Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

BEST PRACTICES ARE KILLING YOUR CONVERSION RATE CONTENT JAM 2014

Joel Harvey ConversionSciences.com Tweet Something @joeljharvey

@joeljharvey #contentjam

THE SCIENCE OF THE LAB COAT


h;p://www.sciencedirect.com/science/ar@cle/pii/S0022103112000200

h;p://www.sciencedirect.com/science/ar@cle/pii/S0022103112000200


BEST PRACTICES



If you could go ahead and bring back some best pracOces from Content Jam that would be terrific, mmmkay.

BEST PRACTICE:


COMMERCIAL OR PROFESSIONAL PROCEDURES THAT ARE ACCEPTED OR PRESCRIBED AS BEING THE MOST EFFECTIVE.

CONVERSION OPTIMIZATION:


THE PROCESS OF GENERATING & USING DATA TO IMPROVE A SITE’S UNIQUE EXPERIENCE FOR KEY SEGMENTS.

Marketplace

Compe@@ve posi@oning


Unique value proposi@on

Traffic Source

Ad Copy

Compe@tors’ strategies

Time of day

Day of week

Informa@on architecture

Page design

Copy “voice”

Promo@on Industry life cycle

Company life cycle

Season Visitor

demographics

Site Speed


Best PracOces will make this easy

50% @joeljharvey #contentjam


OpOmizaOon

doesn’t work


Desire Lines

What you thought would work

What actually did work

@bmassey

The Real ScienOfic Method


DON’T THINK.


KNOW.


WHERE DOES THE BEST-‐PRACTICLOPS HIDE?


REDESIGN KEEP THE SITE “FRESH”

Extreme Site Make Over

STATISTICALLY

IDENTICAL



Ain’t goAa be preAy to be totally dope, bro


AVOID MOVEMENT Don’t Use Sliders

@bmassey @joeljharvey #contentjam

Slides in RotaOon Order

Order Today Ships Tomorrow

Bold Outdoor

Free Super Saver

Leader in Mesh

4

1

2 4

3


TEST EACH IMAGE INDIVIDUALLY AGAINST THE CONTROL


+39% RPV

Best Single, Sta@c Image


Reordered by Performance

Order Today Ships Tomorrow

Bold Outdoor

Free Super Saver

Leader in Mesh

1

2 4

3



Academics that challenge Faith that deepens

Faculty that engages

Friends that last Experiences that transform

A place where you belong

US News

Fun that inspires Programs that prepare

Companies that hire

1st Image of Slider

University of Possibility


INDIVIDUAL IMAGES VS SLIDER


RE-‐ORDERED SLIDER


Sliders – when they work, they work.


USE TRUST SYMBOLS Borrow from the Credibility of

others

Trust symbols in the footer


Trust symbols at top of sidebar

-‐8%


@joeljharvey #convcon

I totally trusted you…unRl you asked me to.


REMOVE FRICTION FROM THE PROCESS

Stay Out of the Visitor’s Way

WHICH FORM DRIVES THE MOST CALLS?



1 (CONTROL) 2 3

4 (no form)

+ 16%

-‐ 67%

-‐ 56%

@joeljharvey #cotentjamn

The path of least resistance is the path most taken


USE VIDEO

Zumba Fitness Video Test Hypothesis Video will allow buyers to see the clothing in ac@on increasing revenue per visit.


SIX VIDEO VARIATIONS FOR EACH PRODUCT


Variables Video Length

8 second 15 second 30 second

Inclusion of wide shot

vs.

Tops Bo;oms @joeljharvey #contentjam

Non-‐variables Music Dance Moves Model


-14% @joeljharvey #contentjam


Instructors viewing bohoms 30 seconds, wide +17%

New visitors viewing tops 8 seconds +27%

New visitors viewing bohoms 30 seconds, wide +45%

Returning visitors viewing tops 8 seconds +53%

Weighted Revenue per Visit = Lii * % of Traffic

+43% @joeljharvey #contentjam


Where’s the 58 second video dawg?


BE RESPONSIVE

@joeljharvey #contnetjam

-19% @joeljharvey #contentjam

AVERAGE LOAD TIME FOR AN ECOMMERCE RESPONSIVE SITE?


18 SECONDS


You Pinch, I’ll Zoom

THIS DOESN’T HAVE TO BE YOUR SITE



YOU DON’T EVEN HAVE TO BE AN A/B TESTING GENIUS


Less than 10% of visitors to this page see the Free Shipping and Free Returns Informa@on

OPTIMIZE FOR YOUR GOALS


FIND YOUR SEGMENTS


USE TESTING TO ASK YOUR VISITORS WHAT MATTERS TO THEM


MAKE MISTAKES


DON’T THINK.


KNOW.


BEST PRACTICES ARE KILLING YOUR CONVERSION RATE CONTENT JAM 2014

Joel Harvey ConversionSciences.com [email protected] 512-‐554-‐3054 @joeljharvey

Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

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