conversion rate optimization

Webinar Conversion Rate Optimization

Course LOGO

www.edureka.co/search-engine-optimization

Agenda

In this session, you will understand about:

®What is CRO?

®Why is testing important?

®Process

®Types of Optimization

®How to Optimize?

®What to Optimize?

®Analysis

http://www.edureka.co/search-engine-optimization

www.edureka.co/search-engine-optimizationSlide 3



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

Source: en.wikipedia.org/wiki/Conversion_rate_optimization/ Georgiana laudi

CRO



Benefits of Conversion Rate 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.

Conversion rate optimization

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?

® 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 termsTerm 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



Hypothesis Driven TestingGather data, onsite and

competitor, & sort through

the noiseIdentify

personas, value

propositions, key page/s

Establish Macro &

Micro KPI’s

RoadmapTest Plan

Execute - get quick wins &

build momentum

Iterate



Conversion Funnels – Different Sites

Ecommerce Lead Gen

Inquiry

Quality Lead

Win



Role of Landing PageCampaign 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 testingDevelop clear and simple test plansSequentially optimizing the funnel – waterfall

» ExecuteFail fast



A/B TestingConcept

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 offers

Your testimonials

Your call-to-action

Your site layout

Your return policy

And the list goes on…



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?



MotivationBest 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”



RelevanceBest 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



StructureBest 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



Questions


conversion rate optimization

Marketing