@joannalord Director of Customer Acquisition & Retention SEOmoz www.SEOmoz.org Rethinking CRO Entirely
@ joannalord
Feb 24, 2016
Rethinking CRO Entirely. @ joannalord. Director of Customer Acquisition & Retention. SEOmoz. www.SEOmoz.org. 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.”. - PowerPoint PPT Presentation
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@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.
@joannalord
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.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
@joannalord
engagement optimization
@joannalord
story optimization
@joannalord
relationship optimization
@joannalord
process optimization
@joannalord
value optimization
@joannalord
loyalty optimization
@joannalord
It’s more than running tests.and it demands that we think bigger.
@joannalord
Director of Customer Acquisition & RetentionSEOmoz
Thank You for listening to me ramble.Questions? Email me, I love this stuff.