Conversion OptimisationTesting and tuning for conversions

The Online Marketing MixWhere is your attention right now?

• Web Design (branding)

• Search Engine Optimisation (rankings, unique visitors)

• Pay Per Click/ Advertising (CPA, CTR’s)

• Affiliate Marketing

• Analytics (bounce rates, return visitors)

• Email Marketing (open rates, unsubscribe rates)

• Primarily Acquisition or retention focused

But what happens when customers get to your site?

Conversion is frequently the missing link between

Acquisition & Retention

Conversion is really all about ‘Outcomes’

What are you currently reporting on?Page Views

Time on site

Rankings

Top exit pages

Etc!!!

Rule1Keep it simple

< FOUR ‘Outcome’ focused metrics

are all you probably need to

follow.

SalesLeadsAOVMembership signups

What action do you want a visitor to take?What is the purpose of the site?

Start with

Who?

How Much?

RULE 2

Segment, Segment, Segment

Who is current visiting your site?

picture

SEO

PPC

Email

Direct

Affiliate

A great system….

C = 4m + 3v + 2(i-f) – 2a

Source: Marketing Experiments

100% = free beer

M = channel (segmentation)

“Where are they coming from?”

V = Key Value PropositionWhat makes you so different?

2(i-f)Incentive - Friction

2aAnxiety

Your goal

C = 4m + 3v + 2(i-f) – 2a

O

Landing Page Optimisation is the biggest profit driver

under your control

Why does it matter?

What happens if conversion goes up, and your ad spend stays the same?

• Costs less to get customers

• Can get more customers for same spend

• Can afford to bid higher than your competition

• ROI improves

• You get a raise

How sites are built: The old way

• Designers come up with something that looks good

• Board room meetings - nicest tie decides

• Changes made out on the site

• Hope and a Prayer

• A lot of money gets spent

• Sales/Conversions go up… or down.

Test, test, test!!

What is it? Showing different designs randomly to different customers.• Let your customers help tell you what will make them buy, take action• A forced survey of sorts• Systematic way to find out “what works” for your When/Where/Who

combination?– Every offer is different

A Better way….

What changes when you test?

• Designers come up with several ideas

• Board room meetings- nicest Tie decides

• Changes made out on the site

• Hope and a Prayer

• A lot of money gets spent

• Everyone is nervous

• Sales go up, down or stay the same

What changes?

• Designers come up with several great ideas

• Test is designed to validate which idea works best

• Changes made out on the site

• Top performer is discovered and confirmed

• No one is nervous

• Conversion/ ROI/ Sales go up

So what do I test?

Uncovering issues…

• Google Analytics - Start with conversion goals – build your funnel !

• Are you tracking onsite Search?

• Traditional methods still work too – surveys, customer service reps, forums.

• Online / Offline

Measuring Success

Show me the numbers.. (but I only need a few)

• Conversion KPI’s– Conversion Rates Is 3 % your target? – Bounce rates 25%-40% is normal– Top exit pages

What to test….

• Layout• Copy• Headings• Images• Buttons• Navigation• Traffic (eg SEO vs PPC)

• A/B Testing

– Test two ideas at a time

• Full Factorial Multivariate testing

– Can test more than two, but its slow

• Fractional Multivariate (ie Taguchi)

– Can test dozens or hundreds at a time, quickly.

Methodologies

Example Campaign:

Arrowvoice & Data wanted to optimise

their website performance.

The original landingpage suffered from a

couple of issues.

The main issue was that there were too many

call to actions, which confused visitors to the page.

TaguchiOptimisation

Design:

The following factors (orvariables) were chosen forthe optimization, creating 81 unique combinations:

Headline (3 options)Greeting (3 options)Image 1 (3 options)Image 2 (3 options)

The next pages detail thesevariables and let you “get inside” our heads on theresults/analysis for each one.

Greeting

Headline

Image 1

Image 2

The Result:

The live chat proved to be the most important variable on this page. The first option was the clear winner.

Test Results:

Two variables were shown to carry the most influence on response. We also observed the image as being very important.

This is summarized in the “predicted best recipe” section on the right.

This recipe performed:250% better than the control.(10% vs. approx 4%)

Websalad.com.au

• Conversion Optimisation Specialists• Search Engine Optimisation• Online Reputation Management

Level 2, 2 Barrack StSydney NSW 2000

jason@websalad.com.au

PH: 02 8028 4000