The document discusses conversion rate optimization (CRO). It explains that CRO is a method of refining a website to improve the rate at which visitors convert into subscribers, buyers, or other goals. The document outlines different stages of CRO testing, including pre-deployment testing, analyzing live user behavior, and using analytics. It provides examples of metrics to track and encourages testing calls to action, forms, and other elements to improve conversion rates.

1. CONVERSION RATE OPTIMIZATION
Don’t panic, this is easy stuff! We’ll have some fun too.
Your logo here.
See Master Slide
© West17Media, 2009

2. Who is Roger Kondrat?
• Entrepreneur
• Professional Speaker (Canada, UK, US)
• Director of Strategy, West17Media
• Social Media Consultant
• Former Blogger
• Hockey & Rugby lover
Your logo here.
© West17Media, 2009 See Master Slide

3. West17Media - Everything Digital
• Search Optimization (SEO)
• Search Marketing (SEM)
• Managed Email Marketing
• Content Creation &
Optimization
• Video
• Mobile
• Training
• Flying Monkeys are cool.. Are you paying
Your logo here.
© West17Media, 2009 See Master Slide

4. What are we going to talk about?
• What is Conversion Rate Optimization (#CRO)
• Different stages CRO can be applied
• Test! (just kidding, but workgroups are
involved)
• Q&A
Your logo here.
© West17Media, 2009 See Master Slide

5. WHAT IS CONVERSION RATE
OPTIMIZATION (#CRO)
CRO is a method of refining your website to
improve the rate customers convert to
subscribers, buyers or whatever your goal is
from a visit.
Your logo here.
See Master Slide
© West17Media, 2009

6. What this means to you!
MORE MONEY PER CLICK/VISITOR! BETTER
RETURN ON INVESTMENT (AKA. ROI)
Your logo here.
See Master Slide
© West17Media, 2009

7. HOW!!!
First let’s categorize CRO and then poke the
dragon.
Pre-deployment Live Analytics
Testing Real World Testing Testing
Your logo here.
See Master Slide
© West17Media, 2009

8. Pre-deployment
Your logo here.
See Master Slide
© West17Media, 2009

9. Pre-deployment
Your logo here.
See Master Slide
© West17Media, 2009

10. Pre-deployment
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009

11. Pre-deployment
10% 90%
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009

12. Pre-deployment
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009

13. Pre-deployment
10% 90%
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009

14. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009

15. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009

16. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009

17. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009

18. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009

19. Live - Where are users clicking?
Your logo here.
See Master Slide
© West17Media, 2009

20. Live - Where are users clicking?
Your logo here.
See Master Slide
© West17Media, 2009

21. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009

22. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009

23. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009

24. Even the big brands are finding
surprises
100+% improvement...
Why?
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009

25. Raw feedback
.
.
.
Your logo here.
See Master Slide
© West17Media, 2009

26. Are you tracking Events?
• Visited URL - When a visitor loads a specified web page
on your site.
• Clicked Element - When a visitor clicks on a specified
page item, typically a link, button or other kind of visual.
• Form Submission - When a visitor successfully submits a
web form to your website.
• Custom Event - These are events tracked through our
APIs that can occur from places other than your website.
• How to Track a Visit to a URL
Your logo here.
See Master Slide
© West17Media, 2009

27. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
Your logo here.
See Master Slide
© West17Media, 2009

28. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
*Context: We ran this last night
Your logo here.
See Master Slide
© West17Media, 2009

29. A/B Testing versus Multivariate
Optimization at a glance
Your logo here.
See Master Slide
© West17Media, 2009

30. Knowledge on it’s head
• Do forms affect conversion rates?
• Does the form’s length affect conversion rates?
• What are some of your experiences?
Your logo here.
See Master Slide
© West17Media, 2009

31. Some basic steps to get you started
• Setup your analytics (properly)
• Get a speed check
• Look for broken links
• Traffic QUALITY is important, not just QUANTITY
• Do you look trust worth? Are your staff listed?
• Do you have visitor capture programs in place?
• Is there clear calls to action?
• Do you have landing pages? Are they needed in your
industry or product category?
Your logo here.
See Master Slide
© West17Media, 2009

32. LETS GET TO WORK! YOU ARE THE
OPTIMIZERS NOW!
We are putting the rubber to the ground
and testing what you learned about CRO or
think you know. This is a chance to learn by
ASKING and being pushed to DO
Your logo here.
See Master Slide
© West17Media, 2009

33. Rules / Logistics
• Choose a website from one of your team members
• If you choose (insert team members name aka Bob)
website, then Bob becomes your team leader and
presents what discussed
• We will load Bob’s website up on the main screen
• Bob talks about what the team feels can be optimized
• We discuss it. **YOU ARE THE USERS NOW**
Your logo here.
See Master Slide
© West17Media, 2009

34. Your logo here.
© West17Media, 2009 See Master Slide

35. Contact Details
• http://west17media.com
• http://twitter.com/west17media
• http://www.facebook.com/west17media
• http://twitter.com/roger
Your logo here.
© West17Media, 2011 See Master Slide