PubCon Las Vegas - October 8th, 2014 - Optimizing Web
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Tim Ash, CEO of the conversion rate optimization agency SiteTuners, discusses three universal principles for optimizing web presence at the human level. The principles are: (1) reducing choices to avoid decision fatigue, guiding customers through choices, and removing similar options; (2) understanding how priming, framing, and context influence anchoring and choices; and (3) leveraging tribal tendencies by communicating shared values to a target audience. The presentation aims to help businesses increase revenue and profit through conversion rate optimization.
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PubCon Las Vegas - October 8th, 2014 - Optimizing Web
- 1. Copyright © 2013, SiteTuners - All Rights Reserved. #Pubcon #CRO @tim_@atims_has h Web Presence Optimization: Three Universal Principles Tim Ash – CEO, SiteTuners Pubcon Las Vegas - October 8, 2014
- 2. #Pubcon #CRO @tim_ash About SiteTuners • San Diego based conversion rate optimization agency •Large and small company clients worldwide Practice areas: –Conversion-focused website blueprints (full redesigns & quick facelifts) –Landing page test plans & testing strategy development –Internal optimization team mentoring & training
- 3. #Pubcon #CRO @tim_ash MORE THAN since 2002 1200 CLIENTS
- 4. Copyright © 2013, SiteTuners - All Rights Reserved. #Pubcon #CRO @tim_@atims_has h We are looking in the wrong places…
- 9. Copyright © 2013, SiteTuners - All Rights Reserved. #Pubcon #CRO @tim_@atims_has h Principles that work at the human level
- 13. #Pubcon #CRO @tim_ash 1 - What you need to know •Making choices tires the brain and can make subsequent decision making difficult •Help guide customers (wizards – not filtering) •Do not overwhelm •Remove similar choices
- 17. #Pubcon #CRO @tim_ash $59 $125 $125 16% 0% 84% Three choice scenario
- 18. #Pubcon #CRO @tim_ash $59 $125 68% 32% Two choice snenario -30%
- 19. #Pubcon #CRO @tim_ash 2 - What you need to know •Priming, framing, and context matter •We anchor on the first thing we see •Add a new high-end option (which will not sell well) •Show in decreasing price order •Sales of reasonable compromise will increase •Irrational anchors can be put in the “lobby”
- 23. #Pubcon #CRO @tim_ash 3 - What you need to know •People are tribal •Some tribes are self-selected •We care more about people similar to us •Look the part •Communicate your values with editorial tone •Don’t worry about alienating outsiders
- 24. Copyright © 2013, SiteTuners - All Rights Reserved. #Pubcon #CRO @tim_@atims_has h Stop checking your smartphone and go read some books instead
- 31. #Pubcon #CRO @tim_ash SAVE $300 • increase your revenue and profit • generate more leads • land more customers • boost sales and paid memberships • maximize your marketing ROI Rio All-suites Hotel & Casino Las Vegas - May 13-14, 2015
- 32. #Pubcon #CRO @tim_ash Get a Free 15-minute Conversion Review •Interactive review of your key conversion paths •Conducted by SiteTuners conversion staff •Identify key segments and opportunities for customization •Video transcript recorded via GoToMeeting •Offer good only for companies generating at least $1 million annually in online revenue. New customers only please. Limited Availability – first 5 to sign up To take advantage of this FREE offer you must schedule by October 17, 2014 Bit.ly/CROreview
- 33. #Pubcon #CRO @tim_ash Contact Info and Q&A tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1