How to Conversion Rate Optimize Like There's No Tomorrow

Michael Stricker @RadioMS #DigitalOlympus
How to
CRO Like There’s No Tomorrow
Conversion Rate Optimization as
The Four Riders of the Apocalypse:
War, Famine, Plague & Death

Michael Stricker
Lead Consultant, MSDesign
• Former US Marketing Director, leading competitive research tool
for digital marketing
• Agency, consulting and web design studio experience
• 367+ successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Speaker: LinkedIn, PubCon, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
• Worked with Enterprise Brands AeroPostale, BET, GolfSmith, Dell,
JGWentworth, Johns Hopkins U Carey, RE/MAX, Toshiba, Verizon

How to CRO Like There’s No Tomorrow
Lord of the Rings Image ©2001 New Line Cinema

The 4 Riders of the Apocalypse
1. War
2. Famine
3. Plague
4. Death

The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death

Win the War
• High Commercial Intent Terms
(CPC Google AdWords & Semantically via Google Search
Console or SEMrush)
• Competitor’s Productive KWs
(SEMrush Domain VS Domain )

Win the War
Brandjack like a mofo

Win the War
Brandjack via
Paid Search,
and Defend
Brand Terms
~ Lori Weiman
Competitor’s Brand in URL,
not in Title or Description

Win the War
Brandjack invoke 3rd parties and legit
comparisons
~ Lori Weiman
Competitor’s Brand in URL,
not in Title or Description

Win the War
Brandjack via SEO
Branded keyword phrases are 3.5x more
likely to convert visitors to leads, yet…
Visitors arriving by select, non-branded
phrases are 10X more likely to convert
~ Chad Pollitt, Relevance

Win the War
Brandjack with Care
How to Rank for Your Competitor’s Keywords: What We Learned by Analyzing 62.6
Million Ecommerce Keywords ~ NeilPatel.com

Win the War
Brandjack with Care
How to Rank for Your Competitor’s Keywords: ~ NeilPatel.com
Brandjack…
…w/ Care

Win the War
Brandjack with Helpful Utility Modifiers
Brand A VS Brand B, _ & _ comparison,
_ reviews, _ ratings, _ testimonials,
_ cheap, _ coupon, _ discount
http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-
analyzing-62-6-million-ecommerce-keywords ~ NeilPatel.com

How to CRO Like There’s No Tomorrow
Death on a Pale Horse by Benjamin West Image © Detroit Inst of Arts

Feed the Famine
Highly engaged customers=3X more value
• buy 90% more frequently
• spend 60% more in each transaction
~ Rosetta/Publicis Groupe/Razorfish Global

Feed the Famine
Prospects 7X more responsive to
promotions after a brand interacts
meaningfully
~ Rosetta/Publicis Groupe/Razorfish Global

Feed the Famine
Remarket…
• with a specific, relevant special offer
• resubscription • supplies • accessories
Network Default Duration Max. Duration
Display 30 days 540 days
Search 30 days 540 days

Feed the Famine
Retention • Cross-sell • Up-sell • Discount
Referrals • Betas • Trials to dispense
Loyalty • Anniversary • Birthday • Survey
Costs 6-7X more for companies to attract
new customers than to keep existing.

How to Convert
Like There’s No Tomorrow
Lord of the Rings Image ©2001 New Line Cinema

Pwn the Plague
Measles
@RadioMS #DigitalOlympus

The Plague
Measles

The Plague
Measles
Conversion

The Plague
Measles
Conversion
Goal Actions

The Plague
Measles
Conversion
Goal Actions
X14

Pwn the Plague
Measles = Analysis Paralysis
• Too many options & choices
• Too many distractions
• Lacks urgency
• Lacks scarcity

Pwn the Plague
Inoculate your Landing Pages
x Reduce options & choices
x Simplify distractions
x Add urgency
x Hawk scarcity

Cheat Death
“…judge the quick and the dead.”
~ King James Bible
“Faster!”
~ UX
“Faster!”
~ Conversions & AOV

Cheat Death
77% of webpages take up to 10 seconds
to load. 19 seconds is the average. ~ DoubleClick
2–3 second page load times have the
lowest bounce rate.
~ Maile Ohyeh, Google

Cheat Death
“Mobile traffic has surpassed desktop.”
~ Maile Ohyeh, Google
US Mobile search is roughly 58% of overall
~ Hitwise 2016
The Mobile-First Google Index is coming.
~ Google

Cheat Death
A 1 second delay in page response can
result in a 7% reduction in conversions.
A 1 second page delay could cost $2.5
million in lost sales every year
~ KissMetrics on Ecommerce sites with revenues of $100K/day

Cheat Death
Google Mobile Website Speed Test Tool
https://testmysite.thinkwithgoogle.com/
Firebug Plug-in
WebDeveloper Browser Plug-in
PageSpeed Tools | Google Developers
https://developers.google.com/speed/pagespeed/

Thank you
CRO Like There’s No Tomorrow
Conversion Rate Optimization as
The Four Riders of the Apocalypse:
War, Famine, Plague & Death

How to Conversion Rate Optimize Like There's No Tomorrow

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