the journey of conversion optimization by khalid saleh
TRANSCRIPT
#SMX #22C3 @khalidh
TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
``
THE JOURNEY OF CONVERSION OPTIMIZATION
Beyondthetactics
#SMX #22C3 @khalidh
• 3,000+ Successful Tests
• 11 different countries
Lessons from
#SMX #22C3 @khalidh
Working with amazing companies
#SMX #22C3 @khalidh
Increasing Conversion Rates is a Complex Problem
Focused Solutions
“Forretailerslookingtogrowtheirconversionrates—whichtypicallyhoveraround3%—conversionmarke;ngprovidesopportuni;estoaddresstheother97%ofvisitors”
ForresterResearch
Sophisticated Analysis
Higher probability of success
#SMX #22C3 @khalidh
Getting to the big “Yes”
#SMX #22C3 @khalidh
Big “Yes”
yes
yes
yes
yesyes
nono
noyes
yes
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
Best Practices
#SMX #22C3 @khalidh
Starting with CRO
#SMX #22C3 @khalidh
Close to 50% of AB tests do not produce significant
results
#SMX #22C3 @khalidh
POP QUIZ
#SMX #22C3 @khalidh
POP QUIZ
#SMX #22C3 @khalidh
Success & CRO
#SMX #22C3 @khalidh
The Process
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
“People tell you who they are, but we ignore it - because we want them to be who we want them to be”
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
Engagement
• Startwithsettingspecificmetrics(KPIs)tomeasureuser’sengagement• Internalmetrics(pageviews,pagespervisit,etc)
• Externalmetrics(links,socialshares,etc)
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
putting it all together
#SMX #22C3 @khalidh
• What elements will increase visitors’ trust in the website and on the page
1.Identifytrustelements
#SMX #22C3 @khalidh
• What elements will increase visitors’ FUDs in the website and on the page
2.IdentifyFUDelements
#SMX #22C3 @khalidh
• What elements will motivate visitors to act right away?
3.IdentifyIncentives
#SMX #22C3 @khalidh
• What elements will engage visitors?
3.Identifyengagement
#SMX #22C3 @khalidh
• Move from targeting the masses into specific targeting
• Personalize conversion optimization experience
5.CreatePersonas
#SMX #22C3 @khalidh
• What elements do early shoppers need to see?
• How do we bring them back to the website?
6.Accountforbuyingstages
#SMX #22C3 @khalidh
• What elements do help with complex sales?
7.Dealw/complexsales
#SMX #22C3 @khalidh
Suzan✓ Caring✓ Evalua.ng✓ Worriedaboutdelivery
Mike✓ Logical✓ ReadytoBuy✓ Lookingforagooddeal
Chris✓ Aggressive✓ Justbrowsing✓ Lovestechnology
Jessica✓ Spontaneous✓ Researching✓ Priceconscious
#SMX #22C3 @khalidh
Identify the problems before making any
changes
#SMX #22C3 @khalidh
Possible conversion problems on the page
Conversionelement Pageelement Priority
Trust Lackofclearvalueproposition 1
Trust Disconnectinmessaging 2
Trust Lackofcongruentmessaging 5
FUDs Noclearordersteps 3
FUDs Pricingisconfusing 4
Incentives Nouseofurgency 5
Incentives Nouseofscarcity 6
Incentives Pricingdiscountisnotclear 8
Persona–Mikethespontaneous Heavyuseofjargon 7
#SMX #22C3 @khalidh
Hypothesis
Conversionelement Pageelement Priority
Trust Lackofclearvalueproposition 1
Hypothesis
Copy Design Placement
#SMX #22C3 @khalidh
The Process
#SMX #22C3 @khalidh
1st give away!
#SMX #22C3 @khalidh
FREE COPY OF OUR BOOK The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love.
This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.
Avinash Kaushik – Google Analytics Ambassador
Guy Kawasaki - author, speaker, entrepreneur, and evangelist
Email [email protected]
#SMX #22C3 @khalidh
2nd give away!
#SMX #22C3 @khalidh
Sign up for a free beta account
www.figpii.com
#SMX #22C3 @khalidh
#SMX #22C3 @khalidh
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX