SMX Advanced 2010 - Advanced CRO

662 views

Published on

Slides from SMX Advanced Seattle on Advanced CRO

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
662
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SMX Advanced 2010 - Advanced CRO

  1. 1. SMX Advanced 2010Advanced Conversion Rate Optimization- Going Way Beyond the Landing Page<br />Scott Miller<br />Vertster.com<br />@optimizeit<br />
  2. 2. Don’t test video, test which video!!<br />
  3. 3. Split Test<br />Organic Traffic<br />URL Kept Constant<br />Conversion Proxy<br />Goal: Watch Whole Video<br />Overview of Test Design<br />
  4. 4. What do you think?<br />
  5. 5. Results<br />45% <br />more watched whole video<br />
  6. 6. Where did they drop off?<br />
  7. 7. 3 Takeaways<br />You *should* Test alternate videos<br />Use a conversion proxy if you don’t have enough traffic<br />Don’t believe everything you hear in college<br />
  8. 8. Landing Pages Are Only the 50 Yard Line for many sites.<br />
  9. 9. Don’t be afraid to go deep!<br />
  10. 10. Remember the 7 C’s of Conversion Optimization<br />Capture the attention of the Customer<br />Maintain Consistency throughout the experience<br />Make it Clear What the User is Supposed to do <br />Communicate the Unique Value Proposition<br />Instill Credibility in your Company<br />Create Scarcity to Increase Demand<br />Close the Sale<br />
  11. 11. A few examples of “going deep”<br /><ul><li>Sitewide Optimization (SWO)
  12. 12. Checkout flow testing
  13. 13. Credibility Enhancement
  14. 14. Change Design/CSS
  15. 15. Repeat/Reinforce Search Ad or Landing Page Offer
  16. 16. Maximize Event Yield</li></li></ul><li>Example: Sitewide Credibility<br />The Age Old Question…<br />Is the Security Seal worth the money?<br />
  17. 17. Example: Sitewide Credibility<br />With a Twist…<br />What if you make your own seal??<br />
  18. 18. A/B/C Split Test<br />All Traffic/ Pages (SWO)<br />Several Hundred Online Stores<br />Goal: Sales Conversion/ RPV<br />Overview of Test Design<br />
  19. 19. What do you think?<br />
  20. 20. Results<br />“Name Brand” Seal was best<br />Better to have no seal than homemade seal<br />Homemade reduced RPV by 5-10%<br />
  21. 21. 3 Takeaways<br />People spend/share more when they feel safe<br />Be cognizant of experimental noise<br />Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.<br />
  22. 22. Will a cleaner look and feel result in more advertising clicks??<br />
  23. 23. MVT – Four Variables, 81 Recipes<br />Header<br />Top Navigation<br />Main Nav<br />“Pre Results”<br />Goal: Click on Outgoing Paid Ads<br />Overview of Test Design<br />
  24. 24. Results<br /><ul><li>Removed Message
  25. 25. Removed Navigation
  26. 26. Removed Breadcrumbs
  27. 27. 40% Lift</li></li></ul><li>3 Takeaways<br />Practice relentless de-cluttering<br />Conversion can mean many things<br />Combining LPO with Sitewide Optimization is the fastest path to CRO nirvana.<br />
  28. 28. Thank you, Now “Go Deep!”<br />Scott Miller<br />http://www.vertster.com/<br />Twitter: @optimizeit<br />

×