Join FastSpring as we host Ali Nasser, CEO of Spiralyze, in an exclusive webinar that covers:
*The benefits of implementing a CRO program, and best practices for running a successful A/B and multivariate testing.
*Common mistakes and misconceptions that kill tests.
*How to obtain meaningful results from your testing program.
Investment in The Coconut Industry by Nancy Cheruiyot
FastSpring Webinar: How Conversion Optimization Can Transform Your Digital Campaigns
1. How Conversion Optimization Can
Transform Your Digital Campaigns
S A R A H B O T T O R F F / F A S T S P R I N G / V I C E P R E S I D E N T , M A R K E T I N G
JUNE13/2019
A L I N A S S E R / S P I R A L Y Z E / C E O
2. Housekeeping
Tips:
• Audio will be provided via the webinar URL
• You will not require an additional conference line
• This webinar will be recorded and available to watch on demand following
the live presentation
To Ask a Questions:
• Click on the floating Q&A toolbox on your screen
3. • Thousands of software companies
• 200+ regions
• 7+ million transactions powered by FastSpring every year
B R O U G H T T O Y O U B Y
FastSpring is the trusted full-service ecommerce partner for companies that sell software around the world. With FastSpring’s full-service
ecommerce solution, you can sell more, compete big, and stay lean. Founded in 2005, FastSpring is a privately owned company headquartered in
Santa Barbara with offices in Nebraska and Amsterdam.
4. As VP of Marketing at FastSpring, Sarah Bottorff is responsible for strengthening and optimizing FastSpring’s cross-channel marketing
for domestic and international audiences. Bottorff has 20 years of marketing and communications experience from AppFolio, CJ
Affiliate by Conversant, and Johnson & Johnson.
V P , M A R K E T I N G A T F A S T S P R I N G
Sarah Bottorff
5. Dr. Ali Nasser is a former McKinsey consultant, entrepreneur and CEO of Spiralyze, a leading conversion rate optimization firm, with
global operations serving customers like GE Digital, Workday, NBAStores, Lowe’s, Pepsi and Maui Jim. He holds an MBA from the
University of Michigan where he graduated with distinction, a Doctor of Chiropractic from CMCC in Toronto, and a degree in
Biopsychology from the University of British Columbia.
C E O , S P I R A L Y Z E
Ali Nasser
7. Conversion– anaction taken by a web visitor.
1. Extrastep in the buyer journey
• Home Product page
• Add to cart
2. Emailsign up
• Offer sign up
• Information (whitepaper, webinar etc.)
UIXImprovements mayormaynotincreaseconversionsofvalue.
What is conversion rate
optimization?
9. Generate Traffic Convert Traffic
Continuousfeedback
Google
Social
Affiliates
Display
Email
A/B Testingand Conversion RateOptimization
10. What’s the size of the opportunity?
ConversionRate
Lift Achieved
OnlineRevenue 1 YearImpact 3 YearImpact
10%$5M $500K $1.5M
5%$10M $500K $1.5M
5%$20M $1M $3M
11. A/B Testing Eliminates Ambiguity of Test Results
23%
Conversion Rate
11%
Conversion Rate
Visitorsrandomlyassignedto
twogroups
50%of visitorssee Variation
A
50%of visitorssee VariationB
VariationA
VariationB
We can see the true impact of the test bycomparing the difference between the “A” and “B”groups.
12. A rigorous A/B testing process is the best way to remove
uncertainty. Seasonality, promotional cycles, etc. impact each side
of an A/B test equally—this is how we see the actualimpact our
insightsand designs have on your business.
TrafficDriving Efforts
REVENUE
$5,000 $8,000
REVENUE
+$3,000
A/B Testing
10,000VisitorsRandomlyAssigned toTwoGroups
5,000VisitorsSeethe CurrentPage
(Control)
5,000VisitorsaSPZ VariationPage
13. Whether you drive 100 or 10K conversions, the two sides of an A/B
test are identical.
This is true if you get a traffic bump from a tweet or TV campaign,
or just buy moretraffic.
We can clearly compare the difference betweenthe two groups.
Driving Additional Traffic Gets
Us to an Answer More Quickly
TrafficDriving Efforts
CONVERSIONS
250 300
CONVERSIONS
+50
10,000VisitorsRandomlyAssigned toTwoGroups
5,000VisitorsSeethe CurrentPage
(Control)
5,000VisitorsaSPZ VariationPage
14. CRO Best Practices
1. Use an A/B test, establish a data-driven culture for decision
making.
2. Start with a hypothesis – Know thy customer.
3. Make sure it’s measurable statistically– Sample size
4. Understand the ROI
SetupyourfirsttestinGoogle Optimize. It’sfreeandfullyintegrated
intoGoogle Analytics.
21. Ali Nasser
CEO of Spiralyze, Conversion Rate Optimization Firm
Pay for performance model
Book: Conversion RateOptimization: UsingNeuroscienceandDatatoBoostWeb
Conversions
Client work:
GE Digital, Workday, Five9, NBAStores, Lowe’s, Pepsi and Maui Jim.
Former McKinsey consultant
Education: MBA,Biopsychology/Neuroscience
CRO – How to Start Testing
22. Existing Analytics
30 Hours
CustomerInterviews
15 Hours
PreviousData
15 Hours
UserSessions
35 Hours
Ground-floor Interviews
25 Hours
Eye Tracking &Advanced UserStudies
40 Hours
Surveys
40 Hours
Research
Using a mix of proprietary data and a suite of research tools, Spiralyze generates insights that drive conversions.
23.
24.
25. Ali Nasser
CEO of Spiralyze, Conversion Rate Optimization Firm
Pay for performance model
Book: Conversion RateOptimization: UsingNeuroscienceandDatatoBoostWeb
Conversions
Client work:
GE Digital, Workday, Five9, NBAStores, Lowe’s, Pepsi and Maui Jim.
Former McKinsey consultant
Education: MBA,Biopsychology/Neuroscience
CRO – How to Start Testing
29. • Limited time offer – test 3 months, 6 months, etc.
• Limit the feature set, test different features and offers
• Limit the licenses, seats or referrals.
• Limit the utilization level
• Combinations
Testing Offers and
Scarcity
Free Trial Example
36. Research showed thatwhen study participants were asked to
think of themselves as traders, their loss aversion was
reduced.
Priming –
Subliminal
Explicitly
Reframe the Offer
47. • Reducing the perceived length of the form would increase
completion.
• Prospects are getting distracted by allthe escapes on the page
(top nav, content, footer).
• Boosting socialproof would increase form completion.
Sign Up Page
Hypothesis
53. • Prospects expected a pricing page, seeing plans was
confusing.
• Prospects are more willing to fill a form to get pricing than
they are to get a free create an account.
Pricing Page
Hypothesis
57. • Updating look and feel would increase conversions.
• Prospects are more interested in a productivity benefit than
vague marketing speak.
• Increasing socialproof would lead to more trust and
conversions.
Home Page
Hypothesis