A presentation from the Amazon Associates Roadshow about conversion rate optimization. Presented by Lars Antrack.

1. A brief look on
Conversion Rate Optimization

2. ganztags.
// Est. 2011
// Located in Berlin, Germany
// 7 employees
// "Online Marketing to Increase Revenue"
// Focus on Publishing and E-Commerce
// Everything from label and label maker, cleaning supplies, vacuum cleaner, digital asset management
software, identification solutions, garage supplies, access control, visitor management to cars
SEO SEA
Conversion
Optimization
Web Analysis
// Est. 1985
// Marketing since 2008, BA Business Communication
// Online Marketing (SEO) since 2011
// Guitar, Singing & Screaming
Lars Antrack

3. Conversion Rate Optimization
A/B- Testing
Case Studies and Best Practices
TL;DL

4. Conversion Rate Optimization

5. Generate the most conversions with
the same amount of users.

6. E-Commerce
The highest possible number of orders.
News and Infosites
The highest possible number of page views per session and
the highest possible number of orders on a partner’s website.
Company Website
The highest possible number of leads / contact requests.
Types of websites

7. Tools for conversion rate optimization
A/B- Testing
The human brain Monitoring

8. A/B - Testing

9. What is A/B- Testing?
“A/B testing is jargon for a randomized experiment with two variants, A and B,
which are the control and treatment in the controlled experiment ”
— Wikipedia

10. What is A/B- Testing?

11. Define the
goal
Find
bottlenecks
Run test, learn
and repeat
Create alternate
assumptions
How to do A/B - Testing

12. Technical Set Up
Website
Tracking Codes
Testing Codes
Events
Data

13. Dos & Don’ts

14. Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.

15. Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.

16. Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
Don’t surprise regular visitors.
Don’t let your gut feeling overrule test results.

17. Dos
Know how long to run a test before giving up.

18. Dos
Know how long to run a test before giving up.
Show repeat visitors the same variations.
Make your A/B test consistent across the whole website.
Do many A/B tests.
Start testing today!

19. Case Study

20. Starting Situation
7,500 Images
each 1.5 MB
Loading times
up to 8 seconds
Website Performance

21. Assumption
What would happen if we took the time to compress all our existing images?
Website Performance

22. Variation
8,63 %
58,69 % Uplift
5,44 %
Control
Results: Clicks to shopping cart
Website Performance

23. +7,400 EUR
(Profit each month)
Website Performance

24. Quick test for every website

25. 7-level model
Relevancy
Trust
Orientation
Stimulant
Certainty
Comfort
Valuation
Does this website offer what I was searching for?
Can I trust this website?
What’s the next step? What are my options?
Is this the right option for me?
Is there a catch?
Do I have to learn something new?
André Morys, "Die 7 Ebenen der Konversion"

26. Best Practices for Publisher

27. Best Practices for Publisher
// Font size should be at least 16px
// Visual Hierarchy (headlines and sub headlines)
// Width should be max. 550px
// Use short paragraphs (3-5 lines)
// Add a date on top
// Add a summary on top
// Highlight important messages
// Only add links / advertisement if relevant to the content
// Use Google Analytics like a pro

28. Good examples for content pages

29. The Verge

30. The Verge

31. Süddeutsche Zeitung

32. Süddeutsche Zeitung

33. Use Google Analytics like a pro
// Measure clicks on external links
// Set up "real" goals
// Measure Scroll Depth
// Measure active time on site
// Measure screen time
// Understand bounce rate and avg. session duration
// Block your spam traffic

34. TL;DL
too long; didn't listen

35. TL;DL
// Success on the internet = Traffic * Conversion
// A good website is like a good book: specialised on one topic and interesting to other people
// Make sure a computer understands your website
// Start A/B Testing immediately; it isn’t expensive
// Metrics are your friends
That’s it!