The Conversion Optimization System: 14 Steps for More Conversions and More Sales Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O'Reilly and many others. Be prepared to discover the real secret of conducting a successful CRO project including: 1. Conducting heuristic analysis 2. Conducting qualitative and quantitative analysis 3. Creating a conversion roadmap 4. Testing a test hypothesis 5. Conduct A/B test

1. Khalid Saleh
CHIEF EXECUTIVE OFFICER,
INVESP
LONDON, UK ~ SEPTEMBER 5 - 6, 2018
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONUK.CO.UK | #DigiMarConUK
Conversion Rate
Optimisation Master
Class
MASTERCLASS

2. Conversion Optimization
OBLITERATE THE COMPETITION

3. AVERAGE IS
LOSING

4. What is the average website conversion rate?

5. If you are comparing yourself to competition then you are not playing the
right game

6. Your aim should not be to outperform competitors . Your aim is to offer a
quantum leap in value that the competition becomes irrelevant

7. Conversion Rate
Traffic
Most
websites
Exceptional
websites

8. Realities about increasing your website
conversion rate

9. MYT
H
CRO is website focused CRO is about every customer touchpoint
REALITY
More and more AB Tests
CRO is creative driven
CRO is a a cost center
Average is average
Focused AB testing wins
CRO is execution driven
CRO is a profit center
Average is losing

12. Take Action
If you did not increase your website/campaign conversion
rates by 30% year to year
Conversion optimization should be a major initiative in the next 12
months
Check which playing field you are on?
Are your competitors launching a CRO program

13. THE LOW HANGING
FRUIT

14. OPTIMIZATION
OPPORTUNITIES

15. WHAT
ARE
YOU
OPTIMIZING?
CONVERSION
ISSUES
USABILITY ISSUES
BUGS AND
IMPLEMENTATION ISSUES

16. Fixing usability issue on a
website creates a user-
friendly website.
USABILITY
Usability issues focus on
making the website easier
to use
Usability issues
focus on top of mind
issues
Fixing conversion issues
on a website creates a
user-friendly website.
CONVERSIO
N
Conversion issues focus
on making the website
more persuasive
Conversion issues focus on
psychological items that
persuade visitors to convert
VS
Usability vs. Conversion issues

17. Redesign Heavy Fixing Heavy Fixing
Significant OpportunityCRO Focus
EVALUATE YOUR WEBSITE

18. Take Action
Identify where your website is in terms of bugs, UX and
conversion issues
There are times where starting over with a new design makes more
sense

19. FOCUS MATTERS

20. A Tale of Two Clients
1 2
Client 1 Client 2

21. THE MOST EXPENSIVE AB TEST
UNDERSTAND PARTICIPANTS CONTEXT

22. Top 50 website global website
As precise as possible:
1st client
Proposal: Run a 6 months conversion optimization pilot program with the
goal of delivering a 20% increase in website conversion rates

23. 14 rounds of iterations on the concept
6 months later
Getting approvals from product management, marketing, and development
Ran 1 AB test that showed no uplift.

24. 3-man operation small startup
As precise as possible:
2nd client
1 person digital marketing team that did everything (SEO, PPC,
CRO, social media)
Website conversion rate 1.5%

25. 17 A/B tests conducted on the website
6 months later
8 tests delivered significant uplift in conversions above 5% with 95%
significance with (head to head re-run validations)
New website conversion rate 2.07%

26. Why?

27. THE PROCESS

28. AN EXPERIENCE OF A LIFETIME

29. IT ALWAYS COMES DOWN
TO THE CUSTOMER

32. ScenariosScrutinize

33. Experience Optimization

34. CUSTOMER EXPERIENCES
Experience Intent Context Start End
Visitor feeling
upon entering
Brand-
awareness
Buying stage
User searching for skin
care products for men on
google and lands on
website
Wondering if
there is a good
skin care
product
Sitting at home,
browsing on
mobile phone
Landed on the
homepage
Cart page
Looking around
– low level of
interest
Non-recognition Early
User on our email list gets
a promotional email with a
10% discount
Looking to solve
an existing
problem
Clicked on an
email offer using
mobile phone
Landed on
bookmarked
page
Order
confirmation
Excited
Brand
Recognition
Late
User watches video of
influencers showing the
effectiveness of our
product
Wondering if
there is a good
solution to his
skin problems
Clicked on an ad
in an influencer
youtube channel
Landed on
custom landing
page
First step of
checkout
Carious –
excited
Non-recognition Mid

35. Expert ReviewScrutinize

36. STEP 2: EXPERT REVIEW
Conversion
Framework
Expert
Walkthrough
Cognitive
Walkthrough
CRO Review
10
Heuristics
PURE
Method
Stress
Test
UX Review

37. TOP NAVIGATION MENU
Clicks on the “ORDER
NOW” button located in the
top navigation bar are not
tracked with enough
granularity in Google
analytics
Track clicks on the
“ORDER NOW” button
Top navigation
elements/text are too close
to each other. Add more
spacing to separate
different elements in the
top navigation menu. FAQ
on top navigation should
be FAQs
The “STEPS” label does
not add value to the
shopping experience and
conveys a different
meaning than what visitors
expect. Remove the
“STEPS” label from top
navigation on the website
Segment click data based
on what URL the user is
clicking (homepage or cart)
and based on device type
(desktop vs. mobile)
Test adding a page for
each subscription level
Per qualitative research
Test “compare our
packages” page
Test creating a page that
explains how CLIENT
compares to competitors
RO IF FIX O
EXAMPLE

38. Qualitative ResearchScrutinize

39. Test capturing visitor
information, nurturing
program to convert at a
later stage
Determine missing/
additional information
Mobile
Desktop
Investigate the large
difference between mobile
and desktop for “other”
WHAT IS PREVENTING YOU FROM
MAKING A PURCHASE?
RO IF FIX O
EXAMPLE

40. Quantitative ResearchScrutinize

41. EXAMPLE
The highest convert traffic is google/cpc
Review mobile pre-click data/campaigns on
Youtube/referral, google/organic,
youtube/influencer, facebook/influencer
The highest converting traffic is google/cpc
What is the difference in setup in google/cpc
between mobile and desktop. Seems we are
sending same traffic levels but CR is
considerably different
MOBILE– SOURCE/MEDIUM

42. Competitive AnalysisScrutinize

43. Usability testingScrutinize

44. If Your Only Tool Is a Hammer
Then Every Problem Looks Like a Nail
-Paul Watzlawick

45. IDENTIFY & CLASSIFY
F R A IT RO IF

46. FIX RIGHT AWAY (FRA):
Simple usability fixes that need not to be
tested as it is a broken area or an element
that needs adjustment
Throughout this presentation you will be observing a number of
problems that will fall into one of the following categories:
F R A

47. INSTRUMENT (IT):
Additional configuration needed for
analytics or GTM tagging.
IT

48. RESEARCH OPPORTUNITY (RO):
Areas that are potential testing
possibilities. These can be discovered
through any of the scrutinize processes.
RO

49. INVESTIGATE FURTHER (IF):
the element requires other means of investigation to ensure it
is indeed causing an issue for users. This means it may not be
clearly linked to a CF element nor does it cause a break in the
process, but was identified as a potential area to address.
IF

50. How something APPEARS
is always a matter of PERSPECTIVE

51. FIX IT RIGHT AWAY
(stop the bleeding)
INSTRUMENT RESEARCH
OPPORTUNIT
Y
INVESTIGAT
E FURTHER
F R A IT RO IF
WHERE SHOULD I START?

54. WHAT ARE THE RESULTS OF THE SCRUTINIZE
PHASE?
Hypothesize
Page Experience Item Discovered Type
1
HP
New visitor looking to purchase Use of stock image that does Expert review
2 HP New visitor looking to purchase Lack of continuity in Expert review
3 HP New visitor looking to purchase Too many competing paths… Qual. analysis
4 HP New visitor looking to purchase Competing calls to action… Qual. analysis
5 PDP Returning visitor comparing No clear value proposition… Qual. analysis
6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis
11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis
12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis
13 CDP New visitor looking to purchase Lack of search functionality… Expert review
14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis
15 CDP New visitor looking to purchase Lack of search functionality… Expert review
Classify and Prioritize

55. POST PRIORITIZATION
Hypothesize
Page Experience Item Discovered Type Classification Priority
1
HP
New visitor looking to purchase Use of stock image that does Expert review Stop the bleeding 11
2 HP New visitor looking to purchase Lack of continuity in Expert review Research opp. 12
3 HP New visitor looking to purchase Too many competing paths… Qual. analysis Instrument 13
4 HP New visitor looking to purchase Competing calls to action… Qual. analysis Research opp. 1
5 PDP Returning visitor comparing No clear value proposition… Qual. analysis Research opp. 14
6 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Research opp. 2
7 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 15
8 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Stop the bleeding 3
9 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Investigate Further 4
10 PDP Returning visitor comparing CSS styling issues on Edge Quant. analysis Investigate Further 5
11 PDP Returning visitor comparing Lack of search functionality… Quant. analysis Stop the bleeding 8
12 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 6
13 CDP New visitor looking to purchase Lack of search functionality… Expert review Research opp. 7
14 CDP New visitor looking to purchase CSS styling issues on Edge Quant. analysis Research opp. 9
15 CDP New visitor looking to purchase Lack of search functionality… Expert review Test 10
Classificatio
n Research
opportunity
Investigate further
Stop the bleeding
Instrument
Problems
New
Features
Typ
e
Invesp optimization Framework

56. HypothesizeHypothesize

58. DesignHypothesize

67. PROPOGATE
THE 3 WHAT'S
What were results
? ? ?
What did we learn What are our next steps

68. PROPOGATE
>1200 tests a year
>1000 tests live
99% chance you’re in 10 tests
20,000 tests in 2017
100,000 tests last year
TOP TESTING PROGRAMS

69. Consistent
small wins -
and some
really big
wins
How Netflix, Facebook, P&G, Intuit, and Google Leverage
Experimentation Engines
One big win
Some “Failed”
Experiments
Some “Successful”
Experiments

70. HOW DOES A GROWTH TEAM LOOK LIKE
Conversion optimization specialist (2-3)
UX designer
Front end developer
Customer research specialist (part time)
Analytics specialist (part time)
Data analyst (part time)
Product manager/Program manager

71. WANT TO INCREASE YOUR CONVERSION RATE?
Our initial assessment includes for companies
generating more than 5 million dollars in annual
revenue:
• Evaluates over 30 data points for the website
• Pinpoints areas of opportunity
• Helps you grow qualified leads & maximize ROI
Email: convert@invesp.com
25% - 50%
potential increase in
conversions
Get a Free Assessment

72. https://www.linkedin.com/in/khalidh
@khalidh
khalid@invesp.com
Let’s connect