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Conversion Optimization: 6 Steps to Double Your Revenue
Beyond the tactics
• 3,000+ Successful Tests
• 400+ Successful CRO projects
• 11 different countries
Lessons from
Client X
2011
2016
Start of CRO work
6 years of CRO work
1.5m annual sales, 1.5% conversion rate
18m annual sales, 8.5% conversion rate
150 tests2015
0% uplift2015
Client X
1st testStart of CRO work
0% uplift
2nd testStart of CRO work
0% uplift
3rd testStart of CRO work
4% uplift
4th testStart of CRO work
15.5% uplift
Increasing Conversion Rates is a Complex Problem
Focused Solutions
“For retailers looking to grow their conversion rates — which typically hover around 3% — conversion marketing provides opportunities to address the other 97% of visitors”
Forrester Research
Sophisticated Analysis
Higher probability of success
A process that worked for some amazing companies
Getting to the big “Yes”
Big “Yes”
yes
yes
yesyes
yes
nono
noyes
yes
Best Practices
Starting with CRO
Close to 50% of AB tests do not produce
significant results
POP QUIZ
POP QUIZ
Success & CRO
The Process
How does it work?
Quantitative research (analytics)
Qualitative Research
3 Questions
1. Do visitors know where they are?2. Do visitors know what action you want them to take?3. Do visitors know what will happen next?
• What elements will increase visitors’ trust in the website and on the page
1. Identify trust problems
• What elements will increase visitors’ FUDs in the website and on the page
2. Identify FUD problems
• What elements will motivate visitors to act right away?
3. Identify Incentives
• What elements will engage visitors?
3. Identify engagement
• Move from targeting the masses into specific targeting
• Personalize conversion optimization experience
5. Address personas
• What elements do early shoppers need to see?
• How do we bring them back to the website?
6. Account for buying stages
• What elements do help with complex sales?
7. Deal w/ complex sales
Suzan Caring Evaluating Worried about
delivery
Mike Logical Ready to Buy Looking for a
good deal
Chris Aggressive Just browsing Loves
technology
Jessica Spontaneous Researching Price
conscious
Identify the problems before making any
changes
Possible conversion problems on the page
Conversion element Page element Priority
Trust Lack of clear value proposition 1
Trust Disconnect in messaging 2
Trust Lack of congruent messaging 5
FUDs No clear order steps 3
FUDs Pricing is confusing 4
Incentives No use of urgency 5
Incentives No use of scarcity 6
Incentives Pricing discount is not clear 8
Persona – Mike the spontaneous Heavy use of jargon 7
HypothesisConversion element Page element Priority
Trust Lack of clear value proposition 1
Hypothesis
Copy Design Placement
Testing without a process is a waste of time and money
24 tests / year5% uplift /month
The Process
1st give away!
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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]
2nd give away!
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