5 ways to increase conversions without a site redesign

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5 STEPS TO OPTIMIZE SITE CONVERSIONS

&

WITHOUT A REDESIGN

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TRAVIS SMITHEXPERIENCE DESIGN LEAD

@travisbsmith

YOUR PRESENTERS

ARI WEILVP MARKETING & BD

@aweil

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

90%

HOW WEB PERFORMANCE IMPACTS CONVERSION AND RETENTION

FORTUNE 500 NOT MOBILE FRIENDLY

1 2 3 4 5 6 7 8 9

66% Expect <4 sec Page

Load

57% Leave

Industry Average:5.3 SEC

Mobile Average:8.2 SEC

29% NEVER RETURN

USERS ARE X-DEVICE

85% Leave

48%

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015

MOBILE OPTIMIZATION IMPERATIVE

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

CRITEO STATE OF MOBILE COMMERCE REPORT Q2 2015

IMPORTANCE OF A CROSS-DEVICE STRATEGY

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WHAT IS VISIBLE?

WHAT DOES THAT WEIGH?

TIP #1: OPTIMIZE PAGE SIZE

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USER EXPERIENCE( YOTTAA )

BIT DELIVERY( CDN )

OPPORTUNITIES TO ACCELERATE WEB PAGES

7

DNS Resolutio

n

ServerConnectio

n

Server‘Wait Time’

Page Downloaded

Browser Title Bar Appears

Page Starts to Render

Page is Displaye

d

Ready for Interactio

n

•CDN SOLVES FOR MILLISECONDS- Geo lookup- Server connection- First byte time

•ACCELERATION SOLVES FOR SECONDS- Context-aware content serving- Full page caching – Start render time- Content orchestration – Display and

InteractivityLEGEND

DNSResolution

Content Delivery

User ExperienceDelivery

Start Your Website

DESKTOP + MOBILE

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IMAGES

CALLS TO ACTION

RELATED PRODUCTS

TIP #2: OPTIMIZE PLACEMENTS

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

IMAGES

CALLS TO ACTION

RELATED PRODUCTS

TIP #2: OPTIMIZE PLACEMENTS (MOBILE)

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PERSONALIZED, ENGAGING CONTENT CHALLENGES

WEB APPS USERSWEB INFRASTRUCTURE

DESKTOP + MOBILE

3RD PARTY CONTENTADS - SOCIAL – ANALYTICS - PERSONALIZATION

LEGACY CDN

Static50%Dynamic

25%

3rd Party25%

ONLY STATIC CONTENT

MODERNIZATION: CLOUD, SaaS,

AGILE

OUTSIDE OF YOUR CONTROL

GAPS, ERRORS &

FRUSTRATION

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AVOID DISTRACTION& DRAW THE USER’S EYE

BALANCE MARKETING WITH COMMERCE

TIP #3: OPTIMIZE CTAs

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• What makes sites larger?– CSS– Images– JavaScript

• What makes sites slower?– All of the above– 3rd party tags

JUST ONE INNOCUOUS PIECE OF JAVASCRIPT

< 300 KB 300-600 KB 600-900 KB 900-1200 KB 1200-1500 KB

1500-1800 KB

0100020003000400050006000700080009000

Series 1

< 10 10-20 21-30 31-40 41-50 > 500

2000400060008000

100001200014000

Series 1

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ONLY TEST ONE VARIABLE AT A TIME

UNDERSTAND STATISTICAL RELEVANCE

NEVER STOP. EVER.

TIP #4: A/B TEST

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TIP #5: ANALYZE RESULTS

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CONTEXTINTELLIGENCETM PLATFORM MAXIMIZES USER EXPERIENCE

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Online Retailer selling Premium Quality Neck Ties, Bow Ties, Belts, Socks and More

CASE STUDY:

2%

23%

39%

12%

Conversion Rate

Improved Time to First Byte

Improved Time to Start Render

Improved Time to Fully Display

C O N F I D E N T I A L © 2 0 1 5 A L L R I G H T S R E S E R V E D

THANK YOU!