An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing

CONVERSION RATE OPTIMIZATION because it’s effing awesome

Georgiana Laudi Director of Marketing, Unbounce

@ggiiaa

slide deck inspired by Oli Gardner

are you social?#MTLGG

@MTLGirlGeeks @unbounce

@ggiiaa Presentation Slides bit.ly/mtlgg-cro

MOST

MARKETINGISBROKEN

marketers are DISRESPECTING

the click

OF MARKETERS ARE98%

DOING IT WRONG

Yesterday’s home runs, DON’T WIN

TODAY’S GAMES.~ Babe Ruth

So, how do we fix marketing?

provide better experiences.

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.

http://en.wikipedia.org/wiki/Conversion_optimization

if content is king

~ John Munsell, CEO of Bizzuka

CONVERSION IS QUEEN

Never start a marketing campaign without a dedicated landing page

Otherwise known as the NSAMCWADLP principle

why?

1. Attention Ratio 2. Message Match

Attention RatioThe ratio of interactive elements (links) on a page, to the number of campaign conversion goals (which is always one).

Typical Homepage Experience

Targeted Landing Page Experience

3% Purchase rate 30% Purchase rate6 flavors24 flavors

project management software for teams

Project Mgmt Software!quickbase.intuit.com/

Attention Ratio 80:1

TOO. MUCH. CHOICE.

CONVERSION RATES GO UP

AS ATTENTION RATIO GOES DOWN

Message MatchThe ability of your destination (landing) page to match the content and messaging of the upstream call-to-action the visitor clicked.

cheap flights to europe

Cheap Flights to Europe www.onetravel.com/Flights-to-Europe Save Big w/ Our Low Fare Promise. Book Cheap Summer Flights Now!

project management software for teams

Business Tools for Teams!www.google.com/apps/business Get email, calendar, docs & more built for team productivity.

next day flower delivery

Next Day Flower Deliveries UK!www.iflorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists

project management software for teams

Simple Project Management!www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!

Perfect Message Match

free help desk software

The #1 Free Helpdesk Tool!www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!

Perfect Message Match

THE TOPHER GRACE EFFECT

how?

1. Landing Pages 2. A/B Testing

Landing PageA single web page that appears in response to clicking on a search result or an online advertisement or promotion.

Where would I use a landing page?Paid Marketing:

PPC Social Ads CPC CPM

Content Marketing: Blog Subscriptions Newsletter Signups Ebooks Whitepapers Guest Posts

Local Event Registration: Meetups Seminars Conferences QR Code Destination

Online Event Registration: Webinars "Whiteboard Fridays" “Hangouts On Air”

Launches/Early Access : Product App Company

Ecommerce: Product Pages Long Sales Letters Pay Walls Free Gifts

Services: Consultant/Agency Services Portfolios Quote Requests Appointment Bookings/Service Calls

Mobile Apps: Downloads Additional Product Promotion Ratings/Reviews

Social Media Marketing: Contests Sweepstakes Giveaways

Customer Onboarding: Demos Surveys

Recruiting: Job Postings

Email Marketing Campaigns (for all of the above)

5 Elements of High-Converting

Landing Pages

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

5 Elements of a High-Converting Landing Page

1. The Unique Selling Proposition (USP)

Image credit: smallmeasure.com

“You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.”

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

5 Elements of a High-Converting Landing Page

2. The Hero Shot

Image credit: Au bout de la route

5 Elements of a High-Converting Landing Page

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

3. The Benefits

Image credit: Nutrella

5 Elements of a High-Converting Landing Page

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

4. The Proof

Image credit: Blouin News

5 Elements of a High-Converting Landing Page

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

5. The Call-To-Action (Conversion Goal)

Image credit: PatioTuerca

5 Elements of a High-Converting Landing Page

1. Unique Selling Proposition

2. Hero Shot

3. Benefits

4. Proof

5. Call-To-Action

Benefits

USP

Call-to-ActionHero ShotProof

Let’s see if you were listening…

Call-To-ActionUSP

ProofBenefits

What element is missing?

A/B TestingThe act of running a simultaneous experiment between two or more pages to see which performs or converts the best.

A/B Testing Terminology

Control - A page that acts as the benchmark to measure the success of your testVariant - A version of a control page that has some changes to the page elements

Element - A discrete unit on the page: a block of text, a form, a button, an image

Test - A hypothesis that one version of an element will increase the conversion rate of the page

Conversion - When a visitor takes the desired action on the page

yawn

100%Traffic

50%Traffic

50%Traffic

(Control)

Variant A

(Challenger)

Variant B

Increase + 2%

Conversion Rate 3%

Conversion Rate 5%

=

=

How A/B Testing Works

(Control)

Variant A

(Challenger)

Variant B

Conversion Rate 3%

Conversion Rate 5%

+ 2% Increase

=

=

Conversions 100

Conversions 167

($100/conv.) $10,000

($100/conv.) $16,700

+ 67% Lift

The Math of CRO

+ $6,700

Which test won?

23%

Variant A or Variant B?

Attention Ratio 6:1 43%

Variant A or Variant B?

13%

Variant A or Variant B?

32%

Variant A or Variant B?

21%

Variant A or Variant B?

I understand the results I don’t understand the results

Conversion Improvement

Woo Hoo! You’re a split testing genius. Make some notes & start

your next test! (Pass)

Really? Ok, run another test to figure out the next step.

(Pass *kinda*)

Conversion Decline

Good save! Stop the test, make some notes & try a new hypothesis

(Pass)

Seriously, a kitten just died because of you…

(Fail)

Dealing with the Data

You should always have time to UNDERSTAND YOUR

CUSTOMERS.

If you don’t SOMEONE ELSE WILL.

~ Jonatan Littke, CEO and co-founder of Lookback

Build, Publish & A/B Test Landing Pages Without I.T.

shameless plug:

Great CRO ResourcesThe Unbounce Blog unbounce.com/blog

!

The ConversionXL Blog coversionxl.com !

The Landing Page Conversion Course thelandingpagecourse.com !

The Ultimate Guide to A/B Testing get.unbounce.com/the-ultimate-guide-to-ab-testing

!

Unbounce Guides & Webinars unbounce.com/resources

Start creating better marketing experiences

try.unbounce.com/mtlgg

Georgiana Laudi@ggiiaa

Slides bit.ly/mtlgg-cro