Conversion Rate Optimization

Conversion Rate Optimization
by
Objectives
• Define conversion rate and conversion rate
optimization
• Understand importance of conversion rate
optimization
• Build and test an optimization plan
• Identify and improve landing pages
• Reduce bounce rates
• Implement various techniques in conversion
rate optimization
2
• A structured and systematic approach to
improving the performance of your website
• Informed by insights—specifically, analytics and
user feedback
• Defined by your website’s unique objectives and
needs (KPIs)
• Taking the traffic you already have and making
the most of it
3
• Conversion refers to an action taken by a
visitor to a website.
• Improving CRO will improve return on
investment.
• It improves the quality of traffic to a
website
• Visitors’ actions need to be monitored and
measured.
CRO is not based on guesses and what

everyone else is doing or getting as many
users as possible.
4
5
• Call to Action (CTA)
• Conversion Funnel
• A/B or Split Testing
• Multivariate Testing (MVT)
• Total Conversions
𝑡𝑜𝑡𝑎𝑙 𝑐𝑜𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠
• Conversion Rate =
𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑣𝑖𝑠𝑖𝑡𝑜𝑟𝑠
• Bounce Rate
• Exit Rate
• Average Time on Site
• Average Page Views
• Unique visitors
• Total visitors
6
Conversion Funnel
• Call to Action must be clear and easy to find
• Graphics must be relevant and well-placed.
• Website’s usability should be evaluated
– Checkout process
– Responsive design
– Navigation
• SEO should be up-to-date
7
Six Factors
• Value proposition – all benefits of taking
action
• Relevance – does the value proposition
match the visitors’ needs?
• Clarity – is the value proposition and CTA
clear
• Anxiety – any uncertainty for visitors
• Distraction – what is the page content
• Urgency – why should visitors take action
now? Are there any time limited incentives?
8
Building and Testing an Optimization Plan
• Applying CRO tactics such as common suggestions

and best practices may not always be effective
• Building a CRO plan will provide a better
understanding
• Before beginning any optimization strategy, you
have to know what you’re measuring and
attempting to optimize.
• It’s also important to understand what drives
these conversions.
9
Building and Testing an Optimization Plan
• Establish a baseline (current measurements)

• Form a testable hypotheses – identify the problem
areas (crazyegg.com)
• Design a test strategy
– Start small – simple and measurable change
– Use A/B testing
• Run the tests - measure success against the baseline
• This process should be ongoing
10
CRO and User Experience
• Create a map of user flows
• Examples of typical entry points to a website:
– A user clicks into your site from a banner or Google AdWords ad
– A user clicks into your site from a deep link that was surfaced by
a search (Organic Search)
• Google Analytics Visitors Flow report
11
CRO and User Experience
• Ads that form entry points to a website should
meet visitors’ objectives
– Are they actively seeking a solution to a problem, or are they
casually browsing?
– What problem are they trying to solve?
– How can I best capture the user’s attention?
– How do I relate to the user?
• Organize page content and design to support
call to action
12
Landing Page Optimization
For Different Types of Visitors
Using the concept of
personas can increase
effectiveness of landing
pages as content can be
designed to match visitor’s
characteristics.
Example of using personas:

• White paper Using Personas to Skyrocket Conversion by
Omniture®
• The conversion rate for Leo Diamond went from 0.86% to 54.1%
• http://www.theleodiamond.com/
13
• The headline – it grabs the attention of the visitor
• Hero image – the primary image or creative element on
the landing page. It should work with the headline.
• Proof points – benefits of conversion
• Call to Action – actual conversion activity
• Third-party endorsement - build confidence and trust –
news links, brands, etc.
• Social proof – testimonials
14
• C = Clear Call to Action
• O = Offer
• N = Narrow Focus
• V = Very Important Attributes
• E = Effective Headline
• R = Resolution-Savvy Layout
• T = Tidy Visuals
• S = Social Proof
(KISSmetrics)
15
What is more effective: Long-form vs. Short-form
landing pages?
• As a general rule, longer-form landing pages work for products
that are more complicated in nature or that are newer to the
market and need to build trust with the visitor.
• Shorter-form landing pages work for products that are very
easy to understand or have strong existing brand awareness
and trust with visitors.
16
General Rules
• Make text on the landing page as streamlined as possible
• The landing page should engage users
• Presenting the call to action should be the last step
• There should only be a single call to action
• Visitors should not search for the actual conversion activities
• Remove any visually distracting page elements
• Don’t overwhelm the visitors with too many choices
• Ensure the landing page and associated ads and keywords
match
17
General Rules
• There should only be a single call to action
18
General Rules
• Remove any visually distracting page elements
19
General Rules
• Ensure the landing page and associated ads and keywords match
20
Reducing Bounce Rate
• Bounce Rate is the number of visitors who
leave a website after visiting a single page. It
affects website ranking.
21
How to determine sources of high bounce rate:
• Analytics – detailed page-level report and where
traffic is coming from
• User Testing – observe how users interact with the
website (use heatmap tools)
• User Surveys – ask visitors
Engagement Hits:
• pageviews (trackPageview),
• events (trackEvent),
• ecommerce items (additem),
• ecommerce transactions (trackTrans),
• social (trackSocial)
22
Examples of issues causing high bounce rate.
• The website is visually unappealing, difficult to use, or
doesn’t meet visitors expectations
• The visitors to the website are not the right people.
• There is no call to action
• Too many calls to action
23
Other Tips for CRO
• Improve website’s loading times – 1 second
delay results in a 7% decrease in conversions
• Include social proofs such as testimonials
• Include third party validation – i.e. “client
successful stories”
• Build a community
• Use mobile friendly website designs
• Comply with privacy laws
• Consider creating videos and placing them on
the landing page
24
CRO Conclusion
• Testing never ends
• Data rules – check facts frequently
• Investing in advertising without preparing the
website is a waste of money
• Test everything – just not all at once
• Become familiar with tools such as Google
Analytics
25

Conversion Rate Optimization

Uploaded by

Conversion Rate Optimization

Uploaded by

Conversion Rate Optimization

CRO is not based on guesses and what

• Applying CRO tactics such as common suggestions

• Establish a baseline (current measurements)

Example of using personas:

You might also like