Download - ADMA CRO Lunch n' Learn at Optus
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©2016CatchiLP
Power up your online performance A brief introduction to Conversion Rate Optimisation [CRO]
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©2016CatchiLP
Consultants in AU and NZ Agile and agnostic Share knowledge
PEOPLE
CRO & PERSONALISATION
MARKETING AUTOMATION
TRAINING ENABLEMENT Some of the brands trusting us
Catchi are CRO & Personalisation experts
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©2016CatchiLP
3rd Thursday of the month at ADMA Next learning session 17 March @ 6pm http://catchi.digital/cropros.html Join CRO PROS on LinkedIn
ADMA discount for CRO PROS members: 20% on short courses.
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©2016CatchiLP
The basics
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©2016CatchiLP
What is Conversion Rate Optimisation? Understanding the user journey, needs and behaviors.
Applying UXD and behavioral economics to create tests to determine what achieves the best results against KPIs (engagement/conversions).
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©2016CatchiLP
What is Conversion Rate Optimisation? Understanding the user journey, needs and behaviors.
Applying UXD and behavioral economics to change behavior.
Applying UXD and behavioral economics to create tests to determine what achieves the best results against KPIs (engagement/conversions).
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©2016CatchiLP
What is conversion rate optimisation? Completing task online saves business time and money Call center is part of CRO strategy
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©2016CatchiLP
How does A/B testing work?
• send 50% of traffic • see how it converts
Variation A Page or Email
• send 50% of traffic • see how it converts
Variation B Page or Email
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©2016CatchiLP
How does MVT (multi variant testing) work?
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©2016CatchiLP
How to calculatw the conversion rate
Examples: 1. Your “desired action” is for your visitors to pay a bill online. 2. If you have 1,000 unique visitors a day, and 20 of these pay
online, your conversion rate is 2%.
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©2016CatchiLP
Where is your organisation at?
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©2016CatchiLP
Chan
ge m
anag
emen
t
Agile
Marketing
Velocity & Scalability
CRO & Personalisation
• Digital strategy • Behavioral Economics • Cross functional team
• Governance, compliance & complex processes • Complex reporting & decision making • Resources!
• Building capability & processes • Conversion strategy • Customer Journey Mapping
Organisational stages
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©2016CatchiLP
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©2016CatchiLP
Create a cross functional team Optimisation Manager Scrum Master / Project Manager Data Analyst UX Designer Developer Content developer / Creative
Involve
Brand Managers Product Mangers Legal & Compliance IT
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©2016CatchiLP
Create a cross functional team Recruit a Project Sponsor who is passionate about CRO! Create buzz in your organisation to raise interest and keep the ideas coming!
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©2016CatchiLP
Use a systematic approach
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©2016CatchiLP
Systematic approach to improvement
Each area has individual effect Combined profound effect
Status Quo
Value Proposition
Site Structure
Content
Engagement
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©2016CatchiLP
Systematic approach to improvement
What goals are you currently measuring? What are the current drop off points? Are your analytics set up correctly? Status Quo
Value proposition
Site Structure
Content
Engagement
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©2016CatchiLP
Systematic approach to improvement
A confused mind says no 3 seconds max to grab attention Benefits over features
Status Quo
Value proposition
Site Structure
Content
Engagement
IA
Content
Value proposition
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©2016CatchiLP
Systematic approach to improvement
Make it easy to find information Avoid unnecessary clicks Establish a clear flow Status Quo
Value proposition
Site Structure
Content
Engagement
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©2016CatchiLP
Systematic approach to improvement
Does your content sell your value proposition Be welcoming and inviting, think about the tone Consistent content across channels & devices Status Quo
Value proposition
Site Structure
Content
Engagement
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©2016CatchiLP
Systematic approach to improvement
Users need to be exposed 9 times before they take action Collect email address and offer something in return Cookie and retarget!
Status Quo
Value proposition
Site Structure
Content
Engagement
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©2016CatchiLP
Assess PIE before you test Potential
Which pages or elements do you think you can improve on the most?
Importance Which pages or elements will yield the highest net revenue increase if we can increase their conversion rate?
Ease Which pages or elements will be the easiest to change, both technologically and politically?
Importance
Ease
Poten9al
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©2016CatchiLP
The Catchi method/s
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©2016CatchiLP
1) Find the weakest link Create a chain of “yes” Find the weakest link in your process or funnel
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©2016CatchiLP
2) Create TRAC-tionTM
Trust
Relevance
Appeal Clarity
Convert
Assess all components for optimal performance
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©2016CatchiLP
3) Use qualitative & quantitative insights
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©2016CatchiLP
Heatmaps
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©2016CatchiLP
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©2016CatchiLP
User and usability testing Live user testing Eye tracking Online user testing
UserTesting.com Testmate.com.au
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©2016CatchiLP
Non intrusive user surveys Feedback from visitors
Calculator use Why do they leave Why can’t they complete a task Can’t they find what they look for
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©2016CatchiLP
Advanced techniques
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©2016CatchiLP
Capture and socialise information Call center feedback Social comments Survey results Web data Financial results
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©2016CatchiLP
Working agile
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©2016CatchiLP
The secret is incremental success
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©2016CatchiLP
Each element will make a difference Stronger Value proposition +10% Clarity on landing page +15% Better product display +8% Improved process +12% Better navigation +10% Better price point +7% Clearer font +4%
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©2016CatchiLP
Spaceships – metric: increase bookings
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©2016CatchiLP
Spaceships – metric: increase bookings
Choices and comparison
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©2016CatchiLP
Spaceships – metric: increase bookings
Choices and comparison Subtle text changes
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©2016CatchiLP
Spaceships – metric: increase bookings
Choices and comparison Subtle text changes Explain “for who”
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©2016CatchiLP
Spaceships – metric: increase bookings
Choices and comparison Subtle text changes Explain “for who” Green ticks
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©2016CatchiLP
Spaceships – metric: increase bookings
Choices and comparison Subtle text changes Explain “for who” Green ticks About the car
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©2016CatchiLP
+ 101.3% increase in bookings
Spaceships – metric: increase bookings
Choices and comparison Subtle text changes Explain “for who” Green ticks About the car
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©2016CatchiLP
The psychology of decsion making
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©2016CatchiLP
Behavioral economics unites classical economics, psychology and behavioral sciences to understand:
how people make their decisions when people make surprising decisions, repeatedly how to shape people’s choices
Humans aren’t rational - sometimes in predictable ways.
What is behavioral economics
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©2016CatchiLP
Examples Confirmation bias
Select and notice what confirms ones belief. Framing effect
Avoid risk when a positive frame is presented - seeking risk when a negative frame is presented.
Choice overload Difficult time making a decision when faced with many options.
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©2016CatchiLP
$9 plan $19 plan 2 options generally result in cheaper option chosen.
Add a 3rd unexpected option shifts choice to the middle ”normal” option.
$9 plan $19 plan $39 plan
Middle bias and anchoring : safe choice
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©2016CatchiLP
Influencing choices
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©2016CatchiLP
Subscription type Cost per year Choice
Web only $59 16%
Print only $125 0%
Print and web $125 84%
Influencing choices
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©2016CatchiLP
Subscription type Cost per year Choice
Web only $59 16%
Print only $125 0%
Print and web $125 84%
Subscription type Cost per year Choice
Web only $59 68%
Print only n/a n/a
Print and web $125 32%
Influencing choices
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©2016CatchiLP
Quiz
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©2016CatchiLP
Get My Free Paper Download paper
Quiz 1 – metric: form completion
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Version B +25% “Get My Free Paper”
Quiz 1 – metric: form completion
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©2016CatchiLP
Static images Carousel
Quiz 2 – metric: purchase
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©2016CatchiLP
Version B +17.5% Static images
Quiz 2 – metric: purchase
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©2016CatchiLP
“Drive five supercars: the US supercar tour” “Life is short. Just drive.”
Quiz 3 – metric: submit lead generation form
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©2016CatchiLP
Version A +34% “Life is short. Just drive.”
Quiz 3 – metric: submit lead generation form
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©2016CatchiLP
Serious with glasses Smiling without glasses
Quiz 4 – metric: sign up
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©2016CatchiLP
Version B +32.8% Serious with glasses
Quiz 4 – metric: sign up
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Quiz 5 – metric: increase in bookings
Benefit Feature
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©2016CatchiLP
Quiz 5 – metric: increase in bookings
Version B +8.5% Benefit
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©2016CatchiLP
No more arguments!
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©2016CatchiLP
Secrects of CRO success
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©2016CatchiLP
Not every test will be a winner
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©2016CatchiLP
Give it time
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©2016CatchiLP
Have a strategy – assess your tests
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©2016CatchiLP
Optimise for revenue [or savings]
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©2016CatchiLP
Work towards balance
Traffic
CRO
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©2016CatchiLP
Link your testing tool to analytics
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©2016CatchiLP
If you want big results - make big changes
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©2016CatchiLP
Have fun with testing
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©2016CatchiLP
Remember these 7 tips!
① CRO done right will make a big impact on your bottom line. ② Your digital assets need TRAC-tion to be effective. ③ Ensure driving traffic works seamlessly with converting traffic. ④ Gain insights & ideas for testing from analytics, observations and feedback. ⑤ Assess before you test and every test will give you a learning. ⑥ Create a cross funcitonal team and recruit a project sponsor. ⑦ CRO is a long term commitment and a journey of incremental success.
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©2016CatchiLP
Questions?
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©2016CatchiLP
Join our blog on www.catchi.digital Michaela Aguilar General Manager +61 410 502 570 [email protected]