
Role of CRO
Presented to:
#MMSEM11
2. Agenda
Defining Conversions
What is Conversion Rate Optimization
An Overview of CRO
Case Studies
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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 sites
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4. What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is a unique and fresh approach to
online marketing. While most online marketing efforts (SEO, Paid
Search) focus on traffic generation and new visitors to your website,
CRO is focused solely on traffic monetization: getting the most value
out of the users already visiting your site.
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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 Optimization
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6. Fundamentals of CRO
Site Focus:
What is the objective of your website? What is your conversion
mechanism?
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 multimedia
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7. Fundamentals of CRO
Conversion Process:
Analyzing the steps a user takes leading up to a conversion
Design:
CRO tests different fonts, colors, or page layouts to provide valuable
insight into user behavior
Development:
Site speed and page load speed can impact usability and negatively
affect conversions.
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8. Landing Page Optimization
A landing page is a crucial tool for any marketing campaign, including paid
search, email, social media and display media campaigns. A best practice
for CRO is to incorporate a well designed, streamlined landing page to
serve 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 Benefits
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10. CRO Tools: Overview
CRO tools are used as a complimentary product to web analytics.
While web analytics gathers data regarding how traffic arrives at
your site, CRO tools collect information about what actions take place
inside any given webpage.
Data collected through CRO tools ranges from engagement tracking to
conversion 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 less
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11. 3 Main Components of CRO
• Form Analytics
• Conversion Funnels
• Heatmaps
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12. Form Analytics
Form analytics are critical to the conversion process. We collect 6 aggregate reports to
assess 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 time
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13. Conversion Funnels
This 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 days
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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.
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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.
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19. YLN Case Study: One-Column Form
We tested the current one-column form versus the new two-column form.
The majority of the drop off’s occurred because users couldn’t locate
information resources and samples.
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20. YLN Case Study: Two-Column Form
As a result we changed the instant quote form to be more visually
engaging added a second column with sample images and help
options/resource links..
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22. Allen Brothers “Best Sellers” Case Study
In this test we highlighted the “Best Sellers” within the category and
began to cross-promote “Best Sellers” from other categories. We used
the below existing layout as option one.
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23. Allen Brothers Case Study
The challenger or second version highlighted best sellers and cross-
promotional items . With the below version, conversions increased by
20%.
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