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CONVERSION RATE OPTIMIZATION
Don’t panic, this is easy stuff! We’ll have some fun too.




                                                      Your logo here.
                                                     See Master Slide
                         © West17Media, 2009
Who is Roger Kondrat?
•   Entrepreneur
•   Professional Speaker (Canada, UK, US)
•   Director of Strategy, West17Media
•   Social Media Consultant
•   Former Blogger
•   Hockey & Rugby lover




                                                Your logo here.
                         © West17Media, 2009   See Master Slide
West17Media - Everything Digital

•   Search Optimization (SEO)
•   Search Marketing (SEM)
•   Managed Email Marketing
•   Content Creation &
    Optimization
•   Video
•   Mobile
•   Training
•   Flying Monkeys are cool.. Are you paying


                                                Your logo here.
                      © West17Media, 2009      See Master Slide
What are we going to talk about?
• What is Conversion Rate Optimization (#CRO)
• Different stages CRO can be applied
• Test! (just kidding, but workgroups are
  involved)
• Q&A




                                             Your logo here.
                     © West17Media, 2009    See Master Slide
WHAT IS CONVERSION RATE
OPTIMIZATION (#CRO)
CRO is a method of refining your website to
improve the rate customers convert to
subscribers, buyers or whatever your goal is
from a visit.



                                          Your logo here.
                                         See Master Slide
                   © West17Media, 2009
What this means to you!


MORE MONEY PER CLICK/VISITOR! BETTER
RETURN ON INVESTMENT (AKA. ROI)




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
HOW!!!

First let’s categorize CRO and then poke the
dragon.

Pre-deployment          Live             Analytics
Testing          Real World Testing      Testing



                                                      Your logo here.
                                                     See Master Slide
                   © West17Media, 2009
Pre-deployment




                                    Your logo here.
                                   See Master Slide
             © West17Media, 2009
Pre-deployment




                                    Your logo here.
                                   See Master Slide
             © West17Media, 2009
Pre-deployment




           Thoughts?


                                    Your logo here.
                                   See Master Slide
             © West17Media, 2009
Pre-deployment




    10%                            90%
           Thoughts?


                                          Your logo here.
                                         See Master Slide
             © West17Media, 2009
Pre-deployment




            Thoughts?

                                    Your logo here.
                                   See Master Slide
             © West17Media, 2009
Pre-deployment




     10%                           90%


            Thoughts?

                                          Your logo here.
                                         See Master Slide
             © West17Media, 2009
Live - What are users ‘actually’




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
Live - What are users ‘actually’




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
Live - What are users ‘actually’




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
Live - What are users ‘actually’




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
Live - What are users ‘actually’




                                       Your logo here.
                                      See Master Slide
                © West17Media, 2009
Live - Where are users clicking?




                                      Your logo here.
                                     See Master Slide
               © West17Media, 2009
Live - Where are users clicking?




                                      Your logo here.
                                     See Master Slide
               © West17Media, 2009
Even the big brands are finding
surprises




                    Text
                     Text




            Which one?
                                     Your logo here.
                                    See Master Slide
              © West17Media, 2009
Even the big brands are finding
surprises




                    Text
                     Text




            Which one?
                                     Your logo here.
                                    See Master Slide
              © West17Media, 2009
Even the big brands are finding
surprises




                    Text
                     Text




            Which one?
                                     Your logo here.
                                    See Master Slide
              © West17Media, 2009
Even the big brands are finding
surprises



      100+% improvement...
             Why?
              Text
               Text




            Which one?
                                     Your logo here.
                                    See Master Slide
              © West17Media, 2009
Raw feedback
   .
   .

               .




                                          Your logo here.
                                         See Master Slide
                   © West17Media, 2009
Are you tracking Events?
• Visited URL - When a visitor loads a specified web page
    on your site.
•   Clicked Element - When a visitor clicks on a specified
    page item, typically a link, button or other kind of visual.
•   Form Submission - When a visitor successfully submits a
    web form to your website.
•   Custom Event - These are events tracked through our
    APIs that can occur from places other than your website.
•   How to Track a Visit to a URL




                                                           Your logo here.
                                                          See Master Slide
                             © West17Media, 2009
Just a small snap shot of the
mountain of data we review in
addition to Google Analytics




                                     Your logo here.
                                    See Master Slide
              © West17Media, 2009
Just a small snap shot of the
  mountain of data we review in
  addition to Google Analytics




*Context: We ran this last night
                                            Your logo here.
                                           See Master Slide
                     © West17Media, 2009
A/B Testing versus Multivariate
Optimization at a glance




                                      Your logo here.
                                     See Master Slide
               © West17Media, 2009
Knowledge on it’s head
• Do forms affect conversion rates?
• Does the form’s length affect conversion rates?
• What are some of your experiences?




                                                     Your logo here.
                                                    See Master Slide
                         © West17Media, 2009
Some basic steps to get you started
•   Setup your analytics (properly)
•   Get a speed check
•   Look for broken links
•   Traffic QUALITY is important, not just QUANTITY
•   Do you look trust worth? Are your staff listed?
•   Do you have visitor capture programs in place?
•   Is there clear calls to action?
•   Do you have landing pages? Are they needed in your
    industry or product category?




                                                      Your logo here.
                                                     See Master Slide
                          © West17Media, 2009
LETS GET TO WORK! YOU ARE THE
OPTIMIZERS NOW!

We are putting the rubber to the ground
and testing what you learned about CRO or
think you know. This is a chance to learn by
ASKING and being pushed to DO

                                           Your logo here.
                                          See Master Slide
                    © West17Media, 2009
Rules / Logistics
• Choose a website from one of your team members

• If you choose (insert team members name aka Bob)
  website, then Bob becomes your team leader and
  presents what discussed

• We will load Bob’s website up on the main screen

• Bob talks about what the team feels can be optimized

• We discuss it. **YOU ARE THE USERS NOW**


                                                      Your logo here.
                                                     See Master Slide
                         © West17Media, 2009
Your logo here.
© West17Media, 2009   See Master Slide
Contact Details
• http://west17media.com
• http://twitter.com/west17media
• http://www.facebook.com/west17media

• http://twitter.com/roger




                                              Your logo here.
                       © West17Media, 2011   See Master Slide

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#CRO: Conversion Rate Optimization 101

  • 1. CONVERSION RATE OPTIMIZATION Don’t panic, this is easy stuff! We’ll have some fun too. Your logo here. See Master Slide © West17Media, 2009
  • 2. Who is Roger Kondrat? • Entrepreneur • Professional Speaker (Canada, UK, US) • Director of Strategy, West17Media • Social Media Consultant • Former Blogger • Hockey & Rugby lover Your logo here. © West17Media, 2009 See Master Slide
  • 3. West17Media - Everything Digital • Search Optimization (SEO) • Search Marketing (SEM) • Managed Email Marketing • Content Creation & Optimization • Video • Mobile • Training • Flying Monkeys are cool.. Are you paying Your logo here. © West17Media, 2009 See Master Slide
  • 4. What are we going to talk about? • What is Conversion Rate Optimization (#CRO) • Different stages CRO can be applied • Test! (just kidding, but workgroups are involved) • Q&A Your logo here. © West17Media, 2009 See Master Slide
  • 5. WHAT IS CONVERSION RATE OPTIMIZATION (#CRO) CRO is a method of refining your website to improve the rate customers convert to subscribers, buyers or whatever your goal is from a visit. Your logo here. See Master Slide © West17Media, 2009
  • 6. What this means to you! MORE MONEY PER CLICK/VISITOR! BETTER RETURN ON INVESTMENT (AKA. ROI) Your logo here. See Master Slide © West17Media, 2009
  • 7. HOW!!! First let’s categorize CRO and then poke the dragon. Pre-deployment Live Analytics Testing Real World Testing Testing Your logo here. See Master Slide © West17Media, 2009
  • 8. Pre-deployment Your logo here. See Master Slide © West17Media, 2009
  • 9. Pre-deployment Your logo here. See Master Slide © West17Media, 2009
  • 10. Pre-deployment Thoughts? Your logo here. See Master Slide © West17Media, 2009
  • 11. Pre-deployment 10% 90% Thoughts? Your logo here. See Master Slide © West17Media, 2009
  • 12. Pre-deployment Thoughts? Your logo here. See Master Slide © West17Media, 2009
  • 13. Pre-deployment 10% 90% Thoughts? Your logo here. See Master Slide © West17Media, 2009
  • 14. Live - What are users ‘actually’ Your logo here. See Master Slide © West17Media, 2009
  • 15. Live - What are users ‘actually’ Your logo here. See Master Slide © West17Media, 2009
  • 16. Live - What are users ‘actually’ Your logo here. See Master Slide © West17Media, 2009
  • 17. Live - What are users ‘actually’ Your logo here. See Master Slide © West17Media, 2009
  • 18. Live - What are users ‘actually’ Your logo here. See Master Slide © West17Media, 2009
  • 19. Live - Where are users clicking? Your logo here. See Master Slide © West17Media, 2009
  • 20. Live - Where are users clicking? Your logo here. See Master Slide © West17Media, 2009
  • 21. Even the big brands are finding surprises Text Text Which one? Your logo here. See Master Slide © West17Media, 2009
  • 22. Even the big brands are finding surprises Text Text Which one? Your logo here. See Master Slide © West17Media, 2009
  • 23. Even the big brands are finding surprises Text Text Which one? Your logo here. See Master Slide © West17Media, 2009
  • 24. Even the big brands are finding surprises 100+% improvement... Why? Text Text Which one? Your logo here. See Master Slide © West17Media, 2009
  • 25. Raw feedback . . . Your logo here. See Master Slide © West17Media, 2009
  • 26. Are you tracking Events? • Visited URL - When a visitor loads a specified web page on your site. • Clicked Element - When a visitor clicks on a specified page item, typically a link, button or other kind of visual. • Form Submission - When a visitor successfully submits a web form to your website. • Custom Event - These are events tracked through our APIs that can occur from places other than your website. • How to Track a Visit to a URL Your logo here. See Master Slide © West17Media, 2009
  • 27. Just a small snap shot of the mountain of data we review in addition to Google Analytics Your logo here. See Master Slide © West17Media, 2009
  • 28. Just a small snap shot of the mountain of data we review in addition to Google Analytics *Context: We ran this last night Your logo here. See Master Slide © West17Media, 2009
  • 29. A/B Testing versus Multivariate Optimization at a glance Your logo here. See Master Slide © West17Media, 2009
  • 30. Knowledge on it’s head • Do forms affect conversion rates? • Does the form’s length affect conversion rates? • What are some of your experiences? Your logo here. See Master Slide © West17Media, 2009
  • 31. Some basic steps to get you started • Setup your analytics (properly) • Get a speed check • Look for broken links • Traffic QUALITY is important, not just QUANTITY • Do you look trust worth? Are your staff listed? • Do you have visitor capture programs in place? • Is there clear calls to action? • Do you have landing pages? Are they needed in your industry or product category? Your logo here. See Master Slide © West17Media, 2009
  • 32. LETS GET TO WORK! YOU ARE THE OPTIMIZERS NOW! We are putting the rubber to the ground and testing what you learned about CRO or think you know. This is a chance to learn by ASKING and being pushed to DO Your logo here. See Master Slide © West17Media, 2009
  • 33. Rules / Logistics • Choose a website from one of your team members • If you choose (insert team members name aka Bob) website, then Bob becomes your team leader and presents what discussed • We will load Bob’s website up on the main screen • Bob talks about what the team feels can be optimized • We discuss it. **YOU ARE THE USERS NOW** Your logo here. See Master Slide © West17Media, 2009
  • 34. Your logo here. © West17Media, 2009 See Master Slide
  • 35. Contact Details • http://west17media.com • http://twitter.com/west17media • http://www.facebook.com/west17media • http://twitter.com/roger Your logo here. © West17Media, 2011 See Master Slide

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  25. \n