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An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
The document focuses on conversion rate optimization (CRO) as a vital strategy to improve marketing effectiveness by creating better experiences for website visitors. It emphasizes the importance of dedicated landing pages, attention ratios, message matching, and key elements of high-converting landing pages, such as unique selling propositions and call-to-action. Additionally, it highlights A/B testing as a method for measuring and improving conversion rates.
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An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
- 1. CONVERSION RATE OPTIMIZATION becauseit’s effing awesome Georgiana Laudi Director of Marketing, Unbounce @ggiiaa slide deck inspired by Oli Gardner
- 2. are you social? #MTLGG @MTLGirlGeeks @unbounce @ggiiaa PresentationSlides bit.ly/mtlgg-cro
- 3.
- 4.
- 5. OF MARKETERS ARE 98% DOINGIT WRONG
- 6. Yesterday’s home runs, DON’TWIN TODAY’S GAMES. ~ Babe Ruth
- 7. So, how dowe fix marketing?
- 8.
- 9.
- 10. CRO is themethod of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. http://en.wikipedia.org/wiki/Conversion_optimization
- 11. if content isking ~ John Munsell, CEO of Bizzuka CONVERSION IS QUEEN
- 12. Never start amarketing campaign without a dedicated landing page Otherwise known as the NSAMCWADLP principle
- 13.
- 14. 1. Attention Ratio 2.Message Match
- 15. Attention Ratio The ratioof interactive elements (links) on a page, to the number of campaign conversion goals (which is always one).
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- 18. 3% Purchase rate30% Purchase rate 6 flavors24 flavors
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- 27. CONVERSION RATES GO UP ASATTENTION RATIO GOES DOWN
- 28. Message Match The abilityof your destination (landing) page to match the content and messaging of the upstream call- to-action the visitor clicked.
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- 41. THE TOPHER GRACEEFFECT
- 42.
- 43. 1. Landing Pages 2.A/B Testing
- 44. Landing Page A singleweb page that appears in response to clicking on a search result or an online advertisement or promotion.
- 45. Where would Iuse a landing page? Paid Marketing: PPC Social Ads CPC CPM Content Marketing: Blog Subscriptions Newsletter Signups Ebooks Whitepapers Guest Posts Local Event Registration: Meetups Seminars Conferences QR Code Destination Online Event Registration: Webinars "Whiteboard Fridays" “Hangouts On Air” Launches/Early Access : Product App Company Ecommerce: Product Pages Long Sales Letters Pay Walls Free Gifts Services: Consultant/Agency Services Portfolios Quote Requests Appointment Bookings/Service Calls Mobile Apps: Downloads Additional Product Promotion Ratings/Reviews Social Media Marketing: Contests Sweepstakes Giveaways Customer Onboarding: Demos Surveys Recruiting: Job Postings Email Marketing Campaigns (for all of the above)
- 46.
- 47. 1.Unique Selling Proposition 2.HeroShot 3.Benefits 4.Proof 5.Call-To-Action 5 Elements of a High-Converting Landing Page
- 48. 1. The UniqueSelling Proposition (USP) Image credit: smallmeasure.com
- 49. “You get fresh,hot pizza delivered to your door in 30 minutes or less – or it’s free.”
- 50. 1.Unique Selling Proposition 2.HeroShot 3.Benefits 4.Proof 5.Call-To-Action 5 Elements of a High-Converting Landing Page
- 51. 2. The HeroShot Image credit: Au bout de la route
- 52. 5 Elements ofa High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
- 53. 3. The Benefits Imagecredit: Nutrella
- 54. 5 Elements ofa High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
- 55. 4. The Proof Imagecredit: Blouin News
- 56. 5 Elements ofa High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
- 57. 5. The Call-To-Action (ConversionGoal) Image credit: PatioTuerca
- 58. 5 Elements ofa High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
- 59.
- 60. Let’s see ifyou were listening…
- 61.
- 62. A/B Testing The actof running a simultaneous experiment between two or more pages to see which performs or converts the best.
- 63. A/B Testing Terminology Control- A page that acts as the benchmark to measure the success of your test Variant - A version of a control page that has some changes to the page elements Element - A discrete unit on the page: a block of text, a form, a button, an image Test - A hypothesis that one version of an element will increase the conversion rate of the page Conversion - When a visitor takes the desired action on the page
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- 65. 100% Traffic 50% Traffic 50% Traffic (Control) Variant A (Challenger) Variant B Increase +2% Conversion Rate 3% Conversion Rate 5% = = How A/B Testing Works
- 66. (Control) Variant A (Challenger) Variant B ConversionRate 3% Conversion Rate 5% + 2%Increase = = Conversions 100 Conversions 167 ($100/conv.) $10,000 ($100/conv.) $16,700 + 67%Lift The Math of CRO + $6,700
- 67.
- 68. 23% Variant A orVariant B?
- 69. Attention Ratio 6:1 43% VariantA or Variant B?
- 70. 13% Variant A orVariant B?
- 71. 32% Variant A orVariant B?
- 72. 21% Variant A orVariant B?
- 73. I understand theresults I don’t understand the results Conversion Improvement Woo Hoo! You’re a split testing genius. Make some notes & start your next test! (Pass) Really? Ok, run another test to figure out the next step. (Pass *kinda*) Conversion Decline Good save! Stop the test, make some notes & try a new hypothesis (Pass) Seriously, a kitten just died because of you… (Fail) Dealing with the Data
- 74. You should alwayshave time to UNDERSTAND YOUR CUSTOMERS. If you don’t SOMEONE ELSE WILL. ~ Jonatan Littke, CEO and co-founder of Lookback
- 75. Build, Publish &A/B Test Landing Pages Without I.T. shameless plug:
- 76. Great CRO Resources TheUnbounce Blog unbounce.com/blog ! The ConversionXL Blog coversionxl.com ! The Landing Page Conversion Course thelandingpagecourse.com ! The Ultimate Guide to A/B Testing get.unbounce.com/the-ultimate-guide-to-ab-testing ! Unbounce Guides & Webinars unbounce.com/resources
- 77. Start creating better marketingexperiences try.unbounce.com/mtlgg Georgiana Laudi @ggiiaa Slides bit.ly/mtlgg-cro