48% Increase in Overall Website Conversions: A Website’s Full Optimization Journey

Join the conversation @invesp#invespCRO

Our Founders

Khalid SalehCEO

A recognized expert of marketing strategy, Khalid has been a frequent guest in key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more. He is an in-demand speaker who has presented at marketing conferences across the globe.

Ayat ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.

Resu

lt A

naly

sis

Con

vers

ion

R

oad

map

Dis

covery

Testi

ng

Com

peti

tive

Analy

sis

Pers

ona

Cre

ati

on

Data

Analy

sis

Tech

nolo

gy R

eso

urc

e

Ass

ess

ment

Page P

rob

lem

s A

ssess

ment

Hypoth

esi

s C

reati

on

Test

pla

n

Deliv

ery

Imp

lem

enta

tion

Our Process

D

iscovery

Testi

ng

Con

vers

ion

R

oad

map

Com

peti

tive

Analy

sis

Pers

ona

Cre

ati

on

Data

Analy

sis

Tech

nolo

gy R

eso

urc

e

Ass

ess

ment

Resu

lt

An

aly

sis

Hypoth

esi

s C

reati

on

Test

Pla

n

Deliv

ery

Imple

menta

tion

Page P

roble

ms

Ass

ess

ment

Con

vers

ion

R

oad

map

HomepageVP / Persona

Product pagesFUDS/Trust

Category

pagesVP/

Buyi

ng stage

Conversion

Optimization

Conversion Roadmap

• Conversion roadmaps are essential for mapping out the priority of pages to be optimized on the site and the conversion elements that will be addressed

• Conversion roadmaps are fluid strategic plans that change as more data is gathered through analytics, testing, and user feedback

• Conversion roadmaps should cover 6 – 10 different tests to be conducted on the site (3 – 4 month plans)

Conversion Roadmap Facts

College Online Bookstore established in 1998 to help students and their parents

to find bargains on college textbooks

Test Problems:

1. Exit and bounce rates were high

2. The website offered visitors three different ways to interact with it (buy, sell, or rent books), however most visitors only navigated to the “buy” section due to the design of the search functionality

3. Design places the same priority for different elements on the page and does not guide the visitor to next steps

4. The overuse of different marketing messages reduces the impact of the value proposition messaging.

Bookstore: Homepage

By clarifying the value proposition and anticipating cognitive progression through design, click-through and conversions will increase.

The control:

• Search box is the main clear “navigational” method on the page;

• No clear indicators besides the search box for what the visitor can do “next”

The Control

Variation 1:

• Messaging more concise and to the point

• Clear CTA indicator buttons placed below search box

Variation 1

Increase in Website Conversion11.2

%

The Winner

• Apply similar messaging (value proposition) throughout the site

• Use clear indicators of next steps through copy or design to clarify site process and anticipate cognitive progression

• Maintain continuity, a key trust factor, on the website to positively impact visitors experience from page to page

Test Marketing Insights and Lessons

Audience Question:Which design generated the most sales?

A B

Pop Quiz

Increase in Website Conversion9%

A

The Winner

Test Problems:

1. A combination of a low product page effectiveness rate with a high average time spent on the page.

2. Too many competing product options were presented to the visitor.

Bookstore: Product Detail Page

Increasing scent by reducing clutter, and enhancing copy and design to match visitor expectations will lead to increased conversions.

The control:

• Clutter• Details overwhelming CTA• Text not conducive to converting • Social media icons taking major

real estate

The Control

Variation 1:

• "Quick Price Check” wording• Blue and blue box colors• Reduce clutter and unnecessary

text• Place social media icons in more

useful place

Variation 1

Variation 2:

• "Quick Price Check” wording• Yellow and blue box colors• Reduce clutter and unnecessary

text• Place social media icons in more

useful place

Variation 2

1 2

Audience Question:Which design generated the most sales?

0

Side By Side Look

Increase in Website Conversion15.3

%

2

The Winner

15.3% Increase in overall website conversion rate

The Result

VariationConversion

RateUplift Confidence

Original 25.7% - -

Variation 2 29.62% 15% 93.1%

Variation 1 28.6% 11% 93.1%

• Increase scent by prioritizing the most important elements on the page above the fold. An element that is not adding direct value to the purchase process must be removed from a high real-estate critical point.

• Less is more: capitalize on buyer momentum. Do not include product information (which may be relevant) if the visitor doesn’t need it to convert.

• Understand what are the pain points for your visitor and address them in copy and design.

• Use color for emphasis and highlighting important elements and areas on a page.

Test Marketing Insights and Lessons

• Area above the fold is cluttered• Pricing wasn’t quite

communicating its “value”• Some icons unnecessary like

social media and description (the placement)

The Control

• Quick price language addressed customers concern about price.

• Remove social media icons to somewhere less critical.

• Maintained position of description, however to reduce clutter gave the “more” option which expands for more information.

Variation 3 – The Winner

Test Problems:

1. Product filtration options wasn’t used effectively

2. Although the “Quick Price Check” widget increased product page effectiveness rate, the website average order value indicated more room for improvement

Bookstore: Product Detail Page

Audience Question:Which design generated the most sales?

A B

Pop Quiz

Increase in Website Conversion5%

B

The Winner

• Create an obvious call to action. If click-through is low, visitors aren’t understanding where and how to take the next action;

• Product filtration widgets should always be defaulted to the most relevant and used feature to your site visitor.

Test Marketing Insights and Lessons

Audience Question:Which design generated the most sales?

A B

Pop Quiz

Increase in Website Conversion18.67

%

B

The Winner

1. Adding trust and confidence elements in close proximity to the call to action helps ease visitors anxieties

2. Understanding site visitors needs and wants helps you address their concerns through design and content

3. Highlighting what distinguishes your company to your visitor will persuade them to move forward with your website as opposed to any other

Test Marketing Insights and Lessons

More information

Amazon.com

Looking to increase your conversions?The Conversion Framework™ brings a unique methodology to marketing optimization, generating repeatable and sustainable increase in conversion rates.

3,000+ Test plans , 400+ partners, 11 different countries

• Learn more how we can work together:• Select “Partnership Opportunities

to Increase Conversion Rates” on webinar survey

• or email convert@invesp.com

Website :http://www.invesp.com/

E-mail :pii@invesp.com

Twitter : @invesp

Linkedin :invesp.com/linkedin

Facebook :invesp.com/fb

YouTube :invesp.com/youtube

SlideShare :invesp.com/slideshare

Thank you