@ joannalord

@joannalord

Director of Customer Acquisition & RetentionSEOmoz

www.SEOmoz.org

Rethinking CRO Entirely

first a little history...

“Conversion rate optimization was born out of the need for lead generation and ecommerce internet marketers to improve their website's results.”

@joannalordCited: http://bit.ly/bHrLLb

but there’s a problem...

that’s not real.

we don’t just want leads.

@joannalord

we want this.

and this.

and this.

today’s marketer wants more of everything.

we don’t just do ecommerce.

we do this.

we do this.

contribute.categorize.

invite.

and this.

and this.

commit.evangelize.

care.

and this.

and this.

consume.comment.

join.

today’s marketer does a little of everything.

we don’t just need website results.

we need this.

and this.

and this.

today’s marketer needs to improve everything.

bet you are thinking...

@joannalord

wtf-omg-come-on-now-what?!?

first off: take a deep breath.

@joannalord

first off: take a deep breath.

now rethink everything you know about CRO.

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So What Should We Be Spending Our Time On?

@joannalord

So What Should We Be Spending Our Time On?

10 Things to Start Improving.

@joannalord

#10: your story.

Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx

The Golden Circle Theory

Why?The Cause

How?Value Prop

What?Product/Services

your story.

your story.

empower peopleto change the way

the global economy works.

your story.

#lamepants

your story.

empower people

around the worldwith a $25 loan.

your story.

#9: your pillars.

your pillars.

this is so boring. my eyes hurt.

your pillars.

your pillars.

your pillars.

#8: your relationships.

your relationships.

your relationships.

who.

ideas for testing.

your relationships.

who.words. place. photos. context. video.

ideas for testing.

#7: your triggers.

your triggers.

Which one should you be optimizing for?

did you know we have three brains? which one should you be optimizing for?

the answer…all three.

your triggers.

The “Reptilian Brain” decides. It takes input from the other 2 brains but it controls the final decision making process.

The “Middle Brain” feels. It processes emotions and gut feelings and also share its findings with the other two brains.

The “New Brain” thinks. It processes rational data and shares its deductions with the other two brains..

Learn more about the Reptillian Brain: http://bit.ly/4n7AN3

your triggers.

https://www.wix.com

your triggers.

https://www.jimdo.com

your triggers.

https://www.yola.com

your triggers.

https://www.squarespace.com

#6: your unique value proposition.

your uvp.

your uvp.

your uvp.

your uvp.

your uvp.

…a UVP communicates the

unique contribution your company, products, and/or services are able provide to the market–in a way that is different from your competitors.

#5: your schedule.

your schedule.

what do you have scheduled?

your schedule.

what do you have scheduled?

social

Facebook Announces Scheduled Posts: http://read.bi/NYWHUw

your schedule.

what do you have scheduled?

social

your schedule.

what do you have scheduled?

social

your schedule.

what do you have scheduled?

social

your schedule.

what do you have scheduled?

social

your schedule.

what do you have scheduled?

social

#4: your tools.

your tools.

stop using crappy tools.

for the love of good coffee…

your tools.so then what makes for CRO tool euphoria?

your tools.so then what makes for CRO tool euphoria?

affordable

feedback

analytics

usabilitybuilt in logic

contactteam

resources

easy-to-use

your tools.great tools out there.

15 Free CRO Tools (Distilled) : http://slidesha.re/MlOMlM See you later GWO: http://bit.ly/LTqjRW |Resources.

Usability Landing Pages Activity

#3: your thank you.

your thank you.

your thank you.

your thank you.

your thank you.

#2: your feedback avenues.

your feedback avenues.

why you so small?!?!?!

your feedback avenues.

where is it?!?!?!

your feedback avenues.

your feedback avenues.

your feedback avenues.

analytics.

survey tools.live chat.

cancel forms.help tickets.

listening tools.

#1: your biggest success.

your biggest success.

now i’m no scientist, but…(super smart guy) (no where near as smart as that guy)

your biggest success.but I’ve attempted some very complicated math...

(BiS + le) X 2% = 2xBiS > (CrP + BE) X 5%

your biggest success.but I’ve attempted some very complicated math...

(BiS + le) X 2% = 2xBiS > (CrP + BE) X 5%

but what does that mean?

your biggest success.

Dare to change your best performers for more win in

less time.

whoa. that was a lot.

@joannalord

whoa. that was a lot.yup. but here are a few

things that can help.

@joannalord

tip: stop “setting up tests.”

tip: stop waiting for the resources.

tip: stop owning it.

Assistant Product Manager

Retention Marketer VP Product

Product ManagerArt Director

Help Team Lead Paid Strategist

UX Strategist

Web Manager

it’s a team effort.

tip: stop pushing pennies.

tip: stop stopping.

Part of determining your value is how determined you are to give value.

@joannalord

conversion rate optimization?

Let’s wrap this party up…

so what is

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engagement optimization

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story optimization

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relationship optimization

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process optimization

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value optimization

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loyalty optimization

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It’s more than running tests.and it demands that we think bigger.

@joannalord

Director of Customer Acquisition & RetentionSEOmoz

joanna@SEOmoz.org

Thank You for listening to me ramble.Questions? Email me, I love this stuff.