emerce performance - bryan eisenberg
TRANSCRIPT
© 1998 - 2011 Eisenberg Holdings & @TheGrok
CONFESSIONS OF A CONVERSION RATE
OPTIMIZER
Bryan Eisenberghttp://www.bryaneisenberg.com@TheGrok
© 1998 - 2011 Eisenberg Holdings & @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
© 1998 - 2011 Eisenberg Holdings & @TheGrok
$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia
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Your Website Sucks
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Most websites don’t have a TRAFFIC problem...
However, every website has a CONVERSION problem!
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Everyone Wants Traffic, But Then...
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92:1
Companies typically spend $92 to bring customers
to their site.
But only $1 to convert them.
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“I know that half my ad dollars are wasted, I just don’t know which half” John Wannamaker
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Convert Or Else
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“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
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Eisenberg’s Hierarchy of Optimization
UX
Personas
(aggregate)
(segment)
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Higher In Hierarchy = More Effort & Skill
Where in hierarchy you focus
Con
vers
ion
oppo
rtun
ity
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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
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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)
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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
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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
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
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
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How Satisfied Are You?
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Don’t do Slice & Dice Optimization
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Can You Spot The Differences?
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48% No control overconversion
Limited time and resources are the major barrier to improving conversion
Source: 2010 Conversion Report from eConsultancy
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Do you have a structured approach to improving conversion rates?
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Perceived control over conversion rates
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Number of staff responsible for improving conversion rates
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0%
10%
20%
30%
40%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000
0%1%2%
6%7%
16%
31%
20%
16%
1%2%4%4%
6%
12%
27%
14%
20%
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?
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Methods currently used for improving conversion rates
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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.
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WebsiteTestingTools.com
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BO.LT
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Free Behavioral Targeting
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Runa.com Instant Personal Deals
2
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SEARCH
ORGANIC
AFFILIATE
User Origin Acquisition Cost
$20
$15
$0
Incentive
$10OFF
Real-time offerbased on origin
$25OFF
Real-time offerbased on origin
Net Revenue After Marketing Costs
$5OFF
Real-time offerbased on origin
$75
$75
$75
Example: Price Optimized for User Origin
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
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
Relevance Value Call to Ac0on
• Conversion improvement as high as 12%
TAX FREE
Relevance Value Call to Ac0on
• Conversion improvement as high as 100%
INTERNATIONAL
Relevance Value Call to Ac0on
• Acquisition improvement as high as 1000%
EMAIL ACQUISITION
Relevance Value Call to Ac0on
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Call to Action Process for CRO
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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
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For visitors to convert, these 5 steps must be in alignment.
The PPC Searchers’ Journey
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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
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
111% Increase in Conversions
Relevance Value Call to Action
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
Boosted Sign-Ups by 52.8%
Relevance Value Call to Action
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
Here lies my biggest confession...
© 1998 - 2011 Eisenberg Holdings & @TheGrok
Thank you for listening!
Bryan Eisenberg
Read our blog: www.BryanEisenberg.com
Call us at (347) 470-GROK (4765)
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