How can you use conversion optimization to get more sales? In this webinar, you will learn from best and worst practice. Using practical examples, case studies and theory you will learn simple strategies for how you can optimize your conversion. This webinar can be particularly useful if you want to maximize your the return on your traffic budget, or want to find simple ways to grow faster.

1. TURN A PROFIT:
INTRODUCTION TO
CONVERSION
OPTIMIZATION

2. INTRODUCTION
ABOUT ME (BJARNE)
‣ Conversion Optimization Strategist
‣ Director of scaleup.com.au
‣ Have taught for students at General Assembly and Victoria University.
scaleup.com.au

3. INTRODUCTION
AGENDA
‣ Why is conversion optimization so important?
‣ What is “best practice”?
‣ How can you do better?
scaleup.com.au

4. INTRODUCTION
WHAT IS
CONVERSION
OPTIMIZATION?

5. WHAT IS CONVERSION OPTIMIZATION?
‣ In internet marketing, conversion optimization, or conversion rate
optimization (CRO) is the method of creating an experience for a
website or landing page visitor with the goal of increasing the
percentage of visitors that convert into customers. It is also commonly
referred to as CRO.
scaleup.com.au

6. TURN TO PROFIT: INTRODUCTION TO CRO
WHY IS CONVERSION
OPTIMIZATION SO
IMPORTANT?

7. THREE MAIN REASONS
● Improve impact of advertising
● Drive innovation
● Help you scale faster
WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?
scaleup.com.au

8. TREND TO COMBAT: INCREASING CPC COSTS
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9. TURN TO PROFIT: INTRODUCTION TO CRO
WHAT IS “BEST
PRACTICE”?

10. DOES IT EXIST?
● Every website and market is different
● Read studies, blogs and books
● Question “universal truths”
WHAT IS “BEST PRACTICE”?
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11. SHOULD A SITE BE PRETTY? - LINGS CARS

12. HOW DO YOU LOOK PROFESSIONAL? - DRUDGE REPORT

13. WHAT IS THE IMPORTANT MESSAGE? - WARREN BUFFETT

14. ONE PURPOSE PER PAGE
● Identify one goal for each page
● Remove distractions
● Enhance key areas
WHAT IS “BEST PRACTICE”?
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15. SITE TO LEARN FROM: TORKLAW.COM

16. HOW TO MAKE A SOLID ARGUMENT

17. FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
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18. GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
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19. R. CIALDINI: INFLUENCE: THE PSYCHOLOGY OF PERSUASION
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20. CONSIDER THE SALES FLOW
● How does one page lead to another?
● Are you gradually warming up visitors?
● Is the first action easy to make?
WHAT IS “BEST PRACTICE”?
scaleup.com.au

21. THE FORGOTTEN SALES FUNNEL
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22. NEIL STRAUSS: THE GAME
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23. TURN TO PROFIT: INTRODUCTION TO CRO
EXAMPLES TO
LEARN FROM

24. TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?

25. TYPICAL MISTAKE: IS PRIORITY A PLURAL?

26. TYPICAL MISTAKE: NOT DIRECTING ACTION

27. TYPICAL MISTAKE: CAN I CALL YOU?

28. TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?

29. TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?

30. TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?

31. TYPICAL MISTAKE: WHY 6 STEPS TO PAY?

32. TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?

33. TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?

34. TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?

35. TURN TO PROFIT: INTRODUCTION TO CRO
HOW CAN YOU
DO BETTER?

36. LEARN AND REFLECT
● Study conversionxl.com in detail!
● Analyze your competitors
● Pick up a book or ten
HOW CAN YOU DO BETTER?
scaleup.com.au

37. CONVERSIONXL.COM/BLOG

38. CHRIS GOWARD: YOU SHOULD TEST THAT!
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39. TEST AND TWEAK
● Use vwo.com for A/B testing
● Create hypothesis
● Limit to 1,000 impressions per test
HOW TO GROW PROFITABLY
scaleup.com.au

40. HELPFUL TOOL: VWO.COM
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41. EXAMPLE: DROPBOX - A/B TEST - VERSION A
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42. EXAMPLE: DROPBOX - A/B TEST - VERSION B
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43. REDO FROM SCRATCH
- Do it yourself:
- launchrock.co - concept testing - “Do you like this idea?”
- unbounce.com - landing page
- clickfunnels.com - sales funnels and membership sites
- Wireframing software: balsamiq.com
- Get help: elance.com, upwork.com, freelancer.com
HOW TO GROW PROFITABLY
scaleup.com.au

44. EXAMPLE: UNBOUNCED AND LAUNCHROCK

45. EXAMPLE: CLICKFUNNELS.COM

46. EXAMPLE: BALSAMIQ WIREFRAME

47. EXAMPLE: CUSTOM DESIGN

48. BUILD THE LEAST YOU NEED!

49. ERIC RIES: THE LEAN STARTUP
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50. ADJUST YOUR DESIGN BASED ON USER BEHAVIOUR

51. OH NO! I HAVE RAN OUT OF MATERIAL!
QUESTIONS?
(Preferably about this topic, I am rather weak on the history of hip hop.)

52. WANT TO SCALE UP YOUR BUSINESS?
GET A WEBSITE AUDIT - STARTING FROM $750
● Specifically tailored recommendations for your website
● Supported by conversion optimization methodology
● 15-40 page audit reports
BOOK FREE CONSULATION ON