emerce performance - bryan eisenberg

CONFESSIONS OF A CONVERSION RATE

OPTIMIZER

Bryan Eisenberghttp://www.bryaneisenberg.com@TheGrok

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”- David 1963

$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia

Your Website Sucks

Most websites don’t have a TRAFFIC problem...

However, every website has a CONVERSION problem!

Everyone Wants Traffic, But Then...

Companies typically spend $92 to bring customers

to their site.

But only $1 to convert them.

“I know that half my ad dollars are wasted, I just don’t know which half” John Wannamaker

Convert Or Else

“Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – buyers of your products.”

- Claude Hopkins 1923

Eisenberg’s Hierarchy of Optimization

Personas

(aggregate)

(segment)

Higher In Hierarchy = More Effort & Skill

Where in hierarchy you focus

Conversion Is a Journey NOT a Destination

Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs.

-Bryan Eisenberg, ClickZ 2001

Persuasion Architecture Process1. Who are we

trying to persuade?

2. What action do we want them to take?

3. What action do they want to take? (hint: not always identical to #2)

Persuasion Architecture’s Six Steps

1. Uncover Your Personas

2. Plan their journeys through persuasive scenarios

3. Storyboard the “creative”

4. Test its effectiveness

5. Implement

6. Measure scenarios to optimize results

3 Key CRO Elements

• Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation

• People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource

• Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content

4 variables most strongly correlated with improved overall conversion

• Perceived control over conversion rates

• A structured approach to CRO

• Having someone directly responsible for CRO

• Incentivising staff based on conversion rates

How Satisfied Are You?

Don’t do Slice & Dice Optimization

Can You Spot The Differences?

48% No control overconversion

Limited time and resources are the major barrier to improving conversion

Source: 2010 Conversion Report from eConsultancy

Do you have a structured approach to improving conversion rates?

Perceived control over conversion rates

Number of staff responsible for improving conversion rates

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000

0%1%2%

1%2%4%4%

61% do less than 5 tests per month

Response 2010: 222 Response 2009: 271

Source: 2010 Conversion Report from eConsultancy

On average, how many tests do you carry out each month on your website?

Methods currently used for improving conversion rates

The Hard Work Pays Off• Companies whose conversion rates have

improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved.

• Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.

WebsiteTestingTools.com

Free Behavioral Targeting

Runa.com Instant Personal Deals

SEARCH

ORGANIC

AFFILIATE

User Origin Acquisition Cost

Incentive

$10OFF

Real-time offerbased on origin

$25OFF

Net Revenue After Marketing Costs

Example: Price Optimized for User Origin

Monetate

BEST OF 2010

• Conversion impact as high as 55%

BADGING

Relevance Value Call to Ac0on

• Average conversion improvement range 5%-20% (As high as 100%)

MESSAGE CONSISTENCY

• Conversion improvement as high as 12%

TAX FREE

• Conversion improvement as high as 100%

INTERNATIONAL

• Acquisition improvement as high as 1000%

EMAIL ACQUISITION

Call to Action Process for CRO

30 Key Optimization FactorsPlanningWIIFM: What's in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorization

StructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser Compatibility

MomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of Action Security & Privacy

CommunicationPersuasive CopywritingContent Headlines ReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews

For visitors to convert, these 5 steps must be in alignment.

The PPC Searchers’ Journey

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Action

111% Increase in Conversions

Boosted Sign-Ups by 52.8%

Here lies my biggest confession...

Thank you for listening!

Bryan Eisenberg

bryan@bryaneisenberg.com

Read our blog: www.BryanEisenberg.com

Call us at (347) 470-GROK (4765)

Follow me on Twitter Please:

@TheGrok

emerce performance - bryan eisenberg

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