Conversion Rate Optimization
PRESENTED BY:
Ashley KemperSenior Marketing [email protected] Connect with us on Twitter: @BFMweb
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CRO MechanicsWhy, what & how.
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Why Test?
• Verify a hypothesis• Mitigate risk• Achieve incremental increases
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What To Test
• Web Properties– Homepage– Conversion Page– Product/Service Page– Emails– Landing Pages
• Testing Elements– Color– Structure– Messaging– Layout– Tone– Imagery– Offers– Navigation
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How To Test
• Defining Success– Determine crucial Key Performance Indicators (KPI)
• Conversions• Conversion rate• Site engagement• Social interaction
– Establish data threshold– Prepare client for actionable insights regardless of which
test variation “wins”
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How To Test
• Tools • Minimum requirements– Access to design &
development– 2-6 week waiting period– A site with steady visitors
and/or a PPC budget
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CRO Case StudiesAnd the winner is…
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Our TestsClient: My Pump Pro
Test: Homepage content placement
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Our TestsClient: My Pump Pro
Test: Homepage content placement
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Our Tests
Results: Test version increased conversion rate 10.34%34.85% 38.46%
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Our Tests
Client: NYODNTest: Homepage banner
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Our Tests
Client: NYODNTest: Homepage banner
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Our Tests
Results: Test version increased conversion rate 121%
3.40% 7.52%
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Industry Case Studies: Landing Pages
Case Study: HubSpotTest: Conversion Page
imagery
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Industry Case Studies: Landing Pages
Case Study: HubSpotTest: Conversion Page
imagery
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Industry Case Studies: Landing Pages
Results: Version A increased leads 24% by removing the female image
Winner!
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Industry Case Studies: Landing Pages
Case Study: MarketingProfsTest: Landing Page header
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Industry Case Studies: Landing Pages
Case Study: MarketingProfsTest: Landing Page header
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Industry Case Studies: Landing Pages
Results: Version A increased leads 28% by changing the headline and subheader wording and layout
Winner!
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Industry Case Studies: Landing Pages
Case Study: Laithwaites WineTest: Landing Page copy
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Industry Case Studies: Landing Pages
Case Study: Laithwaites WineTest: Landing Page copy
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Industry Case Studies: Landing Pages
Results: Version B increased online sales.
Winner!
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Industry Case Studies: Homepage
Case Study: DellTest: Homepage content
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Industry Case Studies: Homepage
Case Study: DellTest: Homepage content
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Industry Case Studies: Homepage
Results: Version A increased homepage clicks by 20% and increased revenue per visitor (RPV) by 5.47%.
Winner!
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Industry Case Studies: Homepage
Case Study: Harry & DavidTest: Search box & widget
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Industry Case Studies: Homepage
Case Study: Harry & DavidTest: Search box & widget
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Industry Case Studies: Homepage
Results: Version A increased sales by double digits. The test focused on 7 elements with 2,000+ combinations.
Winner!
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Industry Case Studies: EmailCase Study: Technology
Certification CoTest: Email content
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Industry Case Studies: EmailCase Study: Technology
Certification CoTest: Email content
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Industry Case Studies: Email
Results: The text based email increased revenue by 303.8% and visits to the website by 194.51%.
Winner!
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Industry Case Studies: Email
Case Study: SalesforceTest: Email content
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Industry Case Studies: Email
Case Study: SalesforceTest: Email content
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Industry Case Studies: Email
Results: Version A got a 25.8% higher click-through rate on the main white paper download offer
Winner!
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Need more?
Learn more• Qualaroo’s
Beginners Guide to Conversion Rate Optimization• Moz’s Definitive How-To Guide for CRO
See more• http://blog.kissmetrics.com/100-conversion-
optimization-case-studies/
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THANK YOU.
Visit us at: www.bluefountainmedia.comGet to know us: @BFMWeb / www.facebook.com/bfmwebSpeak with us: 212.260.1978
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