We all want to maximize the impact from A/B testing. Yet, you’re still coming up with ideas and test hypotheses using conversion rate optimization best practices, user experience tricks and on page tactics, that only get you a marginal lift. What you’re missing is a deep understanding of the marketplace. In this session, you’ll learn how to evaluate your product market fit and apply market insight to your CRO testing approach. If you want to see the video recording, head to https://www.youtube.com/watch?v=vX1UreOI9CQ Check our blog as well for more webinars and conversion rate topics. https://blog.omniconvert.com/

1. The Missing Piece of
Conversion Rate
Optimization
International Ecommerce Day - May 2017
CREATIVE THIRST

3. CRO - On Page Optimization
● Above the fold
● Reduce friction
● Create urgency
● Use a Contrasting Color for Your Call-to-action (CTA)
Button
● Reduce Form Fields
● Add Testimonials and reviews
● Add trust badges and security seals

4. CRO - On Page Optimization
● If we reduce the form fields…
● If we add trust badges and security seals..
● If we reduce friction…
● If we create urgency…
● If we add testimonials…
● If we move this above the fold…

5. CRO

7. Market Insight

8. Awareness
Sophistication
Marketplace

9. Marketplace Awareness
How “well known” your product, benefit
or problem is in the marketplace.

10. 1. The Product
2. The Benefit
3. The Problem
3 Key Questions

11. ● Completely Unaware
● Problem Aware
● Solution Aware
● Product Aware
● Most Aware

13. Marketplace Sophistication
How many times has your prospect (or the market)
heard the promise before, from other competitors?

14. Stage 1
Promise / Benefit

16. Stage 2
Expand on the
Promise/Benefit

19. Stage 3
Expand the Offer Using a
Unique Mechanism

20. Unique Mechanism

23. The Unique Mechanism can be:
● A particular part of manufacturing process, or sourcing
of a raw ingredient. (i.e. plant based vs. animal based.)
● An ingredient or combination of ingredients and how they
interact together.
● The delivery method, i.e the way a supplement gets into
your body.
● A method or philosophy of healing.

25. Stage 4
Differentiate the Unique
Mechanism + Expand
the Benefit

27. Stage 5
Identify with the Prospect

29. Marketplace + CRO

30. Identify Competitors and Alternatives...
“What product did you buy or
consider buying to help with your
(insert problem) ?”
4 STEP FRAMEWORK: Step 1

31. Competitor #1 Competitor #2 Competitor #3
What’s the primary
promise?
What’s the Unique
Mechanism?
What’s the stage of
Awareness of the
message?
4 STEP FRAMEWORK: Step 2

32. Competitor #1 Competitor #2 Competitor #3
What’s the primary
promise?
What’s the Unique
Mechanism?
What’s the stage of
Awareness of the
message?
4 STEP FRAMEWORK: Step 3

33. 4 STEP FRAMEWORK: Step 4
Analyze the gaps
● Problem Aware
● Benefit Aware

34. HYPOTHESIS FRAMEWORK:
If _____ then _____ If _____
as measured by ______ .

36. www.CreativeThirst.com
Thank you :)