an introduction to conversion rate optimization, landing pages & a/b testing
DESCRIPTION
UPDATE: The original version of this presentation was deleted from Slideshare by accident. Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.TRANSCRIPT
CONVERSION RATE OPTIMIZATION because it’s effing awesome
Georgiana Laudi Director of Marketing, Unbounce
@ggiiaa
slide deck inspired by Oli Gardner
are you social?#MTLGG
@MTLGirlGeeks @unbounce
@ggiiaa Presentation Slides bit.ly/mtlgg-cro
MOST
MARKETINGISBROKEN
marketers are DISRESPECTING
the click
OF MARKETERS ARE98%
DOING IT WRONG
Yesterday’s home runs, DON’T WIN
TODAY’S GAMES.~ Babe Ruth
So, how do we fix marketing?
provide better experiences.
CONVERSION RATE OPTIMIZATION
CRO is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.
http://en.wikipedia.org/wiki/Conversion_optimization
if content is king
~ John Munsell, CEO of Bizzuka
CONVERSION IS QUEEN
Never start a marketing campaign without a dedicated landing page
Otherwise known as the NSAMCWADLP principle
why?
1. Attention Ratio 2. Message Match
Attention RatioThe ratio of interactive elements (links) on a page, to the number of campaign conversion goals (which is always one).
Typical Homepage Experience
Targeted Landing Page Experience
3% Purchase rate 30% Purchase rate6 flavors24 flavors
project management software for teams
Project Mgmt Software!quickbase.intuit.com/
Attention Ratio 80:1
TOO. MUCH. CHOICE.
CONVERSION RATES GO UP
AS ATTENTION RATIO GOES DOWN
Message MatchThe ability of your destination (landing) page to match the content and messaging of the upstream call-to-action the visitor clicked.
cheap flights to europe
Cheap Flights to Europe www.onetravel.com/Flights-to-Europe Save Big w/ Our Low Fare Promise. Book Cheap Summer Flights Now!
project management software for teams
Business Tools for Teams!www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
next day flower delivery
Next Day Flower Deliveries UK!www.iflorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists
project management software for teams
Simple Project Management!www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!
Perfect Message Match
free help desk software
The #1 Free Helpdesk Tool!www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!
Perfect Message Match
THE TOPHER GRACE EFFECT
how?
1. Landing Pages 2. A/B Testing
Landing PageA single web page that appears in response to clicking on a search result or an online advertisement or promotion.
Where would I use a landing page?Paid Marketing:
PPC Social Ads CPC CPM
Content Marketing: Blog Subscriptions Newsletter Signups Ebooks Whitepapers Guest Posts
Local Event Registration: Meetups Seminars Conferences QR Code Destination
Online Event Registration: Webinars "Whiteboard Fridays" “Hangouts On Air”
Launches/Early Access : Product App Company
Ecommerce: Product Pages Long Sales Letters Pay Walls Free Gifts
Services: Consultant/Agency Services Portfolios Quote Requests Appointment Bookings/Service Calls
Mobile Apps: Downloads Additional Product Promotion Ratings/Reviews
Social Media Marketing: Contests Sweepstakes Giveaways
Customer Onboarding: Demos Surveys
Recruiting: Job Postings
Email Marketing Campaigns (for all of the above)
5 Elements of High-Converting
Landing Pages
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
5 Elements of a High-Converting Landing Page
1. The Unique Selling Proposition (USP)
Image credit: smallmeasure.com
“You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.”
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
5 Elements of a High-Converting Landing Page
2. The Hero Shot
Image credit: Au bout de la route
5 Elements of a High-Converting Landing Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
5 Elements of a High-Converting Landing Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
4. The Proof
Image credit: Blouin News
5 Elements of a High-Converting Landing Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
5. The Call-To-Action (Conversion Goal)
Image credit: PatioTuerca
5 Elements of a High-Converting Landing Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action
Benefits
USP
Call-to-ActionHero ShotProof
Let’s see if you were listening…
Call-To-ActionUSP
ProofBenefits
What element is missing?
A/B TestingThe act of running a simultaneous experiment between two or more pages to see which performs or converts the best.
A/B Testing Terminology
Control - A page that acts as the benchmark to measure the success of your testVariant - A version of a control page that has some changes to the page elements
Element - A discrete unit on the page: a block of text, a form, a button, an image
Test - A hypothesis that one version of an element will increase the conversion rate of the page
Conversion - When a visitor takes the desired action on the page
yawn
100%Traffic
50%Traffic
50%Traffic
(Control)
Variant A
(Challenger)
Variant B
Increase + 2%
Conversion Rate 3%
Conversion Rate 5%
=
=
How A/B Testing Works
(Control)
Variant A
(Challenger)
Variant B
Conversion Rate 3%
Conversion Rate 5%
+ 2% Increase
=
=
Conversions 100
Conversions 167
($100/conv.) $10,000
($100/conv.) $16,700
+ 67% Lift
The Math of CRO
+ $6,700
Which test won?
23%
Variant A or Variant B?
Attention Ratio 6:1 43%
Variant A or Variant B?
13%
Variant A or Variant B?
32%
Variant A or Variant B?
21%
Variant A or Variant B?
I understand the results I don’t understand the results
Conversion Improvement
Woo Hoo! You’re a split testing genius. Make some notes & start
your next test! (Pass)
Really? Ok, run another test to figure out the next step.
(Pass *kinda*)
Conversion Decline
Good save! Stop the test, make some notes & try a new hypothesis
(Pass)
Seriously, a kitten just died because of you…
(Fail)
Dealing with the Data
You should always have time to UNDERSTAND YOUR
CUSTOMERS.
If you don’t SOMEONE ELSE WILL.
~ Jonatan Littke, CEO and co-founder of Lookback
Build, Publish & A/B Test Landing Pages Without I.T.
shameless plug:
Great CRO ResourcesThe Unbounce Blog unbounce.com/blog
!
The ConversionXL Blog coversionxl.com !
The Landing Page Conversion Course thelandingpagecourse.com !
The Ultimate Guide to A/B Testing get.unbounce.com/the-ultimate-guide-to-ab-testing
!
Unbounce Guides & Webinars unbounce.com/resources
Start creating better marketing experiences
try.unbounce.com/mtlgg
Georgiana Laudi@ggiiaa
Slides bit.ly/mtlgg-cro