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[CXL Live 16] "Best Practices" or "Common Practices" - Which Is It? by Justin Rondeau

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Are best practices actually "best" - or rather "common practices"? Justin is testing common 10 best practices on 10 different pages across several industries, and will share his insights.

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[CXL Live 16] "Best Practices" or "Common Practices" - Which Is It? by Justin Rondeau

  1. 1. @jtrondeau Best Practices or Common Practices Which is it?
  2. 2. @jtrondeau 10 SIMPLE TESTS 80% WIN RATE 14.79% AVERAGE LIFT 4.3%-38.7% LIFT RANGE
  3. 3. @jtrondeau THIS PRESENTATION IS NOT… 1. Promoting one common practice over another. 2. Saying common practices can replace a CRO strategy.
  4. 4. @jtrondeau THERE IS NO BEST PRACTICE FOR ALL USERS. -Optimization Axiom
  5. 5. @jtrondeau BUT WHAT IS COMMON TO YOUR AUDIENCE IS BEST.-Justindamus
  6. 6. @jtrondeau EFFICACY OF COMMON ELEMENTS 1. Identify 10 common elements. 2. Find pages that are missing an element. 3. Test to see if it helps, hurts,or does nothing.
  7. 7. @jtrondeau COMMON ELEMENTS CHOSEN FORM FIELD REDUCTION ACTIVE CTA TOP LEFT HAND LOGO OPTION REDUCTION SINGLE STEP OPT-IN ADDING‘FREE’ NUMBERS IN HEADLINES HUMAN IMAGES SOCIAL PROOF NO SLIDER
  8. 8. @jtrondeau INDUSTRY BACKGROUND 1. Business owners and marketers 8/10 Tests 2. Survival enthusiasts (Men from mid to upper income brackets).2/10 Tests
  9. 9. @jtrondeau FOLLOWALONG WITH THE CASE STUDY SLIDES 1. http://bit.ly/DM-CXL 2. Go to slide 29
  10. 10. @jtrondeau 10 common practices,10 tests,2 industries Common Practice Converting Action Page Type Common Practice Win? Winning Variant Lift Confidence Total Sample Size Form Field Reduction Opt-in Landing Page Yes 7.42% 99% 6,315 Standard CTA vs. Active CTA Clicks Blog Post Yes 25% 98% 4,274 Top Left Logo Opt-in Landing Page No N/A - 2,476 Reducing Options Purchase Sales Page Yes 38.7% 99% 3,239 Single Step Opt-In Opt-in Landing Page Yes 4.8% 96% 5,779 Add FREE to CTA Opt-in Landing Page Yes 14.4% 99% 952 (LM converted >50%) Use numbers in headline Opt-in OSR Offer Yes 18% 99% 7,143 Use an image of a person Opt-in OSR Offer No 18.85% 99% 7,163 Add social proof Purchase Sales Page Yes 5.7% 95% 6,582 Stop using a slider Clicks Homepage Yes 4.3% 93% 9,708
  11. 11. @jtrondeau
  12. 12. @jtrondeau IT’S NOT ABOUT REINVENTION…IT’S ABOUT MEETING EXPECTATIONS.
  13. 13. @jtrondeau COMMON ELEMENTS, LAYOUTS, & FUNCTIONALITY MEET USER EXPECTATIONS.
  14. 14. @jtrondeau WHAT IS MARKETING?
  15. 15. Distance = Value Your Product/Service AFTERBEFORE “Good marketing and copywriting simply articulates the move from the ‘BEFORE’ state to the ‘AFTER’ state…”
  16. 16. @jtrondeau DON’TTHINK MARKETING WILL FIXA BAD OFFER!
  17. 17. @jtrondeau GOOD OFFER BAD OFFER OPTIMIZED NOT OPTIMIZED
  18. 18. @jtrondeau Low Conversion Rates Are Caused By Either:
  19. 19. @jtrondeau POOR ARTICULATION POOR OFFER CONSTRUCTION POOR OFFER/ AUDIENCE MATCH
  20. 20. @jtrondeau If common practices are a way to improve articulation…
  21. 21. @jtrondeau …then they are useful to the optimization strategy.
  22. 22. @jtrondeau SO STOP WITH ALL THE HATE
  23. 23. @jtrondeau HOW TO APPLY COMMON PRACTICES Gather base data Challenge a variant that can potentially benefit.
  24. 24. @jtrondeau Create a page using a familiar layout (OMG TEMPLATES) and include standard CPs Get the page baseline. Continue to iterate and improve.New copy, dynamic content,etc…
  25. 25. @jtrondeau 1. Find a page that isn’t performing up to par. 2. Ask“Would the addition of X improve the experience?” Test the variant If Yes,then… If No,THEN DON’T 
 ADD/TEST
  26. 26. @jtrondeau WHO COMMON PRACTICES HELP 1.Teams with limited dev resources. 2.Companies without a testing culture or filled with office politics. 3.Teams with low traffic.
  27. 27. @jtrondeau FINAL THOUGHT
  28. 28. @jtrondeau Thanks! Questions? Follow me on Twitter: @jtrondeau Connect on LinkedIn: http://linkedin.com/in/jtrondeau
  29. 29. @jtrondeau Test cases from the table! They are in the same order as the test table.
  30. 30. @jtrondeau
  31. 31. @jtrondeau Results: 7.42% Lift In 
 Opt-Ins Confidence:
 99% Test Duration: 2 Weeks
  32. 32. @jtrondeau 4 Form Fields 3 Form Fields Traf0ic 3187 3128 LM Conversions 1,241 1,310 LM Conversion Rate 38.95 ± 2.21 41.84 ± 2.24 LM Relative Lift N/A 7.42% at 99% Con0idence TW Conversions 54 65 TW Conversion Rate (Compared to LM Conversions) 4.3% 4.9% TW Relative Lift 13.95% at 77% Con0idence
  33. 33. @jtrondeau
  34. 34. @jtrondeau Results: Slot 1 -42% Lift in Clicks
 Slot 2 -25% Lift in Clicks Confidence:
 97% & 98% Test Duration: 1 Week
  35. 35. @jtrondeau Mixed CTA Only Learn More Only Get Certi0ied Traf0ic 2135 2154 2139 Total Cert LP Visits 428 406 419 Total Click Conversion Rate 20.05 ± 1.11 18.85 ± 1.08 19.58 ± 1.10 Total Click Relative Lift N/A -6% at 16& Con0idence -2.3% at a 35% Con0idence Slot 1 Clicks 27 39 47 Slot 1 Click Rate 1.26% ± .31 1.81% ± .37 2.20% ± .41 Slot 1 Relative Lift N/A 43.2% at 93% Con0idence 73.7% at 99% Con0idence Slot 2 Clicks 131 108 138 Slot 2 Click Rate 6.14% ± 66 5.01% ± .60 6.45% ± .68 Slot 2 Relative Lift N/A -18.3% at a 5% Con0idence 5.1% at 66% Con0idence Cert Purchases 11 10 11 Cert Purchase Rate .52% ± .20 .46% ± .19 .51% ± .20 Cert Purchase Relative lift N/A -9.9% at 41%Con0idence -.2% at 50% Con0idence
  36. 36. @jtrondeau
  37. 37. @jtrondeau
  38. 38. @jtrondeau Results: No Difference :( Duration: 4 weeks
  39. 39. @jtrondeau No Branding Digital Marketer Logo Machine Logo Traf0ic 840 832 804 Conversions 332 314 314 Conversion Rate 39.54% ± 4.21 37.76% ± 4.25 39.07 ± 4.36 Relative Lift 4.7% at 51% con0idence N/A 3.46% at 37% con0idence
  40. 40. @jtrondeau
  41. 41. @jtrondeau
  42. 42. @jtrondeau Results: 38.7% increase 
 in sales Confidence:
 99% Test Duration: 2 Weeks
  43. 43. @jtrondeau
  44. 44. @jtrondeau
  45. 45. @jtrondeau
  46. 46. @jtrondeau WHY?!
  47. 47. @jtrondeau
  48. 48. @jtrondeau
  49. 49. @jtrondeau Results: 4.87% increase 
 in opt-ins Confidence:
 96% Test Duration: 4 Weeks
  50. 50. @jtrondeau
  51. 51. @jtrondeau
  52. 52. @jtrondeau Results: 14.4% increase 
 in opt-ins Confidence:
 99% Test Duration: 5 Weeks
  53. 53. @jtrondeau
  54. 54. @jtrondeau
  55. 55. @jtrondeau Results: 18% increase in opt-ins Confidence:
 99% Test Duration: 3 Weeks
  56. 56. @jtrondeau
  57. 57. @jtrondeau Results: 18.85% increase in opt-ins Confidence:
 99% Test Duration: 3 Weeks
  58. 58. @jtrondeau
  59. 59. @jtrondeau Results: 5.7% increase 
 in sales Confidence:
 93% Test Duration: 2 Weeks
  60. 60. @jtrondeau
  61. 61. @jtrondeau
  62. 62. @jtrondeau
  63. 63. @jtrondeau No Slider Slider
  64. 64. @jtrondeau Results: 4.3% increase 
 in clicks Confidence:
 93% Test Duration: 2 Weeks No Slider
  65. 65. @jtrondeau

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