CONVERSION RATE OPTIMIZATION because it’s effing 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
MARKETINGISBROKEN
marketers are DISRESPECTING
the click
OF MARKETERS ARE98%
DOING IT WRONG
Yesterday’s home runs, DON’T WIN
TODAY’S 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 RatioThe 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 rate6 flavors24 flavors
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Attention Ratio 80:1
TOO. MUCH. CHOICE.
CONVERSION RATES GO UP
AS ATTENTION RATIO GOES DOWN
Message MatchThe 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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THE TOPHER GRACE EFFECT
how?
1. Landing Pages 2. A/B Testing
Landing PageA 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 it’s 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
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-ActionHero ShotProof
Let’s see if you were listening…
Call-To-ActionUSP
ProofBenefits
What element is missing?
A/B TestingThe 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 testVariant - 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%Traffic
50%Traffic
50%Traffic
(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 don’t understand the results
Conversion Improvement
Woo Hoo! You’re a split testing genius. Make some notes & start
your next test! (Pass)
Really? Ok, run another test to figure out the next step.
(Pass *kinda*)
Conversion Decline
Good save! Stop the test, make some notes & try a new hypothesis
(Pass)
Seriously, a kitten just died because of you…
(Fail)
Dealing with the Data
You should always have time to UNDERSTAND YOUR
CUSTOMERS.
If you don’t SOMEONE ELSE WILL.
~ Jonatan Littke, CEO and co-founder of Lookback
Build, Publish & A/B Test Landing Pages Without I.T.
shameless plug:
Great CRO ResourcesThe Unbounce Blog unbounce.com/blog
!
The ConversionXL Blog coversionxl.com !
The Landing Page Conversion Course thelandingpagecourse.com !
The Ultimate Guide to A/B Testing get.unbounce.com/the-ultimate-guide-to-ab-testing
!
Unbounce Guides & Webinars unbounce.com/resources
Start creating better marketing experiences
try.unbounce.com/mtlgg
Georgiana Laudi@ggiiaa
Slides bit.ly/mtlgg-cro
