Conversion Optimization is the process of continuously improving a website or landing page to create the most effective experience for new and recurring customers. However, implementing a conversion optimization process within your organization can be challenging. Here is how to fight the most common roadblocks.
6. Canada’s largest bi-cultural digital performance agency.
2 offices: Montreal, Toronto.
Over 85 passionate digital practitioners.
10 years of billingual Canadian expertise.
Network of 3000 specialists across 50 countries.
iProspect
Canada
6
7. We are a story of growth and performance.
2005
2008
2013
NVI opened
its Toronto
office
NVI becomes
iProspect
Natural
Search
Paid Search
Analytics
Social Media
Conversion
Optimization
1996
iProspect
founded in
Boston
Founded in
Montreal
10 years of
digital
performance
2015
7
12. Conversion Optimization is the process of continuously improving
a website or landing page to create the most effective experience
for new and recurring customers.
Conversion Optimization
12
14. • In a complicated digital environment, Conversion Optimization provides a
scientific method to effectively measure the efficiency of your digital
platforms.
• By gaining insight on what works and what doesn’t for your target audience,
you can develop best practices to increase revenues (directly or indirectly)
from your website.
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Why is Conversion Optimization Important?
15. 15
CONVERSION OPTIMIZATION
THE ULTIMATE
PROCESS
1. ASSESS
CURRENT
SITUATION
3. TEST
4. REVIEW,
LEARN AND
SCALE
2. LIST
HYPOTHESES
15
18. Risk Management
18
“ ”Conversion optimization is
expensive and results are uncertain.
19. Look at the
cost as an
investment
Risk Management
2
Calculate your
expected ROI
3
Determine
how long it
takes to get
positive ROI
4
Determine
project cost
1
19
20. The iProspect Guarantee
Provide a total
project cost
(without any
surprises)
2
20
Give the
project
feasibility
1
Guarantee
performance
improvement
3
23. Test Culture
23
“ ”Going through the process again
doesn’t feel right, especially after
taking 1 year to develop the website.
24. Test Culture
24
Quick Wins Necessary Action On Hold
Elements that can
easily be changed
Major issues that require
immediate planning
& development cost
Elements that require
further development,
but can wait
Testing does not necessarily mean going through drastic changes. When
identifying things to change, one can classify them into:
25. 1. Quick Wins
25
Examples of elements that can
easily be tested and implemented:
• Copy
• Placement
• Colors
26. 2. Necessary Action
26
Examples of elements that must be
tested and will require effort:
• Forms on mobile
• Pricing options and the layout of
the pricing table
• New creative content
Users only see the first 2
columns of a 4 column
table when accessing via
mobile.
27. 3. On Hold
27
Examples of elements that require
development but are not a priority:
• Folds on a page
• Testimonials
28. Business Case
La Capitale
28
1. Is the price clearly displayed?
2. Do users know where to modify the
contract duration?
31. Failure Management
31
“ ”Conversion optimization can be
inconclusive resulting in “failure”.
32. Failure Management
32
1. Inconclusive tests 2. Follow-up tests 3. Tools
They tell us why the
original is performing
better.
Such tests are
mandatory to validate
our learnings.
Throughout the
experiments, tools help
us find incredible UX
insights.
For quantitative tests, we find value in:
33. Business Case - Securitas
33
To reduce a bounce rate of 86%, we
conducted A/B testing 3 times and got
inconclusive results all 3 times.
34. Business Case - Securitas
34
Online
Questionnaire
Did
you
1ind
the
information
you
were
looking
for?
J L
If
you
didn’t
1ind
what
you
need,
then
what
information
are
you
looking
for?
40%
BOUNCE RATE
REDUCED BY
42. IT Involvement
42
“ ”Changing elements on the website
is too hard, too long and too
complicated.
43. A/B Testing:
1 line of
Javascript
code on your
webpages
What to Test
2
Tag management
system
3
We can design
and host stand
alone landing
pages
1
43
3 points to help you become more independent from your IT team: