getting started with conversion rate optimization
DESCRIPTION
Aaron Weiche's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.TRANSCRIPT
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Getting Started With CROMnSearch’s #SearchSnippets
@AaronWeiche
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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. (Thank you Wikipedia)
Where to start? Where to get smart? Where to end?
Conversion Rate Optimization
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CRO Isn’t New!
Apply tried and true factors with ideas.
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Starting With Something
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Know where you are at.
Don’t skip measuring or evaluating a “perceived” bad situation.
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Optimize The Funnel
Existing funnels can be optimized at every step
Landing pages especially
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Structured Approach Scott Brinker – Search Engine Land http://searchengineland.com/the-ready-conversion-optimization-framework-43814
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Know Your Recipe
Only change ONE ingredient at a time.
HeadlinesContentMediaCTA
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Matrix Your FactorsMap out the types of factors you’ll want to adjust and what they accomplish.
BenefitsSaves timeIntegrationAutomation…
EmotionSuccessClient satisfactionFearWinningLove…
Value30 day free trial$49/monthTiered pricingMonthly contractPromo code…
FeaturesCustom reportsPhrase trackingResearch toolsCalendar…
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Cohort Charts
Understand what optimizations contribute to what.
Related factors, not single factors.
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WhichTestWon
Ideas
Validation
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Maximize
Clear hypothesis
A/B testingfor a champion Multivirate
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Starting With Nothing
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Audience Model
Know the user
Target the experience
Remove friction
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Experience
3 Step Process
Trust and content at each step
Quality Leads
Normal lather, rinse repeat optimization
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Takeaways
Think like the user
Know where you are and map where you’re going
Stick to structure
Never stop