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

Sep 05, 2014

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Marketing

UPDATE: The original version of this presentation was deleted from Slideshare by accident.

Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.

  • CONVERSION RATE OPTIMIZATION because its eing 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 MARKETING IS BROKEN
  • marketers are DISRESPECTING the click
  • OF MARKETERS ARE 98% DOING IT WRONG
  • Yesterdays home runs, DONT WIN TODAYS 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 Ratio The 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 rate 6 flavors24 flavors
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  • Attention Ratio 80:1
  • TOO. MUCH. CHOICE.
  • CONVERSION RATES GO UP AS ATTENTION RATIO GOES DOWN
  • Message Match The ability of your destination (landing) page to match the content and messaging of the upstream call- to-action the visitor clicked.
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  • Perfect Message Match
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  • Perfect Message Match
  • THE TOPHER GRACE EFFECT
  • how?
  • 1. Landing Pages 2. A/B Testing
  • Landing Page A 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 its 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-Action Hero Shot Proof
  • Lets see if you were listening
  • Call-To-Action USP Proof Benefits What element is missing?
  • A/B Testing The 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 test Variant - 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% Traic 50% Traic 50% Traic (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 dont understand the results Conversion Improvement Woo Hoo! Youre a split test