The Beginners Guide to Conversion Rate Optimization
Post on 22-Jan-2018
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@joshsteimle
The Beginner's Guide to Conversion Rate Optimization
Digital marketing for tech companies.
@joshsteimle@joshsteimle
The problem.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
You want to see marketing directly tied to revenue.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Search Engine Optimization (SEO) vs. Conversion Rate Optimization (CRO)
Digital marketing for tech companies.
@joshsteimle@joshsteimle
It’s not “one or the other.”
Digital marketing for tech companies.
@joshsteimle@joshsteimle
SEO generates traffic.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
CRO turns that traffic into leads and sales.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
“Conversion Rate Optimization (CRO) is the art and science of getting people to act once they arrive on your website.”Source: SiteTuners CEO, Tim Ash
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Everything you do with your marketing and website affects CRO.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
Digital marketing for tech companies.
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Everything… Right down to the color of buttons.
Digital marketing for tech companies.
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Let’s get started.
Digital marketing for tech companies.
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1. Persona research.
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A “persona” is a fictitious profile of a potential visitor to your website, or potential customer of your services.
Digital marketing for tech companies.
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These affect web design, content creation, keywords for SEO.
Digital marketing for tech companies.
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2. User journey scenarios.
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Fueled by persona research data, you must be able to answer UX questions like:
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• What will the targeted “persona” do on the website?
• What information are they looking for?
• What’s most clickable?
Digital marketing for tech companies.
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Customer journey mapping helps you understand your customer better and it allows you to design accordingly.
Digital marketing for tech companies.
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3. Focus groups.
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Qualitative research may have some detractors…
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But focus groups can add another point of reference.
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Also, provokes valuable hypotheses for testing.
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4. User surveying.
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You don’t have to base potential updates and redesigns entirely on survey results.
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This extra viewpoint influences experiments for collecting hard data.
Digital marketing for tech companies.
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5. Demographic and psychographic analysis & targeting.
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“Demographics explain ‘who’ your buyer is, while psychographics explain ‘why’ they buy.”
Source: Maggie Hibma, HubSpot
Digital marketing for tech companies.
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Ways to collect psychographic data…
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• Marketing data analysis • Sales and support teams • Surveys • Social Media • Focus Groups
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6. Web psychology.
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Digital marketing for tech companies.
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Learning the psychology of your audience is key for effective communication.
Digital marketing for tech companies.
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7. A/B split testing.
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Pick a web page and copy it.
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Change specific elements to the “new” page and split traffic evenly.
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Whichever page performs better should be adopted; drop the other.
Digital marketing for tech companies.
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Warning:
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Do not mistake A/B testing as being all you need to improve CRO.
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8. Multivariate testing.
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Deliberately changing multiple variables to test various combinations.
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This gives you more data than A/B testing.
Digital marketing for tech companies.
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9. User testing.
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“Your website should be so simple, a drunk person could use it.”
Source: Richard Littauer, TheUserIsDrunk.com
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10. Usability testing.
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Usability Testing ≠
User Testing
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Usability experts run tests on your website.
Digital marketing for tech companies.
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Testing expectancy, closed cart sort, brand perception, etc.
Digital marketing for tech companies.
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11. Eye-tracking and heat map analysis.
Digital marketing for tech companies.
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Digital marketing for tech companies.
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These tools allow you to see what your users are looking at and clicking on.
Digital marketing for tech companies.
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Use these insights to implement changes that can improve conversions.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
12. Analytics analysis.
Digital marketing for tech companies.
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Google analytics is a gold mine of data!
Digital marketing for tech companies.
@joshsteimle@joshsteimle
You can track what leads to a conversion.
Digital marketing for tech companies.
@joshsteimle@joshsteimle
And best of all…
Digital marketing for tech companies.
@joshsteimle@joshsteimle
You can track what doesn’t lead to conversions!
@joshsteimle
Want more? @joshsteimle josh@mwi.com www.mwi.com/blog
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