Introduction to Conversion Rate Optimisation
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This document discusses conversion rate optimization and increasing return on investment for online marketing. It defines key terms like conversion rate, traffic, and margin per acquisition. It also outlines strategies for testing elements of a website like page layout, copy, images and calls to action to improve conversions. The goal is to discover why visitors aren't converting and make adjustments to fix it. Split testing and multi-variant testing are recommended to figure out what approaches work best.
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Introduction to Conversion Rate Optimisation
- 1. Conversion Rate Optimisation Maximising your online return on investment…
- 2. Why Rethink Marketing? We are a digital marketing agency focused squarely on helping our clients and the local business community achieve great results online.
- 3. Who is this baldy? Anthony Congdon has spent his entire career in the ICT sector in sales and marketing roles. He has a B.Bus, P.Grad DipBus(IS), is a MAMI, AWIA, and is recognised as a CPM.
- 5. SOCIAL SEO VIDEO INBOUND CONTENTBLOGS What’s Traffic? Traffic The total number of visits you receive to your online presence. EMAIL- MARKETI NG ADS COLD CALLING TELE- MARKETI NG DIRECT MARKETI NG OUTBOUN D
- 6. What’s MPA? Margin / Acquisition 𝑅𝑒𝑣𝑒𝑛𝑢𝑒 − 𝐶𝑜𝐺𝑆 − 𝐴𝐶 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑆𝑎𝑙𝑒𝑠 CoGS = Cost of Goods Sold AC - Acquisition Cost this is the costs you incurred in driving traffic to your website for example Ads, SEO Work, Social Media etc.
- 7. Simple formula for success 𝑅𝑜𝐼 = 𝑇𝑟 ∗ 𝐶𝑟 ∗ 𝑀𝑃𝐴 𝐼 Tr=Traffic Cr = Conversion Rate MPA – Margin/ Acquisition
- 8. What’s CRO? CR The process of discovering why your visitors aren’t converting and adjusting your digital marketing to fix it
- 9. CRO Basics… Start with the end in mind
- 10. What is a Conversion (and how do we track them) WHY HAVE A WEBSITE? The cornerstone of all Conversion rate Optimisation is a Call To Action
- 11. What’s your objective Awareness Getting visitors to your site through marketing your product/service/etc. Interest Resonate with your users’ pain. What problem are visitors trying to solve? Your site needs to be about THEM, not about you. Desire Your users have outcomes in mind when they visit your landing page. Be sure to address their outcomes. This is where your value proposition comes into play. Help them answer: What’s in it for me? Action Reason to believe you. Users need to trust you more than they need to be sold to.
- 13. What do we look for? User behaviour What parts of your website are attracting user attention? Try CrazyEgg
- 14. What users are looking for? View your search logs
- 15. What’s holding them back? Ask the question
- 16. What are your user flows Dive into your analytics to discover… the action paths users take to get to a conversion Personas Sources
- 17. Split Testing Figuring out what works A/B tests allow you to figure out where to start with regard to CRO. Best tests will work to improve the experience or process for the user. That being said… Test your message, colors, pictures, everything. Just test one thing at a time.
- 19. How do we test?
- 20. The basics what we should be testing
- 21. Page Layout
- 22. Copy / Headlines
- 23. Images
- 24. Call to action
- 25. The ABC of Conversion rate Optimisation
- 27. Want to find out more? @AnthonyCongdon anthony@rethinkmarketing.com.au rethinkmarketing.com.au 9798 2217
- 28. Want to help out with men’s health this Movember mobro.co/anthonycongdon
Editor's Notes
- Look at this formula and let’s go back to some basic maths here…if any of the variables on the top line is close to zero…the total will be close to zero. You can grow traffic volume all day, but if your visitors aren’t converting, what’s the point? Using CRO to improve your conversion rate is a no-brainer. There’s Always Room to Improve Let’s be honest, unless you’re at 100% conversion rate, you can always improve. The average shopping cart abandonment rate is 67% The bigger the investment on the bottom line the greater your topline will need to be to maintain your ROI Example… Business A
- Using tools such as Google Analytics – in particular their Content Experiments to test our thesis as to which version of a page converts better.
- Great resource for user engagement
- Great resource for user engagement
- Great resource for user engagement
- An action path for a website/persona. Based on current traffic patterns, as well as ideal patterns. Always ending in an action, but ideally a conversion.
- Split testing is the cornerstone of any CRO Project, and identifying statistically significant results is what we are looking for. If you embark on A/B testing, statistical significance will be an important measurement. In terms of choosing a winner, here are our significance percentages: o 95% = Do not leave home without o 97% = You're getting good o 98% = Warmer o 99% = Sure thing o 100% = Presidential Launch Codes
- Pros – discover a better formula quicker – discover interdependences Cons – needs lots of traffic / time to reach a significant result
- Using tools such as Google Analytics – in particular their Content Experiments to test our thesis as to which version of a page converts better.
- Using tools such as Google Analytics – in particular their Content Experiments to test our thesis as to which version of a page converts better.
- Using tools such as Google Analytics – in particular their Content Experiments to test our thesis as to which version of a page converts better.
- Hanfling objections…upfront with images
- Using tools such as Google Analytics – in particular their Content Experiments to test our thesis as to which version of a page converts better.