the beginners guide to conversion rate optimization
TRANSCRIPT
![Page 1: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/1.jpg)
@joshsteimle
The Beginner's Guide to Conversion Rate Optimization
![Page 2: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/2.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
The problem.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
You want to see marketing directly tied to revenue.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Search Engine Optimization (SEO) vs. Conversion Rate Optimization (CRO)
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
It’s not “one or the other.”
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
SEO generates traffic.
![Page 7: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/7.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
CRO turns that traffic into leads and sales.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
“Conversion Rate Optimization (CRO) is the art and science of getting people to act once they arrive on your website.”Source: SiteTuners CEO, Tim Ash
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Everything you do with your marketing and website affects CRO.
![Page 10: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/10.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
![Page 11: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/11.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Everything… Right down to the color of buttons.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Let’s get started.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
1. Persona research.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
A “persona” is a fictitious profile of a potential visitor to your website, or potential customer of your services.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
These affect web design, content creation, keywords for SEO.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
2. User journey scenarios.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Fueled by persona research data, you must be able to answer UX questions like:
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
• What will the targeted “persona” do on the website?
• What information are they looking for?
• What’s most clickable?
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Customer journey mapping helps you understand your customer better and it allows you to design accordingly.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
3. Focus groups.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Qualitative research may have some detractors…
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
But focus groups can add another point of reference.
![Page 23: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/23.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Also, provokes valuable hypotheses for testing.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
4. User surveying.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
You don’t have to base potential updates and redesigns entirely on survey results.
![Page 26: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/26.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
This extra viewpoint influences experiments for collecting hard data.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
5. Demographic and psychographic analysis & targeting.
![Page 28: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/28.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
“Demographics explain ‘who’ your buyer is, while psychographics explain ‘why’ they buy.”
Source: Maggie Hibma, HubSpot
![Page 29: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/29.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Ways to collect psychographic data…
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
• Marketing data analysis • Sales and support teams • Surveys • Social Media • Focus Groups
![Page 31: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/31.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
6. Web psychology.
![Page 32: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/32.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
![Page 33: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/33.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Learning the psychology of your audience is key for effective communication.
![Page 34: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/34.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
7. A/B split testing.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Pick a web page and copy it.
![Page 36: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/36.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Change specific elements to the “new” page and split traffic evenly.
![Page 37: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/37.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Whichever page performs better should be adopted; drop the other.
![Page 38: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/38.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Warning:
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
Do not mistake A/B testing as being all you need to improve CRO.
![Page 40: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/40.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
8. Multivariate testing.
![Page 41: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/41.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Deliberately changing multiple variables to test various combinations.
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
This gives you more data than A/B testing.
![Page 43: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/43.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
9. User testing.
![Page 44: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/44.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
“Your website should be so simple, a drunk person could use it.”
Source: Richard Littauer, TheUserIsDrunk.com
![Page 45: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/45.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
10. Usability testing.
![Page 46: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/46.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Usability Testing ≠
User Testing
![Page 47: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/47.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Usability experts run tests on your website.
![Page 48: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/48.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Testing expectancy, closed cart sort, brand perception, etc.
![Page 49: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/49.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
11. Eye-tracking and heat map analysis.
![Page 50: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/50.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
![Page 51: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/51.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
These tools allow you to see what your users are looking at and clicking on.
![Page 52: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/52.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Use these insights to implement changes that can improve conversions.
![Page 53: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/53.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
12. Analytics analysis.
![Page 54: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/54.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Google analytics is a gold mine of data!
![Page 55: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/55.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
You can track what leads to a conversion.
![Page 56: The Beginners Guide to Conversion Rate Optimization](https://reader031.vdocuments.site/reader031/viewer/2022022419/58a70d281a28ab4c438b69fd/html5/thumbnails/56.jpg)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
And best of all…
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Digital marketing for tech companies.
@joshsteimle@joshsteimle
You can track what doesn’t lead to conversions!