Conversion Rate Optimization:How to Get More People to Do What You

Want Them To Do On Your Website

Jerusalem Digital Business SummitJerusalem Digital Business SummitThe Hebrew University of JerusalemThe Hebrew University of Jerusalem

November 14, 2017November 14, 2017

Your Internet Presence is an InvestmentWhere Are You Investing?Where Do You Receive the Highest ROI?

Website

SEO

Blog

PPC

Affiliates

Email

Social Media

CRO

Conversion Optimization“In Internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonlyreferred to as CRO.”

What Is Your Most Desired Action?

Leads

Sales

Subscriptions

Logins

Traffic

Downloads

Click-Throughs

Registration

Jakob's Law of the Web User Experience:

http://www.useit.com/alertbox/20000723.html

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Keep in mind - Users are highly goal-driven on the Web.

Your Job: Make It Easy For Your Potential Customers To Reach Their Goal

Establish Benefit and Value

How?

Why Are People Coming To Your Website?What Is Your Most Desired Action?

Establish Benefit and Value

Establish Benefit and Value

In case you missed the message from high school

Don’t Be Cool or Popular -Be Effective

The Goal Is NotGet The Most Views

Be #1 on Google

The Goal Is NotGet The Most Views

Be #1 on GoogleGet The Most SharesGet The Most Clicks

Don’t Make It About You

The Goal Is NotGet The Most Views

Be #1 on GoogleGet The Most SharesGet The Most Clicks

Your Job: Make It Easy For Your Potential Customers To Reach Their Goal

“Only 9% of buyers trust vendor websites.”Chief Marketing Officer Survey, 2014

Case Study: Air BnB

TEST! Every visitor to your website is an opportunity.

Question assumptions.

Experiment early and often.

From Dan Siroker, Director of Analytics for the Obama campaignFounder http://www.optimizely.com

Original Optimized Improvement

Sign-Ups 8.26% 11.6% 40.6%

7,120,000 ~10,000,000 2,880,000

Volunteers 288,000 more

Contributions $60 M

Case Study: Air BnBThey know what they’re doing, right?

Case Study: Air BnBApril 2016

Case Study: Air BnBApril 2016

When users arrive at a webpage,they don’t appreciate being surprised by video or audio content that beginsplaying without their consent.

Those users who do not want to watch thevideo must devote cognitive resourcesand extra effort to figure out how to …pause the video, rather thanfocusing on their goals https://www.nngroup.com/articles/video-usability/

Case Study: Air BnBApril 2016

When videos play automatically,many users’ first instincts are toeither mute or pause the video

https://www.nngroup.com/articles/video-usability/

Case Study: Air BnBApril 2016

The Most Popular Button OnA Website with Video is the Pause Button

Case Study: Air BnBDecember 2016

Case Study: Air BnBDecember 2016

A Slideshow? What Were They Thinking

Case Study: Air BnBSeptember 2017

Case Study: Air BnBOctober 2017

Case Study: Air BnBNov 2017

Case Study: Air BnBNov 2017

One Sentence – Your 30 second elevator pitch(Google says you only have 2.5 seconds)

Clear Call To ActionGraphic CueSuggestions

Use Color and Whitespace

Case Study: Air BnBRemind You of Anyone?

Case Study: Air BnBNov 2017 (Refresh)

But It’s Cool!The Competition Added It!

We Are Getting More Views!

But Are They Buying?

But It’s Cool!The Competition Added It!

We Are Getting More Views!

But Are They Buying?

No. 1 Superbowl Ad Budweiser Puppy Love 2014http://www.adweek.com/digital/here-are-top-10-super-bowl-ads-youtube-175605/

Among the top 10 Super Bowl ads of all time, the best companies with the best ads(Budweiser and Volswagen) lost sales

1. Budweiser: Puppy Love 20142. Clash of Clans: Revenge 20153. Volkswagen: The Force 2011

4. Budweiser: Lost Dog 20158. Bud Light: Real Life PacMan 2015

YouTube analyzed and ranked 10 years’ worth of Super Bowl commercials by the number of views a spot received during January and February of the year that they were released. Here are the top ads (since 2007)

http://www.adweek.com/digital/here-are-top-10-super-bowl-ads-youtube-175605/https://marketingland.com/massive-exposure-minimal-impact-doubts-super-bowl-ad-effectiveness-116572

What About Adwords?Simple – Text Only

Google AdRank (Quality Score)Search-Based Ads Based on Relevance

What About Adwords?Relevance → $ (Google)

$ w/o Relevance → Decrease in Sales (Budweiser Superbowl Ads)

Google Ad Revenue in Billions of US $ 2001-2016 ($0.07B - $79.38B)

What About Adwords?Relevance → $ (Google)

$ w/o Relevance → Decrease in Sales (Budweiser Superbowl Ads)

Google Ad Revenue in Billions of US $ 2001-2016 ($0.07B - $79.38B)Your Job:

Make It Easy For Your Potential Customers To Reach Their Goal

Always Test

Always TestMeet The Robinsons

“From Failure We Learn, From Success, Not So Much”

Establish TrustBecome Your Customer’s Friend

Establish TrustBecome Your Customer’s Friend

Establish TrustWhat is the Goal of Your Website

Establish TrustWhat is Your Website’s Goal = Ego-Centric

Establish TrustWhat is Your Customer’s Goal

Establish Benefit and Value

Establish TrustWhy Would Someone Come to Your Website?

Be A Helpful Friend

“A key to the new model marketing is that you go on the journey the customer has decided to go on, rather than try and convince the customer to go on your ‘brand’ journey.”

Marketing From Getting To Giving Attention(Chapter 7 from Transform: A Rebel’s Guide for Digital Transformation) Gerry McGovernhttps://medium.com/@gerrymcgovern/marketing-from-getting-to-giving-attention-306145d488b0

Be A Helpful Friend

“Brands that help consumers simplify the purchase journey have customers who are

86 percent more likely to purchase their products and 115 percent more likely to

recommend their brand to others.”

Corporate Executive Board (CEB) Survey

Establish Trust

“Brands that help consumers simplify the purchase journey have customers who are

86 percent more likely to purchase their products and 115 percent more likely to

recommend their brand to others.”

Corporate Executive Board (CEB) Survey

Your Job: Make It Easy For Your Potential Customers To Reach Their Goal

Establish TrustDesign Websites That People Like

& They Will Buy & Refer Their Friends

Be Concise

Call To Action (CTA)

Contact Sales

There’s Got To Be Something Better, Right?

Call To Action (CTA)

Contact SalesContact Us

Call To Action (CTA)

Contact SalesContact UsGet A Quote

Call To Action (CTA)

Contact SalesContact UsGet A QuoteGet A Quote Now

Call To Action (CTA)

Contact SalesContact UsGet A QuoteGet A Quote NowGet Your Quote Now

Call To Action (CTA)

Contact SalesContact UsGet A QuoteGet A Quote NowGet Your Quote Now Get My Quote Now

SpeedPeople decide what to do on your page in 2.5

seconds. If it is slow, they leave.

“In A/B tests, we tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue.” Greg Linden of Amazon

Wallmart.com 1 seconds faster → 2% increase in conversions

Firefox 2.2 seconds faster → 10 million more downloads

Bing, Yahoo & Google If a search page takes more than half a second longer to load, there is a significant drop in advertising revenue

https://medium.com/@gerrymcgovern/marketing-from-getting-to-giving-attention-306145d488b0

TEST!

Google Analytics - Google Content Experiments

Optimizely http://www.optimizely.com

Feng-GUI http://feng-gui.com

Clicktale http://www.clicktale.com

TEST!There are UNEXPECTED results.

Do you know what they are?Ask the right questions!

Example:

VS.

TEST!There are UNEXPECTED results.

Do you know what they are?Ask the right questions!

Example:

VS.

"Buy Now" increased conversions"Add to Cart" increased average order values because shoppers didn't feel pressured to make a commitment.

TEST!

Test Yourself What works for you may not work for others.

Don't Confuse Tactics with StrategyWhat you are trying to achieve may not be their goal.

Thank You

Charlie Kalech Director, J-Town Internet Services Ltd.

www.j-town.co.il

charlie@j-town.co.il

@CharlieKalech

For More Resources Fan Us on Facebook

https://www.facebook.com/JTownInternetServices/

For More Events and Seminars

Join Jerusalem Web Professionals (JWP) Facebook Group