1. LOS ANGELES, CA ~ JULY 11 - 12, 2022
DIGIMARCONWEST.COM | #DigiMarConWest
Rob Griffin
SVP PERFORMANCE
BOL AGENCY
Conversion Rate
Optimization: Increase
Profits Not Just Revenue
KEYNOTE

2. Conversion Rate Optimization - Increase Profits Not Just Revenue
Craft buyer journeys through CRO but you need a baseline - start with an audit and mapping your
customers experience. Your approach should allow you to gain target audience insights, lower
customer acquisition costs, improve channel efficiency and ultimately drive more sales.
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Discovery Drives Onboarding
Most Programs Fail As Soon As They Start
What does success look
like?
Business discovery documents and
workshop will focus on understanding
Frontier as a whole.
Business
Discovery
● Short & long term goal setting
● Product offering understanding
● KPI alignment
● Ways of working
How can we build and
measure success?
Technology discovery focuses on ensuring
the infrastructure is in place to measure
and meet our goals.
● Tech stack audits as needed
● Technology gap analysis based on
short/long term goals
● KPI tracking confirmation
Which tactics and audiences
will drive success?
This includes program audits for CRO, paid
media and other included services to
understand the current state and short/long
term strategy opportunities.
● Top conversion path analysis
● Priority page testing analysis
● Media channel audits
● ABM current state audit/maturity
assessment (if existing)
Technology
Discovery
Program
Discovery

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Business Discovery
Define Goals
Align on KPIs
Overarching Strategy
Technology & KPI Discovery
Audit existing channels
Ensure KPI tracking
CRO Infrastructure Set Up
Heatmapping tool configuration/selection
A/B testing tool selection
Top Conversion Path Analysis
Identify top converting pages
Map most-common converting paths
(Refresh 1-2x per year)
Quarterly Testing Plan
Define page targets
Develop hypotheses & goals
Define variations and flight times
Determine audience targets by test
Test Structure
A/B, Multivariate or redirect tests
KPI setup
Configure audience criteria
Weekly Checkpoints
Directional view of performance
Early underperformers may be cut
Learn & Iterate
What worked/didn’t about each test
Build on successful tests
Apply template-level learnings when
relevant
CRO
Strategic Process Summary
One-time, upfront, cross-functional Upfront, CRO track-specific
Iterative, dynamic & ongoing process

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CRO
Best Practices
Use data - heatmapping, session
recordings, and form tracking -
whenever possible
Keep your audience’s needs top
of mind at all times
3 Start every test with a hypothesis
and measurement strategy
4 Iterate, validate & iterate again
5
Tailor measurement to the goal
of the page - the goal doesn’t
always have to be a form fill
6 It’s ok to fail - But fail FAST and
adjust quickly.
1
2

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Audit Approach
Create a data baseline
Pull historical conversion and performance data by page, including site analytics (sessions,
bounce rate, conversion paths, CVR) and as available, historical heatmapping & session
recording data. If heatmaps are not configured set up and begin data collection at the onset of
the project.
Key deliverables: Path & conversion action analysis report
Define top opportunities
Based on historical data, determine which pages have the highest potential for improvement.
Using second-path analysis, event tracking data and heatmapping, determine the top friction
points. This can be done by business priority, traffic, or a hybrid view of traffic vs variance from
average performance.
Key deliverables: Page prioritization matrix
Set goals & hypotheses
Use page prioritization matrix to create the first quarterly plan. For the top selected pages,
determine the audience, key KPIs and proposed tests, along with performance hypotheses
and projected flight times.
Key deliverables: Quarterly testing plan

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Integrated Approach to CRO
➔ Relevant audience targeting
➔ Messaging that hooks a user
in
➔ CTAs/Offers that are clear,
accurate & relevant
➔ Understanding of buyer intent
to put users in the right place
at the right time
➔ Personalized experiences -
verticalization & ABM
Keys to Successful Conversion Journeys
➔ Nurture leads with relevant,
progressive content
➔ Create bespoke buying
experiences with ABM plays
➔ Remove friction for
re-engagement (no forms for
known users)
➔ Content is KEY - even the
best optimized site will fail
with irrelevant, unengaging
content
➔ Clear & selective CTAs - no
“CTA overload”
➔ Low-friction form experiences
➔ Streamlined,
multi-device-friendly design
Front End Promotion Landing Page Experience Beyond The Click

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Pick What Works For You
CRO Tools & Tech
Data Analysis Testing Configuration
Be platform-agnostic, and adapt;

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Image Placeholder Image Placeholder Image Placeholder
Manufacturing Case Study
79%
Increase in CVR
for Top Paid Landing
Page
53%
Increase in CVR
Sitewide
52%
Decrease in CPL
For Paid Search
Campaigns
From January 2019 to January 2022…

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Image Placeholder
Incremental Changes = Scaling Gains
● Many incremental changes to the site, backed
by CRO tests help create this steady upward
trend
● 53% increase in priority goal conversion rate
from January 2019 to January 2022
● 79% increase in CVR from Jan 2019 to Jan 2022
for our top paid landing page
● From 4.26% to 7.64% CVR for our priority
conversion actions
Note: This client had major increases in demand in the early days on the pandemic, creating some
major spikes in activity in 2020 - while demand slowed in 2021 and beyond, CVRs remained strong
and in many cases, continued to improve, reducing the overall business impact of lessened demand