SMX Advanced 2010

Advanced Conversion Rate Optimization-Going Way Beyond the Landing Page

Scott MillerVertster.com@optimizeit

Don’t test video, test which video!!

• Split Test

• Organic Traffic

• URL Kept Constant

• Conversion Proxy

• Goal: Watch Whole Video

Overview of Test Design

What do you think?

Results

45% more watched whole video

Where did they drop off?

3 Takeaways

1. You *should* Test alternate videos

2. Use a conversion proxy if you don’t have enough traffic

3. Don’t believe everything you hear in college

Landing Pages Are Only the 50 Yard Line for many sites.

Don’t be afraid to go deep!

Remember the 7 C’s of Conversion Optimization

1. Capture the attention of the Customer

2. Maintain Consistency throughout the experience

3. Make it Clear What the User is Supposed to do

4. Communicate the Unique Value Proposition

5. Instill Credibility in your Company

6. Create Scarcity to Increase Demand

7. Close the Sale

A few examples of “going deep”

• Sitewide Optimization (SWO)

• Checkout flow testing

• Credibility Enhancement

• Change Design/CSS

• Repeat/Reinforce Search Ad or Landing Page Offer

• Maximize Event Yield

Example: Sitewide Credibility

The Age Old Question…

Is the Security Seal worth the money?

Example: Sitewide Credibility

With a Twist…

What if you make your own seal??

• A/B/C Split Test

• All Traffic/ Pages (SWO)

• Several Hundred Online Stores

• Goal: Sales Conversion/ RPV

Overview of Test Design

What do you think?

Results

• “Name Brand” Seal was best

• Better to have no seal than homemade seal

• Homemade reduced RPV by 5-10%

3 Takeaways

1. People spend/share more when they feel safe

2. Be cognizant of experimental noise

3. Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.

Will a cleaner look and feel result in more advertising clicks??

• MVT – Four Variables, 81 Recipes– Header

– Top Navigation

– Main Nav

– “Pre Results”

• Goal: Click on Outgoing Paid Ads

Overview of Test Design

Results

• Removed Message

• Removed Navigation

• Removed Breadcrumbs

• 40% Lift

3 Takeaways

1. Practice relentless de-cluttering

2. Conversion can mean many things

3. Combining LPO with Sitewide Optimization is the fastest path to CRO nirvana.

Thank you, Now “Go Deep!”

Scott Millerhttp://www.vertster.com/Twitter: @optimizeit