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Conversion Optimization: 6 Steps to Double Your Revenue

Beyond the tactics

• 3,000+ Successful Tests

• 400+ Successful CRO projects

• 11 different countries

Lessons from

Client X

2011

2016

Start of CRO work

6 years of CRO work

1.5m annual sales, 1.5% conversion rate

18m annual sales, 8.5% conversion rate

150 tests2015

0% uplift2015

Client X

1st testStart of CRO work

0% uplift

2nd testStart of CRO work

0% uplift

3rd testStart of CRO work

4% uplift

4th testStart of CRO work

15.5% uplift

Increasing Conversion Rates is a Complex Problem

Focused Solutions

“For retailers looking to grow their conversion rates — which typically hover around 3% — conversion marketing provides opportunities to address the other 97% of visitors”

Forrester Research

Sophisticated Analysis

Higher probability of success

A process that worked for some amazing companies

Getting to the big “Yes”

Big “Yes”

yes

yes

yesyes

yes

nono

noyes

yes

Best Practices

Starting with CRO

Close to 50% of AB tests do not produce

significant results

POP QUIZ

POP QUIZ

Success & CRO

The Process

How does it work?

Quantitative research (analytics)

Qualitative Research

3 Questions

1. Do visitors know where they are?2. Do visitors know what action you want them to take?3. Do visitors know what will happen next?

• What elements will increase visitors’ trust in the website and on the page

1. Identify trust problems

• What elements will increase visitors’ FUDs in the website and on the page

2. Identify FUD problems

• What elements will motivate visitors to act right away?

3. Identify Incentives

• What elements will engage visitors?

3. Identify engagement

• Move from targeting the masses into specific targeting

• Personalize conversion optimization experience

5. Address personas

• What elements do early shoppers need to see?

• How do we bring them back to the website?

6. Account for buying stages

• What elements do help with complex sales?

7. Deal w/ complex sales

Suzan Caring Evaluating Worried about

delivery

Mike Logical Ready to Buy Looking for a

good deal

Chris Aggressive Just browsing Loves

technology

Jessica Spontaneous Researching Price

conscious

Identify the problems before making any

changes

Possible conversion problems on the page

Conversion element Page element Priority

Trust Lack of clear value proposition 1

Trust Disconnect in messaging 2

Trust Lack of congruent messaging 5

FUDs No clear order steps 3

FUDs Pricing is confusing 4

Incentives No use of urgency 5

Incentives No use of scarcity 6

Incentives Pricing discount is not clear 8

Persona – Mike the spontaneous Heavy use of jargon 7

HypothesisConversion element Page element Priority

Trust Lack of clear value proposition 1

Hypothesis

Copy Design Placement

Testing without a process is a waste of time and money

24 tests / year5% uplift /month

The Process

1st give away!

FREE COPY OF OUR BOOKThe Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love.

This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.

Avinash Kaushik – Google Analytics Ambassador

Guy Kawasaki - author, speaker, entrepreneur, and evangelist

Email book@invesp.com

2nd give away!

Sign up for a free beta accountwww.figpii.com