Conversion Conference Las Vegas 2017

#convcon @rolandfrasier
Native Commerce | Digital Marketer
Creating Unstoppable
Consumer Offer
Funnels

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
MEMBERSHIP SITE
SOCIAL
EMAIL
MARKETPLACESTARGETED ADS
TRAFFIC
SEGMENTEDPROMOS
LANDING PAGES
PRODUCT GRID
RETARGETING
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.

dividers,etc.
#1 Increase Campaigns
+ Ad Budget For
Existing Customers

#convcon @rolandfrasierSource: Adobe: “The ROI From Marketing To Existing Online Customers”
Repeat Customers Generate 41% Of Average Total Revenue

#convcon @rolandfrasierSource: Adobe: “The ROI From Marketing To Existing Online Customers”
But 80% Of Marketing Budget Is Spent Acquiring“Shoppers”
Return Purchaser LTV Is Dramatically Higher

Differences Between Shoppers,Returning Purchasers +
Repeat Purchasers
Source: Adobe: “The ROI From Marketing To Existing Online Customers”

So,Sell New Products To Your Existing Customers
• Existing customers want to buy more from you
• Have at least 3 to 5 products to sell them
• Leverage “bought this not that” retargeting
• Increase customer reactivation budget to reflect higher
value of return customers and repeat customers

dividers,etc.
#2 SimplifyThe Ad

Original Ad

New Ad

Simple,Uncluttered Ads Outperformed Our Normal,
Information Rich Ads
This converted 40% better than the normal, info-rich ad.
We now average 11% - 20% conversions to ice cold traffic
using this format.

dividers,etc.
#3 Include The Ad
With The Order Page

Including The
Ad In The Order
Form Improves
Consistency +
Increases
Conversions 3x
to 6x

dividers,etc.
#4 Use Dynamic
Keyword Insertion Ads

Use Advanced AdWords Dynamic Keyword Insertion (“DKI”)
To Totally Personalize Your Ads To Searchers’Intent…
Personalize your AdWords ads using DKI to match search intent for higher conversions.

Ad Copy & Lander URL Change Based On The Search Query.
Searches for Collies show…
Queries with Chihuahua show…
Searches for Dachshunds show…
Queries with no keyword show this…
Let’s say someone is searching for“dog treats”by breed…

DKIs Boost Clicks,CTR And Conversions…
Clicks Increased By 45.04% CTRs By 55.45%
Conversions By 228.57%
Before After Before After Before After
Source: wordstream.com

dividers,etc.
#5 Increase Mobile
PPCAd Conversions By
36%

Use These 3 Words In Mobile PPCAds
“From Your Phone” in the last line of your ad text…
In 48 tests, average bump = 36% (up to 2x)
Source: adbasis.com

dividers,etc.Funnels

dividers,etc.
#6 Give Them The
Option To Buy More
Than One

Single Product With 5,000 Buyers…
Clicks CR Buyers Price Revenue
Tripwire 10,000 50% 5,000 $4.95 $24,750
Upsell 1 10% 500 $49 $24,500
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150
$64,150 /5,000 = $12.83 ICV Breakeven = $12.83

“More Than One”(MTO) With 5,000 Buyers…
Clicks CR Buyers Price Revenue
Tripwire 10,000 50% 5,000 $4.95-49.95 $60,638
Upsell 1 10% 500 $49 $24,500
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$100,038 / 10,000 = $10.03
EPC
5,000 Total $100,038
$100,038 /5,000 = $20.00 ICV Breakeven = $20.00

# Bought % Buyers # Buyers Price Revenue % Of
Revenue
1 40% 2,000 4.95 $9,900 16%
2 30% 1,500 9.90 $14,850 25%
3 15% 750 14.85 $11,138 19%
5 10% 500 24.75 $12,375 20%
10 5% 250 49.50 $12,375 20%
*Compare To Only $24,750 In Single Product Funnel Total $60,638*2.45X More Revenue

So,What’s The Difference? Multiple Tripwire Orders…
Single Product Funnel Multi-Product Funnel
EPC $6.42 EPC $10.03
ICV $12.83 ICV $20.00
Max
Allowable
CAC
$12.83
Max
Allowable
CAC
$20.00
10 Day
Revenue
$640,150
56% More
Revenue
10 Day
Revenue
$1,000,380
I Can Spend 56%
More To Acquire
A Customer.

# Bought % Buyers # Buyers Price Revenue % Of
Revenue
1 76% 892 $25 $22,300 50%
2 11% 123 $50 $ 6,150 14%
3 10% 113 $75 $ 8,475 19%
6 2% 28 $150 $ 4,200 9%
12 1% 11 $300 $ 3,300 8%
*Total Excludes $15,515 In Premiums Revenue Total $44,425*

Single Product Funnel Multi-Product Funnel
Total Buyers 1,167 Total Buyers 1,167
ICV $25 ICV $38
Multi-Order
Buyers
0
Multi-Order
Buyers
275
24% Of Total
Revenue $29,175
53% More
Revenue Revenue $44,425
24% Placed Multiple Orders Boosting Revenue By 53%…

dividers,etc.
#7Add Auto-
Responders To Every
Stage Of Your Funnel

Adding Auto-
Responders To
All Funnels
Increased Total
Conversions For
All Our Products
Opt-In % Opt-In CR AR 1 AR2
Product 1 46% 35% 13%
Product 2 40% 38% 25% 17%
Product 3 57% 30% 28%
Product 4 46% 31% 20% 12%
2 Auto-Responder
Sequences Added 42%
2 Auto-Responder
Sequences Added 32%

dividers,etc.
#8 Charge Less To
Make More

Old Funnel New Funnel
Conversion Rate 3% - 8% 10% - 20%
CPA $9.50 $3.80
Upsell % No Change No Change
Dev Time Hours 15 minutes
Immediate
Customer Value
$11.50 $16.00
Net Profit (Loss) $2.00 $12.20
X 3,000 – 12,000
per day
$6,000 = $24,000

Old Funnel New Funnel
Conversion Rate 3% - 8% 10% - 20%
CPA $9.50 $3.80
Upsell % No Change No Change
Dev Time Hours 15 minutes
Immediate
Customer Value
$11.50 $16.00
Net Profit (Loss) $2.00 $12.20
X 3,000 – 12,000
per day
$36,600 -
$146,400
$2 Price Drop Bumps Profit By 6x

dividers,etc.
#9 Use Animated
GIF Thumbnails On
Upsells + iOS

Use Animated GIFs In
Place Of Videos For
Upsells On iOS +
Situations Where You
Want To Auto-Play
But Cannot
Note: Facebook now
lets you upload
animated GIFs

Before After
Full Video Upsell
Views
49% 74%
Conversion Rate 18% 24%
Immediate
Customer Value
$16.00 $21.50
Daily Revenue
Increase
$14,100
33% More Conversions
+ 34% More Income

dividers,etc.
#10 TryATwo-Step
Opt-In

1 Step Opt-In

2 Step Opt-In

Adding 2-Step Opt-In To
Order Increased Our Total
Conversions Up To 90%
Across AWide Range Of
Products
New Opt-In
%
Old
Opt-In %
Product 1 46% 35%
Product 2 40% 38%
Product 3 57% 30%
Product 4 46% 31%

dividers,etc.
#11 Send Them To
Amazon To Buy

Which Test
Won?

We See 2.1x-4x More Conversions Sending Buyers To
Amazon
• Vs. sending them to our own sites
• Amazon Buyers Purchased More Increasing DPL By 210%
• Increased conversions offset inability to offer an upsell

dividers,etc.
#12 Add Pre-Sell
Page Between Ad &
Amazon

Pre-Sell Adds
4X Bump

dividers,etc.
#13 Make An Offer
On Your Thank You
Page

Include A 2nd Ask On
Your Thank You Pages
#convcon @rolandfrasierSource: sjo.com
Over a 5 day period:
• 2,654 Opt-ins
• 169 clicked: 6% CR
• 27 bought: 16% CR
• $1,000 from opt-in
TYP
• $.39 per opt-in

Include A 2nd Ask On
Your Thank You Pages
Unbounce increased
blog subscribers by
60% after only 2
webinars using a
thank you page CTA to
“Subscribe to the blog
now.”
Source: unbounce.com

dividers,etc.Conversion
Optimization#convcon @rolandfrasier

dividers,etc.
#14 Welcome Mats
Bump Conversions By
70%

Many Of The Best Growth Teams Are Using Welcome Mats…
Use Sumo.com to
create a quick and
easy welcome mat
for your site
Welcome Mats cover the
whole page with a simple
CTA to register for a
webinar or demo, or sign-
up.
Source: sumo.com | fedora

#convcon @rolandfrasierSource: sumo.com | fedora
Use A“Welcome Mat”To Capture Visitors As They Enter
Your Site
They should have a value
proposition, possibly some
social proof and a strong CTA
Source: sumo.com | fedora
Fedora’s Welcome
Mat Increased
Webinar Sign-up
Conversions 70%

dividers,etc.
#15 Swap Real
Images In Place Of
Stock Photos

Real Images
Outperform
Stock Photos…

45.45% Lift 45.05% Lift

dividers,etc.
#16 Increase Signups
By Hiding The Signup
Form

Eliminating The Form Created A 60% Increase In Conversions
Source: VWO.com

dividers,etc.
#17 Friendlify Forms
To Bump Conversions

Changing Form Fills
To Narratives Drove
Conversion Bumps Of
25% -40%...

dividers,etc.
#18 Test Minimalist
Landers + Home
Pages

Try Minimalist Messaging On Your Lander + Home Page
This page asked for and delivered too much information…

This Page Was
Focused With A
Clear Benefit +
CTA…
And got a 945% higher conversion rate (13.13% vs. 1.39%)

dividers,etc.
#19 Reduce Form
Fields

Short Forms
Generally
Outperform
Longer Ones
Source: marketo.com

dividers,etc.
#20 9XAbandon Cart
Recovery Increase
With Web Push

#convcon @rolandfrasierSource: https://developers.google.com/web/showcase/2016/pdfs/jumia.pdf
Tool Used: accengage.com
Web Push Notifications Increase
Mobile Conversions 9X

dividers,etc.
#21 Tell Stories To
Convert Better

#convcon @rolandfrasierSource: bufferapp.com
296% Conversion Increase + 520% Longer Time On Page

dividers,etc.
#22 Use In-Line Form
Validation

#convcon @rolandfrasierSource: conversionxl.com
22% Increase In Form Completions

dividers,etc.
#23 Remove
Navigation Links From
Landing Pages

#convcon @rolandfrasierSource: http://www.slideshare.net/mattangriffel
…Dramatically Out-
Converts Landing
Page With Nav Links
Multiple Tests Reveal
Same Landing Page
With No Nav Links…
+ 100%
+ 91%

dividers,etc.
#24 Include Click-To-
Call Phone Number
On Your Website

TryAdding ClickTo Call To
Your Site
Source: convirza.com
Calls convert 10X
better than web leads
Calls are lower in the
funnel than web leads
and eliminate online
conversion funnel
friction

dividers,etc.
#25 UGC Photos On
Ecommerce Bump
Conversions

TryAdding User Photos To
Ecommerce Pages
Vanity Planet Got
A 24% Bump
After 
Before
#convcon @rolandfrasierSource: yotpo.com

dividers,etc.
#26 Let Ecommerce
Site Visitors Text You

TryAdding Ecommerce Site Text
Widgets
Source: blog.sendsonar.com
Bohemian Guitars Increased Revenue by
98% By Allowing Ecommerce Site Visitors To
Text Them Directly

dividers,etc.
#27Test Different
Offer Prices

We Tested 4 Different Free-Plus Shipping Offers @
$1.95 > $2.95 > $3.95 > $4.95
Our standard price is $4.95
New product split test $2.95 & $3.95
Both prices performed +/- 3x better
$4.95 barely registered

dividers,etc.
#28 Test Background
Color

33.33% Higher Conversions Won (Even With COGS)
Blue generated more clicks, leads and sales
But… Blue cost the most per click (59% more than pink)
Ultimately blue was the winner for us overall

dividers,etc. Content

dividers,etc.
CONTENT
MEDIA PROPERTY
CONTESTS
ON-SITE PROMOS
CONTENT
ON-SITE 3rd PARTY ADS
ON-SITE RETARGETING
SOCIAL
EMAIL
TRAFFIC
ORGANIC
SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
#29 Drive Leads With
Content Upgrades

How Content Upgrades Work…
Put A Box Like This In Your Post
Pop This When They Click
Source: Brian Dean Banklinko.com
LeadLinks (LeadPages) or ClickPops
(ClickFunnels) Make It EasyTo Do This

 Before Content Upgrade
After Content Upgrade 
Source: Brian Dean Banklinko.com

How To Do A Contnent Upgrade In 3 Steps…
Step 1: Find high-traffic pages on your site
Step 2: Identify a resource that would make the content
better and create it.
Step 3: Add the LeadBox/ClickPops teaser box to your page
and start gathering e-mail addresses.

dividers,etc.
#30 Refresh And Re-
CRO/Re-SEO Blog
Content

Use Google Analytics To Identify Candidates For A Refresh…
Ideally look for posts that are
more than three months old but
that are performing well.
Find the content
that gets the
most traffic.

Just enter the post
URL and sort by
volume.
You may also want to
focus initially on
posts that rank in
spots 3 through 10.
Use SEMRush To Identify High Traffic
Search Queries

Optimize Your CTAs Based On Highest Traffic Search Queries
Matching search
intent to CTA
brings big gains.
Match Your CTA To
The Search Query

Optimize Beginning Of Post,End Of Post + Slider CTAs
Old End Of Post CTA
Source: hubspot.com
Optimized EOP CTA

Optimize Beginning Of Post,End Of Post + Slider CTAs
Source: hubspot.com
Old Slide-In CTA Optimized Slide-In CTA

You Should See A Consistent Increase In Conversion Rates
Across All CTA Optimized Posts…
HubSpot Saw A 240%
Increase In Conversions
Post Update.
Source: hubspot.com

dividers,etc.
#31 Sniply Drives
Leads + Sales

Share Other
People’s
Content
Through
Sniply

Your Link +
Message At
The Bottom
Takes Them
To Your Sales
Page

17,020 Clicks
17,020 Pixels For
People Interested
(Retarget Later)
1,623 Immediate
Conversions
$7,235 Sales From 1
Email

dividers,etc.
Personalization #convcon @rolandfrasier

dividers,etc.
#32 Use Dynamic
Text Replacement On
Your Landing Pages

Dynamic Text
Replacement
Source: omnicovert.com
Automatically customize
landing page text to
match email AR
sequences, PPC ads, and
search keyword queries,
user location, gender,
age and any other data
you have

#convcon @rolandfrasierSource: Unbounce.com

Dynamic Text Replacement Ads Tested Significantly
Better In A 60 DayTest Based On Search Location…
This converted 29% better than the normal, location
generic landing page.
It also reduced Cost Per Lead By 31% And Cost Per
Click by 5%.
Source: Unbounce.com

dividers,etc.
Video #convcon @rolandfrasier

dividers,etc.
#33 Use Mid-Roll
Video Opt-Ins To
Increase Lead-Gen

Convert 29% Of Video
Viewers To Email
Subscribers Using Wistia
Turnstile + A MidRoll-
Video Content Gate
Source: backlinko.com
In addition to allowing them to watch the rest of the video, be sure
to promise them something cool via email to dramatically reduce
fake email submissions.

dividers,etc.
#34 Use Fall-Off Point
Video Annotations To
Increase Watch Time

Place Annotations At The
Fall-Off Point Of Your Video…
Find your highest viewed videos, then
check audience retention and watch
time. See where viewers fall off at an
increasing rate.
Source: moz.com
Position your annotation in the lower right corner, 20 seconds before the fall-off point and suggest your
video to watch next.

dividers,etc.
#35 Tweak Video CTAs
To Bump Conversions
By Over 300%

Mid-Roll Video CTAs Bump Conversions 54.47%
Source: wistia.com
95.9% Of Video CTAs Are
Post-Roll, But…
Mid-Roll CTAs generate
the highest conversion
rate @16.95%
Then post-roll @10.98%
Then pre-roll @3.15%
Out Of 481,514 Calls to Action
(CTA) from 324,015 different
Wistia hosted videos

Image CTAs In Videos Bump Conversions 22.8%
73.5% of videos use Text
CTAs. But…
Image CTAs generate the
highest conversion rates
@13.08%
Text CTAs in videos convert
on average at 10.65%
Source: wistia.com

Power Word CTAs In Videos Convert At Up To 12.22%
67.6% of videos do NOT
use Power Word CTAs...
But, CTAs using “Free”
convert at 12.22% on
average.
Source: wistia.com

Action Word CTAs In Videos Bump Conversions Up To 300%
58.3% of videos do NOT
use Action Word CTAs.
But…
CTAs using “Sign Up”
generate 300% higher
conversions than CTRs
without action words
Source: wistia.com

dividers,etc.
Lead Traffic#convcon @rolandfrasier

Use These 5 Interactive Engagement Strategies To Convert
Millions Of Visitors Into Leads
• Give Them Something They Really Want But Won’t Buy ($500 Value)
Giveaways (Enter To Win)
Contests (Compete To Win)
• Ask Them Their Opinion
Polls (Ask 1 Simple Question)
Surveys (Ask A Series Of Questions)
• Let Them Find Out More About Themselves
Quizzes

dividers,etc.
#36 Increase Contest
Signups

#convcon @rolandfrasierSource: Unbounce.com – 3,000,000 visits across 100 websites

dividers,etc.
Social #convcon @rolandfrasier

dividers,etc.
#37 Sell Directly With
Facebook Messenger

Case Study:
DigitalMarketer
$800 Ad Spend
300 Chats
$4,200+ In
Product Sales
Source: molly pittman | digitalmarketer.com

Case Study: DigitalMarketer
500%+ ROI On Ticket Sales
Source: molly pittman | digitalmarketer.com #convcon @rolandfrasier
Messenger Broadcast Using
ManyChat App

#tcs2017 facebook.com/RolandFrasierPage#convcon @rolandfrasier
$4.55 CAC
$10,219 Sales
294% ROI
Case Study: Frank Kern For Continuity + Consulting Sales
Source: frank kern | frankkern.com

Using ChatFuel
+ Messenger
For Ecommerce
Pre-Sales
Source: ryan skelly | socialhacks.io

Case Study: Realtor For Real Estate Listing Acquisition
$0.83 CPL  $27.50 CAC  $3MM Listings  $90,000 Revenue
Source: https://www.youtube.com/watch?v=aPP0IxvdW-Q

dividers,etc.
Retargeting

dividers,etc.
#38 Delay Retargeting
Pixel Fires 45 Seconds
To Increase Retargeting
Conversions

#convcon @rolandfrasierSource: imscalable.com
Tool Used: CodeDelay.com
Don’t Pixel All Traffic To Your Site.Only Pixel People Who Do
Not Bounce After 45 Seconds
Assume your site’s bounce rate is
78%. If you pixel everyone + run
retargeting ads to all, you’re
paying to reach 78% of people
who weren’t ever even interested
in your site. Delay firing the pixel
and only reach people who
wanted to be on your site.
Case Study: One site went from losing
money on retargeting to making 636% ROAS

dividers,etc.
#39 Retarget Using
Facebook“Bought This
Not That”

Use ATool Like
Klaviyo To Sync
A List/Segment
To A Facebook
Custom
Audience

Use ATool Like Klaviyo
To SyncA List Or
Segment To A Facebook
Custom Audience

#convcon @rolandfrasierSource: Ezra Firestone, SmartMarketer
Target Customers Who Purchased
Product AAnd/Or B,But Not
Product C

dividers,etc.
EMAIL
MEMBERSHIP SITE
SOCIAL
EMAIL
TRAFFIC
SEGMENTEDPROMOS
LANDING PAGES
PRODUCT GRID
RETARGETING
ORGANIC
SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
#40 Use The 3 Day + 1
Day Cash Machine For
Promos

3 Day and 1 Day Cash Machine
3x Normal Weekend Promo Revenue
6AM: Mail 10% of total list in morning to test 3 subject lines
7AM: Mail 2nd 10% of total list the winning subject line with 2 body copies
8AM: Mail remaining list winning subject line and body copy
3PM: Mail all opens who did not buy and add a big premium. 55% Open Rate
7PM: Scarcity closing email to people who clicked but did not buy

dividers,etc.
Thank You
Slideshare.com/RolandFrasier

Conversion Conference Las Vegas 2017

Conversion Conference Las Vegas 2017

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