Triple your eCommerce conversions in under 6 months Over the last 15 years, Alex Harris has created and proven a marketing optimization system to increase online profits from your existing website traffic. The goal is to help your business make more money without spending more on additional advertising. Discover the techniques he uses for his clients to get faster, bigger results within a shorter time period. Learn how to use qualitative and quantitative data to your advantage. Find out how you can learn more about the people who visit your website, and how they use your website. Discover which tools you need to use in order to optimize your website to convert the traffic it gets into paying customers. Grow your business faster and take it to the next level today.

1. CONVERSION WORLD 2015
The First Online CRO Conference

2. CONVERSION WORLD 2015
The First Online CRO Conference

3. https://www.flickr.com/people/bernard_bailly/

5. eCommerce Case Study
Persona Website Consultant

6. alexdesigns.com
Conversion Focused Web Design Since 2000

9. 2000-2011:
5,000+
TESTS

11. https://www.flickr.com/photos/emiliano-iko/

12. Conversion focused interviews
with the best in digital marketing.

13. Persuasion
Architecture

14. Persuasion
Architecture
Scientific
Method

15. Persuasion
Architecture
Scientific
Method
Conversion
Process

16. Persuasion
Architecture
Scientific
Method
Conversion
Process
Conversion
Centered Design

17. Bigger Results from Testing

19. https://www.flickr.com/photos/nasamarshall/

21. Marketing Optimization System

22. Iterative Experiments

26. eCommerce Case Study
WiseChoiceMarket.com
CASE
STUDY

27. eCommerce Case Study
Persona Website Consultant

30. https://www.flickr.com/photos/nasakennedy/

34. DISCOVERY1Persona Modeling
Jody
52 Years Old
Working Mom
Cooking for four
Clean Eating & Paleo

35. DISCOVERY1Persona Modeling
Jody
52 Years Old
Working Mom
Cooking for four
Clean Eating & Paleo

36. DISCOVERY1Persona Modeling
Jody
52 Years Old
Working Mom
Cooking for four
Clean Eating & Paleo

37. DISCOVERY1Gathering Intelligence
Jody
52 Years Old
Working Mom
Cooking for four
Clean Eating & Paleo

38. DISCOVERY1Assumptions

39. DISCOVERY1Conversion Trinity
Are you relevant to my wants/needs/
desires (search query)?
Have you maintained scent?
Do I know why you are the right
solution for me? Have you explained
your value proposition/offer well?
Is it obvious what I need to do next?
Have you given me the confidence to
take that action?

40. DISCOVERY1Gathering Intelligence
• Busy

41. DISCOVERY1Gathering Intelligence
• Busy
• Not Clear

42. DISCOVERY1Gathering Intelligence
• Busy
• Not Clear
• Benefits?

43. DISCOVERY1Gathering Intelligence
• Busy
• Not Clear
• Benefits?
• Ingredients?

45. https://www.flickr.com/photos/ebarney/

48. DISCOVERY1Pareto Principle
80/20
•Most trafficked pages
•Most revenue pages
•High bounce rate pages

49. DISCOVERY1Quantitative Tools

50. DISCOVERY1Quantitative Tools

52. DISCOVERY1Ecommerce Analytics

53. DISCOVERY1Ecommerce Analytics

54. DISCOVERY1Ecommerce Analytics

56. DISCOVERY1Keywords - Clicks & Conv

57. DISCOVERY1Keywords - Clicks & Conv

58. DISCOVERY1Keywords - Clicks & Conv

59. DISCOVERY1Keywords - Clicks & Conv

60. DISCOVERY1Keywords - Clicks & Conv

61. DISCOVERY1Keywords - Clicks & Conv

62. DISCOVERY1Keywords - Clicks & Conv

63. DISCOVERY1Keywords - Clicks & Conv

65. DISCOVERY1Top Landing Pages (Most Important GA Page)

66. DISCOVERY1Top Landing Pages

67. DISCOVERY1Top Landing Pages

68. DISCOVERY1Top Landing Pages

69. DISCOVERY1Top Landing Pages

70. DISCOVERY1Top Landing Pages

71. DISCOVERY1Top Landing Pages

72. DISCOVERY1Top Landing Pages

73. DISCOVERY1Top Landing Pages

76. DISCOVERY1Heat Maps

79. https://www.flickr.com/photos/thebrightonsalon/

81. DISCOVERY1Qualitative Tools

82. DISCOVERY1Qualitative Tools

83. DISCOVERY1Feedback & Surveys

84. DISCOVERY1Secrets To Highest Conversions

85. DISCOVERY1Get 100 Responses

86. DISCOVERY1Automate Survey Collection
• Survey iframe on Thank You Page
• Survey link on Email Footer
• Survey link on Facebook
• Customer Service Autoresponder
• Email your list asking to fill out
survey- give coupon

87. DISCOVERY1Survey Cart Abandonment
• Use on your cart or checkout page
• Mouse towards the back button.
“What is stopping you from
purchasing today?“
• Thank you page. “What made you
purchase from us today?"

88. DISCOVERY1Watch Visitors Checkout & Compare

89. DISCOVERY1
Use the screener to
get better participants.
Pro Testers can be Biased

90. DISCOVERY1Instructions Cheatsheet
1. First Impressions
View home page and talk about site: what can you do here? What do they
sell? Do you trust this company? Do they look reliable? Why or why not?
2. Checkout Process
Find the [PRODUCT], quickly go through the process of buying it, go to the end
of the checkout process. If this wasn't a test, would you have made a
purchase? Why or why not? What was the order process missing?
3. Competitive Analysis
Who do you think are competitors of this site? Go to Google, search for a
similar product and try to order the product from a competitor. Which site did
you prefer? Why? What was better or worse about each site?
4. Returns, Privacy & Trust
Imagine that you need to return your purchase and get your money back:
how would you do that? Do you trust that this site would give you a refund?
5. Magic Wand
If you had a magic wand, how would you improve DOMAINNAME.com?
Questions to
Ask User Testers

91. DISCOVERY1Quality Assurance
iPad Review

92. DISCOVERY1
iPad Checkout
Quality Assurance

95. Iterative Experiments

98. https://www.flickr.com/photos/w4nd3rl0st/

99. HYPOTHESIS2Persona Modeling
Demographics
48-64
71% Female
Have family, High Income
55% Use Internet Explorer
Voice of Customer
Don’t Trust Online Claims
Appreciate Quality & Service
Easy to understand ingredients

100. HYPOTHESIS2Persona Modeling

101. HYPOTHESIS2Persona Modeling
Get Healthier & Live Longer

102. Hypothesis Framework
Using the hypothesis framework, we organized each experiment:
1. Description of the observation to be explained.
2. Description of the process hypothesized to cause the observation.
3. Describe how you will track success for the experiment.

103. HYPOTHESIS2Prioritized Tests

104. HYPOTHESIS2Summary of Experiments
Bone Broth Category Page
• CTA’s above the fold
• Use Icons / Seals + Testimonials
• Increase Conversion & AOV
Cart / Checkout Process
• Increase Trust / Security
• Improve UX
• Reduce Abandonment

106. https://www.flickr.com/photos/jurvetson/

107. A/B Split Testing
CONTROL

108. A/B Split Testing
CONTROL
EXECUTION3

109. A/B Split Testing
CONTROL VARIATION
EXECUTION3

110. A/B Split Testing
CONTROL VARIATION
31%
Conversion
Improvement
EXECUTION3

111. A/B Split Testing
CONTROL
EXECUTION3

112. A/B Split Testing
CONTROL VARIATION
EXECUTION3

113. A/B Split Testing
CONTROL VARIATION
13%
Conversion
Improvement
EXECUTION3

114. A/B Split Testing
CONTROL
EXECUTION3

115. A/B Split Testing
CONTROL VARIATION
EXECUTION3

116. A/B Split Testing
CONTROL VARIATION
21%
Conversion
Improvement
EXECUTION3

117. A/B Split Testing
CONTROL
EXECUTION3

118. EXECUTION3A/B Split Testing
CONTROL VARIATION

119. EXECUTION3A/B Split Testing
CONTROL VARIATION
39%
Conversion
Decrease

121. EXECUTION3Continuous A/B Split Testing - Results
CONTROL

122. EXECUTION3Continuous A/B Split Testing - Results
CONTROLCONTROL VARIATION

123. EXECUTION3Continuous A/B Split Testing - Results
CONTROLCONTROL VARIATION
3X
Email Opt-In
Leads Per Day

124. EXECUTION3Continuous A/B Split Testing - Results
CONTROLCONTROL VARIATION
14%
Conversion
Improvement

127. https://www.flickr.com/photos/stuartpilbrow/

128. REVIEW4Why Test Won
ORIGINAL VARIATION
USP
OPT-IN
BUTTONS
ABOVE FOLD
OPT-IN
CLEAR
CART
CLEAR
LIVE CHAT
CLEAR
PHONE
NUMBER
FAQ’s / VIDEO / TESTIMONIALS BELOW THE FOLD

129. REVIEW4Why Test Won
ORIGINAL VARIATION
OPT-IN
Triple Sales
Triple Leads
in 5 months

131. REVIEW4
1000 more sales per month
350 more monthly customers
3X more email opt-ins per day
25% increase in conversion
Immediate Results

134. https://www.flickr.com/photos/76999192@N06/

135. SCALE5Scale Your Bottom Line

136. SCALE5Scale Winning Results
CONTROL

137. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

138. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

139. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

140. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

141. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

142. SCALE5Scale Winning Results
CONTROLCONTROL CLONE

143. SCALE5Scale Remarketing
CONTROL Facebook Ads - Opt-Ins Facebook Ads - Sales

144. SCALE5Scale Facebook Ads

145. SCALE5Scale Facebook Ads
75%
Conversion
Rate

146. SCALE5Scale Facebook Ads

147. SCALE5Scale Facebook Ads

148. https://www.flickr.com/photos/toptechwriter/

149. SCALE5Mobile Improvements

150. SCALE5Optimize Mobile UX
HOMEPAGE FOOTER

151. SCALE5Optimize Mobile UX
HOMEPAGE CATEGORY

152. SCALE5Mobile Lead Generation

153. SCALE5Mobile Lead Generation

154. SCALE5Scale Your Bottom Line

155. https://www.flickr.com/photos/toptechwriter/

156. https://www.flickr.com/photos/toptechwriter/

157. https://www.flickr.com/photos/toptechwriter/

158. https://www.flickr.com/photos/toptechwriter/

159. EnergyFirst.com

160. https://www.flickr.com/photos/nasamarshall/

163. https://www.flickr.com/photos/130197050@N04/

166. https://www.flickr.com/photos/vermininc/

168. Thank You!
alexdesigns.com