Post on 09-May-2015
description
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 videos2. Use a conversion proxy if you don’t have
enough traffic3. 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 noise3. 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-cluttering2. Conversion can mean many things3. Combining LPO with Sitewide Optimization is
the fastest path to CRO nirvana.
Thank you, Now “Go Deep!”
Scott Millerhttp://www.vertster.com/Twitter: @optimizeit