Rethinking Conversion Optimization By Khalid Saleh

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3

Marketing

#SMX #32C3 @khalidh
TITLE SLIDE ALTERNATIVE LAYOUT w/
*EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
``
Rethinking
CONVERSION OPTIMIZATION

#SMX #32C3 @khalidh
•  3,000+ Successful Tests
•  11 different countries
Lessons from

#SMX #32C3 @khalidh
Client X
2011
2016
Start of CRO work
6 years of CRO work
1.5m annual sales, 1.5% conversion rate
18m annual sales, 8.5% conversion rate

#SMX #32C3 @khalidh
Close to 50% of AB tests do
not produce significant
results

#SMX #32C3 @khalidh
Getting to the big “Yes”

#SMX #32C3 @khalidh
Big “Yes”
yes
yes
yes
yes
yes
no
no
no
yes
yes

#SMX #32C3 @khalidh
Quantitative research (analytics)

#SMX #32C3 @khalidh
Qualitative
Research

#SMX #32C3 @khalidh
How do you achieve
results?

#SMX #32C3 @khalidh
1. Do visitors know where they are?
2. Do visitors know what action you
want them to take?
3. Do visitors know what will happen
next?

#SMX #32C3 @khalidh
•  What elements will
increase visitors’ trust
in the website and on
the page
1. Identify trust problems

#SMX #32C3 @khalidh
•  What elements will
increase visitors’ FUDs
in the website and on
the page
2. Identify FUD problems

#SMX #32C3 @khalidh
•  What elements will
motivate visitors to
act right away?
3. Identify Incentives

#SMX #32C3 @khalidh
•  What elements will
engage visitors?
3. Identify engagement

#SMX #32C3 @khalidh
•  Move from targeting
the masses into
specific targeting
•  Personalize
conversion
optimization
experience
5. Address personas

#SMX #32C3 @khalidh
•  What elements do
early shoppers need
to see?
•  How do we bring
them back to the
website?
6. Account for buying stages

#SMX #32C3 @khalidh
•  What elements do
help with complex
sales?
7. Deal w/ complex sales

#SMX #32C3 @khalidh
Identify the problems
before making any
changes

#SMX #32C3 @khalidh
Possible conversion problems on the page
Conversion element Page element Priority
Trust Lack of clear value proposition 1
Trust Disconnect in messaging 2
Trust Lack of congruent messaging 5
FUDs No clear order steps 3
FUDs Pricing is confusing 4
Incentives No use of urgency 5
Incentives No use of scarcity 6
Incentives Pricing discount is not clear 8
Persona – Mike the spontaneous Heavy use of jargon 7

#SMX #32C3 @khalidh
24 tests / year
5% uplift /month

#SMX #32C3 @khalidh
•  Font/color of texts
•  "lowest price guarantee" vs
"110% price match guarantee"
•  Add to cart button - diﬀerent
designs/sizes
•  a badge that shows "XXX
products sold
The old way

#SMX #32C3 @khalidh
My Headline
1st Headline
2nd Headline
Element level testing

#SMX #32C3 @khalidh
My Headline
Headline
Headline
Page level testing

#SMX #32C3 @khalidh
Checkout Checkout
Visitor flow testing

#SMX #32C3 @khalidh
FREE COPY OF OUR BOOK
The Web is unique in its ability to deliver this almost improbable win-
win: You can increase revenue AND make your customers happy. Yet
most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this
book to follow their practical advice on how to create high converting
websites that your visitors love.
This book goes far beyond optimizing conversion. It is a digital
marketing primer that explains both the geeky stuff ("bounce rates")
and the soft stuff ("social proof"). Anyone who wants to increase online
sales or website traffic should read it--by my calculation, that's just
about every marketer in the world.
Avinash Kaushik – Google Analytics Ambassador
Guy Kawasaki - author, speaker, entrepreneur, and evangelist
Email book@invesp.com

#SMX #32C3 @khalidh
Sign up for a free beta account
www.ﬁgpii.com

#SMX #32C3 @khalidh
SEE YOU AT THE NEXT #SMX!
THANK YOU!

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Rethinking Conversion Optimization By Khalid Saleh

1. #SMX #32C3 @khalidh TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) `` Rethinking CONVERSION OPTIMIZATION

2. #SMX #32C3 @khalidh •  3,000+ Successful Tests •  11 different countries Lessons from

3. #SMX #32C3 @khalidh Client X 2011 2016 Start of CRO work 6 years of CRO work 1.5m annual sales, 1.5% conversion rate 18m annual sales, 8.5% conversion rate

4. #SMX #32C3 @khalidh 150 tests 2015

5. #SMX #32C3 @khalidh 0% uplift 2015

6. #SMX #32C3 @khalidh Why?

7. #SMX #32C3 @khalidh

8. #SMX #32C3 @khalidh Starting with CRO

9. #SMX #32C3 @khalidh Close to 50% of AB tests do not produce significant results

10. #SMX #32C3 @khalidh Getting to the big “Yes”

11. #SMX #32C3 @khalidh Big “Yes” yes yes yes yes yes no no no yes yes

12. #SMX #32C3 @khalidh Quantitative research (analytics)

13. #SMX #32C3 @khalidh Qualitative Research

14. #SMX #32C3 @khalidh

15. #SMX #32C3 @khalidh Best Practices

16. #SMX #32C3 @khalidh The Process

17. #SMX #32C3 @khalidh How do you achieve results?

18. #SMX #32C3 @khalidh 1. Do visitors know where they are? 2. Do visitors know what action you want them to take? 3. Do visitors know what will happen next?

19. #SMX #32C3 @khalidh •  What elements will increase visitors’ trust in the website and on the page 1. Identify trust problems

20. #SMX #32C3 @khalidh •  What elements will increase visitors’ FUDs in the website and on the page 2. Identify FUD problems

21. #SMX #32C3 @khalidh •  What elements will motivate visitors to act right away? 3. Identify Incentives

22. #SMX #32C3 @khalidh •  What elements will engage visitors? 3. Identify engagement

23. #SMX #32C3 @khalidh •  Move from targeting the masses into specific targeting •  Personalize conversion optimization experience 5. Address personas

24. #SMX #32C3 @khalidh •  What elements do early shoppers need to see? •  How do we bring them back to the website? 6. Account for buying stages

25. #SMX #32C3 @khalidh •  What elements do help with complex sales? 7. Deal w/ complex sales

26. #SMX #32C3 @khalidh Identify the problems before making any changes

27. #SMX #32C3 @khalidh Possible conversion problems on the page Conversion element Page element Priority Trust Lack of clear value proposition 1 Trust Disconnect in messaging 2 Trust Lack of congruent messaging 5 FUDs No clear order steps 3 FUDs Pricing is confusing 4 Incentives No use of urgency 5 Incentives No use of scarcity 6 Incentives Pricing discount is not clear 8 Persona – Mike the spontaneous Heavy use of jargon 7

28. #SMX #32C3 @khalidh 24 tests / year 5% uplift /month

29. #SMX #32C3 @khalidh •  Font/color of texts •  "lowest price guarantee" vs "110% price match guarantee" •  Add to cart button - diﬀerent designs/sizes •  a badge that shows "XXX products sold The old way

30. #SMX #32C3 @khalidh My Headline 1st Headline 2nd Headline Element level testing

31. #SMX #32C3 @khalidh My Headline Headline Headline Page level testing

32. #SMX #32C3 @khalidh Checkout Checkout Visitor flow testing

33. #SMX #32C3 @khalidh 1st give away!

34. #SMX #32C3 @khalidh FREE COPY OF OUR BOOK The Web is unique in its ability to deliver this almost improbable win- win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love. This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world. Avinash Kaushik – Google Analytics Ambassador Guy Kawasaki - author, speaker, entrepreneur, and evangelist Email book@invesp.com

35. #SMX #32C3 @khalidh 2nd give away!

36. #SMX #32C3 @khalidh Sign up for a free beta account www.ﬁgpii.com

37. #SMX #32C3 @khalidh

38. #SMX #32C3 @khalidh SEE YOU AT THE NEXT #SMX! THANK YOU!

Rethinking Conversion Optimization By Khalid Saleh

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Rethinking Conversion Optimization By Khalid Saleh