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1. Digital Marketing Webinar
Conversion Optimization: How To
Double Your Revenue & Profits
May 7, 2014 | Manuj Bajaj (Business growth Consultant)
www.digitalvidya.com

2. CONVERSION
OPTIMIZATION
How to double your revenues
and profits?
Manuj Bajaj
GreyBox Technologies
manuj@greyboxtechnologies.com
www.GreyBoxTechnologies.com

3. Poll-1
What type of site do
you have?

4. Poll-2
How much traffic do
you have on your
site?

5. SEGMENT 1:
Introduction to Conversion
Optimization
5

6. Question
How do I grow
Sales / Profits / Leads
from my online business?
6

7. Answer
I need better visibility
I need more visitors / traffic
Let’s buy more traffic on the site
Let’s increase our ad spend / media spend
7

8. Another Approach
Conversion Optimization
8

9. Two approaches to increasing online sales
JANUARY
OPTION 1:
Conversion Optimization
OPTION 2:
Purchase Traffic
Spend Rs. 50,000 Rs 50,000
Traffic in December 10,000 visitors
Traffic in January 10,000 visitors 12,000 visitors
Conversion in December 3.0%
Conversion in January
3.6%
(20% lift from ph-1 testing)
3.0%
Resulting Sales 360 units 360 units

10. Two approaches to increasing online sales
FEBRUARY
OPTION 1:
Conversion Optimization
OPTION 2:
Purchase Traffic
Spend Rs. 50,000 Rs. 50,000
Traffic in January 10,000 visitors 12,000 visitors
Traffic in February 10,000 visitors 12,000 visitors
Conversion in January 3.6% 3.0%
Conversion in February
4.32%
(20% lift from ph-2 testing)
3.0%
Resulting Sales 432 units 360 units

11. What happens if you stop spending?
MARCH - DECEMBER
STOP
Conversion Optimization
STOP
Purchasing Traffic
Spend Rs 0 Rs 0
Traffic 100,000 visitors 100,000 visitors
Conversion 4.32% 3.0%
Resulting Sales 4,320 units 3,000 units
That’s 44% more sales for the same 2-month
investment!

12. Optimization is a process, not an event
Optimize your
site
Increase sales
Learn how your
customers
think

13. Conversion optimization works its magic over
time, just like compound interest

14. Learning how your customers think helps you
optimize faster
 What kinds of images resonate?
 What messages do they respond to?
 Which calls-to-action work best?
 What assurances are most effective?
The more you learn *and apply+, the more you’ll sell

15. SEGMENT 2:
Conducting tests for conversion
Optimization
15

16. Ok, so how do I test it?
16
There are many methods of testing but the most
popular type of method is A/B testing

17. A/B testing is the core of conversion
optimization, but there’s more to it
What are
visitors
trying to
accomplish?
Are they
successful?
Why or why
not?
Test
alternate
experience

18. A/B testing is like a junior school science
experiment...
Boiling water only Tap water only

19. ...but on the Web, it works better using
people than plants

20. An illustration for A/B test

21. Simple example of an A/B test
Treatment A (or “Control”)
Treatment B
Treatment B drove 30% more clicks on their Sign Up button. That’s 30% more
business for 37 signals, with no increase in traffic!!

22. Another example of an A/B test
Control: Treatment A Treatment B
Just a small change in CTA button from ‘Add this to
my Cart’ to ‘Buy Now’ resulted in extra revenue of
Rs. 16 Lacs per year.

23. Another example of an A/B test
Control: Treatment A Treatment B
Version A, the ‘See Product Video’ button
call to action (CTA), increased form fills on
the page following the button by 48.2% at
a 98.5% confidence level.

24. Example of an A/B test
Control: Treatment A Treatment B
Additional navigation at the top of Version A helped
convince 19% more visitors to purchase something.

25. Example of an A/B test
Control: Treatment A Treatment B
18.87% more shoppers converted from viewing their cart to entering the checkout
process with Version A than with Version B. That’s a nice fat bump, especially
considering the fact that both test carts used clean, best-practice-based design.

26. SEGMENT 3:
What can I test?
26

27. So, what can you test on your site?
Headings & sub-headings
Navigation
Link labels
Forms
Images
Calls to action
Offers
Prices
Page layout
Page flows

28. SEGMENT 3:
With so many items to test, what do
I test first?
Where should I start?
28

29. Google Analytics reveals your biggest
conversion opportunities
29

30. Crazy Egg lets you see where people click and
how they scroll
30

31. Get answers to 4 critical questions using
iPerceptions 4Q
31

32. Watch people use your site with
UserTesting.com
32

33. Next you need to summarize everything you’ve
learned about your visitors...
33

34. ... and then categorize your observations
34

35. Craft your hypotheses about how you can
change the user experience
ASK THE QUESTION
M: How can I improve the relevance
of my offering to visitors?
V: What kinds of changes might
increase the impact of my product’s
value proposition?
F: How can I reduce the friction my
visitors encountered on my home
page?
A: How can I alleviate the anxiety
some visitors feel on my site?
CREATE THE HYPOTHESIS
By using a better screenshot, I
will improve relevance.
By including social proof in my
headline, I will make my value
proposition more impactful.
By removing links and other
distractions, I will reduce home
page friction.
By displaying a phone number, I
will alleviate visitor anxiety. 35

36. Design the new page or page elements around
your hypothesis
36

37. Close the test, winner or not, and consider
what you’ve learned
Winner or no
result?
WINNER NO RESULT
Did your new
design reflect
your hypothesis?
YES NO
Revise your
hypothesis
and re-test
Improve
page design
and re-test
Are there other pages in
your primary funnel to test
the same hypothesis?
YES NO
Create new design
on subsequent
page and test
Test your
next
hypothesis
37

38. ... if you could double your
site’s conversion rate?
A. Bank the money and enjoy life on the beach
B. Reinvest the money to buy more traffic
C. Hire someone to focus 100% on optimizing your site

39. Want More Case Studies?
http://www.marketing-results.com.au/marketing-case-studies/
http://www.copyhackers.com/
http://whichtestwon.com/
39

40. Optimization Resources
Google Website Optimizer / Content Experiment / Behavior Experiments tool & tutorials:
https://www.google.com/analytics/web/?hl=en#report/siteopt-experiments/
https://support.google.com/analytics/answer/2844870
https://www.youtube.com/results?search_query=google+content+experiments
Visual Website Optimizer tool & tutorials:
http://visualwebsiteoptimizer.com/
http://www.youtube.com/watch?v=vELzXfIdWvs
http://www.youtube.com/watch?v=tyH8GRTxJh0
A/B testing tool comparison chart:
http://www.whichmvt.com/
Visitor feedback tools:
http://www.google.com/analytics/
http://www.crazyegg.com
http://www.iperceptions.com/en/4q
http://www.usertesting.com/

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