Conversion Rate Optimisation (CRO) presentation. Perth

1. Conversion Rate Optimisation
= CRO

3. Background

4. What is Conversion Rate Optimisation?

5. The Amazon Example
First Website

6. Amazon – Continual Improvement
Late 90s Early 2000’s Mid 2000’s Late 2000’s Today

7. Managing Conversion = Revenue

8. Source: Marketmotive 2011

9. The Evolution Of CRO
• Reliable • On-line • A/B/n testing • Multivariate • Content Targeting • Automated
Surveys Testing Optimisation
infrastructure •Targeting offers
• Usability labs •Know what and services •Optimal
•You know your relevant to experience
what your audience segment for every
audience WANTS to do interaction
DID and WHY
(analytics) •Across all
channels and
media

10. How is Everyone Testing?

11. How to Approach CRO

12. Approach To CRO
Benchmarking
Site
Audit
Goals
Data Analysis
Discovery
Scope
Performance
Prioritisation
Test
Spec
Test Strategy Roadmap
Design
Test
Execution Report Strategy

13. Discovery

14. Discovery Starts With Asking Questions?
What is your conversion at each stage of the conversion funnel?

15. Persuasion Site Audit
Persuasive
Intuitive
Usable
Accessible
Functional

16. Strategy

17. Testing

18. Typical Testing Options Roadmap
MVT Testing
A/B n Testing
A/B Testing
Landing Page
Complexity
Time

19. InfoGraphic
http://www.angelinvestmentnetwork.net/2013-02/infographic-
how-sales-messaging-affects-conversion-rates

20. Case Studies

21. Testing Trust Elements
• Adding ticks improved performance
by 1.41%
• Replacing ‘VeriSign’ with FTSE and
other associated logo’s improved
performance by 9.87%
• Overall winner improved
performance by 24.54%

22. Testing Call to Action & Affective Design
B C
WINNER
D E F

23. Best Performing Page – Variant F
Winning Variant Changes
• The leading variant
dominated the other
variants from the outset
and ended with a 327.37%
uplift against the control.

24. Testing Call to Action & Value Proposition
Report Page Background
• Call to action below the fold.
• Value proposition below the fold.
• No clear primary or secondary call to
action.
• Eye tracking confirmed possible ‘banner
blindness’.
• Content links send users to a pay wall with
no warning message.
• Images are bland.
• Headline copy is too long.

25. Challenger Variants
WINNER

26. Winning Variant
Control Page Optimal Layout
48.14%
Lift
Experiment Page Predicted Conversion Rate (confidence interval)
Control Page 1.24% (+/- 0.36%)
Winning Page 1.83% (+/- 0.42%)

27. Winning Variant Metrics
WINNER
Winning Variant
• Monthly Subs uplift: 182
• Monthly revenue uplift: $14,477
• 6 Month uplift: $86,865
• 12 Month uplift $173,730

28. Summary

29. Summary
Top 5 Tips/Tool to test right now
1.What is CRO?
→Turning Visors into Customers
2.How do you do it?
→Continual incremental changes
3.What methods do I employ?
→Discovery | Strategy | Test

30. Tools That Can Be Deployed For Visitor
Insight

31. THANKS