how to increase your conversion rate
TRANSCRIPT
HOW TO PROACTIVELY INCREASE CONVERSION RATES
AGENDA
• Conversion Management• What does it mean?• A/B Testing• Multivariate Testing
• Virgin Casino Case study• Ladbrokes Casino example
• Specific results from other industries• Landing page• Offers• Forms• Payment
• More Advanced Management - visitor targeting
Button Variant VisualPayment
Page Uplift
Sales Conversion
Rate Uplift
“Buy” (control) 0.00% 0.00%
“Select” (new) 27.30% -2.96%
New Button – 27% increase in
clickthroughs…
…and 3% decrease in sales!
Traffic Driving RetentionCONVERSION
WHAT HAS BEEN HAPPENING…
A/B testing takes one element from a web page and trials it against a second variation. This process determines the most effective version for achieving your desired outcome.
maxymiserTM
A/B testing is simple, effective and yields results extremely quickly. Tangible gains are obvious and easy to implement.
• A/B Testing – Design testing in its simplest form
CONVERSION MANAGEMENT
Which one won?
6.45% less wasted traffic!
Maxybox Lift on control
Variant1 6.45%
Control 0%
6.45%
0%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Variant1 Control
Lift on control
6.45% Increase in Applications!
MULTIVARIATE TESTING / OPTIMISINGAllows testing of multiple areas of a web page with many variations of content
• Multivariate Testing
Testing methods
• Manual (traditional)• Automatic - Continuous Optimisation
Key areas for MVT
• Call to actions (buttons, messages, etc)• High traffic pages / entry points• Blockages in visitor path (funnel analysis)• Checkout / registration• Search results pages• Product page templates
CONVERSION MANAGEMENT
Test Variants
New Page – 119% increase in clicks on Join Free
Double digit increase in Subscriptions
Content Combination
Lift on control
1 119%
2 112%
3 112%
4 104%
Etc …
Default Content
0.00%
SCRAPING THE SURFACE
• Sign-up pages / Forms• Payment processes• Cross sell areas• Promotions
• Landing pages are only the start - is the rest of the site performing well?
CASINO LANDING PAGE
vs
New header and message:
16% more click throughs
6.5% increase in Registrations
CASINO LANDING PAGETEST PAGE & VARIANTS
CASINO LANDING PAGETEST PAGE & VARIANTS
RESULTS
New Page – 37% increase in call to action clicks
£200,000 increase in revenue
Content Variant
Conversion rate Lift on control
Page 1 85.43% 14.11%
Control(Page 85)
74.87% 0.00%
New Page – 14% increase in flow through
checkout!!
CONVERSION MANAGEMENT, ADVANCEDPersonalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates
• Create multiple campaigns (can be automated)
• Test content based on segment
• Serve dynamic content
• Monitor conversion
• Increase ROI
• Increase Revenue
TARGETING
CONVERSION MANAGEMENT
• It makes affiliate sites perform better- more clickouts where you want them
• It makes merchant sites more effective
higher conversion % = higher EPC (earnings per
click)
• It delivers better user experience• It optimises your forms, processes
and check-outs• It helps you beat CPA targets and
report on efforts• It increases revenue for all parties in
the affiliate chain
• What can Conversion Management solutions do for you?
TEST PLATFORMS
• Maxymiser is unique in offering all levels of optimisation in one platform (behavioural targeting, segmentation and multivariate / a/b testing).
• Free tools such as Google Web Optimiser offer entry level multivariate testing and will suit some small business models where proactive technical support and a fully managed service (including creative) are not needed.
• Most clients of scale select Maxymiser or one of its commercial competitors for their level of service guarantees, proactive technical support and ability to test any element of site content and track multiple metrics.
• Maxymiser’s success to date has been partly down to our proactive managed service, helping clients understand what to test to get the most ROI then guiding them through the whole process to minimise technical, management and creative resource requirement.
• What tools are available?
QUESTIONS?