SlideShare une entreprise Scribd logo
1  sur  15
Télécharger pour lire hors ligne
Why You Should Care About
Conversion Rate Optimization
Agenda
What we’ll cover
We’ll walk through the first steps to optimizing your site.
▪ What’s conversion rate optimization?
▪ What elements should you include on your site?
▪ What tools can evaluate your visitor’s engagement?
Bonus: Giveaways from Experiment Zone
Intro to AJ Davis
Experiment Zone
AJ loves helping brands improve their conversion rates
by improving customer experiences.
Expertise:
- Finding user experience issues & solving them
- Identifying small and large changes that improve
conversion rates
- User research, analytics, and conversion rate
optimization
Reach me
aj@experimentzone.com
LinkedIn
CRO
Who it helps? Visitors come to
our site but leave.
How do we get
them what they
need?
We launched a new
site, but we aren’t
making as much
revenue as we had
hoped. There’s a lot of focus
on growing our
ecomm business.
What should we do
next?
Conversion Rate Optimization (CRO)
What is it?
Process for improving the customer experience, so visitors
ultimately convert (take a desired action).
This might include:
▪ More people ordering on the site
▪ Increase of visitors filling out a form or submitting a lead
▪ More email sign ups
With existing traffic, you get more visitors to take the action.
Conversion optimization
Who should be doing it?
Any website with visitors.
There are steps you can take to improve conversion rates no matter how much
traffic you currently get.
With different levels of traffic, you can also add more CRO tools (such as A/B
testing) to get more granular improvements to conversion.
Conversion Rate Optimization (CRO)
What is it?
# of Completed Actions
÷
# Sessions
Conversion Rate %
300 Orders
÷
15,000 Sessions
2.0% Conversion Rate
Experience optimization
User Journey
Cart & Checkout
Purchasing
Collection & Product Pages
Browsing
Landing & Collection Pages
Education
Pre-Website & Landing Pages
Discovery
A/B Testing
How it works
Benefits
Statistical analysis
instills confidence
that the right decision
is being made.
A
B
50% of Visitors See Variant A
50% of Visitors See Variant B
Order Rate:
5.8%
Order
Rate: 3.2%
A/B Testing
Process
generate & design
hypotheses
Iterative + lean
A/B testing
A B
data results &
actionable insights
Ingredients for Conversions
Do These
▪ On the landing page / homepage, the website should state
simply and clearly what the website is about.
▪ Tell customers “why” this business early and often.
▪ Always give the visitor a clear action when they are ready to
take it.
▪ Show social proof - review and testimonials
Find examples on our Youtube Channel: Testing the Experience.
Ingredients for Conversions
Avoid these
▪ Complex navigation (especially if it reflect the organization
structure)
▪ Long blocks of text.
▪ Large images or video that slow down the page.
▪ Not setting expectations about what will happen next.
Ingredients for Conversions
Tools & technology
AB Testing and Personalization Platforms
Analytics Platforms Click tracking Tools
Next Steps
Bonus Materials
Giveaways from Experiment Zone:
▪ Get conversion fixes customized to your site with our FREE Conversion
Report Card.
▪ Find the opportunities in your site with our Free CRO Checklist.
Visit us and take advantage of these offers at ExperimentZone.com
Next Steps
Visit Us
Do you have more questions?
▪ Find out about what we do at ExperimentZone.com
▪ Sign up for our next webinar at GrowthThroughEmpathy.com
▪ Join our Growth Through Empathy Facebook Group to have
regular advice at your fingertips.
▫ https://www.facebook.com/groups/growththroughempathy/

Contenu connexe

Plus de AJ Davis

Chow.com - Website Redesign
Chow.com - Website RedesignChow.com - Website Redesign
Chow.com - Website RedesignAJ Davis
 
Usability Review - Verizon Wireless Family Portal
Usability Review - Verizon Wireless Family PortalUsability Review - Verizon Wireless Family Portal
Usability Review - Verizon Wireless Family PortalAJ Davis
 
World Usability Day - Measuring Engagement
World Usability Day - Measuring EngagementWorld Usability Day - Measuring Engagement
World Usability Day - Measuring EngagementAJ Davis
 
Ballroom Registrar - Mobile Prototype
Ballroom Registrar -  Mobile PrototypeBallroom Registrar -  Mobile Prototype
Ballroom Registrar - Mobile PrototypeAJ Davis
 
In-car Entertainment System
In-car Entertainment SystemIn-car Entertainment System
In-car Entertainment SystemAJ Davis
 
Expert Review - Verizon Family Portal
Expert Review - Verizon Family PortalExpert Review - Verizon Family Portal
Expert Review - Verizon Family PortalAJ Davis
 

Plus de AJ Davis (6)

Chow.com - Website Redesign
Chow.com - Website RedesignChow.com - Website Redesign
Chow.com - Website Redesign
 
Usability Review - Verizon Wireless Family Portal
Usability Review - Verizon Wireless Family PortalUsability Review - Verizon Wireless Family Portal
Usability Review - Verizon Wireless Family Portal
 
World Usability Day - Measuring Engagement
World Usability Day - Measuring EngagementWorld Usability Day - Measuring Engagement
World Usability Day - Measuring Engagement
 
Ballroom Registrar - Mobile Prototype
Ballroom Registrar -  Mobile PrototypeBallroom Registrar -  Mobile Prototype
Ballroom Registrar - Mobile Prototype
 
In-car Entertainment System
In-car Entertainment SystemIn-car Entertainment System
In-car Entertainment System
 
Expert Review - Verizon Family Portal
Expert Review - Verizon Family PortalExpert Review - Verizon Family Portal
Expert Review - Verizon Family Portal
 

Dernier

Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 

Dernier (20)

Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 

Why you should care about conversion rate optimization

  • 1. Why You Should Care About Conversion Rate Optimization
  • 2. Agenda What we’ll cover We’ll walk through the first steps to optimizing your site. ▪ What’s conversion rate optimization? ▪ What elements should you include on your site? ▪ What tools can evaluate your visitor’s engagement? Bonus: Giveaways from Experiment Zone
  • 3. Intro to AJ Davis Experiment Zone AJ loves helping brands improve their conversion rates by improving customer experiences. Expertise: - Finding user experience issues & solving them - Identifying small and large changes that improve conversion rates - User research, analytics, and conversion rate optimization Reach me aj@experimentzone.com LinkedIn
  • 4. CRO Who it helps? Visitors come to our site but leave. How do we get them what they need? We launched a new site, but we aren’t making as much revenue as we had hoped. There’s a lot of focus on growing our ecomm business. What should we do next?
  • 5. Conversion Rate Optimization (CRO) What is it? Process for improving the customer experience, so visitors ultimately convert (take a desired action). This might include: ▪ More people ordering on the site ▪ Increase of visitors filling out a form or submitting a lead ▪ More email sign ups With existing traffic, you get more visitors to take the action.
  • 6. Conversion optimization Who should be doing it? Any website with visitors. There are steps you can take to improve conversion rates no matter how much traffic you currently get. With different levels of traffic, you can also add more CRO tools (such as A/B testing) to get more granular improvements to conversion.
  • 7. Conversion Rate Optimization (CRO) What is it? # of Completed Actions ÷ # Sessions Conversion Rate % 300 Orders ÷ 15,000 Sessions 2.0% Conversion Rate
  • 8. Experience optimization User Journey Cart & Checkout Purchasing Collection & Product Pages Browsing Landing & Collection Pages Education Pre-Website & Landing Pages Discovery
  • 9. A/B Testing How it works Benefits Statistical analysis instills confidence that the right decision is being made. A B 50% of Visitors See Variant A 50% of Visitors See Variant B Order Rate: 5.8% Order Rate: 3.2%
  • 10. A/B Testing Process generate & design hypotheses Iterative + lean A/B testing A B data results & actionable insights
  • 11. Ingredients for Conversions Do These ▪ On the landing page / homepage, the website should state simply and clearly what the website is about. ▪ Tell customers “why” this business early and often. ▪ Always give the visitor a clear action when they are ready to take it. ▪ Show social proof - review and testimonials Find examples on our Youtube Channel: Testing the Experience.
  • 12. Ingredients for Conversions Avoid these ▪ Complex navigation (especially if it reflect the organization structure) ▪ Long blocks of text. ▪ Large images or video that slow down the page. ▪ Not setting expectations about what will happen next.
  • 13. Ingredients for Conversions Tools & technology AB Testing and Personalization Platforms Analytics Platforms Click tracking Tools
  • 14. Next Steps Bonus Materials Giveaways from Experiment Zone: ▪ Get conversion fixes customized to your site with our FREE Conversion Report Card. ▪ Find the opportunities in your site with our Free CRO Checklist. Visit us and take advantage of these offers at ExperimentZone.com
  • 15. Next Steps Visit Us Do you have more questions? ▪ Find out about what we do at ExperimentZone.com ▪ Sign up for our next webinar at GrowthThroughEmpathy.com ▪ Join our Growth Through Empathy Facebook Group to have regular advice at your fingertips. ▫ https://www.facebook.com/groups/growththroughempathy/