breaking through: why some companies succeed in achieving consistent conversion uplifts by ayat...
TRANSCRIPT
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#SMX #31C @ayatWhy some companies succeed in achieving consistent conversion uplifts
Breaking through
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#SMX #31C @ayat
• 3,000+ successful tests• 400+ CRO projects• 11 different countries• 35 years of combined experience
THE NUMBERS
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#SMX #31C @ayat
Why do companies get stuck?
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#SMX #31C @ayat
Randomly testing elements
Control 29,000 challengers
VS.
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#SMX #31C @ayat
The result
0% uplift
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#SMX #31C @ayat
Which test won?A B
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#SMX #31C @ayat
Which test won?
87 % more conversions
A
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#SMX #31C @ayat
Why?
Emphasize benefit again
Focus on product benefit
Focus on product benefit again
Did we focus on product benefit?
A
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#SMX #31C @ayat
What?
How?
Why?
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#SMX #31C @ayat
Remember!• Emotions create preferences which lead to buying decisions• Visitors perceive the same type of personality characteristics
in websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation?
• Your website “narrative” should communicate “why” visitors should care
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#SMX #31C @ayat
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#SMX #31C @ayat
Randomly selecting pages• Pages with high bounce rate• Pages with high exit rate• Pages at the bottom of the funnel• Pages with high index value• Let’s test all pages/all the time
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#SMX #31C @ayat
Quantitative
Analysis
Qualitative
Analysis
More insights
into customer behavior
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#SMX #31C @ayat
Quantitative data focuses on the “What”
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#SMX #31C @ayat
Qualitative data focuses on the “Why”
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#SMX #31C @ayat
“What is preventing you from making a purchase?”
1. I cannot find the information on the item I need
2. I don’t know if the item fits my phone3. I want a different color4. I cannot find the shipping costs5. I am just comparing prices
Result: understanding of what bothers the visitors + testing ideas
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#SMX #31C @ayat
“What is preventing you from making a purchase?”Result ActionI cannot find the information on the item 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 TestI am just comparing prices Capture email
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#SMX #31C @ayat
Which design increased conversions?
1
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#SMX #31C @ayat
2Which design increased conversions?
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#SMX #31C @ayat
3Which design increased conversions?
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#SMX #31C @ayat
4Which design increased conversions?
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#SMX #31C @ayat
Which design increased conversions?
1 2 43
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#SMX #31C @ayat
Which design increased conversions?
1
93 % more conversions
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#SMX #31C @ayat
Why?
1Clear display of benefits
Horizontal display
No form: Cognitive Progression
Free Account for Upselling
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#SMX #31C @ayat
Remember!• Our tasks as marketers is to persuade visitors to take an
action, gently guiding them towards a conversion• Do not overcommit your visitors – know when to push and
when to slow down
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#SMX #31C @ayat
1st give away!
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#SMX #31C @ayat
FREE COPY OF OUR BOOKThe Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love.
This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.
Avinash Kaushik – Google Analytics Ambassador
Guy Kawasaki - author, speaker, entrepreneur, and evangelist
Email [email protected]
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#SMX #31C @ayat
Which design increased conversions?
a b
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#SMX #31C @ayat
Which design increased conversions?
b
17 % more conversions
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#SMX #31C @ayat
Why?
b
Emphasize trust
Images on mobile
Simplified Display
Incentivize
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#SMX #31C @ayat
Remember!• Trust - and the speed your website establishes it with
visitors- is the essential ingredient for any high–converting website
• Your promises do not matter, what matters is whether visitors trust you enough to believe your promises
• If your value proposition is solid but sales aren't being made, look for trust issues
• Urgency incentives are a strong catalyst – use them without being pushy
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#SMX #31C @ayat
Test with focus
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#SMX #31C @ayat
Test with focusIncreased flow to search
by 100%
4.8 % more conversions
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#SMX #31C @ayat
Remember!• Understand which website paths generate highest
conversions and move visitors to them• Understand which website paths generate lowest
conversions and optimize them
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#SMX #31C @ayat
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#SMX #31C @ayat
Do visitors from different source/medium behave the same way?
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#SMX #31C @ayat
All visitors
Direct
New Returning
Organic
New Returning
CPC
New Returning
New Returning
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#SMX #31C @ayat
Different devices = different segments
Desktop Tablet Mobile
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#SMX #31C @ayat
How do you segment?• By traffic source• By visitor behavior• By outcome
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#SMX #31C @ayat
Traffic source/device/ visitor type
• By traffic source• Identify top 5-10 traffic
sources• Segment by device type• Segment by visitor type
Source/medium Device Visitor typeGoogle CPC Mobile New visitorsGoogle CPC Mobile Returning
visitorsGoogle CPC Desktop New visitorsGoogle CPC Desktop Returning
visitorsGoogle Organic Mobile New visitorsGoogle Organic Mobile Returning
visitorsGoogle Organic Desktop New visitorsGoogle Organic Desktop Returning
visitors
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#SMX #31C @ayat
Visitor behavior
• Visitors who made a transaction in less than x days
• Visitors who made a transaction in more than x days
• Visits with page depth greater than x pages
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#SMX #31C @ayat
By outcome• Small size orders• Average orders• Above average• Oligarchs
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#SMX #31C @ayat
2nd give away!
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#SMX #31C @ayat
Sign up for a free beta accountwww.figpii.com
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#SMX #31C @ayat
How can I help you?
@ayatAyat @invesp.comwww.invespcro.com
@ayat
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#SMX #31C @ayatLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX