conversion rate optmization
TRANSCRIPT
Presenter – Ashish Agrawal
Know your instructor
Ashish Agrawal MBA-IIM, Indore Digital Marketing Manager, iQuanti, Inc
He has 8 years of experience in the Information Technology and the Digital
Marketing Industry. He has worked in companies such as Tata Consultancy
Services, Syntel and iQuanti. He is currently working as a Digital Marketing
Manager and handling digital campaigns for Fortune 500 companies.
Course link: www.edureka.co/search-engine-optimization
What will you learn today?
What is CRO?
Benefits of CRO
Why testing is important?
Stages of testing
Types of testing
Hypothesis Development
Motivation
Relevance
Structure
Analysis
Course link: www.edureka.co/search-engine-optimization
Subject Concepts (Agenda 1)
Conversion Rate Optimization
Course link: www.edureka.co/search-engine-optimization
Conversion Rate Optimization is the method of creating an experience for a website or landing page visitors with the goal of increasing the percentage of visitors that convert into customers
Course link: www.edureka.co/abc
Course link: www.edureka.co/search-engine-optimization
Benefits of Conversion Rate Optimization
Benefits Of CRO
Course link: www.edureka.co/search-engine-optimization
Structured and
systematic approach of
using analytics and feedback to improve the performance
of the website
Performance of the
website can be improved by positive
movement in Key
Performance Indicators
(KPIs) on the site
It can be new customer
acquisition , newsletter signups,
downloads, registrations
etc.
CRO takes advantage of
the traffic that the site
is already receiving and driving them to desirable behaviour
This results in much better
return on investment
for the traffic that the site
is already receiving
This is a much more
cost effective process than finding more
visitors
Why Test?
Course link: www.edureka.co/search-engine-optimization
History - Direct marketing with an iterative approach
Major shift in marketing enabled by digital – HIPPO vs. customers – vote with clicks
Digital marketers are brought in and, at this point, nearly all big and mid-size organizations are actively doing this
What it takes?
Technology
•Find the right tool
•Most tools are JS based and are browser-side
People
•CRO
•Design
Process
•Coherent strategy
•Clear tactics / plan
Technology | The Optimization Marketplace
• Professional CRO (conversion rate optimization) expert consulting
Services
• Optimize• Maximizer• Test and target• VWO
Tools
Important terms
Term Meaning
Call to Action (CTA) The primary button, link or other user interface element that asks the user to take an action that leads to (or towards) a conversion. A “Buy Now” button on Flipkart etc.
Conversion Funnel The primary pathway (or flow) of the user experience where visitors complete a conversion. On Amazon.com the funnel may be Home page > search results page > product page > checkout.
A/B or Split Testing The testing of one version of a page or interface element against another version of the same thing. Each element is measured by its effectiveness in comparison to the other. For example, a red button measured in effectiveness to a green button. In A/B testing only one thing is tested at a time.
Multivariate Testing (MVT) The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations. For example, a multivariate landing test may test many variations of the pictures, copy, and calls to action used on the page in many combinations to find the best performer.
Stages in Testing
Course link: www.edureka.co/search-engine-optimization
Hypothesis Driven Testing
Gather data, onsite and
competitor, & sort
through the noise Identify
personas, value
propositions, key page/s
Establish Macro &
Micro KPI’s
RoadmapTest Plan
Execute - get quick wins &
build momentum
Iterate
Important terms
Win
Quality Lead
Inquiry
Course link: www.edureka.co/search-engine-optimization
E-commerce Lead Generation
Role of Landing Page
Campaign 1Ad Group 1
Ad Copy
Campaign 1Ad Group 2
Ad Copy
Campaign xAd Group 1
Ad Copy
Campaign yAd Group 1
Ad Copy
……
Intent Group 1
IntentGroup 2
Intent Group 3
LP 1
LP 2
LP3
Conversion Funnel 1
Conversion Funnel 2
Types of Tests
Concept – an experiment testing two or more variations with one component change and is distributed randomly in a live environment
A / B A / B / n
MVT – an experiment testing multiple component changes at the same time and is distributed randomly in a live environment
Fractional Factorial (Taguchi) – Show a fraction of all possible combinations and draw conclusions Full Factorial – Show every single combination of page elements. If you have 3 page elements with 3 options
each, you would have 27 (3x3x3) combinations. If you had 4 page elements, 2 with 3 options, and 2 with 2 options you would have 36 (3x3x2x2) combinations.
Others (Optimal Design)Balance – complex doesn’t mean valuable. They are complimentary and can each be used to solve digital business problems
Approach
Before initiating a test program…
Data, data, data Do not run tests based on your gut. Spend time
gathering and sorting through important data. Numbers don’t paint the whole picture. Gather
qualitative data as well Do a competitor analysis
Plan Start big or small? Roadmap in the spirit of continuous testing Develop clear and simple test plans Sequentially optimizing the funnel – waterfall
Execute Fail fast
A/B Testing
Concept
Pros Good way to change an experience – makeover Dramatic change can mean dramatic results Doesn’t necessarily mean major
development/release cycle Cons
Long development/approval cycle 50/50 chance Limited insight into “why” it worked (or didn’t)
Multivariate Testing
Multivariate Pros
Easily isolate many small page elements and understand their individual effects on conversion rate Measure interaction effects between independent elements to find compound effects Follow a more conservative path of incremental conversion rate improvement Facilitate interesting statistical analysis of interaction effects
Cons Complexity usually means longer set up and complicated analysis MVT requires more traffic to reach statistical significance than A/B/n Major layout changes are not possible All variations need to work together so that they can be tested simultaneously The restrictions of the test setup constrain marketing creativity
Page Elements for Experimentation
Your company’s tagline
Your headline
Your introductory text
Your offer
Your guarantee
Your picture
Your readability
Your usability
Your navigation
Your products
Your pricing
Your offersYour testimonials
Your call-to-action
Your site layout
Your return policy
Sample Exercises
Exercises to develop some solid hypothesis
What’s the company's positioning? Rank the top five points you want to communicate to your visitors Consider all the different types of visitors who might view your site and then try to write for them For each page try to understand the “visitor intentions” Instead of just guessing their intentions, survey them
http://www.iperceptions.com/en/4q
What you say is more important than how you say it.
Hypothesis Development
The three key principles for a high-performing landing
page
Motivation: Does your site/landing page
mitigate confusion and motivate a visitor to act with confidence?
Relevance: Does your site/landing page
relate directly to what a visitor is searching for
and is it tailored to her?
Structure: Does your site/landing page design and layout
encourage visitors to take action?
Motivation
Best Practice Details & Rationale Examples
Urgency Inducers • Emphasize Limited Time Offers, Welcome Offers, New Customer Offer
• Use copy that instills a sense of urgency
Use a timer if a deal is limited time, emphasize words like “Today” “Now”
Barrier to Entry • Reduce barrier to entry and emphasize how short it is to complete the action
• Make flow as simple as possible, call out if there are steps to complete
• Collect information that is required, minimize data entry fields• Design form to ensure it is easy to use from a functionality
standpoint
Ensure call to action and key content is “above the fold”, shorten sign up, use greyed out copy in fields
Confidence Boosters
• Peer Validation: Ratings & reviews boost customer confidence. "Most Popular", "Most Preferred" inspires confidence in the choice.
• Business Validation: Show certification the business has for business validity
• Badging: Present “Our Best Offer, “Most Popular Offer”• Value Propositions: Check mark features to increase
psychological validation
Testimonials, BBB certificate badge, green check marks, limit number of check marks, default to option that is “most popular”
Attention Ratio • Minimize the number of interactive elements on the page (Attention Ratio = # of interactive elements on a page / # of conversion goals)
• Isolate the CTA from any other informational links
Don’t use regular site navigation, “Shut the door and close the windows”
Relevance
Best Practice Details & Rationale Examples
Message Matching • Create content to match PPC link that brought the user to the landing page
• Tailor the image and the copy to resonate with the target demographic
• Consider the traffic source of the landing page and if users are searching for branded or non-branded keywords
Page headline should compliment PPC ad, match content to target demographic (gender/age)
Personalization • Targeting and segmentation is key• Consider cookie-based opportunities such as geography and
visitor type• Is it possible to dynamically populate content based on search?
Don’t have one generic landing page, treat different visitors differently
Clarity and Brevity • Use clear and focused copy that is directly tied to the channel and the product
• Educate to the level of complexity of the page is selling
Use infographics if complex, always use simple and clear copy
Channels • The bottom line is conversion, which can be off-line• Call out the hours of operation and personalized service• Emphasize a phone number at the top of the page if the close
rate over the phone is high, but do not detract from the CTA
Emphasize phone number & track phone volume
Structure
Best Practice Details & Rationale Examples
Directional Cues • Consider where to point the prospects attention• Consider what visual cues (arrow heads, animation,
etc.) directs attention to the right location
Arrow / images points toward CTA, position CTA to the right or below the value prop
Image Coupling • Use active images demonstrating actual usage of the product / impact of product perform better vis-à-vis static images
• Plan for eye-scan continuity by orienting images to face the value prop / CTA to reinforce the messaging
Use product image, position all images toward CTA
Fluid Elements • Ensure that the various elements on the page complement each other without competing for attention
• Longer page with supporting content is good, but key content should be at the top
Long pages can be OK, too many colors can detract from CTA , simpler is better
The CTA • Address anxiety concerns in the vicinity of the CTA• Make CTA BIG• Personalize the CTA and don’t use non-specific copy
like “Submit”• Use of contrasting colors to differentiate the CTA
Highlight if signing up is free, if there is a free trial, if there is a money back guarantee
Analysis
Analyzing Data – focusing on What’s Important Data is just numbers…establishing the right KPI’s is key
Ex, GCP – Short Application (5%) vs. Long Application (2%) Ex, CHIP – Inquiry vs. Estimate
Micro vs. Macro Conversions
Confidence – the goal is 95%
http://abtester.com/calculator/
https://vwo.com/blog/ab-testing-significance-calculator-spreadsheet-in-excel/
Math: http://20bits.com/article/statistical-analysis-and-ab-testing
Critical to set up and test KPI’s properly
Use reporting in the tool!
Client-facing reports – keep it simple
Never stop testing and your advertising will never stop improving
- David Ogilvy
Edureka's Search Engine Optimization course: • Become a SEO Expert by mastering concepts like Keyword Research, On Page and Off Page Optimization,
Site Architecture while working on industry based use cases and projects.• Online Live Courses: 16 hours• Assignments: 12 hours• Project: 12 hours• Lifetime Access + 24 X 7 Support
Go to www.edureka.co/search-engine-optimization
Batch starts from 10 October Weekend Batch Timings: 8:30 PM to 10:30 PM
How Edureka course will help you scale up your career
Get Certified in Search Engine Optimization by Edureka
Thank You
Questions/Queries/Feedback
Recording and presentation will be made available to you within 24 hours