How to Conversion Rate Optimize Like There's No Tomorrow

Michael Stricker @RadioMS #DigitalOlympus

How to CRO Like There’s No Tomorrow Conversion Rate Optimization as The Four Riders of the Apocalypse: War, Famine, Plague & Death

Michael StrickerLead Consultant, MSDesign

• Former US Marketing Director, leading competitive research tool for digital marketing

• Agency, consulting and web design studio experience • 367+ successful digital marketing campaigns • 1,000,000s of impressions for web-based businesses • Speaker: LinkedIn, PubCon, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community, SEMrush.com

Publications Philadelphia Inquirer and Philly Ad News.• Worked with Enterprise Brands AeroPostale, BET, GolfSmith, Dell,

JGWentworth, Johns Hopkins U Carey, RE/MAX, Toshiba, Verizon


How to CRO Like There’s No Tomorrow

Michael Stricker @RadioMS #DigitalOlympusLord of the Rings Image ©2001 New Line Cinema

The 4 Riders of the Apocalypse

1. War 2. Famine 3. Plague 4. Death



Win the War Feed the Famine Pwn the Plague Cheat Death


Win the War

• High Commercial Intent Terms (CPC Google AdWords & Semantically via Google Search Console or SEMrush)

• Competitor’s Productive KWs (SEMrush Domain VS Domain )


Win the War

Brandjack like a mofo


Win the War

Brandjack via Paid Search, and Defend Brand Terms ~ Lori Weiman Competitor’s Brand in URL, not in Title or Description


Win the War

Brandjack invoke 3rd parties and legit comparisons~ Lori Weiman Competitor’s Brand in URL, not in Title or Description


Win the War

Brandjack via SEO Branded keyword phrases are 3.5x more likely to convert visitors to leads, yet… Visitors arriving by select, non-branded phrases are 10X more likely to convert ~ Chad Pollitt, Relevance


Win the WarBrandjack with Care

How to Rank for Your Competitor’s Keywords: What We Learned by Analyzing 62.6 Million Ecommerce Keywords ~ NeilPatel.com


Win the WarBrandjack with Care

How to Rank for Your Competitor’s Keywords: ~ NeilPatel.com


Brandjack…

…w/ Care

http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-analyzing-62-6-million-ecommerce-keywords

http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-analyzing-62-6-million-ecommerce-keywords

Win the War

Brandjack with Helpful Utility ModifiersBrand A VS Brand B, _ & _ comparison, _ reviews, _ ratings, _ testimonials, _ cheap, _ coupon, _ discount http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-analyzing-62-6-million-ecommerce-keywords ~ NeilPatel.com


How to CRO Like There’s No Tomorrow

Michael Stricker @RadioMS #DigitalOlympusDeath on a Pale Horse by Benjamin West Image © Detroit Inst of Arts

Feed the Famine

Highly engaged customers=3X more value • buy 90% more frequently • spend 60% more in each transaction ~ Rosetta/Publicis Groupe/Razorfish Global


Feed the Famine

Prospects 7X more responsive to promotions after a brand interacts meaningfully~ Rosetta/Publicis Groupe/Razorfish Global


Feed the Famine

Remarket… • with a specific, relevant special offer• resubscription • supplies •

accessories Network Default Duration

Max. Duration

Display 30 days 540 days Search 30 days 540 days Michael Stricker @RadioMS #DigitalOlympus

Feed the Famine

Retention • Cross-sell • Up-sell • Discount Referrals • Betas • Trials to dispenseLoyalty • Anniversary • Birthday • Survey

Costs 6-7X more for companies to attract new customers than to keep existing.


How to Convert Like There’s No Tomorrow

Michael Stricker @RadioMS #DigitalOlympusLord of the Rings Image ©2001 New Line Cinema

Pwn the Plague

Measles

@RadioMS #DigitalOlympus

The Plague

Measles


The Plague

MeaslesConversion


The Plague

MeaslesConversionGoal Actions


The Plague

MeaslesConversionGoal Actions

X14Michael Stricker @RadioMS #DigitalOlympus

Pwn the Plague

Measles = Analysis Paralysis• Too many options & choices • Too many distractions • Lacks urgency • Lacks scarcity


Pwn the Plague

Inoculate your Landing Pagesx Reduce options & choices x Simplify distractions x Add urgency x Hawk scarcity


1100%

Cheat Death

“…judge the quick and the dead.”~ King James Bible

“Faster!” ~ UX

“Faster!” ~ Conversions & AOV


Cheat Death

77% of webpages take up to 10 seconds to load. 19 seconds is the average. ~ DoubleClick

2–3 second page load times have the lowest bounce rate. ~ Maile Ohyeh, Google


Cheat Death

“Mobile traffic has surpassed desktop.”~ Maile Ohyeh, Google

US Mobile search is roughly 58% of overall ~ Hitwise 2016

The Mobile-First Google Index is coming. ~ Google


Cheat Death

A 1 second delay in page response can result in a 7% reduction in conversions.

A 1 second page delay could cost $2.5 million in lost sales every year ~ KissMetrics on Ecommerce sites with revenues of $100K/day


Cheat Death

Google Mobile Website Speed Test Tool https://testmysite.thinkwithgoogle.com/

Firebug Plug-in WebDeveloper Browser Plug-inPageSpeed Tools | Google Developers https://developers.google.com/speed/pagespeed/


Thank youCRO Like There’s No Tomorrow

Conversion Rate Optimization as The Four Riders of the Apocalypse: War, Famine, Plague & Death


How to Conversion Rate Optimize Like There's No Tomorrow

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