This document discusses the important role that brand plays in conversion rate optimization (CRO). It notes that brand represents the promised experience based on how a product or service is mentally represented. It then provides examples showing how strong brands like Amazon Prime create loyalty that reduces cross-shopping between retailers. The document argues that brand has a nonlinear impact on value and revenue, and that CRO efforts should not hurt the brand's promise of experience. It aims to convince readers that optimizing both brand and CRO can have the greatest impact on acquiring and retaining customers.

1. The Role That Brand Plays in The Conversion
@wilreynolds

2. Brand & It’s role in CRO

3. Brand:
Promise of an Experience, based on a
mental representation of a product or service.

7. Check it out at Fallen.io

8. What just happened!!????

9. I “converted” because of
1 – A Subtle Suggestion
2 – 10x Content
3 - Value

10. Who is the best CRO?

14. I’ll out “CRO” any of YOU

15. 74% Conversion Rate

16. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
The company’s analysis of Prime versus non-Prime members’ cross-
shopping behaviors found that less than 1% of Prime members are likely to
consider other mass-market retail sites — Walmart.com and Target.com, for
example — during the same online session.
An Amazon shopper without a Prime membership is 8 times more likely than
a Prime member to cross-shop between Amazon and Target.com in the
same session.

17. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›

18. Black Friday
Largest
Shopping Day?

21. My Ass!

22. Wanna talk Kindle vs Books?

23. We hate this

24. He gave us this

25. X
CRO

26. CRO, understands friction, removes it.
That is a Business Function, not a web
function.

27. MS Video

28. The parallels
Winning With Why

29. GIMME MORE SYNDROME

30. Get me more leads

31. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
In fact, the last thing they need is more leads. Why? Because they treated
the last thousand or so like garbage

33. FIXING WRONG PROBLEM

34. You don’t
get to
ask me
why!

35. Gimme
more
Leads

36. Defy Convention

37. Seer’s Lead form
Old vs new
1 step vs 18 steps

38. Lose the battle &
Win the war

39. Why would we
purposefully
decrease our conv. rate?

40. Saved me 1 hire
Increased time with the right leads
Increased Conv. Rate

41. Ask permission to
win
the
war

42. Find the root problem by
Asking
the right
questions

43. Inserting an “SEO” at a non “SEO” table

44. The parallels
Client Examples

45. Lighting

46. IVR

47. Client example: SaaS

48. The parallels
External Factors Impact

49. I need you to improve my
Product
Customer Service
Brand

50. CAN WE AGREE
THEY IMPACT CONVERSIONS

52. I HELP YOU GET CUSTOMERS

53. I HELP YOU GET & KEEP
CUSTOMERS

54. Seer Lost $600,000 in revenue in lost
projects in 2015.

55. How would you optimize
my business

56. How involved are you in the CRO of Client
Happiness?
Retention?
Profitability?

57. COULD YOU BE?

58. New lens:
We de-risk marketing decisions

59. Being tasked
with winning battles

60. Not with winning
Wars

61. Internally we’re grunts

62. Could be the
leaders

63. MAIDS LOST
WEIGHT
WHEN TOLD
THAT THEIR
DAY TO DAY IS

64. I DE-RISK MARKETING DECISIONS

65. The parallels
The Brand

66. UNDERESTIMATE

67. NON LINEAR IMPACT OF BRAND

68. 4 MIL/YR - BRAND

69. BRAND = VALUE

72. MEDIOORBITAL FRONTAL CORETE

75. Hurt the brand?
Help the brand?

78. Content is a commodity
Unless your BRAND has told me otherwise
HBR – changed the biz model

79. HBR GIVES ME A SCENT

80. Makes me think about these

81. Great SEO, Like Great CRO
can be bad long term for
the customer

82. The parallels
Success Amnesia

83. Awesome CROs create lazy marketers

84. Exit Popups are easy

86. Something that makes me feel like this

87. Client Story,
Football Equipment

88. X
our budget

90. Still not believing brand impacts CRO?

91. Brand, the promise of an experience…
Apple vs Comcast
Can we agree?

92. Which company would you let crack you
open and put in a pacemaker?

93. Wrap Up

94. Brand decides to end this

95. And start this…

96. Our work
Goes Further