How is a full conversion optimization project conducted on a website? What pages should you optimize first? How do you successfully identify problems on any given webpage? And what are the changes you make to the different pages? In this webinar we will show the progression of conversion optimization a single website. We will discuss several case studies, which ultimately led to a 48% overall site improvement. This webinar will show you how to gain incremental increases on each page and will teach you how to optimize the other pages throughout the site using the marketing insights gained throughout the process. You'll Learn: - How to create a conversion roadmap? How to select which pages to optimize? - How identify different conversion problems on a webpage? - How to apply marketing insights learned from each test across different verticals and channels?

1. 48% Increase in Overall Website Conversions: A Website’s
Full Optimization Journey

2. Join the conversation
@invesp
#invespCRO

3. Our Founders
Khalid Saleh
CEO
A recognized expert of marketing strategy, Khalid has been a frequent guest in key
media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times,
National Public Radio, and more. He is an in-demand speaker who has presented at
marketing conferences across the globe.
Ayat Shukairy
Co-founder, Managing Partner
400+ conversion optimization projects, She has worked with some of the world top
brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase
online revenue by creating successful marketing campaigns.

4. ResultAnalysis
ConversionRoadmap
Discovery
Testing
CompetitiveAnalysis
PersonaCreation
DataAnalysis
TechnologyResource
Assessment
PageProblems
Assessment
HypothesisCreation
TestplanDelivery
Implementation
Our Process

5. Discovery
Testing
Conversion
Roadmap
CompetitiveAnalysis
PersonaCreation
DataAnalysis
TechnologyResource
Assessment
Result
Analysis
HypothesisCreation
TestPlanDelivery
Implementation
PageProblems
Assessment
Conversion
Roadmap
Homepage
VP/Persona
Product
pages
FUDS/Trust
Category
pages
VP/Buying
stage
Conversion
Optimization
Conversion Roadmap

6. • Conversion roadmaps are essential for mapping out the priority of pages to
be optimized on the site and the conversion elements that will be addressed
• Conversion roadmaps are fluid strategic plans that change as more data is
gathered through analytics, testing, and user feedback
• Conversion roadmaps should cover 6 – 10 different tests to be conducted on
the site (3 – 4 month plans)
Conversion Roadmap Facts

7. College Online Bookstore established in
1998 to help students and their parents
to find bargains on college textbooks

8. Test Problems:
1. Exit and bounce rates were high
2. The website offered visitors three different ways to interact with it (buy, sell, or
rent books), however most visitors only navigated to the “buy” section due to the
design of the search functionality
3. Design places the same priority for different elements on the page and does not
guide the visitor to next steps
4. The overuse of different marketing messages reduces the impact of the value
proposition messaging.
Bookstore: Homepage

9. By clarifying the value proposition
and anticipating cognitive
progression through design, click-
through and conversions will
increase.

10. The control:
• Search box is the main clear
“navigational” method on the page;
• No clear indicators besides the
search box for what the visitor can do
“next”
The Control

11. Variation 1:
• Messaging more concise and to the
point
• Clear CTA indicator buttons placed
below search box
Variation 1

12. Increase
in Website
Conversion
11.2%
The Winner

13. • Apply similar messaging (value proposition) throughout the site
• Use clear indicators of next steps through copy or design to clarify site
process and anticipate cognitive progression
• Maintain continuity, a key trust factor, on the website to positively impact
visitors experience from page to page
Test Marketing Insights and Lessons

14. Audience Question:
Which design generated the most sales?
A B
Pop Quiz

15. Increase
in Website
Conversion
9%
A
The Winner

16. Test Problems:
1. A combination of a low product page effectiveness rate with a high average time
spent on the page.
2. Too many competing product options were presented to the visitor.
Bookstore: Product Detail Page

17. Increasing scent by reducing clutter,
and enhancing copy and design to
match visitor expectations will lead to
increased conversions.

18. The control:
• Clutter
• Details overwhelming CTA
• Text not conducive to converting
• Social media icons taking major real
estate
The Control

19. Variation 1:
• "Quick Price Check” wording
• Blue and blue box colors
• Reduce clutter and unnecessary text
• Place social media icons in more
useful place
Variation 1

20. Variation 2:
• "Quick Price Check” wording
• Yellow and blue box colors
• Reduce clutter and unnecessary text
• Place social media icons in more
useful place
Variation 2

21. 1 2
Audience Question:
Which design generated the most sales?
0
Side By Side Look

22. Increase
in Website
Conversion
15.3%
2
The Winner

23. 15.3% Increase in overall website conversion rate
The Result
Variation Conversion Rate Uplift Confidence
Original 25.7% - -
Variation 2 29.62% 15% 93.1%
Variation 1 28.6% 11% 93.1%

24. • Increase scent by prioritizing the most important elements on the page above the fold. An
element that is not adding direct value to the purchase process must be removed from a
high real-estate critical point.
• Less is more: capitalize on buyer momentum. Do not include product information (which may
be relevant) if the visitor doesn’t need it to convert.
• Understand what are the pain points for your visitor and address them in copy and design.
• Use color for emphasis and highlighting important elements and areas on a page.
Test Marketing Insights and Lessons

25. • Area above the fold is cluttered
• Pricing wasn’t quite communicating
its “value”
• Some icons unnecessary like social
media and description (the
placement)
The Control

26. • Quick price language addressed
customers concern about price.
• Remove social media icons to
somewhere less critical.
• Maintained position of description,
however to reduce clutter gave the
“more” option which expands for
more information.
Variation 3 – The Winner

27. Test Problems:
1. Product filtration options wasn’t used effectively
2. Although the “Quick Price Check” widget increased product page
effectiveness rate, the website average order value indicated more room for
improvement
Bookstore: Product Detail Page

28. Audience Question:
Which design generated the most sales?
A B
Pop Quiz

29. Increase
in Website
Conversion
5%
B
The Winner

30. • Create an obvious call to action. If click-through is low, visitors aren’t
understanding where and how to take the next action;
• Product filtration widgets should always be defaulted to the most relevant
and used feature to your site visitor.
Test Marketing Insights and Lessons

31. Audience Question:
Which design generated the most sales?
A B
Pop Quiz

32. Increase
in Website
Conversion
18.67%
B
The Winner

33. 1. Adding trust and confidence elements in close proximity to the call to action
helps ease visitors anxieties
2. Understanding site visitors needs and wants helps you address their
concerns through design and content
3. Highlighting what distinguishes your company to your visitor will persuade
them to move forward with your website as opposed to any other
Test Marketing Insights and Lessons

34. More information
Amazon.com

35. Looking to increase your conversions?
The Conversion Framework™ brings a unique methodology to marketing
optimization, generating repeatable and sustainable increase in conversion
rates.
3,000+ Test plans , 400+ partners, 11 different countries
• Learn more how we can work
together:
• Select “Partnership Opportunities to
Increase Conversion Rates” on
webinar survey
• or email convert@invesp.com

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