conversion management conference 2013

Conversion Rate Optimisation (CRO)

• Background

• How to Get Started

• Examples

Content

Background

What is CRO?

Small Incremental Improvements….

Tailored and Relevant Experience

The Amazon Example

Amazon – Continual Improvement

Late 90s

Early 2000’s

Mid 2000’s

Late 2000’s

Today

How Amazon Has Evolved

Discovery (Know what users did)

Content Targeting (customer segments)

Testing (Know what users WANT to do and WHY)

Automated Optimisation (Personalisation)

Personalisation (Across Channels)

CRO for Amazon = Revenue

Source: Market Motive 2012

$92 -$1

Barriers to Getting Started

Barriers

The 2013 Digital Marketing Optimisation Survey

How to Get Started

Steps 1 & 2

Discovery (Know what users did)

Content Targeting

Testing (Know what users WANT to do and WHY)

Automated Optimisation (Personalisation)

Personalisation (Across Channels)

Discovery

Discovery Starts With Asking Questions?

Who are your visitors?

What are your landing page bounce rates?

Which section of your forms do users most commonly exit?

What is your conversion at each stage of the conversion funnel?

Where are your visitors exiting?

What do your visitors say about your site?

What is your shopping cart conversion?

What images do your users best respond to?

What and Why

Conversion rate Optimisation Report 2012

Companies who integrated usability testing and analytics well were more than 2x as likely to have seen a large increase in sales as those that didn’t

Tools To Help With Discovery

What

Why

Quantitative Qualitative

Understanding Strengths & Limitations

Functional

Accessible

Usable

Intuitive

Persuasive

Strategy

Prioritisation

Testing

Typical Testing Options Roadmap

Landing Page

A/B Testing

A/B n Testing

MVT Testing

Time

Complexity

Summary

Discovery

Strategy Test

Scope

Execution

Design

Report

Benchmarking

Site Audit

Data Analysis

Performance Prioritisation

Roadmap

Test Strategy

Examples

What do we test??

What to test?

Testing Trust Elements

• Adding ticks improved performance by 1.41%

• Replacing ‘VeriSign’ with FTSE and other associated logo’s improved performance by 9.87%

• Overall winner improved performance by 24.54%

Testing layout and navigation

Variants

B C

D E F

WINNER

A

Best Performing Page – Variant F

• The leading variant dominated the other variants from the outset and ended with a 327.37% uplift against the control.

Testing Call to Action & Value Proposition

Testing Call to Action & Value Proposition

Variants

WINNER

B C DA

Winning Variant Metrics

Winning Variant

• Conversion rate: 1.83%• Conversion uplift 48.14% • Confidence: 98.18%

• Monthly Subs uplift: 182• Monthly revenue uplift: $14,477• 6 Month uplift: $86,865• 12 Month uplift $173,730

WINNER

Summary

Summary

• What is CRO?

→ Turning more Visitors into Customers

• How is this achieved?

→ Continual incremental changes

• What methods can I employ?→ Discovery → Strategy → Test

Summary

1. Reading

THANKS

CONTACT:TOM.EDMONDS@DGM-AU.COM