TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION

INTRODUCTION

ABOUT ME (BJARNE)‣ Growth hacker (I come up with ideas)

‣ Conversion Strategist (I test old ideas)

‣ Entrepreneur (I make ideas happen)

INTRODUCTION

AGENDA‣Why is conversion optimization so important?

‣What is “best practice”?

‣How can you do better?

WHAT IS CONVERSTION OPTIMIZATION?

SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS

WHAT IS CONVERSION OPTIMIZATION?

‣ In internet marketing, conversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.

WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?

TURN A PROFIT: INTRODUCTION TO CRO

IT CAN IMPROVE IMPACT OF ADVERTISING● Can make PPC more profitable● Can make new forms of advertising profitable● Can reduce advertising budgets

WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?

TREND TO COMBAT: INCREASING CPC COSTS

CAN DRIVE THE RIGHT INNOVATION ● Consider date● Reactive marketing ● Reduce cost per sale

WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?

EXAMPLE: DROPBOX - A/B TEST - VERSION A

EXAMPLE: DROPBOX - A/B TEST - VERSION B

CAN SCALE FASTER!● Reach targets faster● Reduce need of investment● Quicker take advantage of opportunities

WHY IS CONVERSION OPTIMIZATION SO IMPORTANT?

EXAMPLE: KOGAN.COM

RUSLAN KOGAN:

Many people ask me “Do you think my website is good?” I tell them, “Don’t ask me, I wouldn’t have a clue – ask your customers.”

YOUR TASKS FOR THE NEXT 15 MINUTES:

● Step 1: Why do you want to learn conversion

optimization?

WORKBOOK: Step 1

WHAT IS “BEST PRACTICE?”

TURN A PROFIT: INTRODUCTION TO CRO

DOES IT EXIST?● Every website and market is different● Read studies, blogs and books● Question “universal truths”

WHAT IS “BEST PRACTICE”?

SHOULD A SITE BE PRETTY?: LINGS CARS

HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT

WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT

ONE PURPOSE PER PAGE● Identify one goal for each page● Remove distractions● Enhance key areas

WHAT IS “BEST PRACTICE”?

SITE TO LEARN FROM: TORKLAW.COM

MAKE A SOLID ARGUMENT● Address a real need● Understand emotionally - express logically● Provide solid evidence

WHAT IS “BEST PRACTICE”?

HOW TO MAKE A SOLID ARGUMENT

CONSIDER THE SALES FLOW● How does one page lead to another?● Are you gradually warming up visitors?● Is the first action easy to make?

WHAT IS “BEST PRACTICE”?

THE FORGOTTEN SALES FUNNEL

EXAMPLES TO LEARN FROM

DO NOT DO THIS AT HOME:

TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?

TYPICAL MISTAKE: IS PRIORITY A PLURAL?

TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?

TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?

TYPICAL MISTAKE: NOT DIRECTING ACTION

TYPICAL MISTAKE: CAN I CALL YOU?

TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?

TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?

TYPICAL MISTAKE: WASTING SPACE

TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?

TYPICAL MISTAKE: WHY 6 STEPS TO PAY?

TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?

TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?

TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?

YOUR TASKS FOR THE NEXT 15 MINUTES:

● Step 2: Fill out the quick conversion analysis form

on a website of your choice

WORKBOOK: Step 2

HOW CAN YOU DO BETTER?

TURN A PROFIT: INTRODUCTION TO CRO:

LEARN AND REFLECT● Study conversionxl.com in detail!● Analyze your competitors ● Pick up a book or ten

HOW CAN YOU DO BETTER?

HELPFUL TOOL: SEMRUSH.COM

CONVERSIONXL.COM/BLOG

CHRIS GOWARD: YOU SHOULD TEST THAT!

TEST AND TWEAK● Use vwo.com for A/B testing● Create hypothesis● Limit to 1,000 impressions per test

HOW TO GROW PROFITABLY

HELPFUL TOOL: VWO.COM

REDO FROM SCRATCH

- Wireframing software: balsamiq.com

- Do it yourself:

- launchrock.co - concept testing - “Do you like this

idea?”

- unbounce.com - landing page

- Get help: elance.com, oDesk.com, freelancer.com

HOW TO GROW PROFITABLY

EXAMPLE: BALSAMIQ WIREFRAME

EXAMPLE: UNBOUNCED AND LAUNCHROCK

EXAMPLE: CUSTOM DESIGN

YOUR TASKS FOR THE NEXT 15 MINUTES:

● Step 3: Create a testing plan!

WORKBOOK: Step 3

BOOKS TO GET YOU THINKING

NOT DONE WITH YOU YET!

MICHAEL GERBER: THE EMYTH REVISITED

ERIC RIES: THE LEAN STARTUP

TIMOTHY FERRIS: THE 4 HOUR WORK WEEK

MELONIE DODARO: THE LINKEDIN CODE

STEPHEN COVEY: THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE

FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE

GEORGE CLASON: THE RICHEST MAN IN BABYLON

GREG McEOWN: ESSENTIALISM

ROGER FISHER AND WILLIAM URY: GETTING TO YES

GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME

WILLIAM COHEN: ART OF THE...

QUESTIONS?

OH NO! I HAVE RAN OUT OF MATERIAL!