Mima Summit 2010 Presentation:
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This document discusses conversion rate optimization (CRO) and provides tips for increasing conversion rates. It outlines basics of CRO including widening the top of the funnel through tactics like PPC and narrowing the bottom through optimization. It recommends checking site functionality and forms, improving load times, and upgrading old designs before starting tests. Five testing tactics are described: using gut instinct, following best practices, leveraging public test data, running your own tests, and case studies are provided.
Mima Summit 2010 Presentation:
- 1. Basics of Conversion Rate OptimizationMima Summit 2010Scott Miller, CEO Vertster.com@optimizeit
- 2. What is Conversion Rate Optimization (CRO)PPC TrafficPPC/SEO/ Demand Generation widens the top of the funnel
- 3. CRO makes the bottom of the funnel fatter
- 4. End result- more leads, sales, customers, happinessConversions
- 5. 4 Things to do Before you BeginMake sure your site works!!!!!Double check your formsImprove Load TimesConsider upgrading old HTML- CSS Based layouts work best
- 6. #fail
- 7. Before you BeginMake sure your site worksDouble check your formsImprove Load TimesConsider upgrading old HTML- CSS Based layouts work best
- 8. Table Layout
- 9. CSS – XHTML Layout
- 10. 5 Tactics for Increasing Conversion RatesYour Gut/ Bosses Gut InstinctFollow the Herd/ Best PracticesLeverage Public Test DataRun your Own Tests
- 11. 1. Use your Gut InstinctIt “Feels” rightHave to do it to keep your jobRequires no research or effortRelies on your own ExpertisePROS
- 12. 1. Use Your Gut InstinctUsually wrongCompletely SubjectiveCould lose your job if you are wrong“Experts” are wrong frequentlyCONS
- 13. 2. Follow the Herd/Best PracticesIdeal if you don’t have enough trafficEasily AccessibleThere are a wealth of “experts”Great starting point for new sites or if you need to start testingPROS
- 14. What works for many does not work for allYour competitors can are doing it tooCONS2. Follow the Herd/Best Practices
- 15. Best Practices: 7 C’s of Conversion Optimization
- 16. 1. Capture AttentionUse “YOU” in your copyWrite to the benefits of the userUse “action” phrases
- 17. 2. Maintain ConsistencyPPC creative to Landing Page Message Match
- 18. 3. Make it Clear- (Keep it Simple, Stupid)
- 19. 4. Clarify Offer/ Value Proposition
- 22. 7. Close the Sale
- 23. 7 C’sSummaryCapture the attention of the CustomerMaintain Consistency throughout the experienceMake it Clear What the User is Supposed to do Communicate the Unique Value PropositionInstill Credibility in your CompanyCreate Scarcity to Increase DemandClose the Sale
- 24. 4. Leverage Others Test DataSimilar to Best PracticesProven DataMore and More resources all the timeDifficult to get Test Data for similar sitesWhat works for one site does not work for allCONSPROS
- 25. 5. Run a Test on your SiteGet real, actionable, objective dataTools are available for all budgetsEver increasing number of “experts”It is technicalRequires a statistically significant amount of traffic (lots).Can give false positives.CONSPROS
- 26. How to Roll your Own TestsPlan your StrategyHave clear, defined goalsSelect an Agency/Vendor or use GWOWhat type of Test should you run?
- 27. What Type of Test?A/B:Easy to understandRequires less trafficOne in Three tests get a liftMultivariate:Increased odds of seeing liftTakes longer to get resultsRequires up-front investment
- 28. Easy High Impact TestsButtons: Size, Position, Copy, ColorValue Proposition: Headlines, Copy, Product ShotsOffer: Scarcity, Credibility, PromotionUsability: Font Size, Number of Form Fields, Length of PageMedia: Animation, Video, Audio, Spokespeople
- 29. Tech Talk: What is PossibleSimple Stuff:Different Complete URLsHeadlinesImagesHTMLAdvanced Stuff:AJAX/JqueryCSS Style SheetsJavascriptDynamic Content Injection
- 30. Case Study: Search Landing Page
- 31. MVT – Four Variables, 81 RecipesHeaderTop NavigationMain Nav“Pre Results”Goal: Click on Outgoing Paid AdsOverview of Test Design
- 35. Example: Sitewide CredibilityThe Age Old Question…Is the Security Seal worth the money?
- 36. Example: Sitewide CredibilityWith a Twist…What if you make your own seal??
- 37. A/B/C Split TestAll Traffic/ Pages (SWO)Several Hundred Online StoresGoal: Sales Conversion/ RPVOverview of Test Design
- 38. What do you think?
- 39. Results“Name Brand” Seal was bestBetter to have no seal than homemade sealHomemade reduced RPV by 5-10%
- 40. 3 TakeawaysPeople spend/share more when they feel safeBe cognizant of experimental noiseDon’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.
Editor's Notes
- #4: Just like with paid traffic- you want to make sure your site works correctly before you launch a conversion rate optimization campaign- Verify site availability with a tool like pingdom, gomez Double check that the forms on your site work, make sure your site works in all browsers- browsercam Improve load times by optimizing your HTML, removing un-needed scripts, etc. Use tools like yslow (firebug) to pinpoint trouble spots Consider upgrading the HTML of your site to use CSS and XHTML rather than tables
- #6: Just like with paid traffic- you want to make sure your site works correctly before you launch a conversion rate optimization campaign- Verify site availability with a tool like pingdom, gomez Double check that the forms on your site work, make sure your site works in all browsers- browsercam Improve load times by optimizing your HTML, removing un-needed scripts, etc. Use tools like yslow (firebug) to pinpoint trouble spots Consider upgrading the HTML of your site to use CSS and XHTML rather than tables