Conversion Rate Optimisation (CRO) in 2017

David Lawrence, Co-Founder & Managing Directorwww.thewebshowroom.com.au

CRO Experience In-House?With an Agency?

A Quick Introduction to CRO

CRO is the process of optimising your site

to increase the likelihood that visitors will

complete specific actions.

Sales Form completions Sign ups Phone calls Subscriptions

App downloads Content downloads Video Views Paths through a website And more…

What are Examples of Conversions?

Calculating Your Conversion Rate

If 10,000 people visit your site per month. And 300 of them become a lead. Your conversion rate is 3%.

The Business CaseYou have 10,000 monthly visitors with a 3% conversion rate.And you need to increase revenue by 50%.

Option 1: Attract 5,000 new visitors at the current 3% conversion rate every month. At what cost?

Option 2: Improve the conversion rate by 50% once. Option 3: Continue to target 300 leads per month but

use CRO to improve lead quality.

Conversion Optimisationwill not fix a bad offer.

• No demand• Too expensive• Poor product

CRO in 2017What we’re seeing

A/B TestingThe Best Way to Increase Conversions?

Source: https://econsultancy.com/reports/conversion-rate-optimization-report (2015)

Ways to Improve a Conversion Rate

A/B Testing Example

Low traffic websites need a lot of time to declare a ‘winner’.

The longer the test, the less reliable the outcome…

https://vwo.com/ab-split-test-duration

Realities of Testing

The time to complete changes dramatically shrinks if you test for BIG wins…

But how many changes would double a conversion rate?

https://vwo.com/ab-split-test-duration

Realities of Testing

For high traffic, well optimised websites, only 10-20% of tests ever result in a winner.

If you or your agency could run only one test every 3 months how much fun would you all be having?

Realities of Testing

To run a testing program you should have 1,000 or more conversions per month.

A/B Testing Recommendation

3 Common Approaches to Conversion Optimisation

Meek Testing• “Little Picture”: Button colours, swapping out

words

• Often success = bigger issue resolved

• Bad option for low conversion websites

• Generally unsuccessful

Iterative Testing• “Evolutionary changes”

• Focus on tests (A/B) and data

• 1,000 conversions per month recommended

• Low risk. With ‘wins’ over time

• Standard option for leading websites

Innovative Testing• “Revolutionary changes”

• Big changes (but not a new site)

• Big wins (or losses)

• Ideal for low traffic or poor quality websites

Mobile

Mobile Conversion Rates1. Beware of comparing mobile

and desktop conversion rates.

2. Where are they on theirbuyer journey?

3. Mobile has more top of funnel search than desktop.

Image: http://www.digitalthirdcoast.net/blog/seo-organic-conversion-rate

The Mobile Experience1. Device, browser, speed, horizontal v vertical

are all different experiences.

2. ARSS (avoid really stupid stuff). Test! Avoid click jails Avoid scroll jails Avoid long forms

Psychology

System 1: Subconscious emotional processes

Older brain, always on, stubborn, automatic responses.

System 2: Conscious, rational processes

Creativity, allows us to think into the future, not always on, slow responses.

System One & System Two Brain

Always optimise for System One Pain: It’s looking to avoid pain… Fear: “2 tickets left at this price” Emotion: Trigger pain to invoke emotions (sorry) Ego: “Your ride, on demand” (Uber) Contrast: Before and after photos

System One Pillars

http://conversionxl.com/

Important if you have the rationally superior offering Pleasure Self-control Easily depleted Easily distracted

System Two Pillars

http://conversionxl.com/

This is a System One process. Easy right?

System one and two clashed. Ouch.

It Hurts When System One and System Two Clash...

When you make people think, don’t be ambiguous, confusing or make things hard.

http://www.thewebshowroom.com.au/?utm_source=PDF&utm_medium=Document&utm_campaign=LegalSeminarAugust2015

Using System Two is HardBe very careful about what you make people focus on.

And ask yourself, what will they miss?

System One is Always on….

But if (and when) to bring System Two in?

e.g. tech products often need System Two.

Otherwise, stay in System One as much as possible and don’t make them think!

Other Implications“We are not that rational. We just think we are…” System Two creates ‘alibis’ for System One actions. User surveys. What people do can be more

relevant than why they say they did it. User testing can be helpful (if you watch).

http://www.thewebshowroom.com.au/?utm_source=PDF&utm_medium=Document&utm_campaign=LegalSeminarAugust2015

The One Thing

The One Thing

Research & Process

Or is that two things?

Everything else is just a tactic.

Lots of debate on this… but for poorly optimised sites best practice will often create value.

Does Best Practice Work?

Form field reduction Active CTA Top left hand logo Reduce options Single step opt-ins

Adding the word ‘free’ Numbers in headline Human images Social proof No sliders

Failing with 97% of your visitors is bad for ROI.

Lead nurturing via email is effective (over time).

Make growing your database a key conversion metric.

Re-think Your Conversions

Segmentation and CRO

Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

Popups & Overlays Who likes popups? That’s your system two

brain talking…. Right time, right offer.

They can work.

Beware of copying your competitors.

They probably have no idea either.

Understand the Key Business Metric Profit? Revenue? Cost per acquisition?

Lifetime Customer Value? Behavior is easy to influence…

Conversion rates can be improved. But, are you hitting the key business metric?

Co-Founder and Managing Director dlawrence@thewebshowroom.com.au

David Lawrence

Thank YouPh: 1800 981 442

www.thewebshowroom.com.au