An introduction to conversion rate optimisation for West Australian businesses. Why it matters, what you can do and what results you can get.

1. Conversion Rate Optimisation
Stop Gambling With Your Marketing

2. Conversion Rate Optimisation
Getting more from your existing traffic
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3. You Make More Money
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4. You Stop Burning
Money on
Advertising
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5. Average Conversion
Rate is 2-4%
• Only 2 out of every 100
visitors buys anything
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6. The Best Sites
Convert 40-80%
20 -40 times more
business
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8. Adobe 2013 Digital Marketing
Optimisation Survey
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10. 86% of companies allocate 15% or
less of their budget to
optimization
53% allocate less than 5%
• Source Adobe
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11. At the other end of the scale,
only 3% allocate more than
half of their
marketing budget to optimization
• Source Adobe
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12. Those 3% have the
highest conversion rates
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13. The Best Sites
Convert 40-80%
20 -40 times more
business

15. Is a green button better than red?
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16. Always do your own testing
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17. Have you done 80,000 tests this year?
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18. You Have Work to Do
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19. Death of a
thousand
leaks
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20. What to do
first?
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21. Adopt a testing mindset
Think differently about
your marketing
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22. Hire a good copywriter
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23. Make sure everything works
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24. Make it fast
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25. • 40% of your visitors will leave after 3 secs
• A 1 sec delay causes a 7% drop in sales
• Source Aberdeen Group
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26. Get quality data
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27. Don’t do what everybody else is doing
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28. Get a good coach
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29. Questions to ask Your Marketing
Consultant
Questions to ask your consultant
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30. What track record do they have?
How much extra revenue did they
generate for their previous clients?
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31. How much did
they save their
other clients?
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32. What examples of using analytics
to identify sales improvements
can they show you?
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33. What direct response
marketing experience
do they have?
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34. Always bring the results back to dollars
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35. The Business Case for CRO
Example:
Say your website generates $300,000 pa at a 2%
conversion rate.
Increasing your conversion rate to 2.2% (an extra
10%) would result in an extra $30,000 pa.
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36. • That’s with no extra traffic
• No extra marketing
• No extra advertising
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37. • Increasing it from 2% to 4%
would be a 100% increase
• Double your revenue at $600,000
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38. How much more advertising
would you have to do
to get such an increase?
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45. Resources
• http://bit.ly/17GKR9P
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46. Blogs
• http://makethemclick.com.au/library
• http://www.bryaneisenberg.com/
• http://www.getelastic.com/category/conversi
on-optimization-marketing/
• http://unbounce.com/blog/
• https://blog.kissmetrics.com/
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47. Blogs
• http://www.conversionvoodoo.com/blog/
• http://contentverve.com/
• http://visualwebsiteoptimizer.com/split-
testing-blog/
• http://www.marketingexperiments.com/blog/
• http://conversionscientist.com/
• http://conversionxl.com/blog/
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48. Testing Sites
• https://developers.google.com/pagespeed/
• http://fpt.pingdom.com/
• http://www.webpagetest.org/
• http://www.websiteoptimization.com/services
/analyze/
• http://www.showslow.com/
• http://site-perf.com/
• http://gtmetrix.com/
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49. Validators
• http://validator.w3.org/
• http://browsershots.org/
• http://www.sidar.org/hera/
• http://wave.webaim.org/
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50. Split Testing
• http://unbounce.com/
• https://www.optimizely.com/
• http://visualwebsiteoptimizer.com/
• http://www.monetate.com/
• http://ioninteractive.com/
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51. Analytics Alternatives
• http://piwik.org/
• http://www.woopra.com/
• http://www.quantcast.com/
• http://www.clicktale.com/
• http://www.clicky.com/
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52. Questions
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