Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

BEST
PRACTICES
ARE
KILLING
YOUR
CONVERSION
RATE
CONTENT
JAM
2014
Joel
Harvey
ConversionSciences.com
Tweet
Something
@joeljharvey
@joeljharvey
#contentjam

THE
SCIENCE
OF
THE
LAB
COAT
@joeljharvey
#contentjam

h;p://www.sciencedirect.com/science/ar@cle/pii/S0022103112000200
h;p://www.sciencedirect.com/science/ar@cle/pii/S0022103112000200
@joeljharvey
#contentjam

BEST
PRACTICES
@joeljharvey
#contentjam

@joeljharvey
#contentjam
If
you
could
go
ahead
and
bring
back
some
best
pracOces
from
Content
Jam
that
would
be
terrific,
mmmkay.

BEST
PRACTICE:
COMMERCIAL
OR
PROFESSIONAL
PROCEDURES
THAT
ARE
ACCEPTED
OR
PRESCRIBED
AS
BEING
THE
MOST
EFFECTIVE.
@joeljharvey
#contentjam

CONVERSION
OPTIMIZATION:
THE
PROCESS
OF
GENERATING
&
USING
DATA
TO
IMPROVE
A
SITE’S
UNIQUE
EXPERIENCE
FOR
KEY
SEGMENTS.
@joeljharvey
#contentjam

Marketplace
Compe@@ve
posi@oning
@joeljharvey
#contentjam
Unique
value
proposi@on
Traffic
Source
Ad
Copy
Time
of
day
Compe@tors’
strategies
Day
of
week
Page
design
Informa@on
architecture
Copy
“voice”
Promo@on
Industry
life
cycle
Company
life
cycle
Season
Visitor
demographics
Site
Speed

Best
PracOces
will
make
this
easy
@joeljharvey
#contentjam

50%
@joeljharvey
#contentjam

@joeljharvey
#contentjam
OpOmizaOon
doesn’t
work

Desire
Lines
@joeljharvey
#contentjam
What
you
thought
would
work
What
actually
did
work

The
Real
ScienOfic
Method
@bmassey
@joeljharvey
#contentjam

DON’T
THINK.
KNOW.
@joeljharvey
#contentjam

WHERE
DOES
THE
BEST-‐PRACTICLOPS
HIDE?
@joeljharvey
#contentjam

REDESIGN
KEEP
THE
SITE
“FRESH”
@joeljharvey
#contentjam

Extreme
Site
Make
Over
STATISTICALLY
IDENTICAL
@joeljharvey
#contentjam

Ain’t
goAa
be
preAy
to
be
totally
dope,
bro
@joeljharvey
#contentjam

AVOID
MOVEMENT
Don’t
Use
Sliders
@joeljharvey
#contentjam

@bmassey
@joeljharvey
#contentjam

Slides
in
RotaOon
Order
Bold
Outdoor
Order
Today
Ships
Tomorrow
Leader
in
Mesh
4
Free
Super
Saver
1
2
3
4
@joeljharvey
#contentjam

TEST
EACH
IMAGE
INDIVIDUALLY
AGAINST
THE
CONTROL
@joeljharvey
#contentjam

Best
Single,
Sta@c
Image
+39%
RPV
@joeljharvey
#contentjam

Reordered
by
Performance
Order
Today
Ships
Tomorrow
Bold
Outdoor
Free
Super
Saver
Leader
in
Mesh
1
2
3
4
@joeljharvey
#contentjam

Academics
that
challenge
Faith
that
deepens
@joeljharvey
#contentjam
Faculty
that
engages
Friends
that
last
Experiences
that
transform
A
place
where
you
belong
US
News
Fun
that
inspires
Programs
that
prepare
Companies
that
hire
1st
Image
of
Slider
University
of
Possibility

INDIVIDUAL
IMAGES
VS
SLIDER
@joeljharvey
#contentjam

RE-‐ORDERED
SLIDER
@joeljharvey
#contentjam

Sliders
–
when
they
work,
they
work.
@joeljharvey
#contentjam

USE
TRUST
SYMBOLS
Borrow
from
the
Credibility
of
others
@joeljharvey
#contentjam

Trust
symbols
in
the
footer
@joeljharvey
#contentjam

-‐8%
Trust
symbols
at
top
of
sidebar
@joeljharvey
#contentjam

I
totally
trusted
you…unRl
you
asked
me
to.
@joeljharvey
#convcon

REMOVE
FRICTION
FROM
THE
PROCESS
Stay
Out
of
the
Visitor’s
Way
@joeljharvey
#contentjam

WHICH
FORM
DRIVES
THE
MOST
CALLS?
@joeljharvey
#contentjam

@joeljharvey
#contentjam
1
(CONTROL)
2
3
4
(no
form)
+
16%
-‐
67%
-‐
56%

The
path
of
least
resistance
is
the
path
most
taken
@joeljharvey
#cotentjamn

USE
VIDEO
@joeljharvey
#contentjam

Zumba
Fitness
Video
Test
Hypothesis
Video
will
allow
buyers
to
see
the
clothing
in
ac@on
increasing
revenue
per
visit.
@joeljharvey
#contentjam

SIX
VIDEO
VARIATIONS
FOR
EACH
PRODUCT
@joeljharvey
#contentjam

Variables
Video
Length
8
second
15
second
30
second
Inclusion
of
wide
shot
vs.
Tops
Bo;oms
@joeljharvey
#contentjam

Non-‐variables
Music
Dance
Moves
Model
@joeljharvey
#contentjam

-14%
@joeljharvey
#contentjam

@joeljharvey
#contentjam
Instructors
viewing
bohoms
30
seconds,
wide
+17%
New
visitors
viewing
tops
8
seconds
+27%
New
visitors
viewing
bohoms
30
seconds,
wide
+45%
Returning
visitors
viewing
tops
8
seconds
+53%
Weighted
Revenue
per
Visit
=
Lii
*
%
of
Traffic

+43%
@joeljharvey
#contentjam

Where’s
the
58
second
video
dawg?
@joeljharvey
#contentjam

BE
RESPONSIVE
@joeljharvey
#contentjam

-19%
@joeljharvey
#contentjam

AVERAGE
LOAD
TIME
FOR
AN
ECOMMERCE
RESPONSIVE
SITE?
18
SECONDS
@joeljharvey
#contentjam

You
Pinch,
I’ll
Zoom
@joeljharvey
#contentjam

THIS
DOESN’T
HAVE
TO
BE
YOUR
SITE
@joeljharvey
#contentjam

YOU
DON’T
EVEN
HAVE
TO
BE
AN
A/B
TESTING
GENIUS
@joeljharvey
#contentjam

Less
than
10%
of
visitors
to
this
page
see
the
Free
Shipping
and
Free
Returns
Informa@on
@joeljharvey
#contentjam

OPTIMIZE
FOR
YOUR
GOALS
@joeljharvey
#contentjam

FIND
YOUR
SEGMENTS
@joeljharvey
#contentjam

USE
TESTING
TO
ASK
YOUR
VISITORS
WHAT
MATTERS
TO
THEM
@joeljharvey
#contentjam

MAKE
MISTAKES
@joeljharvey
#contentjam

BEST
PRACTICES
ARE
KILLING
YOUR
CONVERSION
RATE
CONTENT
JAM
2014
@joeljharvey
#contentjam
Joel
Harvey
ConversionSciences.com
joel@ConversionSciences.com
512-‐554-‐3054
@joeljharvey

Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

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Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey