ADMA CRO Lunch n' Learn at Optus

©2016CatchiLP

Power up your online performance A brief introduction to Conversion Rate Optimisation [CRO]

©2016CatchiLP

Consultants in AU and NZ Agile and agnostic Share knowledge

PEOPLE

CRO & PERSONALISATION

MARKETING AUTOMATION

TRAINING ENABLEMENT Some of the brands trusting us

Catchi are CRO & Personalisation experts

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3rd Thursday of the month at ADMA Next learning session 17 March @ 6pm http://catchi.digital/cropros.html Join CRO PROS on LinkedIn

ADMA discount for CRO PROS members: 20% on short courses.

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The basics

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What is Conversion Rate Optimisation? Understanding the user journey, needs and behaviors.

Applying UXD and behavioral economics to create tests to determine what achieves the best results against KPIs (engagement/conversions).

©2016CatchiLP

What is Conversion Rate Optimisation? Understanding the user journey, needs and behaviors.

Applying UXD and behavioral economics to change behavior.

Applying UXD and behavioral economics to create tests to determine what achieves the best results against KPIs (engagement/conversions).

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What is conversion rate optimisation? Completing task online saves business time and money Call center is part of CRO strategy

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How does A/B testing work?

•  send 50% of traffic •  see how it converts

Variation A Page or Email

•  send 50% of traffic •  see how it converts

Variation B Page or Email

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How does MVT (multi variant testing) work?

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How to calculatw the conversion rate

Examples: 1.  Your “desired action” is for your visitors to pay a bill online. 2.  If you have 1,000 unique visitors a day, and 20 of these pay

online, your conversion rate is 2%.

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Where is your organisation at?

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Chan

ge m

anag

emen

t

Agile

Marketing

Velocity & Scalability

CRO & Personalisation

•  Digital strategy •  Behavioral Economics •  Cross functional team

•  Governance, compliance & complex processes •  Complex reporting & decision making •  Resources!

•  Building capability & processes •  Conversion strategy •  Customer Journey Mapping

Organisational stages

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Create a cross functional team Optimisation Manager Scrum Master / Project Manager Data Analyst UX Designer Developer Content developer / Creative

Involve

Brand Managers Product Mangers Legal & Compliance IT

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Create a cross functional team Recruit a Project Sponsor who is passionate about CRO! Create buzz in your organisation to raise interest and keep the ideas coming!

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Use a systematic approach

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Systematic approach to improvement

Each area has individual effect Combined profound effect

Status Quo

Value Proposition

Site Structure

Content

Engagement

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What goals are you currently measuring? What are the current drop off points? Are your analytics set up correctly? Status Quo

Value proposition

Site Structure

Content

Engagement

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A confused mind says no 3 seconds max to grab attention Benefits over features

Status Quo

Value proposition

Site Structure

Content

Engagement

IA

Content

Value proposition

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Make it easy to find information Avoid unnecessary clicks Establish a clear flow Status Quo

Value proposition

Site Structure

Content

Engagement

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Does your content sell your value proposition Be welcoming and inviting, think about the tone Consistent content across channels & devices Status Quo

Value proposition

Site Structure

Content

Engagement

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Users need to be exposed 9 times before they take action Collect email address and offer something in return Cookie and retarget!

Status Quo

Value proposition

Site Structure

Content

Engagement

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Assess PIE before you test Potential

Which pages or elements do you think you can improve on the most?

Importance Which pages or elements will yield the highest net revenue increase if we can increase their conversion rate?

Ease Which pages or elements will be the easiest to change, both technologically and politically?

Importance

Ease

Poten9al

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The Catchi method/s

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1) Find the weakest link Create a chain of “yes” Find the weakest link in your process or funnel

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2) Create TRAC-tionTM

Trust

Relevance

Appeal Clarity

Convert

Assess all components for optimal performance

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3) Use qualitative & quantitative insights

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Heatmaps

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User and usability testing Live user testing Eye tracking Online user testing

UserTesting.com Testmate.com.au

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Non intrusive user surveys Feedback from visitors

Calculator use Why do they leave Why can’t they complete a task Can’t they find what they look for

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Advanced techniques

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Capture and socialise information Call center feedback Social comments Survey results Web data Financial results

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Working agile

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The secret is incremental success

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Each element will make a difference Stronger Value proposition +10% Clarity on landing page +15% Better product display +8% Improved process +12% Better navigation +10% Better price point +7% Clearer font +4%

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Spaceships – metric: increase bookings

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Choices and comparison

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Choices and comparison Subtle text changes

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Choices and comparison Subtle text changes Explain “for who”

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Choices and comparison Subtle text changes Explain “for who” Green ticks

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Choices and comparison Subtle text changes Explain “for who” Green ticks About the car

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+ 101.3% increase in bookings


Choices and comparison Subtle text changes Explain “for who” Green ticks About the car

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The psychology of decsion making

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Behavioral economics unites classical economics, psychology and behavioral sciences to understand:

how people make their decisions when people make surprising decisions, repeatedly how to shape people’s choices

Humans aren’t rational - sometimes in predictable ways.

What is behavioral economics

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Examples Confirmation bias

Select and notice what confirms ones belief. Framing effect

Avoid risk when a positive frame is presented - seeking risk when a negative frame is presented.

Choice overload Difficult time making a decision when faced with many options.

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$9 plan $19 plan 2 options generally result in cheaper option chosen.

Add a 3rd unexpected option shifts choice to the middle ”normal” option.

$9 plan $19 plan $39 plan

Middle bias and anchoring : safe choice

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Influencing choices

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Subscription type Cost per year Choice

Web only $59 16%

Print only $125 0%

Print and web $125 84%

Influencing choices

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Web only $59 16%

Print only $125 0%



Web only $59 68%

Print only n/a n/a


Influencing choices

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Quiz

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Get My Free Paper Download paper

Quiz 1 – metric: form completion

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“Drive five supercars: the US supercar tour” “Life is short. Just drive.”

Quiz 3 – metric: submit lead generation form

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Remember these 7 tips!

①  CRO done right will make a big impact on your bottom line. ②  Your digital assets need TRAC-tion to be effective. ③  Ensure driving traffic works seamlessly with converting traffic. ④  Gain insights & ideas for testing from analytics, observations and feedback. ⑤  Assess before you test and every test will give you a learning. ⑥  Create a cross funcitonal team and recruit a project sponsor. ⑦  CRO is a long term commitment and a journey of incremental success.

ADMA CRO Lunch n' Learn at Optus

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