Rand Fishkin, CEO of SEOmoz, the most popular source for SEO software, presents tips on conversion rate optimization. Or as it's better known, how to get people to buy and not just browse. Sponsored by::Windows 8 App Store * Video on HackersandFounders.tv

1. The Big Picture of CRO
Rand Fishkin, CEO, SEOmoz
rand@seomoz.org

2. Basics of CRO

3. I want more people
who visit the site to
subscribe via email
From my blog: http://moz.com/rand/

4. A) More People
Visiting
B) Higher
Conversion Rate

5. Let’s Improve the Call to Action!
This must be
the problem!

6. A/B Testing
We’ll show half our visitors one and
half the other, and get a winner

7. Multivariate Testing
We’ll show each version to a
percentage of visitors and find a winner

8. Statistical Significance Testing
Most testing platforms have this built in. If you need a generic one and some tips on
statistical significance, Avinash’s post here has good stuff:
http://www.kaushik.net/avinash/excellent-analytics-tip1-statistical-significance/

9. We Can Test Everything!
Location on Page
Display Width
Box Color
Address Verification
Social Proof Inclusion Different Versions Based
on User Behavior
Loading After the Page
Changing Messaging on
Call-to-Action Copy
Different Types of Pages/Posts

10. That’s Not CRO

11. What if this isn’t the
problem?

12. What if this is?

13. What if this guy is?

14. Discovery
Testing
Consideration
CRO is about
getting your
Conversion
customers from
here to here
Subscriber for 3 Months
Subscriber for 6 Months
Subscriber for 12+ Months

15. Discovery
Testing
Consideration
Great CRO is
about moving
Conversion
them here, too
Subscriber for 3 Months
Subscriber for 6 Months
Subscriber for 12+ Months

16. What’s in a Conversion Decision?

17. Likability
Design Branding
Historical Experiences
Trust
Social Proof
Word of Mouth
Associations
UX
CONVERSION DECISION Price
(it’s a complex process)
CTAs
Process
Copywriting Word of Mouth
Timing Amount of Pain Effort Required
Discovery Path

18. How Do We Find Out What Needs Optimizing?

19. Segment Our Visitors & Survey Them
You can see a breakdown of our industry survey results here:
http://www.seomoz.org/seo-industry-survey

20. Ask Smart Questions to the Right People
Never Taken a Took the Free Trial Took the Free
Free Trial But Left Trial and Stayed
What are you seeking What made you take What initially made
from SEOmoz? What’s the free trial? you want SEOmoz?
brought you back?
What objections did What objections did
What would make you you have and how did you have and how did
more likely to sign up? you overcome them? you overcome them?
What are your biggest What caused you to What’s been most
objections to signup? cancel subscription? valuable to you?
What would have made Had success w/ Moz?
you stay a subscriber? Can we share?

21. This is How the Pros Do It:
Boom.
From Conversion Rate Experts’ case study (which is definitely worth a read):
http://www.conversion-rate-experts.com/crazy-egg-case-study/

22. This is How the Pros Do It:
Boom.
And Shakalaka.
From Conversion Rate Experts’ case study (which is definitely worth a read):
http://www.conversion-rate-experts.com/crazy-egg-case-study/

23. This process made SEOmoz $1mm in additional
revenue in 2009, when we desperately needed it.
CRE detailed their results with us here: http://www.conversion-rate-
experts.com/seomoz-case-study/

24. 10 Tactical Tips for CRO

25. #1: Make Pages Load BLAZING FAST
Data from @jcolman of REI
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-
bullet-of-seo-and-ux

26. #2: Align Visitor Intent and Page Purpose
From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-
improving-high-bounce-low-conversion-web-pages/

27. #3: Poor Design Negatively Impacts Everything
Good place to find great designers: http://dribbble.com

28. #4: Know Your Tools
This excellent resource lists 15 tools that can help better understand your
visitors: http://www.conversion-rate-experts.com/understanding-your-visitors/

29. #5: Don’t Force Unnecessary Steps
The $300mm button story is a great anecdotal piece on this:
http://www.uie.com/articles/three_hund_million_button

30. #6: Concrete & Emotional > Abstract & Intellectual
From this excellent infographic: http://www.zippycart.com/infographics/how-
sales-messaging-affects-conversion-rates.html

31. #7: The Inclusion of “Free” Works
From this excellent infographic: http://www.zippycart.com/infographics/how-
sales-messaging-affects-conversion-rates.html

32. #8: More Product Detail + Better Presentation = WIN
Zappos’ great videos and detailed images help make them a standout in the field of online
retailing: http://www.zappos.com/puma-future-cat-remix-2-ferrari-dandelion-black-high-risk-red

33. #9: Video Works
30.0% to 33.2%
increase in
conversion after
the video was
added. (10% lift)
http://www.commoncraft.com/common-craft-video-dropboxcom-effective

34. #9: But You Have to Optimize It
Three must-read links on video for conversion: http://conversionxl.com/how-to-use-video-to-increase-
conversions/, and the case study data for eParty: http://www.internetretailer.com/2011/02/22/videos-boost-online-
profile-eparty-unlimited and for Premiere Game Tables: http://blog.treepodia.com/2011/03/ecommerce-video-roi-a-
case-study/.
I also highly recommend http://wistia.com which we use at Moz for video.

35. #10: Don’t Fall Into the Trap of Copying Others’ Results
14% Increase in Sales 20% Increase in Sales
Great post on case studies and lessons learned: http://www.seomoz.org/blog/lessons-
learned-from-21-case-studies-in-conversion-rate-optimization-10585

36. BONUS #11: More Tips Than You Can Imagine
From Unbounce: http://unbounce.com/conversion-rate-optimization/544-
conversion-rate-optimization-tips/

37. Rand Fishkin, CEO, SEOmoz
• Email: rand@seomoz.org
• Twitter: @randfish
• Blog: http://moz.com/rand and http://seomoz.org/blog
The Big Picture of CRO