4 Principles for Higher Conversions
Nov 22, 2014
4 Principles for Higher Conversions
Company facts • Founded in 2006 • Architect of several
Fortune 500 ecommerce sites
• Senior staff on conversion optimization projects
Customers • Over 350 completed CRO
projects • Customers in US, UK,
Australia, Denmark, Japan, Middle East
Success • 65% average uplift in
conversion
Increasing Conversion Rates is a Complex Problem
“For retailers looking to grow their conversion rates — which typically hover around 3% — conversion marke;ng provides opportuni;es to address the other 97% of visitors”
Forrester Research
Shopping Conversion Rates
2.2% -‐ The average website conversion rate
Shop.org
30% of retail shoppers complete their purchase
Retail Store Ops
24% average conversion rate of top 10 conver>ng sites Marke;ng Charts
POP QUIZ!
6% Increase
In Conversion
1. Your CRO Goals
• Aim at 9-12% conversion rates • CRO <> Testing • CRO is a long term commitment
POP QUIZ!
20% Increase
In Conversion
Checkout process
• Upwards of 80%
Main homepage
• Over 30,000 exits/bounces • Index value below average
• Focus on pages with high exit and bounce rates
• Look at the checkout process
2. Be careful with best practices
• Usability principals are good in theory but difficult in practice
• What works for one website does not work for others.
• Move beyond simple analytics metrics to determine starting points
• Determine KPIs before starting • Conduct monthly assessment • Start by creating goals in Google
POP QUIZ!
87 % more conversions
Which test won?
A Methodology Pays Off
3. Follow a Methodology
• Choose a methodology for assessment • Pinpoint problems, create hypothesis, let
the visitors judge!
26% Increase
In Conversion
• Results – Average
8.39% – Average
uplift 14%
Test Results 1 -2.72% 2 -2.34% 3 0.68% 4 -2.05% 5 -0.09% 6 -0.21% 7 8.82% 8 12.30% 9 27.40%
10 2.36% 11 36.20% 12 4.82% 13 3.24% 14 33.20% 15 9.01% 16 3.59%
When things go wrong
• Did you allow for enough time? • What methodology was used to select
the pages? • What evaluation process was used on
these particular pages? • Was the testing process conducted
correctly?
4. Manage Expectations
• Allow for a minimum of 6-8 months – The first period is groundwork period
• The goal is to achieve a 5% uplift on average per month – 79% annualized