The New World And How You Should Respond: 4. Conversion Rate Optimisation

PEDRO MONA

WHAT IS CRO?

QUICK WINS

QUIZ!

INTRODUCTION

FAST FORWARD

MEDIA

PURCHASE

CRM

HEREHERE

HERE

It’s not a magic pill

41BLUE

WHAT IS CRO?

It is a process

It combines multiple disciplines

It is guided by data

It is not independent from traffic sources

The process starts with the first contact the user has with your brand

Conversion does not mean sales

It is not a project

?AD PROMISE

“I came, I puked,

I left.”Avinash Kaushik

BOUNCE

Mind the Gap

CRO FOLLOWS A PROCESS…

1 2 3

‒ Data Sciences‒ Media planning

‒ Display‒ Search

‒ UX‒ Development

‒ Front end‒ Back end

DISCIPLINES INVOLVED

TESTING FOLLOWS A PROCESS

Is my data enough?

C = 4M+3VP+2(I-F)-2A

© Marketing Experiments

LETS BE GEEKS…

TECH LOVES CRO

NOT ALL TECH IS THE SAME…

IT TAKES MORE TIME

Test length calculator uses a factor of:

‒ Current conversion rate

‒ Expected improvement

‒ Number of variations

‒ Total visitors

QUICK WINS

QUICK WINS

QUICK WINS

QUICK WINS

QUICK WINS

QUIZ

A B

57% INCREASE

TRAVEL CALL TO ACTION?

A B

62% INCREASE

ADD TO BASKET?

A B

9.1% INCREASE

THREE COLUMN VS. SINGLE COLUMN CART?

27% INCREASE

A B

THREE COLUMN VS. SINGLE COLUMN CART?

A B

127% increase

HOMEPAGE VS. TARGETED LANDING PAGE?

A B

VALUE PROPOSITION TEST?

They didn’t want increase!

What Do We Need For CRO?

MUST HAVE SOLID DATAMEASUREMENT FRAMEWORK ALIGNED TO BUSINESS OBJECTIVES

TRACKS LTVTEST HYPOTHESIS

UNDERSTAND MOTIVATIONTIME