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© 2019 Merkle. All Rights Reserved. Confidential1
@ShahinaMeru
CONVERT HARD
EARNED TRAFFIC
WITH CRO
@ShahinaMeru
© 2019 Merkle. All Rights Reserved. Confidential2
@ShahinaMeru
Cost per acquisition
CPA
Spend / Conversions
© 2019 Merkle. All Rights Reserved. Confidential3
@ShahinaMeru
Conversion Rate Optimisation
CRO
DATA & RESEARCH
EVIDENCE BASED
DESIGN
TEST
RESULTS
© 2019 Merkle. All Rights Reserved. Confidential4
@ShahinaMeru
YOU USER
© 2019 Merkle. All Rights Reserved. Confidential5
@ShahinaMeru
UNDE RSTANDING THE USE R AND
THE IR GOA LS
USER EMPATHY
© 2019 Merkle. All Rights Reserved. Confidential6
@ShahinaMeru
RELEVANCE
Right Message
Right Person
Right Time
© 2019 Merkle. All Rights Reserved. Confidential7
@ShahinaMeru
LA NDING PAGE O PTIMISATIO N
SYMMETRICAL
MESSAGING
R IGHT MES SAGE
© 2019 Merkle. All Rights Reserved. Confidential8
@ShahinaMeru
SYMMETRICAL
MESSAGING
Cleaning in London Cleaning in Leeds
DATA & RESEARCH
EVIDENCE
BASED DESIGN
TEST
RESULTS EVIDENCE
BASED DESIGN
© 2019 Merkle. All Rights Reserved. Confidential9
@ShahinaMeru
SYMMETRICAL
MESSAGING
Cleaning in London Cleaning in Leeds
DATA & RESEARCH
EVIDENCE
BASED DESIGN
TEST
RESULTS EVIDENCE
BASED DESIGN
RESULTS
+9.2%
© 2019 Merkle. All Rights Reserved. Confidential10
@ShahinaMeru
O PTIMIS ING FO R THE AUDIE NCE
UNDERSTANDING
AUDIENCES
R IGHT MES SAGE
R IGHT PE RS O N
© 2019 Merkle. All Rights Reserved. Confidential11
@ShahinaMeru
UNDERSTANDING
AUDIENCES
Wants product X
Not interested
Previous purchasers
High LTV
Affinity to product Y
© 2019 Merkle. All Rights Reserved. Confidential12
@ShahinaMeru
UNDERSTANDING
AUDIENCES
CLOTHING NUTRITION
ACCESSORIES
100+ BRANDS
BIKES
© 2019 Merkle. All Rights Reserved. Confidential13
@ShahinaMeru
SPECIALIZED
UNDERSTANDING
AUDIENCES
© 2019 Merkle. All Rights Reserved. Confidential14
@ShahinaMeru
UNDERSTANDING
AUDIENCES
+32%
CASTELLI
© 2019 Merkle. All Rights Reserved. Confidential15
@ShahinaMeru
JO UR NE Y BA S E D O PTIMISATIO N
CUSTOMER JOURNEY
RELEVANCE
R IGHT MES SAGE
R IGHT PE RS O N
R IGHT TIME
© 2019 Merkle. All Rights Reserved. Confidential16
@ShahinaMeru
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
Comparison
Tool
Live
Chat
Search Calculators Log
In
One-Click
Checkout
Chat
Bot
Click
to Call
PR Reviews UGC Loyalty
Programme
Landing
Page
Blog
Post
Newsletter
Sign Up
Online
Ads
Social
Ads PR
Remarketing
Ads App
In -Store
DX
Call
Centre Social App
3rd Party
Reviews Newsletter SocialSearch
Digital
Billboards
Email
Campaign
Customer
CUSTOMER
JOURNEY
© 2019 Merkle. All Rights Reserved. Confidential17
@ShahinaMeru
AWARENESS CONSIDERATION ACTION
Think discovery content
Promoting popular categories
Think informational content
Adding social proof
Think conversion content
Adding basket reminders
CUSTOMER
JOURNEY
+12%
© 2019 Merkle. All Rights Reserved. Confidential18
@ShahinaMeru
HOW MUCH COULD
ONSITE OPTIMISATION
BE WORTH?
© 2019 Merkle. All Rights Reserved. Confidential19
@ShahinaMeru
Spend
£20,000
Visits
50,000
Conversion
rate
2%
Conversions
1,000
Revenue
£100,000
CPA
£20
ROAS
£5
3%
1,500
£150,000
£13
£7.50
HOW MUCH COULD
ONSITE OPTIMISATION
BE WORTH?
© 2019 Merkle. All Rights Reserved. Confidential20
@ShahinaMeru
BE RELEVANT
CONVERT YOUR HARD EARNED TRAFFIC
SHAHINA MERU

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DrinkDigital Shahina Meru - Convert your hard earned traffic - 11.2020

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