TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION

INTRODUCTION

ABOUT ME (BJARNE)‣ Conversion Optimization Strategist

‣ Director of scaleup.com.au

‣ Help business owners scale

INTRODUCTION

AGENDA‣ Create a measurement plan

‣ Set up the right tracking

‣ Identify problems and solutions

WHAT IS CONVERSTION OPTIMIZATION?

SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS

WHAT IS CONVERSION OPTIMIZATION?

‣ In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.

CREATE A MEASUREMENT PLAN

TURN A PROFIT: INTRODUCTION TO CRO

THE MEASUREMENT PLAN

WHAT IS YOUR MAIN BUSINESS OBJECTIVE?● Why does your business exist?● What is the overall purpose?● What would you ideally like to achieve?

STEP 1: DEFINE YOUR MAIN BUSINESS OBJECTIVE

WHAT DRIVES YOU DAY-TO-DAY?

WHAT IS YOUR GOAL FOR EACH OBJECTIVE?● Having just one goal is ok● Phrase it in one sentence● Ok to rewrite and revisit later on

STEP 2: DEFINE GOALS FOR EACH BUSINESS OBJECTIVE

CHECK: DO YOU HAVE A SMART GOALS AND OBJECTIVES?

WHAT ARE YOUR KPI’S FOR EACH GOAL?● Metrics for tracking● Could be inquiries or sales from the site● Should be quantitative and measurable

STEP 3: DEFINE KEY PERFORMANCE INDICATORS

THE KPI’S SHOULD MATTER!

WHICH TARGETS DO YOU WANT FOR EACH KPI?● Break it down annually● Make it specific● No need for perfection: we can revisit later

STEP 4: DEFINE TARGETS FOR EACH KPI

WHO IS ACCOUNTABLE FOR EACH TARGET?

HOW CAN YOU BEST SEGMENT YOUR MARKET?● Helps you better allocate resources● Your website analytics software can help with this● Can be refined over time

STEP 5: IDENTIFY SEGMENTS

DIFFERENT WAYS TO SEGMENT

YOUR TASKS FOR THE NEXT 15 MINUTES:● Create a measurement plan

WORKBOOK: Step 1

SET UP THE RIGHT TRACKING

TURN A PROFIT: INTRODUCTION TO CRO

WHY SHOULD YOU IMPROVE TRACKING?● Most websites don’t do it well - if at all(!)● Tracking are often not aligned with business goals● Need to have objective performance figures

SET UP THE RIGHT TRACKING

HOW DO YOU SET UP TRACKING?● Install Google Tag Manager (GTM) to simplify the process● Install tracking codes to your website for various programs● Tweak the setup to suit your business objectives

SET UP THE RIGHT TRACKING

GO TO: https://www.google.com/analytics/tag-manager/

FIRST PROGRAM TO ADD: GOOGLE ANALYTICS● Free tracking of key data ● Can track websites, mobile apps, and any digitally

connected device (like your smart fridge)● Use GTM to install the code

SET UP THE RIGHT TRACKING

GO TO: https://www.google.com.au/analytics/

CUSTOMIZE YOUR SETUP TO SUIT YOUR GOALS● Use event or goal tracking● If you use Google Adwords set up conversion tracking● If you have an eCommerce site use enhanced Google

Analytics

SET UP THE RIGHT TRACKING

BENEFITS OF ENHANCED ECOMMERCE

GOOGLE PARTNERS: https://www.google.com.au/partners

ADD HOTJAR● Fills many of the holes in Google Analytics● Track user recordings and heat maps● Create surveys and polls on your site

SET UP THE RIGHT TRACKING

GO TO: https://www.hotjar.com/

HEATMAP FROM HOTJAR

HEATMAP FROM HOTJAR

YOUR TASKS FOR THE NEXT 15 MINUTES:● Create a tracking plan

WORKBOOK: STEP 2

IDENTIFY PROBLEMS AND SOLUTIONS

TURN A PROFIT: INTRODUCTION TO CRO

REMOVE TECHNICAL ERRORS● Improve loading time● Make the site mobile responsive● Note: Mobile responsive is not the same as “mobile friendly”

IDENTIFY PROBLEMS AND SOLUTIONS

CHECK YOUR SITES LOADING SPEED: GTMETRIX.COM

CHECK HOW RESPONSIVE YOUR SITE IS TO MOBILE

IDENTIFY YOUR KEY PROBLEMS● What type of website do you have?● Where is the final conversion made?● Where on your site do you have the largest drop-off?

IDENTIFY PROBLEMS AND SOLUTIONS

LEAD GENERATING SITES CONVERT FROM THE FRONT

ECOMMERCE SITES CONVERT FROM THE BACK

GOOGLE ANALYTICS - BEHAVIOUR - BEHAVIOR FLOW

COLLECT ADDITIONAL DATA● Ask your customers for more feedback ● Can create polls or surveys in Hotjar● Consider best practice

IDENTIFY PROBLEMS AND SOLUTIONS

ASK FOR FEEDBACK OVER COFFEE

TIPS FOR SETTING UP A POLL● No more than 2 questions● Put it a few pages in● Let it load after 10 seconds

IDENTIFY PROBLEMS AND SOLUTIONS

LEARN “BEST PRACTICE”

IDENTIFY PROBLEMS AND SOLUTIONS

DOES IT EXIST?● Every website and market is different● Technology and behavior changes● So does your business!

WHAT IS “BEST PRACTICE”?

SHOULD A SITE BE PRETTY?: LINGS CARS

HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT

HOUSE OF CARDS: BIG DATA IMPACTING CULTURE?

WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT

ONE PURPOSE PER PAGE● Identify one goal for each page● Remove distractions● Enhance key areas

WHAT IS “BEST PRACTICE”?

SITE TO LEARN FROM: TORKLAW.COM

HOW TO MAKE A SOLID ARGUMENT

FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE

GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME

R. CIALDINI: INFLUENCE: THE PSYCHOLOGY OF PERSUASION

CONSIDER THE SALES FLOW● How does one page lead to another?● Are you gradually warming up visitors?● Is the first action easy to make?

WHAT IS “BEST PRACTICE”?

THE FORGOTTEN SALES FUNNEL

NEIL STRAUSS: THE GAME

LEARN ABOUT CONVERSION● Study conversionxl.com in detail!● Analyze your competitors● Pick up a book or ten

LEARN AND REFLECT

THE BEST THINGS IN LIFE IS FREE: CONVERSIONXL.COM

PEEP LAJA - MASTER THE ESSENTIALS CONVERSION OPT.

STUDY SITES IN YOUR MARKET● There are exceptions to “best practice”● Identify how similar sites to yours look● Ask what you can do better

HOW TO USE GOOGLE ANALYTICS TO GET SALES

SIMILARWEB.COM - LEARN FROM SITES LIKE YOURS

USEFUL TOOL: SEMRUSH.COM

USEFUL TOOLS: KEYWORDSPY.COM

TOOL: SPYFU.COM

YOUR TASKS FOR THE NEXT 15 MINUTES:● Fill in the conversion checklist

WORKBOOK: STEP 3

EXAMPLES TO LEARN FROM

DO NOT DO THIS AT HOME:

TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?

TYPICAL MISTAKE: IS PRIORITY A PLURAL?

TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?

TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?

TYPICAL MISTAKE: NOT DIRECTING ACTION

TYPICAL MISTAKE: CAN I CALL YOU?

TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?

TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?

TYPICAL MISTAKE: WASTING SPACE

TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?

TYPICAL MISTAKE: WHY 6 STEPS TO PAY?

TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?

TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?

TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?

A/B TEST YOUR FINDINGS

TIME TO PUT WHAT YOU LEARNED TO THE TEST

TEST WHAT YOU HAVE LEARNED

HOW TO TEST‣ Install an A/B testing software

‣ Create at least one variation based on your research

‣ Test for at least 1,000 impressions

HELPFUL A/B TESTING TOOL: WWW.WVO.COM

EXAMPLE: DROPBOX - A/B TEST - VERSION A

EXAMPLE: DROPBOX - A/B TEST - VERSION B

BOOKS TO GET YOU THINKING

I AM NOT DONE WITH YOU YET!

CHRIS GOWARD: YOU SHOULD TEST THAT!

AVINASH KAUSHIK: WEB ANALYTICS 2.0

SEAN ELLIS: GROWTH ENGINES

ERIC RIES: THE LEAN STARTUP

GREG McKEOWN: ESSENTIALISM

UPGRADE YOUR NECKTOP

HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode?● Read 5% every day Monday to Friday

FREE WEBSITE EVALUATION: SCALEUP.COM.AU

OH NO! I HAVE RAN OUT OF MATERIAL!

FINAL WORDS FROM JERRY SEINFELD