A brief look on conversion rate optimization
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The document discusses conversion rate optimization (CRO) strategies, focusing on e-commerce and online marketing methods to increase revenue through A/B testing. It outlines best practices for website performance, including the importance of image compression and website metrics tracking using tools like Google Analytics. The document emphasizes that success is a product of traffic and conversion, urging immediate implementation of A/B testing for effective results.
A brief look on conversion rate optimization
- 1. A brief look on Conversion Rate Optimization
- 2. ganztags. // Est. 2011 // Located in Berlin, Germany // 7 employees // "Online Marketing to Increase Revenue" // Focus on Publishing and E-Commerce // Everything from label and label maker, cleaning supplies, vacuum cleaner, digital asset management software, identification solutions, garage supplies, access control, visitor management to cars SEO SEA Conversion Optimization Web Analysis // Est. 1985 // Marketing since 2008, BA Business Communication // Online Marketing (SEO) since 2011 // Guitar, Singing & Screaming Lars Antrack
- 3. Conversion Rate Optimization A/B- Testing Case Studies and Best Practices TL;DL
- 5. Generate the most conversions with the same amount of users.
- 6. E-Commerce The highest possible number of orders. News and Infosites The highest possible number of page views per session and the highest possible number of orders on a partner’s website. Company Website The highest possible number of leads / contact requests. Types of websites
- 7. Tools for conversion rate optimization A/B- Testing The human brain Monitoring
- 9. What is A/B- Testing? “A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment ” — Wikipedia
- 10. What is A/B- Testing?
- 11. Define the goal Find bottlenecks Run test, learn and repeat Create alternate assumptions How to do A/B - Testing
- 12. Technical Set Up Website Tracking Codes Testing Codes Events Data
- 13. Dos & Don’ts
- 14. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early.
- 15. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early.
- 16. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early. Don’t surprise regular visitors. Don’t let your gut feeling overrule test results.
- 17. Dos Know how long to run a test before giving up.
- 18. Dos Know how long to run a test before giving up. Show repeat visitors the same variations. Make your A/B test consistent across the whole website. Do many A/B tests. Start testing today!
- 19. Case Study
- 20. Starting Situation 7,500 Images each 1.5 MB Loading times up to 8 seconds Website Performance
- 21. Assumption What would happen if we took the time to compress all our existing images? Website Performance
- 22. Variation 8,63 % 58,69 % Uplift 5,44 % Control Results: Clicks to shopping cart Website Performance
- 23. +7,400 EUR (Profit each month) Website Performance
- 24. Quick test for every website
- 25. 7-level model Relevancy Trust Orientation Stimulant Certainty Comfort Valuation Does this website offer what I was searching for? Can I trust this website? What’s the next step? What are my options? Is this the right option for me? Is there a catch? Do I have to learn something new? André Morys, "Die 7 Ebenen der Konversion"
- 26. Best Practices for Publisher
- 27. Best Practices for Publisher // Font size should be at least 16px // Visual Hierarchy (headlines and sub headlines) // Width should be max. 550px // Use short paragraphs (3-5 lines) // Add a date on top // Add a summary on top // Highlight important messages // Only add links / advertisement if relevant to the content // Use Google Analytics like a pro
- 28. Good examples for content pages
- 29. The Verge
- 30. The Verge
- 33. Use Google Analytics like a pro // Measure clicks on external links // Set up "real" goals // Measure Scroll Depth // Measure active time on site // Measure screen time // Understand bounce rate and avg. session duration // Block your spam traffic
- 34. TL;DL too long; didn't listen
- 35. TL;DL // Success on the internet = Traffic * Conversion // A good website is like a good book: specialised on one topic and interesting to other people // Make sure a computer understands your website // Start A/B Testing immediately; it isn’t expensive // Metrics are your friends That’s it!