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#CRO: Conversion Rate Optimization 101
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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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