Basics of Conversion Rate Optimization

Mima Summit 2010

Scott Miller, CEO Vertster.com

@optimizeit

What is Conversion Rate Optimization (CRO)

PPC/SEO/ Demand Generation widens the top of the funnel

CRO makes the bottom of the funnel fatter

End result- more leads, sales, customers, happiness

PPC Traffic

Conversions

4 Things to do Before you Begin

1. Make sure your site works!!!!!

2. Double check your forms

3. Improve Load Times

4. Consider upgrading old HTML- CSS Based layouts work best

#fail

Before you Begin

1. Make sure your site works

2. Double check your forms

3. Improve Load Times

4. Consider upgrading old HTML- CSS Based layouts work best

Table Layout

CSS – XHTML Layout

5 Tactics for Increasing Conversion Rates

1. Your Gut/ Bosses Gut Instinct

2. Follow the Herd/ Best Practices

3. Leverage Public Test Data

4. Run your Own Tests

1. Use your Gut Instinct

It “Feels” right Have to do it to

keep your job Requires no

research or effort Relies on your

own Expertise

PROS

1. Use Your Gut Instinct

Usually wrong Completely

Subjective Could lose your

job if you are wrong

“Experts” are wrong frequently

CONS

2. Follow the Herd/Best Practices

Ideal if you don’t have enough traffic

Easily Accessible There are a wealth

of “experts” Great starting point

for new sites or if you need to start testing

PROS

What works for many does not work for all

Your competitors can are doing it too

CONS

2. Follow the Herd/Best Practices

Best Practices: 7 C’s of Conversion Optimization

1. Capture Attention

Use “YOU” in your copy

Write to the benefits of the user

Use “action” phrases

2. Maintain Consistency

PPC creative to Landing Page Message Match

3. Make it Clear- (Keep it Simple, Stupid)

4. Clarify Offer/ Value Proposition

5. Boost Credibility

6. Create Scarcity

7. Close the Sale

7 C’sSumma

ry

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

4. Leverage Others Test Data

Similar to Best Practices

Proven Data More and More

resources all the time

Difficult to get Test Data for similar sites

What works for one site does not work for all

PROS CONS

5. Run a Test on your Site

Get real, actionable, objective data

Tools are available for all budgets

Ever increasing number of “experts”

It is technical Requires a

statistically significant amount of traffic (lots).

Can give false positives.

PROS CONS

How to Roll your Own Tests

1. Plan your Strategy

2. Have clear, defined goals

3. Select an Agency/Vendor or use GWO

4. What type of Test should you run?

What Type of Test?

A/B:

Easy to understand

Requires less traffic

One in Three tests get a lift

Multivariate:

Increased odds of seeing lift

Takes longer to get results

Requires up-front investment

Easy High Impact Tests

Buttons: Size, Position, Copy, Color Value Proposition: Headlines, Copy,

Product Shots Offer: Scarcity, Credibility, Promotion Usability: Font Size, Number of Form

Fields, Length of Page Media: Animation, Video, Audio,

Spokespeople

Tech Talk: What is Possible

Simple Stuff:• Different Complete

URLs• Headlines• Images• HTML

Advanced Stuff:• AJAX/Jquery• CSS Style Sheets• Javascript• Dynamic Content

Injection

Case Study: Search Landing Page

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

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.