Persuasion; Surefire ways to boost your conversion rate - Stephen Pavlovich
Boost Your Conversion Rate
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15-Sep-2014 -
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Transcript of Boost Your Conversion Rate
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Boost your conversion rate(How to of website optimization)
Hans Bruinsma
LBi’s Client Afternoon4th February 2010
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Back to school (only very briefly)
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Remember Ansoff?
Product Development
Market Penetration
Market Development Diversification
Exisiting Market
New Market
Existing product/service
New product/service
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And how do we improve on what is already there?
PLAN
MEASUREOPTIMIZE
TOTAL QUALITY MANAGEMENT
SIX SIGMA
KAIZEN
PLAN-DO-CHECK-ACT
LEAN
We are fine planning and, to a certain extent, measuring. But what about optimizing?
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To Optimize means…
Making changes that lead to an increase of your website’s conversion ratio(s)
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Continuous Improvement for your website
• (Drive Traffic)
• Measuring & analyze visitor data
• Implement changes, test(=measure) & choose winners
• Repeat until Conversion rate=100%
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Why use Testing for optimization?
• Before and after analysis is flawed
• Full control over elements that need to be tested
• Even expert opinions, best practices & intuition can be wrong
• Content that worked last month may not work this month
• Testing focuses on maximizing conversion
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Pre-requisites for testing
• Quantifyable Objectives
• Translated into one or more goals that can be achieved by your website’s visitors
• Measure and monitor goal conversion
• Analists You need people to gain insights from the data
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Get Started
• Select Test Solution
• Put together a test team
• Create Test Plan
• Define success/failure
• Test Test (QA)
• Communicate results to stakeholders
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Test Design and Planning Process
The Hypothetis Define Goal Which test is best Test Measure &
Analyze
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Launching a test
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Test Options
• A/B Tests
• Multivariate tests
• Split path tests
• Multi-page multivariate
• Linger/the click/do anything
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A/B Tests
• Test layout or element from a web page against one or more variations
Version AVersion B
Visitors
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Multi-variate tests
• Discover best combination of page elements
• Maximize conversions
• Find out hot zones
CTA
Image
Title
Copy
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Split path tests
• Find winning series of pages
• Optimize experience, not only pages
• Test conversions beyond single page
Goal
Scenario 1
Start
Scenario 2
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Landing pagesMicrositesSales funnelsShopping cart pagesCredit card pagesE-tail templatesFormsInteractive pages & templatesWeb-based interfaces
Pag
es
CopyImagesSubtitlesOffersPricingPromotionsRich mediaHeadlinesQuotesCalls to ActionColorsLayout
Customer segmentsSearch trafficDisplay trafficAffiliate trafficNew & repeat visitorsTraffic by geographyWeekend vs. weekdayDemographicBehavioralVisitor Style
Con
tent
Traf
fic
Impacting Conversion
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Different visitors, different styles
COMPETITIVE SPONTANEOUS
METHODICAL HUMANISTIC
PACE:
QUICK
Vs.
DELIBIRATE
STYLE OF PROCESSING INFORMATION: LOGICAL vs. EMOTIONAL
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Testing in Action
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Layout
Source: getelastic.com
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Layout
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Layout
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Funnel: checkout process
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Funnel: checkout process
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Call to Action
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Key Take aways
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Start Simple: Learn to walk before you start running
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Only test pages with enough traffic
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Test BIG changes first
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Experiment with the ‘ingredients’
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Optimization is not about a single page only - It’s about the whole Journey
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Segment. We’re not all the same
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“However Beautiful the Strategy, you should
occasionally look at the Results”
Measure what needs to be measured
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Adopt test winner and prepare for the next run
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Grow and nurture test culture
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Laurence VandelanotteStrategy and Planning Director
Direct: +32 (0) 2 730 83 84Mobile: +32 (0)473 41 20 80
LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium
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