Conversion Optimization: Fighting the Most Common Roadblocks

Conversion Optimization eTail Canada

May 12, 2015

Guillaume Bouchard

 CEO, iProspect Canada

2

Game Plan Who is iProspect?

What is Conversion Optimization?

Conversion Optimization Process

1

2

3

Common Roadblocks 4

5 Conclusion

3

Who is iProspect?

4

We Simplify Digital Complexity  

5

Canada’s largest bi-cultural digital performance agency.

2 offices: Montreal, Toronto.

Over 85 passionate digital practitioners.

10 years of billingual Canadian expertise.

Network of 3000 specialists across 50 countries.

iProspect Canada

6

We are a story of growth and performance.

2005 2008

2013 NVI opened its Toronto

office

NVI becomes iProspect

Natural Search

Paid Search

Analytics

Social Media

Conversion Optimization

1996

iProspect founded in

Boston

Founded in Montreal

10 years of digital

performance

2015

7

EIGHT GLOBAL NETWORK BRANDS

SIX SPECIALIST BRANDS

PLUS 55 LOCAL BRANDS

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We Deliver Excellence Everywhere  

10 NORTH

AMERICA  

39 EMEA  

18 APAC  

5 LATAM  

9

Guillaume Bouchard CEO, Canada

TORONTO

MONTREAL

2 OFFICES  

2 LANGUAGES  

70+ CLIENTS  

85+ EMPLOYEES  

CANADA

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What is Conversion

Optimization?

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Conversion Optimization is the process of continuously improving a website or landing page to create the most effective experience for new and recurring customers.

Conversion Optimization  

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User Experience

(UX)

Analytics

User Testing

Visual Design

Performance Marketing

Web Development

Copywriting

Ergonomics

Conversion Optimization  

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•  In a complicated digital environment, Conversion Optimization provides a scientific method to effectively measure the efficiency of your digital

platforms.

•  By gaining insight on what works and what doesn’t for your target audience, you can develop best practices to increase revenues (directly or indirectly)

from your website.

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Why is Conversion Optimization Important?  

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CONVERSION OPTIMIZATION THE ULTIMATE

PROCESS

1. ASSESS CURRENT

SITUATION

3. TEST

4. REVIEW,

LEARN AND SCALE

2. LIST HYPOTHESES

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Common Roadblocks

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Roadblock #1 Risk Management

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Risk Management  

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“

”Conversion optimization is expensive and results are uncertain.

Look at the cost as an investment

Risk Management  

2

Calculate your expected ROI

3

Determine how long it takes to get positive ROI

4

Determine project cost

1

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The iProspect Guarantee  

Provide a total project cost (without any

surprises)

2

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Give the project

feasibility

1

Guarantee performance improvement

3

Business Case - DHL  

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179%

LEADS INCREASE  

Roadblock #2

Test Culture

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Test Culture  

23

“

“

”Going through the process again doesn’t feel right, especially after

taking 1 year to develop the website.

Test Culture  

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“

Quick Wins Necessary Action On Hold

Elements that can easily be changed

Major issues that require immediate planning & development cost

Elements that require further development,

but can wait

Testing does not necessarily mean going through drastic changes. When

identifying things to change, one can classify them into:

1. Quick Wins  

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“

Examples of elements that can easily be tested and implemented:

•  Copy

•  Placement •  Colors

2. Necessary Action  

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“

Examples of elements that must be tested and will require effort:

•  Forms on mobile

•  Pricing options and the layout of the pricing table

•  New creative content Users only see the first 2 columns of a 4 column table when accessing via mobile.

3. On Hold  

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“

Examples of elements that require development but are not a priority:

•  Folds on a page

•  Testimonials

Business Case La Capitale  

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1.  Is the price clearly displayed?

2.  Do users know where to modify the contract duration?

Business Case La Capitale  

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1)  Simplify the page header

2)  Add a sticky menu

Roadblock #3

“Failure” Management

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Failure Management  

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“

“

”Conversion optimization can be inconclusive resulting in “failure”.

Failure Management  

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“

1. Inconclusive tests 2. Follow-up tests 3. Tools

They tell us why the original is performing

better.

Such tests are mandatory to validate

our learnings.

Throughout the experiments, tools help

us find incredible UX insights.

For quantitative tests, we find value in:

Business Case - Securitas  

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To reduce a bounce rate of 86%, we conducted A/B testing 3 times and got

inconclusive results all 3 times.

Business Case - Securitas  

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 Online  Questionnaire  

Did  you  1ind  the  information  you  were  looking  for?  

 J  L    

If  you  didn’t  1ind  what  you  need,  then  what  information  

are  you  looking  for?  

40%

BOUNCE RATE REDUCED BY

Roadblock #4

What to Test

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What to Test  

36

“

“

”It’s difficult to know which areas to test.

Improve conversion

funnel.

What to Test  

2

Get more returning/

repeat visitors.

3

Increase average

basket value.

1

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3 areas for e-tailers to improve on:

1. Increase Average Basket Value  

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2. Improve Conversion Funnel  

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3. Returning/Repeat Visitors  

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Roadblock #5

IT Involvement

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IT Involvement  

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“

“

”Changing elements on the website is too hard, too long and too

complicated.

A/B Testing: 1 line of

Javascript code on your

webpages

What to Test  

2

Tag management system

3

We can design and host stand alone landing

pages

1

43

3 points to help you become more independent from your IT team:

Roadblock #6

Testing Tools

44

Testing Tools  

45

“

“

”It’s tough to find testing tools that are user-friendly.

What to Test  

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Examples of quantitative and qualitative testing tools we can help you with:

Digital advertising is evolving at an

unprecedented rate  

iProspect can be the critical business partner to help you stay

ahead of the curve.

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www.iprospect.com

Thank You.