If you want your marketing efforts to get reflected in your revenue, take a look at these 12 ways Conversion Rate Optimization can turn traffic into leads and sales.

1. @joshsteimle
The Beginner's Guide to
Conversion Rate
Optimization

2. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
The problem.

3. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
You want to see
marketing directly tied to
revenue.

4. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Search Engine
Optimization (SEO) vs.
Conversion Rate
Optimization (CRO)

5. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
It’s not “one or the other.”

6. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
SEO generates traffic.

7. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
CRO turns that traffic
into leads and sales.

8. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Conversion Rate
Optimization (CRO) is the
art and science of getting
people to act once they
arrive on your website.”
Source: SiteTuners CEO, Tim Ash

9. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Everything you do with
your marketing and
website affects CRO.

10. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle

11. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Everything… Right down
to the color of buttons.

12. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Let’s get started.

13. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
1. Persona research.

14. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
A “persona” is a fictitious
profile of a potential
visitor to your website, or
potential customer of
your services.

15. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
These affect web design,
content creation,
keywords for SEO.

16. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
2. User journey
scenarios.

17. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Fueled by persona
research data, you must
be able to answer UX
questions like:

18. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
• What will the targeted
“persona” do on the website?
• What information are they
looking for?
• What’s most clickable?

19. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Customer journey mapping
helps you understand your
customer better and it
allows you to design
accordingly.

20. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
3. Focus groups.

21. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Qualitative research may
have some detractors…

22. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
But focus groups can add
another point of
reference.

23. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Also, provokes valuable
hypotheses for testing.

24. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
4. User surveying.

25. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
You don’t have to base
potential updates and
redesigns entirely on
survey results.

26. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
This extra viewpoint
influences experiments
for collecting hard data.

27. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
5. Demographic and
psychographic analysis &
targeting.

28. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Demographics explain
‘who’ your buyer is, while
psychographics explain
‘why’ they buy.”
Source: Maggie Hibma, HubSpot

29. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Ways to collect
psychographic data…

30. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
• Marketing data analysis
• Sales and support teams
• Surveys
• Social Media
• Focus Groups

31. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
6. Web psychology.

32. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle

33. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Learning the psychology
of your audience is key
for effective
communication.

34. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
7. A/B split testing.

35. Digital marketing for tech
companies.
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@joshsteimle
Pick a web page and copy
it.

36. Digital marketing for tech
companies.
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@joshsteimle
Change specific elements
to the “new” page and
split traffic evenly.

37. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Whichever page
performs better should
be adopted; drop the
other.

38. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Warning:

39. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Do not mistake A/B
testing as being all you
need to improve CRO.

40. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
8. Multivariate testing.

41. Digital marketing for tech
companies.
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@joshsteimle
Deliberately changing
multiple variables to test
various combinations.

42. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
This gives you more data
than A/B testing.

43. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
9. User testing.

44. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Your website should be
so simple, a drunk person
could use it.”
Source: Richard Littauer, TheUserIsDrunk.com

45. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
10. Usability testing.

46. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Usability Testing
≠
User Testing

47. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Usability experts run
tests on your website.

48. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Testing expectancy,
closed cart sort, brand
perception, etc.

49. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
11. Eye-tracking and heat
map analysis.

50. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle

51. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
These tools allow you to
see what your users are
looking at and clicking
on.

52. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Use these insights to
implement changes that
can improve conversions.

53. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
12. Analytics analysis.

54. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Google analytics is a gold
mine of data!

55. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
You can track what leads
to a conversion.

56. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
And best of all…

57. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
You can track what
doesn’t lead to
conversions!

58. @joshsteimle
Want more?
@joshsteimle
josh@mwi.com
www.mwi.com/blog