Presentation by Ivan Imhoff at House of Kaizen, which took place at Performance Marketing Insights New York, March 13 2013

1. The human side of
conversion optimization
Ivan Imhoff
Director

2. Defining CRO The value fulcrum
Scripting and eye
1st contact
management

3. Traffic source
Control Treatment
Control Variation
conversion 1.5% 2.1% conversion

4. Real world definition
Web page ability to get visitors
to complete a specific action

5. Getting inside the page...
How do page elements?
Support the user journey
Get in the way of the journey
Stop the user journey

6. Technology Your Brain

7. Defining CRO The value fulcrum
Scripting and eye
1st contact
management

8. Value fulcrum
What’s in it for me?
+ -
Perceived Perceived
Benefit Effort

9. Defining CRO The value fulcrum
Scripting and eye
1st contact
management

10. The Ad LP+Website+C/O Conversion
AD LP SITE FORM $
90% 10%
PPC Revenue
Display Sales
Affiliate Transactions
Email
SEO
Social

11. Arriving at your website visitors
ask:
Where am I?
What can I do?
Why should I do it?

12. Where am I
5 seconds or bounce
What can I do here
Why should I do it
Orientation Persuasion Conversion
Gone in 5 seconds Consideration
zone
Load time - CTAs
Layout - Copy

13. Avinash Kaushik
Go o g l e d i g i t a l ma r
B e s t s e l l e r : We b A n
We b A n a l y t i c s : A n h
T h e wo r l d b i g g e s t B

14. Avinash Kaushik on Bounce rate
“S e x i e s t me t r i c e v e r ”
“B r i l l i a n t l y
“B o u n c e r a t e d e f i n e s t h e e x p e r i e
I c a me I p u k e d I l e
It’s a measure of Media wastage!
http://www.youtube.com/user/houseofkaizen#p/c/A38FD7E9531D1826/10/ppgfjo6IIf4

15. Defining CRO The Value fulcrum
Scripting and eye
1st contact
flow management

16. Every web page is a script
The start of the story: Primary goal
Heading and sub heading
Position the visitor: you are at the right place
Define the product: define product values & key benefits
Define the action: What is expected
Content sequence is a dialogue with the visitor
1- Value proposition: quantifiable and tangible
2- Address the visitors anxieties: address fears and doubts
... Every page is a story that has an order …

17. Controlling attention through the script
Product position statement
Heading explanation and context
subheading placed here Manage the eye flow
Distinguishing features and unique product
specifications to frame the product features
that sets it apart
- Factual point one here
- Quantifiable point two here
- Benefit goes here
Benchmark to generic products is established in
this section as tertiary component
Getting your story
- Benchmark report
- Industry standards read in the right order
- Customer reviews

20. Direction

21. Direction

30. Over 40% swing in conversion

37. Expected increase in
price searches:
25% to 40%

38. Defining CRO The Value fulcrum
Communication
1 to 1
Scripting and eye
1st contact
management

39. Expectation Gap
Your ad promise Landing page pitch

40. Full traffic
Segment
Micro segment

41. Segmentation
All visits: 2.49 Average Page views All visits: 2.49 Average Page views
Organic US: 1.78 PPC US: 3.04
Organic France: 3.26 PPC France: 1.41
All visits: 63.87% Bounce rate All visits: 63.87% Bounce rate
Organic US: 74.97% PPC US: .54.95%
Organic France: 44.28% PPC France: 78.82%

42. Mechanics of active page platform
Tailor landing pages to each
Divide marketing channels micro traffic source. Test and
into micro traffic sources optimize pages
Landing
Landing
pages
PPC Landing
pages
Landing
pages
Landing
pages Your website
pages
Landing
Landing
pages
Display Landing
pages
Landing
pages
Landing
pages
pages
Landing
Landing
pages
Landing
Affiliates pages
Landing
pages
Landing
pages
pages
Landing Deep link into website for
Landing
pages maximum conversion
Email Landing
pages
Landing
pages
Landing
pages
pages

43. Search terms in the 1000s
0% apr credit card
0% apr hotel credit card
0% apr student credit card
0% apr business credit card
0% apr platinum credit card
0% apr balance transfer credit card

46. 56 different pages in a single landing
page experience

49. 90% of content, design and
templates are rules based or
dynamic.

50. Boosting your ROI
To increase the performance of your media:
You must increase the number of post click visitors that convert
by improving the effectiveness of your first point of contact.
Media LP Bounce rate Conversion rate Deposits
50,000 80% 1% 100
Media LP Bounce rate Conversion rate Deposits
50,000 60% 1% 200
Media LP Bounce rate Conversion rate Deposits
100,000 80% 1% 200

52. Thanks for putting up with me…