The document discusses strategies for preparing for economic uncertainty through conversion rate optimization (CRO), highlighting the importance of first impressions, user engagement, and testing. It emphasizes the need for credibility, transparency, and relevant landing pages to improve conversion rates, as well as understanding customer behavior and streamlining the checkout process to prevent cart abandonment. Key takeaways include making value visual, addressing inventory concerns, and optimizing all touchpoints in the customer journey.

1. How to Prepare for the
Economic Uncertainty
with Conversion Rate
Optimization
BUDGET CUTS?

2. Today’s Logistics
Katherine Bishop
Marketing Coordinator
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future

5. Our Speaker
KENDALL GIGLIO
VP, Web Solutions

6. Leveraging CRO To Navigate Economic Uncertainty
LANDING
First impressions
and getting visitors
to stay
CONVERTING
Optimizing and testing
the right things at the
right time
ENGAGING
Establishing momentum
through trust, value and
strong UX
6
LANDING PAGE RELEVANCY
DESIGNATED LANDING PAGES
CREDIBILITY & TRANSPARENCY
SALES & INCENTIVES
CHECKOUT FUNNEL
MICRO/MACRO
CONVERSION
RESEARCH &
EXECUTION
The Changing Landscape

7. If Money & Resources Were No Object, How
Would You Choose To Leverage CRO?
● Go big or go home: I’m redesigning my entire site
● Know all the things: Research, analysis & audit for key
learnings
● Testing FTW: Test, test, and then test some more (did I
mention testing?)
● Big spender: If I have the money, I’m doing all of the above
and then some
POLL

8. The Changing Landscape
8

9. Google Search Ads
A decrease in spend
Down from Q2’s 18% growth, and Q1’s 23%
15%
9
LANDSCAPE

10. Spend Growth On Meta Properties
Advertiser spend declines YoY
Across Facebook, Instagram, Messenger, and the Meta
Audience Network 1%
10
LANDSCAPE

11. The Economic Impact On Retail
11
LANDSCAPE
Sales generated were up 14% but orders
were up by just 6%
Half of retailers saw flat or declining order
volume

12. Inventory: Not Enough or Too Much
12
LANDSCAPE

13. The Upcoming Holidays
13
What this means for your customers
● Decreased motivation
● Decreased urgency
What this means for your business
● Increased brand credibility
● Increased perceived value
LANDSCAPE

14. The Upcoming Holidays
14
What this means for your customers
● Increased anxiety
● Increased hesitancy
What this means for your business
● Increased transparency
● Increased incentive
LANDSCAPE

15. Where to Begin
15

16. Leveraging CRO to Navigate Economic Uncertainty
LANDING
First impressions
and getting visitors
to stay
CONVERTING
Optimizing and testing
the right things at the
right time
ENGAGING
Establishing momentum
through trust, value and
strong UX
LANDING PAGE RELEVANCY
DESIGNATED LANDING PAGES
CREDIBILITY & TRANSPARENCY
SALES & INCENTIVES
CHECKOUT FUNNEL
MICRO/MACRO
CONVERSION
16
RESEARCH &
EXECUTION

17. Screenshot
Relevancy: Match the Query
A SEARCH FOR RAIN BOOTS
● Women
● Men
● Kids
WHAT CAUSED THE CLICK?
We will have no way of knowing what within the
ad drove the decision to click through
17
LANDING

18. Screenshot
Relevancy: Match the Query
CONSIDER TESTING
Driving traffic to a non-gender specific page in
which navigation options are clearly defined
18
LANDING

19. Screenshot
Screenshot
Relevancy: Clearly Identify Yourself
CAN IT BE SEEN?
● You have less than 3 seconds
● Keep it clear
● Keep it obvious
19
LANDING

20. Screenshot
Screenshot
Relevancy: Be Specific
EVERY DETAIL MATTERS
● Remove the guesswork
● Ensure you are addressing the need
● Don’t peak their interest and then leave them
hanging
20
LANDING

21. Screenshot
Screenshot
Relevancy: Maintain the Intent
IT’S NOT JUST ABOUT THE COPY
● If it’s not obvious, it’s lost
● Every element matters
● Users should want to stay and engage, give them
reason to
● An incentive is useless if users can’t identify the
reason they wanted it
21
LANDING

22. One Size Does Not Fit All: The Results
22
LANDING

23. One Size Does Not Fit All
23
LANDING
CVR
+108%

24. Relevancy: What About The Homepage?
ESTABLISH YOUR UVP
Front and center
● Big and bold
● Clear and concise
GET THEM THERE
Quickly, no distractions
● Choices = anxiety
● Noise = bounce
ENGAGEMENT
24
LANDING

25. Consider Your Options
QA IT
Cross check your Ads against your
landing pages to avoid glaring
relevancy issues
REDIRECT IT
Determine if other pages within your
site are better suited for the traffic
arriving
BUILD IT
Leverage an LP build tool to easily
and quickly set up, design and
duplicate at scale
25
LANDING

26. Leveraging CRO To Navigate Economic Uncertainty
LANDING
First impressions
and getting visitors
to stay
CONVERTING
Optimizing and testing
the right things at the
right time
ENGAGING
Establishing momentum
through trust, value and
strong UX
LANDING PAGE RELEVANCY
DESIGNATED LANDING PAGES
CREDIBILITY & TRANSPARENCY
SALES & INCENTIVES
CHECKOUT FUNNEL
MICRO/MACRO
CONVERSION
26
RESEARCH &
EXECUTION

27. - Flint McGlaughlin, “The Marketer as Philosopher”
“The marketer must make value
visual; the marketer must
make value perceived. The
marketer must make value
believed .”
27

28. Brand Trust
28
ENGAGING
Your website is a vehicle to establish your credibility. No
one is eager to give their money to someone they don’t
trust
Where customers are expecting you to establish trust:
● Quality/value
● Security
● Shipping
● Inventory

29. Review Placement Matters
29
ENGAGING

30. Review Placement Matters: Results
30
ENGAGING
CVR
+11.44%

31. Product Availability
31
ENGAGING
ADDRESS THE ELEPHANT IN THE ROOM
● Is it in stock? Will I get it in time?
● If you can’t provide the product, provide peace of mind
● Be transparent with what you have…and what you don’t

32. In-Stock Call Out: Mobile Product Description Page
32
ENGAGING

33. In-Stock Call Out: Results
33
ENGAGING
Revenue
+4.77%
Transactions
+2.77%

34. In-Stock Call Out: Desktop Product Listing Page
34
ENGAGING

35. In-Stock Call Out: Results
35
ENGAGING
Revenue
+1.86%

36. Incentive: Free Shipping
FREE SHIPPING IS A POWERFUL MOTIVATOR
People prefer free shipping over a % off discount, which
would actually save them more
● Language
● Placement
● Presentation
36
ENGAGING

37. Free Shipping Messaging
37
ENGAGING

38. Free Shipping Messaging: Results
38
ENGAGING
Transactions
+5%
Revenue
+13%

39. Incentive: Promo Codes
PEOPLE ARE MOTIVATED TO SAVE
Promo codes ultimately either help or hinder your
conversion rates
Visitors will navigate away from your site to locate a
promo elsewhere. The challenge is making sure they
return
39
ENGAGING

40. Decreasing Promo Code Box
40
ENGAGING

41. Decreasing Promo Code Box: Results
41
ENGAGING
Transactions
+3%

42. Leveraging CRO To Navigate Economic Uncertainty
LANDING
First impressions
and getting visitors
to stay
CONVERTING
Optimizing and testing
the right things at the
right time
ENGAGING
Establishing momentum
through trust, value and
strong UX
LANDING PAGE RELEVANCY
DESIGNATED LANDING PAGES
CREDIBILITY & TRANSPARENCY
SALES & INCENTIVES
CHECKOUT FUNNEL
MICRO/MACRO
CONVERSION
42
RESEARCH &
EXECUTION

43. Double Down On Checkout
43
CONVERTING
CART ABANDONMENT
Typically the highest point to abandonment and drop off,
you should be pressing in to identify areas for
improvement and removal of speed bumps
● Unnecessary distractions
● Guest checkout
● Upfront costs & fees

44. Streamlining Guest Checkout
44
CONVERTING

45. Streamlining Guest Checkout: Results
45
CONVERTING
Transactions
(desktop)
+20%

46. The Impact Of Micro On The Macro
46
CONVERTING
Revenue
+13%
Bookings
+1%
CVR
+12%

47. Testing A Shift In Strategy
WHAT’S THE IMPACT?
● Improved margins
● Increased revenue
● Peace of mind
47
vs.
CONVERTING

48. Give The People A Voice
48
CONVERTING
Your visitors will tell you what they
like and don’t like, but are you willing
to listen to them?

49. Put On Your Listening Ears
49
CONVERTING
Heat Mapping
Heat Mapping
Scroll Mapping
User Videos
User Polling

50. Making Behavior-Based Decisions
50
CONVERTING
Quantitative tools will tell you what the problem is, but
they won’t tell you why it’s a problem in the first place
Big impact changes can be the result of low-lift analysis
● Scroll depth
● Time to click
● Rage clicking

51. Get By With A Little Help From Your Friends
51
CONVERTING
Best For:
● New designs
● Quick analysis
● Competitive
comparison
Best For:
● Heat/scroll maps
● User videos
● Polling
Best For:
● Preference testing
● 5 second testing
● First-click testing
Best For:
● User testing

52. In Closing
52

53. Leveraging CRO To Navigate Economic Uncertainty
LANDING
First impressions
and getting visitors
to stay
CONVERTING
Optimizing and testing
the right things at the
right time
ENGAGING
Establishing momentum
through trust, value and
strong UX
LANDING PAGE RELEVANCY
DESIGNATED LANDING PAGES
CREDIBILITY & TRANSPARENCY
SALES & INCENTIVES
CHECKOUT FUNNEL
MICRO/MACRO
CONVERSION
53
RESEARCH &
EXECUTION

54. 1. Relevancy matters: make sure your pages aren’t
leaving your traffic lost and unsatisfied
2. Clearly establish brand trust: if not from you, they
will get it somewhere else. It should be you.
3. Inventory matters: ease anxiety up front while
removing any opportunity for hesitancy
4. Not all incentives are created equal: free
(on-time) shipping is most appealing
5. Stop checkout leaks: don’t neglect the area most
likely to experience the highest abandonment
6. All touchpoints matter: the path to conversion has
multiple interactions - optimize them
7. Put on your listening ears: if you aren’t proactively
listening, you’re proactively losing money
Key Takeaways
54

55. Schedule Your
Consultation
with a Conversion
Rate Optimization
Expert

56. Q&A
KENDALL GIGLIO
VP, Web Solutions

57. 57
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58. Thank you!