Breaking Through: Why Some Companies Succeed In Achieving Consistent Conversion Uplifts By Ayat...
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Transcript of Breaking Through: Why Some Companies Succeed In Achieving Consistent Conversion Uplifts By Ayat...
#SMX #31C @ayatWhy some companies succeed in achieving consistent conversion uplifts
Breaking through
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• 3,000+ successful tests• 400+ CRO projects• 11 different countries• 35 years of combined experience
THE NUMBERS
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Why do companies get stuck?
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Randomly testing elements
Control 29,000 challengers
VS.
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The result
0% uplift
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Which test won?A B
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Which test won?
87 % more conversions
A
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Why?
Emphasize benefit again
Focus on product benefit
Focus on product benefit again
Did we focus on product benefit?
A
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What?
How?
Why?
#SMX #31C @ayat
Remember!• Emotions create preferences which lead to buying decisions• Visitors perceive the same type of personality characteristics
in websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation?
• Your website “narrative” should communicate “why” visitors should care
#SMX #31C @ayat
#SMX #31C @ayat
Randomly selecting pages• Pages with high bounce rate• Pages with high exit rate• Pages at the bottom of the funnel• Pages with high index value• Let’s test all pages/all the time
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Quantitative
Analysis
Qualitative
Analysis
More insights
into customer behavior
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Quantitative data focuses on the “What”
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Qualitative data focuses on the “Why”
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“What is preventing you from making a purchase?”
1. I cannot find the information on the item I need
2. I don’t know if the item fits my phone3. I want a different color4. I cannot find the shipping costs5. I am just comparing prices
Result: understanding of what bothers the visitors + testing ideas
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“What is preventing you from making a purchase?”Result ActionI cannot find the information on the item I need
Investigate further
I don’t know if the item fits my phone Fix right away – Test placement
I want a different color Fix right away - Test design/placement
I cannot find the shipping costs TestI am just comparing prices Capture email
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Which design increased conversions?
1
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2Which design increased conversions?
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3Which design increased conversions?
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4Which design increased conversions?
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Which design increased conversions?
1 2 43
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Which design increased conversions?
1
93 % more conversions
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Why?
1Clear display of benefits
Horizontal display
No form: Cognitive Progression
Free Account for Upselling
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Remember!• Our tasks as marketers is to persuade visitors to take an
action, gently guiding them towards a conversion• Do not overcommit your visitors – know when to push and
when to slow down
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1st give away!
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FREE COPY OF OUR BOOKThe Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love.
This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.
Avinash Kaushik – Google Analytics Ambassador
Guy Kawasaki - author, speaker, entrepreneur, and evangelist
Email [email protected]
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Which design increased conversions?
a b
#SMX #31C @ayat
Which design increased conversions?
b
17 % more conversions
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Why?
b
Emphasize trust
Images on mobile
Simplified Display
Incentivize
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Remember!• Trust - and the speed your website establishes it with
visitors- is the essential ingredient for any high–converting website
• Your promises do not matter, what matters is whether visitors trust you enough to believe your promises
• If your value proposition is solid but sales aren't being made, look for trust issues
• Urgency incentives are a strong catalyst – use them without being pushy
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Test with focus
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Test with focusIncreased flow to search
by 100%
4.8 % more conversions
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Remember!• Understand which website paths generate highest
conversions and move visitors to them• Understand which website paths generate lowest
conversions and optimize them
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#SMX #31C @ayat
Do visitors from different source/medium behave the same way?
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All visitors
Direct
New Returning
Organic
New Returning
CPC
New Returning
New Returning
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Different devices = different segments
Desktop Tablet Mobile
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How do you segment?• By traffic source• By visitor behavior• By outcome
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Traffic source/device/ visitor type
• By traffic source• Identify top 5-10 traffic
sources• Segment by device type• Segment by visitor type
Source/medium Device Visitor typeGoogle CPC Mobile New visitorsGoogle CPC Mobile Returning
visitorsGoogle CPC Desktop New visitorsGoogle CPC Desktop Returning
visitorsGoogle Organic Mobile New visitorsGoogle Organic Mobile Returning
visitorsGoogle Organic Desktop New visitorsGoogle Organic Desktop Returning
visitors
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Visitor behavior
• Visitors who made a transaction in less than x days
• Visitors who made a transaction in more than x days
• Visits with page depth greater than x pages
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By outcome• Small size orders• Average orders• Above average• Oligarchs
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2nd give away!
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Sign up for a free beta accountwww.figpii.com
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How can I help you?
@ayatAyat @invesp.comwww.invespcro.com
@ayat
#SMX #31C @ayatLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX