Download as PDF, PPTX
Uploaded byiProspect Canada
Conversion Optimization: Fighting the Most Common Roadblocks
The document discusses conversion optimization, emphasizing its importance in improving website efficiency and user experience. It outlines the process of conversion optimization, identifies common roadblocks such as risk management and testing culture, and provides insights into effective strategies. Additionally, it highlights the capabilities of iprospect as a leading digital performance agency with extensive experience and resources to assist in conversion optimization efforts.
More Related Content
Similar to Conversion Optimization: Fighting the Most Common Roadblocks
Conversion Optimization: Fighting the Most Common Roadblocks
- 1.
- 2.
- 3. Game Plan Who isiProspect? What is Conversion Optimization? Conversion Optimization Process 1 2 3 Common Roadblocks 4 5 Conclusion 3
- 4.
- 5. We Simplify DigitalComplexity 5
- 6. Canada’s largest bi-culturaldigital performance agency. 2 offices: Montreal, Toronto. Over 85 passionate digital practitioners. 10 years of billingual Canadian expertise. Network of 3000 specialists across 50 countries. iProspect Canada 6
- 7. We are astory of growth and performance. 2005 2008 2013 NVI opened its Toronto office NVI becomes iProspect Natural Search Paid Search Analytics Social Media Conversion Optimization 1996 iProspect founded in Boston Founded in Montreal 10 years of digital performance 2015 7
- 8. EIGHT GLOBAL NETWORKBRANDS SIX SPECIALIST BRANDS PLUS 55 LOCAL BRANDS 8
- 9. We Deliver Excellence Everywhere 10 NORTH AMERICA 39 EMEA 18 APAC 5 LATAM 9
- 10. Guillaume Bouchard CEO, Canada TORONTO MONTREAL 2 OFFICES 2 LANGUAGES 70+ CLIENTS 85+ EMPLOYEES CANADA 10
- 11.
- 12. Conversion Optimization isthe process of continuously improving a website or landing page to create the most effective experience for new and recurring customers. Conversion Optimization 12
- 13.
- 14. • In acomplicated digital environment, Conversion Optimization provides a scientific method to effectively measure the efficiency of your digital platforms. • By gaining insight on what works and what doesn’t for your target audience, you can develop best practices to increase revenues (directly or indirectly) from your website. 14 Why is Conversion Optimization Important?
- 15. 15 CONVERSION OPTIMIZATION THEULTIMATE PROCESS 1. ASSESS CURRENT SITUATION 3. TEST 4. REVIEW, LEARN AND SCALE 2. LIST HYPOTHESES 15
- 16.
- 17.
- 18. Risk Management 18 “”Conversion optimization is expensive and results are uncertain.
- 19. Look at the costas an investment Risk Management 2 Calculate your expected ROI 3 Determine how long it takes to get positive ROI 4 Determine project cost 1 19
- 20. The iProspect Guarantee Provide a total project cost (without any surprises) 2 20 Give the project feasibility 1 Guarantee performance improvement 3
- 21. Business Case -DHL 21 179% LEADS INCREASE
- 22.
- 23. Test Culture 23 “”Going through the process again doesn’t feel right, especially after taking 1 year to develop the website.
- 24. Test Culture 24 QuickWins Necessary Action On Hold Elements that can easily be changed Major issues that require immediate planning & development cost Elements that require further development, but can wait Testing does not necessarily mean going through drastic changes. When identifying things to change, one can classify them into:
- 25. 1. Quick Wins 25 Examples of elements that can easily be tested and implemented: • Copy • Placement • Colors
- 26. 2. Necessary Action 26 Examples of elements that must be tested and will require effort: • Forms on mobile • Pricing options and the layout of the pricing table • New creative content Users only see the first 2 columns of a 4 column table when accessing via mobile.
- 27. 3. On Hold 27 Examples of elements that require development but are not a priority: • Folds on a page • Testimonials
- 28. Business Case La Capitale 28 1. Is the price clearly displayed? 2. Do users know where to modify the contract duration?
- 29. Business Case La Capitale 29 1) Simplify the page header 2) Add a sticky menu
- 30.
- 31. Failure Management 31 “”Conversion optimization can be inconclusive resulting in “failure”.
- 32. Failure Management 32 1.Inconclusive tests 2. Follow-up tests 3. Tools They tell us why the original is performing better. Such tests are mandatory to validate our learnings. Throughout the experiments, tools help us find incredible UX insights. For quantitative tests, we find value in:
- 33. Business Case -Securitas 33 To reduce a bounce rate of 86%, we conducted A/B testing 3 times and got inconclusive results all 3 times.
- 34. Business Case -Securitas 34 Online Questionnaire Did you 1ind the information you were looking for? J L If you didn’t 1ind what you need, then what information are you looking for? 40% BOUNCE RATE REDUCED BY
- 35. Roadblock #4 What toTest 35
- 36. What to Test 36 “ ”It’s difficult to know which areas to test.
- 37. Improve conversion funnel. What to Test 2 Get more returning/ repeat visitors. 3 Increase average basket value. 1 37 3 areas for e-tailers to improve on:
- 38. 1. Increase AverageBasket Value 38
- 39. 2. Improve ConversionFunnel 39
- 40.
- 41.
- 42. IT Involvement 42 “”Changing elements on the website is too hard, too long and too complicated.
- 43. A/B Testing: 1 lineof Javascript code on your webpages What to Test 2 Tag management system 3 We can design and host stand alone landing pages 1 43 3 points to help you become more independent from your IT team:
- 44.
- 45. Testing Tools 45 “”It’s tough to find testing tools that are user-friendly.
- 46. What to Test 46 Examples of quantitative and qualitative testing tools we can help you with:
- 47. Digital advertising isevolving at an unprecedented rate iProspect can be the critical business partner to help you stay ahead of the curve. 47
- 48.