Amazing! Apply the right Methodology to Achieve 50, 90, and 200% Increase in conversions

How Applying the Right Conversion Methodology Yields 50, 90, and Over 200% Increase in

Conversion

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.

Join the conversation @invesp#invespCRO

The control:

- Subcategory List View- Search- Top Nav

The control

Variation 1:

- Removed product display banner

Variation 1

Variation 2

Variation 2:


- Added left navigation

Variation 3

Variation 3:


- Added product carousel- Added left navigation

Side by side look

1 2 3

0

Audience Question:Which design generated the most sales?

The winner

50% Increase inwebsite conversion

3

1. Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion.

2. Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages.

3. Consider the visitor’s eye path and what they are expected to do next: is there sufficient buyer momentum to move forward?

Improving Navigation: Buyer Momentum

The control:

• Product selection below the fold

• CTA below the fold

The control

Variation 1:

• Change placement of CTA

• Add product options (drop downs).

Variation 1

Variation 2:

• Move CTA above the fold.

Variation 2

Side By Side Look

0 1 2


The Winner

108% Increase inwebsite conversion

1

1. A single element on a page may require more than one conversion framework element in order to fully optimize it, however, one CF element remains dominant

2. Product Page Effectiveness Rate, (PPER): % of visitors who click on “Add to Cart”from the product page

3. When a visitor has made his way to the product page, you have a greater opportunity for persuasion. At this point, the site visitor is more invested in the purchase process and you are able to deliver more information as compared to other pages.

4. Impulsive Persona: This is the shopper which many sites love: the one with credit card in hand. They may or may not have premeditated the purchase, however, the swiftness in which they make a decision puts 35% of shoppers in this category.

Product Page Optimization

The control:

• One page checkout• Subscription form

appears before subscription options

• Assurances & Benefits appear in the right panel

The control

Variation 1 & 21 2

Variation 3 & 43 4

Side By Side Look 0

1 2

Audience Question:Which design generated the most subscriptions?

43

The Winner

91.3% Increase inwebsite subscriptions

1

1. Use visual indicators to help visitors know where they is in the process and the different steps they have to go through.

2. Incorporate benefits using copy and design to support buyer momentum on the page and in the purchase process.

3. Design your pages and funnel to support the visitors’ cognitive progression

4. Reduce noise and clutter on the page by removing elements that cause unnecessary fears, uncertainties, and doubts

5. Think of the actual progression a visitor has to go through to convert• Credibility & trust • Value • Investment• Price point

6. By anticipating a visitor clicks, what they will do next, and how they will view your page, you can have stronger and greater continuity on the page.

Anticipating Cognitive Progression

The control:

• Top Navigation• Trust Icons

• Buy Safe• Two Sets of Credibility

Indicators

The Control

Variation 1:

• Removed Top Nav• Removed Buy Safe• Added a Banner “Free

Shipping + 90-Day Hassle Free Guarantee

• Kept Credibility Indicators in One Place

Variation 1

Variation 2

Variation 2:

• Removed Buy Safe• Top Nav Still in Place• Added Banner “Free Shipping + 90-Day Hassle Free Guarantee

• Credibility Indicators Near CTA And in One Place

Variation 3

Variation 3:

• Removed Buy Safe• Top Nav Still In Place• Added Banner “Free Shipping + 90-Day Hassle Free Guarantee

• Assurance Center Added in The Right Nav

Side By Side Look

1 2 3


0

The Winner

1

10% Increase inwebsite conversions

1. The Conversion Correlation Factor on a cart or checkout page is very high

2. Buyer Momentum is high at a cart page, however Visitor Anxieties are equally high.

3. Sometimes what we may perceive as elements that add trust and confidence actually only increase anxieties.

4. The placement of credibility icons is key to increased conversion.

5. The cart page is a point in which Buyer Momentum is high. Cart Abandonment is many times due to the fact that anxieties that surface right before a purchase aren’t immediately mitigated.

6. 3 methods which contribute directly to Cart Page Abandonment reduction and keep Buyer Momentum high:

1. Increasing page scent through de-cluttering;

2. Increasing Trust, Value, and Urgency on the page through contributing elements and language;

3. Mitigating FUDs through a stepped process.

Reducing Cart Abandonment

The Control:

• Left navigation• Grid view of products• Top advertisement• Carousel of “top selling products”

The Control

Variation 1:

• Removed top ad• Placed a new banner

“7-Day Money-Back Guarantee”

• Removed carousel

Variation 1

Variation 2:

• Removed top ad• Placed a new banner “Customer Satisfaction Guaranteed, or Your Money Back!”


Variation 2

Variation 3:

• Removed top ad• Placed a new banner “Lowest Prices, Reliable Service, Speedy Delivery”


Variation 3

Side By Side Look

1 2 3


0

The Winner2

66.8% Increase inwebsite conversions

1. Utilize the prime real-estate on the page to increase buyer momentum

2. Provide sufficient scent through multiple navigational paths to accommodate visitor needs

3. Utilize both copy and design to clearly present and emphasize value proposition throughout the page

4. Distinguish the value of certain products through effective messaging and design

Keys to Successful Category Pages

The Control

• Image was obscure• Analytics/heat map data

indicted visitors were not scrolling as much

• Information wasn’t sufficient• Lack of personalization on the

page• Lack of appeal to different

personas• Low conversion rates.• Very high bounce rate.

• Short copy• Targeted image• Use of image space for targeting

visitors with additional benefits

Variation 1

• Long copy remained, but with more calls to action

• Targeted image• Utilized space on image to

further clarify offering and appeal to personas

Variation 2

Side By Side Look

21


0

The Winner1


What are Personas?

Personas: Where to Begin

FUDs

FUDs

FUDs

FUDs

• Models, examples and archetypes that humanize and individualize a specific target market. They are hypothetical individuals who represent target consumers.

• 4 main temperaments, each persona you create will hold more than one depending on the buying stage you are at.

• Cognitive progression is important to consider: Value, Investment, Price

• Adjust copy and design to maximize response from pages serving multiple personas.

• Personas are works in progress. We make assumptions about the market, create personas to match our assumptions, test and continue to evolve them.

Personas

• Green banner points to the value the site is offering

• Text below is reiterating that value and explaining more about it

The Control

•“The E-book Advantage” pointing to the value and service offered

• Image reflects a person “on-the-go”

•Removed text as banner is self-explanatory

Variation 1

•“Take books wherever you go” message pointing to the advantages offered

• Image reflects a person “on-the-go”

•Removed text as banner is self-explanatory

Variation 2

21


0Side By Side Look

The Winner

1


• Identifying the right value proposition is one of the most valuable activities marketers can benefit from when optimizing pages.

• Value proposition is the promise of value you deliver by defining the problem you solve and clarifying why you are better than the alternatives. A compelling value proposition appeals to the customer’s strongest decision-drivers.

• The more specific you are, the better. Think of the “secret sauce” that makes your company unique

• “The most effective advertising a company does is the way it conducts business.”

• The value proposition serves as a guide for decisions in any business strategy.

Value Proposition Summary

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 [email protected]

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Amazing! Apply the right Methodology to Achieve 50, 90, and 200% Increase in conversions

Business

Transcript of Amazing! Apply the right Methodology to Achieve 50, 90, and 200% Increase in conversions