The Conversion Optimization System: A 12-step Process to Create Repeatable, Sustainable Increases in Conversion Rates - 2017 MnSearch Summit
Ayat Shukairy, Co Founder at Figpii Many clients that come to us are lost when it comes to conversion optimization. They have difficulties to come up with a robust conversion plan. It ends up with a bunch of random ideas, and no idea what worked and what didn’t. We always tell our clients, go through a process and you will see results. And just because one element didn’t produce well, don’t abandon it and not take away any insights. In this session, we will take attendees through the process of creating a robust, conversion producing roadmap and plan. Attendees will come out with a step-by-step process of how to put together a successful plan for controlled conversion results and how to learn from the results and tests they previously deployed. Attendees will learn: - How to conduct a repeatable sustainable testing process - How to see recognize conversion optimization is beyond the website - How to conduct a proper problem analysis of the page using the conversion framework - Develop solutions that meet the requirement for their test plan
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The Conversion Optimization System: A 12-step Process to Create Repeatable, Sustainable Increases in Conversion Rates - 2017 MnSearch Summit
- 2. www.invespcro.com An experience of a lifetime
- 3. And it always comes down to one thing
- 4. The conversion process is not linear; it is highly driven by the customer
- 5. If you are looking for repeatable and sustainable growth in your bottom line, you must follow a system
- 6. How to create significant, repeatable, and sustainable increases in CRO?
- 7. Average success rate of an AB test
- 8. Implementation System Knowledge What does it take to succeed?
- 9. Which design generated the most sales? Side By Side Look 21 0
- 10. UPLIFT 1 238%
- 15. “No chef has ever cooked a bad meal…”
- 16. www.invespcro.com Heuristic analysis – 6 methods • Guerilla testing (Usability tests) • Cognitive walkthrough • Expert walkthrough • PURE Method • Conversion Framework™ analysis • Stress test analysis http://bit.ly/2rg1g8I
- 17. www.invespcro.com Case study 25% increase in on-site search usage Search users more likely to convert
- 19. www.invespcro.com Polls and surveys • Motivators • Barriers • Hooks • UX measurements (UMUX, SUS) • Satisfaction (NPS, page level) • Demographical information • Feedback • Scoping competitive space http://bit.ly/polls101
- 20. www.invespcro.com “What is preventing you from making a purchase?” 1. I cannot find the information I need 2. I don’t know if the item fits my phone 3. I want a different color 4. I cannot find the shipping costs 5. I am just comparing prices • Result: understanding of what bothers the visitors + testing ideas
- 21. www.invespcro.com “What is preventing you from making a purchase?” Result Action I cannot find the information I need Investigate further I don’t know if the item fits my phone Fix right away – Test placement I want a different color Fix right away - Test design/placement I cannot find the shipping costs Test I am just comparing prices Capture email
- 26. www.invespcro.com Why? Social proof via reviews placement Max of 4 benefits of the product displayed More option for logical persona Specific compatibility info clearly labeled 2
- 29. Segment or DIE New vs. Returning Segment by behavior Segment by visitor type • What is the percentage of new vs. returning visitors? • How is their behavior and movement across the site different? • What is the CR difference for these segments • How do visitors navigate? • Can you segment based on certain navigational trends on your site? • What is the avg. AOV and number of purchases of visitors? Are they oligarchs? Or they one timers? • Market segmentation • Mapping that to analytics
- 31. www.invespcro.com SWOT • What are you doing right • What can you improve upon? • What are immediate fixes? • How are you different? • How do you compare? • SEO • PPC • EMAIL http://bit.ly/CROcompete
- 34. Plan
- 42. Implement
- 44. www.invespcro.com Hypothesis • Because we saw (XXX qualitative data and/or XXX quantitative data) • We expect that (XXX proposed change) • Will cause (XXX impact) • We will measure this by using (XXX metric)
- 50. If you would like to get a free trial account, email convert@invesp.com
- 51. How can I help you? @ayat ayat@invesp.com www.invespcro.com