TD's Top 20 Tips for Conversion Optimization


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SES Toronto 2012 presentation by Garry Przyklenk highlighting TD's Top 20 Tips for Conversion Optimization.

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TD's Top 20 Tips for Conversion Optimization

  1. 1. TD’s Top Twenty Tips forConversion OptimizationGarry PrzyklenkManager, Analytics Toronto | June 11–13
  2. 2. Toronto | June 11–13, 2012 | #sestoTD’s Optimization Objectives• Reduce operating costs• Increase sales• Improve customer experience @gprzyklenk
  3. 3. Toronto | June 11–13, 2012 | #sestoTip 1: Use the right tool for your businessConversion Optimization tools have distinct:• Methodologies• Performance capabilities• Integration options• Vendor support• Cost structures• Reports• Human resources @gprzyklenk
  4. 4. Toronto | June 11–13, 2012 | #sestoTip 2: Optimize acquisition channels firstSometimes you only get one opportunity to make a good firstimpression:• Paid search landing pages• Organic search entry pages (warning)• Top entry pages: – Referrals – Social media owned versus earned – Direct/Typed/bookmarked @gprzyklenk
  5. 5. Toronto | June 11–13, 2012 | #sestoTip #3: Scrutinize Lift versus ShiftOptimization efforts usually count success in lift, but neverconsider the possibility of ‘shift’:• Lift: – Promotes incremental and sustained increases in positive business growth – Does not disrupt existing conversion events• Shift: – Promotes localized conversion changes – Destabilizes existing funnels – “Laws of Thermodynamics” @gprzyklenk
  6. 6. Toronto | June 11–13, 2012 | #sestoTip #4: Feel the painPut yourself in the shoes of your customer and brainstorm theirgoals on your site. Consider the following:• How easily could you perform the following tasks? – Signing up for an account – Filling out an application – Resetting your password – Ordering a product online or changing your order – Contact someone or get someone to contact you• What would your expectation be for completing these tasks? @gprzyklenk
  7. 7. Toronto | June 11–13, 2012 | #sestoTip #5: Analyze the competitionThink you’re smarter than your competition? Try testing theirideas with your audience to find out what they might be doingbetter:• Test your calls to action• Analyze content structure for ‘inspiration’• Compare processes @gprzyklenk
  8. 8. Toronto | June 11–13, 2012 | #sestoTip #6: Engage test groupsTry user research focus groups to test your website:• Free online virtual focus groups: – –• Paid online focus groups: –• Software: – Clicktale – Tealeaf @gprzyklenk
  9. 9. Toronto | June 11–13, 2012 | #sestoTip #7: Recommend products and servicesIndustry giants like Apple, Dell, Amazon, and GoDaddy leveragethe art of the upsell and leverage analytics to recommend:• Historical preferences or interests• Frequently bundled accessories or options• Anticipated reorders (i.e. consumables)• Peace of mind (i.e. extended warranties)• Better servicing (i.e. service plans) @gprzyklenk
  10. 10. Toronto | June 11–13, 2012 | #sestoTip #8: Improve self-helpAreas on a website dedicated to helping people are most oftenfrequented by loyal customers that prefer to solve their ownproblems. Help them save you money and phone calls, consider:• Better documentation: – Video tutorials – FAQs* – Community forums*• Comprehensive download archives• Public service messaging• Active social media channels @gprzyklenk
  11. 11. Toronto | June 11–13, 2012 | #sestoTip #9: Obsess over search like Google engineersSearch functionality on your website is often a last-ditch attemptprospects and clients use to find what they want.• Optimize for higher click-through and low bounce back to search results pages• Find related pages for search queries with no results• Enhance search matches with synonyms and common misspelling• Include tables to match manufacturer part numbers and SKU’s @gprzyklenk
  12. 12. Toronto | June 11–13, 2012 | #sestoTip #10: Be careful with promotionsIncentives and urgency can have strong effect on conversion ratebut undesirable effect on lifetime value (LTV).• Online-savvy prospects are pre-conditioned to give a little to get a lot• Promotions that significantly undercut pricing may come at a greater price in customer churn• Optimization ≠ Ad serving @gprzyklenk
  13. 13. Toronto | June 11–13, 2012 | #sestoTip #11: Live up to the hypeTestimonials and professional affiliations can do wonders forconversion and consumer trust, if you can deliver.• Get written approval for logo usage and recommendations• Avoid conflicts of interest• Be wary of unwritten partner exclusivity (especially in duopolies) @gprzyklenk
  14. 14. Toronto | June 11–13, 2012 | #sestoTip #12: Be trustworthyEstablishing trust for smaller brands can be challenging, especiallyonline businesses. These subtle cues make all the difference:• No-nonsense privacy policy• Clear contact us page• Hours of operation• Physical address and map location• Service level agreements• Trust marks• Security certificates @gprzyklenk
  15. 15. Toronto | June 11–13, 2012 | #sestoTip #13: Content is kingClear, concise content is still king, be cautious and exhaustivelytest the following content optimizations:• Reduced descriptions can create confusion• Images to replace text• Hyperbole @gprzyklenk
  16. 16. Toronto | June 11–13, 2012 | #sestoTip #14: Integrate web analytics capabilitiesOptimization software can be very similar to web analytics, butnot exactly the same. In many cases, web analytics softwareknows more about user behavior, so leverage it!• Customer geography for localized content• Original traffic source• New, returning prospect or known customer• Device/browser type (especially for mobile) @gprzyklenk
  17. 17. Toronto | June 11–13, 2012 | #sestoTip #15: Optimization helps SEOGoogle has revealed that websites with better user experience(optimized sites) perform better in the SERPs. Optimizations gohand-in-hand with SEO.Enough said. @gprzyklenk
  18. 18. Toronto | June 11–13, 2012 | #sestoTip #16: Leverage CRM dataOptimizations take on new meaning (and better conversion) whenyou can target individuals based on CRM data. Consideraugmenting optimizations based on:• Sales or support email severity• Returns and refunds• Phone calls• Customer tenure• LTV @gprzyklenk
  19. 19. Toronto | June 11–13, 2012 | #sestoTip #17: Apply monetary value to optimizationsPercentages are misleading. Lift and confidence is confusing.Equating an optimization to dollar value is crucial for scale.• Additional time for analysis and execution of tests• Money for better tools and insights• Additional human resources @gprzyklenk
  20. 20. Toronto | June 11–13, 2012 | #sestoTip #18: Make optimization a routineOptimization isn’t a flavor of the month, it takes work andpersistence to achieve long-term success.• Plan ahead based on business goals• Strategically schedule optimizations based on priority and/or opportunity• Secure resources to make it happen• Keep everyone in the know @gprzyklenk
  21. 21. Toronto | June 11–13, 2012 | #sestoTip #19: Build a culture of optimizationEmbed optimization into product, design or client lifecycles.• Giving everyone a voice means you’re never short of ideas for testing• Integrate analytics and optimization tools into all your platforms early in development• Communicate progress, success stories, opportunities and challenges regularly with internal departments @gprzyklenk
  22. 22. Toronto | June 11–13, 2012 | #sestoTip #20: Take everyone along for the rideUnified organizational success is only truly realized when onlineand offline complement each other.• Share findings from optimizations with front-line personnel• Promote internal engagement to leverage offline experience in future optimizations• Attribute value creation to offline channels; online cannot operate in a vacuum @gprzyklenk
  23. 23. Thank you!Garry PrzyklenkManager, Analytics Toronto | June 11–13