Post on 06-Aug-2015
TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION
INTRODUCTION
ABOUT ME (BJARNE)‣ Growth hacker (I come up with ideas)
‣ Conversion Strategist (I test old ideas)
‣ Entrepreneur (I make ideas happen)
INTRODUCTION
AGENDA‣Why is conversion optimization so important?
‣What is “best practice”?
‣How can you do better?
WHAT IS CONVERSTION OPTIMIZATION?
SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS
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.
WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?
TURN A PROFIT: INTRODUCTION TO CRO
IT CAN IMPROVE IMPACT OF ADVERTISING● Can make PPC more profitable● Can make new forms of advertising profitable● Can reduce advertising budgets
WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?
TREND TO COMBAT: INCREASING CPC COSTS
CAN DRIVE THE RIGHT INNOVATION ● Consider date● Reactive marketing ● Reduce cost per sale
WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?
EXAMPLE: DROPBOX - A/B TEST - VERSION A
EXAMPLE: DROPBOX - A/B TEST - VERSION B
CAN SCALE FASTER!● Reach targets faster● Reduce need of investment● Quicker take advantage of opportunities
WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?
EXAMPLE: KOGAN.COM
RUSLAN KOGAN:
Many people ask me “Do you think my website is good?” I tell them, “Don’t ask me, I wouldn’t have a clue – ask your customers.”
YOUR TASKS FOR THE NEXT 15 MINUTES:
● Step 1: Why do you want to learn conversion
optimization?
WORKBOOK: Step 1
WHAT IS “BEST PRACTICE?”
TURN A PROFIT: INTRODUCTION TO CRO
DOES IT EXIST?● Every website and market is different● Read studies, blogs and books● Question “universal truths”
WHAT IS “BEST PRACTICE”?
SHOULD A SITE BE PRETTY?: LINGS CARS
HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT
WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT
ONE PURPOSE PER PAGE● Identify one goal for each page● Remove distractions● Enhance key areas
WHAT IS “BEST PRACTICE”?
SITE TO LEARN FROM: TORKLAW.COM
MAKE A SOLID ARGUMENT● Address a real need● Understand emotionally - express logically● Provide solid evidence
WHAT IS “BEST PRACTICE”?
HOW TO MAKE A SOLID ARGUMENT
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”?
THE FORGOTTEN SALES FUNNEL
EXAMPLES TO LEARN FROM
DO NOT DO THIS AT HOME:
TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?
TYPICAL MISTAKE: IS PRIORITY A PLURAL?
TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?
TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?
TYPICAL MISTAKE: NOT DIRECTING ACTION
TYPICAL MISTAKE: CAN I CALL YOU?
TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?
TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?
TYPICAL MISTAKE: WASTING SPACE
TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?
TYPICAL MISTAKE: WHY 6 STEPS TO PAY?
TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?
TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?
TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?
YOUR TASKS FOR THE NEXT 15 MINUTES:
● Step 2: Fill out the quick conversion analysis form
on a website of your choice
WORKBOOK: Step 2
HOW CAN YOU DO BETTER?
TURN A PROFIT: INTRODUCTION TO CRO:
LEARN AND REFLECT● Study conversionxl.com in detail!● Analyze your competitors ● Pick up a book or ten
HOW CAN YOU DO BETTER?
HELPFUL TOOL: SEMRUSH.COM
CONVERSIONXL.COM/BLOG
CHRIS GOWARD: YOU SHOULD TEST THAT!
TEST AND TWEAK● Use vwo.com for A/B testing● Create hypothesis● Limit to 1,000 impressions per test
HOW TO GROW PROFITABLY
HELPFUL TOOL: VWO.COM
REDO FROM SCRATCH
- Wireframing software: balsamiq.com
- Do it yourself:
- launchrock.co - concept testing - “Do you like this
idea?”
- unbounce.com - landing page
- Get help: elance.com, oDesk.com, freelancer.com
HOW TO GROW PROFITABLY
EXAMPLE: BALSAMIQ WIREFRAME
EXAMPLE: UNBOUNCED AND LAUNCHROCK
EXAMPLE: CUSTOM DESIGN
YOUR TASKS FOR THE NEXT 15 MINUTES:
● Step 3: Create a testing plan!
WORKBOOK: Step 3
BOOKS TO GET YOU THINKING
NOT DONE WITH YOU YET!
MICHAEL GERBER: THE EMYTH REVISITED
ERIC RIES: THE LEAN STARTUP
TIMOTHY FERRIS: THE 4 HOUR WORK WEEK
MELONIE DODARO: THE LINKEDIN CODE
STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE
FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
GEORGE CLASON: THE RICHEST MAN IN BABYLON
GREG McEOWN: ESSENTIALISM
ROGER FISHER AND WILLIAM URY: GETTING TO YES
GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
WILLIAM COHEN: ART OF THE...
QUESTIONS?
OH NO! I HAVE RAN OUT OF MATERIAL!