Conversion Rate Optimisation - Perth Conference 2013
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Conversion rate optimization (CRO) involves testing website changes to improve conversion rates. Amazon continually improved its site from the late 1990s to today. CRO has evolved from reliable infrastructure and usability testing to automated optimization testing content targeting across channels. Effective CRO includes benchmarking, discovery through data analysis and goals, developing a testing strategy and roadmap, and executing multivariate tests to determine high-performing variants. Case studies show elements like trust signals, calls to action, design, and value propositions can significantly increase conversions when tested and optimized.
Conversion Rate Optimisation - Perth Conference 2013
- 1. Conversion Rate Optimisation = CRO
- 3. Background
- 4. What is Conversion Rate Optimisation?
- 5. The Amazon Example First Website
- 6. Amazon – Continual Improvement Late 90s Early 2000’s Mid 2000’s Late 2000’s Today
- 7. Managing Conversion = Revenue
- 9. The Evolution Of CRO • Reliable • On-line • A/B/n testing • Multivariate • Content Targeting • Automated Surveys Testing Optimisation infrastructure •Targeting offers • Usability labs •Know what and services •Optimal •You know your relevant to experience what your audience segment for every audience WANTS to do interaction DID and WHY (analytics) •Across all channels and media
- 10. How is Everyone Testing?
- 11. How to Approach CRO
- 12. Approach To CRO Benchmarking Site Audit Goals Data Analysis Discovery Scope Performance Prioritisation Test Spec Test Strategy Roadmap Design Test Execution Report Strategy
- 13. Discovery
- 14. Discovery Starts With Asking Questions? What is your conversion at each stage of the conversion funnel?
- 15. Persuasion Site Audit Persuasive Intuitive Usable Accessible Functional
- 16. Strategy
- 17. Testing
- 18. Typical Testing Options Roadmap MVT Testing A/B n Testing A/B Testing Landing Page Complexity Time
- 19. InfoGraphic http://www.angelinvestmentnetwork.net/2013-02/infographic- how-sales-messaging-affects-conversion-rates
- 20. Case Studies
- 21. Testing Trust Elements • Adding ticks improved performance by 1.41% • Replacing ‘VeriSign’ with FTSE and other associated logo’s improved performance by 9.87% • Overall winner improved performance by 24.54%
- 22. Testing Call to Action & Affective Design B C WINNER D E F
- 23. Best Performing Page – Variant F Winning Variant Changes • The leading variant dominated the other variants from the outset and ended with a 327.37% uplift against the control.
- 24. Testing Call to Action & Value Proposition Report Page Background • Call to action below the fold. • Value proposition below the fold. • No clear primary or secondary call to action. • Eye tracking confirmed possible ‘banner blindness’. • Content links send users to a pay wall with no warning message. • Images are bland. • Headline copy is too long.
- 25. Challenger Variants WINNER
- 26. Winning Variant Control Page Optimal Layout 48.14% Lift Experiment Page Predicted Conversion Rate (confidence interval) Control Page 1.24% (+/- 0.36%) Winning Page 1.83% (+/- 0.42%)
- 27. Winning Variant Metrics WINNER Winning Variant • Monthly Subs uplift: 182 • Monthly revenue uplift: $14,477 • 6 Month uplift: $86,865 • 12 Month uplift $173,730
- 28. Summary
- 29. Summary Top 5 Tips/Tool to test right now 1.What is CRO? →Turning Visors into Customers 2.How do you do it? →Continual incremental changes 3.What methods do I employ? →Discovery | Strategy | Test
- 30. Tools That Can Be Deployed For Visitor Insight
- 31. THANKS