Conversion rate optimization (CRO) involves making small, incremental improvements to websites and digital experiences to improve conversion rates. Amazon is an example of a company that has continually optimized its site through testing features like personalization, content targeting, and automated optimization. To get started with CRO, companies should focus on discovery by understanding user behavior and asking questions. This informs a testing strategy where elements like trust indicators, layouts, calls to action, and value propositions can be tested through A/B or multivariate testing to identify the highest performing variants.

1. Conversion Rate Optimisation
(CRO)

3. Content
• Background
• How to Get Started
• Examples

4. Background

5. What is CRO?

6. Small Incremental Improvements….

7. Tailored and Relevant Experience

8. The Amazon Example

9. Amazon – Continual Improvement
Today
Late 2000’s
Mid 2000’s
Early 2000’s
Late 90s

10. How Amazon Has Evolved
Personalisation
(Across Channels)
Automated Optimisation
(Personalisation)
Content Targeting (customer segments)
Testing (Know what users WANT to do and WHY)
Discovery (Know what users did)

11. CRO for Amazon = Revenue

12. Source: Market Motive 2012

13. Barriers to Getting Started

14. Barriers

15. The 2013 Digital Marketing
Optimisation Survey

16. How to Get Started

17. Steps 1 & 2
Personalisation
(Across Channels)
Automated Optimisation
(Personalisation)
Content Targeting
Testing (Know what users WANT to do and WHY)
Discovery (Know what users did)

18. Discovery

19. Discovery Starts With Asking Questions?
What is your conversion at each stage of the conversion funnel?

20. What and Why
Companies who integrated usability testing
and analytics well were more than 2x as
likely to have seen a large increase in sales
as those that didn’t
Conversion rate Optimisation Report 2012

21. Tools To Help With Discovery
What
Quantitative Qualitative
Why

22. Understanding Strengths & Limitations
Persuasive
Intuitive
Usable
Accessible
Functional

23. Strategy

24. Prioritisation

25. Testing

26. Typical Testing Options Roadmap
MVT Testing
A/B n Testing
A/B Testing
Landing Page
Complexity
Time

27. Summary
Site
Audit
Benchmarking Data Analysis
Discovery
Scope Performance
Prioritisation
Design
Test Strategy Roadmap
Execution Test
Report Strategy

28. Examples

29. What do we test??

30. What to test?

31. Testing Trust Elements
• Adding ticks improved
performance by 1.41%
• Replacing ‘VeriSign’ with FTSE
and other associated logo’s
improved performance by
9.87%
• Overall winner improved
performance by 24.54%

32. Testing layout and navigation

33. Variants
A B C
WINNER
D E F

34. Best Performing Page – Variant F
• The leading variant
dominated the other
variants from the outset
and ended with a 327.37%
uplift against the control.
• This added $10M+ per
annum

35. Testing Call to Action & Value Proposition

36. Testing Call to Action & Value Proposition

37. Variants
WINNER
A B C D

38. Winning Variant Metrics
WINNER
Winning Variant
• Conversion rate: 1.83%
• Conversion uplift 48.14%
• Confidence: 98.18%
• Monthly Subs uplift: 182
• Monthly revenue uplift: $14,477
• 6 Month uplift: $86,865
• 12 Month uplift $173,730

39. Summary

40. Summary
Summary
• What is CRO?
→ Turning more Visitors into Customers
• How is this achieved?
→ Continual incremental changes
• What methods can I employ?
→ Discovery
→ Strategy
→ Test

41. 1. Reading

42. THANKS
CONTACT:
TOM.EDMONDS@DGM-AU.COM