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Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue



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Conversion Rate Optimization can and will help you get more leads, convert more users, and make more money. So stop leaving money on the table!

Learn tips, tactics, tools, and techniques to build an actionable plan that will help connect with your users. Through case studies, examples, and best practices learn how to:

Understand the basics of User Psychology
Build basic Personas & Action Paths
The importance of User Experience & Page Design
Leverage analytics data
Easy ways to improve Bounce Rate and Time on Site
Using AIDA as part of your online marketing strategy
Crafting effective Calls to Action
Start A/B testing

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Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue

  1. Stop Leaving Money on the Table: Conversion Rate Optimization Josh Patrice Director of SEO November 11, 2014
  2. First, thank you for having me! What’s a “Portent?” Portent Inc. is a leading integrated marketing agency. Located in Seattle, WA., Portent is a full-service agency with experts in paid advertising, analytics, SEO, content strategy/writing and social media. As well as in-house design, creative, and development teams. Greetings from the #smithtower
  3. Who’s this guy? Josh Patrice has spent his entire career in online marketing; starting in the summer of ’03 with the drudgery that was early day PPC & Paid Inclusion work. In the years to come, he became king of the search-nerds through his work in UX design, information architecture, CRO and SEO. Today, he educates clients and SEO experts how to optimize websites so search engines & users want to shout their URLs from the mountaintops. When Josh isn't teaching everyone else how to be awesome, he is the epitome of a modern renaissance man, playing music, cooking, and finding the perfect quip for any situation. Josh Patrice Director of SEO
  4. What is Conversion Rate Optimization?
  5. Conversion Rate Optimization What is CRO? CRO is learning why your visitors aren’t converting and then working to fix it.
  6. The Basics Calls to Action The foundation of Conversion Rate Optimization is the call to action. Without CTAs, your website is a brochure. The power of influence is at the heart of CRO. Get Your Quote Buy Give us Your Email NOW Order Now Sign Up Now! Login Conversion Rate Optimization What is CRO? A/B Testing Serving a different experience to different audience to find what works. Landing Pages Creating specific pages to better convert traffic.
  7. Psychology
  8. Conversion Rate Optimization Psychology Fear v. Greed The Psychology of the User Getting Inside Your Users Mind The basis of users’ online interactions comes down to fear v. greed. o Origins in market trading. o Users default to fear, yet more conversions come from trust o Greed is good. Fear Greed
  9. Conversion Rate Optimization Psychology Trust Trust builds Greed. Privacy Paradox Users risk their privacy (info, address, etc.) against the value of your offering. Value can be determined by more than just the object, it can be determined by the aesthetics and the ease of the process. The more control your users have over their privacy, the lower the perception of risk.
  10. AIDA An oldie, but a goodie Awareness Getting folks to your site through marketing your product/service/etc. Interest Resonate with your users’ pain. What problem are visitors trying to solve? Your site needs to be about THEM, not about you. Desire Your users have outcomes in mind when they visit your landing page. Be sure to address their outcomes. This is where your value proposition comes into play. Help them answer: What’s in it for me? Action Reason to believe you. Users need to trust you more than they need to be sold to.
  11. It’s all UX Awareness - Tagline Managing user expectations from search, email, etc. with appropriate messaging, imagery, etc. Interest - Benefits Drawing your users into your site, keeping them from bouncing, investing in the engagement. Investing in their needs. Desire - Features Simplifying the results. Details: shipping, size, price, screenshots, etc. Action - Things Social proof: testimonials, awards, call to action and buttons. Conversion Rate Optimization Psychology awareness interest desire action
  12. Why CRO?
  13. Why? There’s Always Room to Improve Let’s be honest, unless you’re at 100% conversion rate, you can always improve. Conversion Rate Optimization Why CRO? The average shopping cart abandonment rate is 67%
  14. Why? More Traffic ≠ More Conversions You can grow traffic volume all day, but if your visitors aren’t converting, what’s the point? Using CRO to improve your conversion rate is a no-brainer. Conversion Rate Optimization Why CRO? 63% of consumers need to hear company claims 3-5 times before they trust it Edelman Trust Barometer, 2012
  15. When CRO?
  16. ABC
  17. Conversion Rate Optimization When CRO? Always… Long-Term Benefits CRO is akin to SEO, the benefits of today’s efforts will payoff further down the line, and the benefits from tomorrow’s efforts will be seen even later still. Additionally, this allows for iterative learning as each tweak and each test will result in new data to be analyzed and improved upon
  18. Always… Changing Habits change. Design changes. The Web evolves. Additionally, since CRO is tied to UX at a higher level, you need to always be improving the user experience of your site to help find and fix pathways that make the visitor's life easier than before.
  19. Where do I Start?
  20. Benchmarks Before/After Use your analytics platform to get benchmark data for the following: o Site Conversion Rate o Landing Page Conv. Rate o Funnel Data o Bounce Rate o Pages Viewed per Visit Conversion Rate Optimization Where do I Start?
  21. Benchmarks CrazyEgg Great resource for user engagement Conversion Rate Optimization Where do I Start?
  22. Conversion Rate Optimization Where do I Start? Analytics The Devil in the Details Bounce Rate Filter your data to find the pages with the highest bounce rates. These should be your primary focus for optimization. High bounce rates mean that users are visiting your site, not finding what they need on the page, and leaving. Bounce Rates can be lowered sometimes by a simple change to the site or additional information. Time on Site Engaged users tend to stay on pages longer, if your users are finding their way to conversions, then you’ll have a higher time on site. Landing Pages & Top Content Find out where your users enter your site, and what pages they visit. o Is it the best path to converting? o Are there CTAs on your top pages?
  23. Conversion Rate Optimization Where do I Start? Analytics The Devil in the Details Funnel Visualization Funnels help to identify where you’re losing conversions during the checkout or signup process.
  24. Conversion Rate Optimization Where do I Start? Classic Personas…
  25. Conversion Rate Optimization Where do I Start? Classic Personas… are Utter Crap
  26. Classic Personas… Personas Can’t build a site around an offline persona. Best Buy can’t have a section of their stores for people that just want to learn about their history, read stories, look at photos, and fill out requests. Can’t offer a “Jill” experience with a major brand’s site. Why try to force that upon a website? Conversion Rate Optimization Where do I Start?
  27. I am a Liar
  28. Personas Lies You can still target Jill You can still target Barry You can still target Joe You just have to redefine what that means Conversion Rate Optimization Where do I Start?
  29. Conversion Rate Optimization Where do I Start? Personas through Psychographic Research
  30. Joe • Hispanic • Democrat • of Voting Age • Interested in Immigration • Barry and Jill’s friend
  31. Conversion Rate Optimization Where do I Start? Psychographic Research Joe is a rudimentary example using psychographic variables instead of classic demographics o Joe is not just Hispanic, 18-­‐25, HH $35k, w/$2k revolving debt o Joe’s demographics are merely qualifiers o Joe has interests, ac+vi+es, and opinions (IAO) Joe’s age, habits, preferences, and personality are inferred through psychographic variables instead of being set in stone via classical persona models
  32. Conversion Rate Optimization Where do I Start? Psychographic Research Personas Use psychographic research!!! 1. Go to Facebook 2. Start an ad campaign 3. ? 4. Profit • On & Offline Publications • Causes, Beliefs, Charities, Issues • Religion • Brands • Military & Government Roles • Legal • Health • Parents • Sports, Hobbies • Video Searches • Recreation, Occupations • Humor • Historical Interests • Education, Degrees • Pop Culture, Music, TV, Radio • Dislikes • Cars • Media Preference • Sexual Preference • Relationship Status • Age • Gender • MORE
  33. Psychographic Research • vertical data o Travel 5M00,00I0N • segmented categories o Air Travel, Bus & Rail, peIoMple Cruises MUINIMMUM • specific sub-categories o Airport Parking No one is interested You don’t remember the halyco ni nd aaysir opf oyorut tph adrrekaimngin!g of airport parking?
  34. Action Paths Action Paths The way a certain persona uses a website is an action path. Action paths end with a conversion. Conversion Rate Optimization Where do I Start?
  35. Action Paths Example This site has paths for the following personas: • Partners • Current Customers • New Customers • Information Seekers
  36. Action Paths Example An action path for a website/ persona. Based on current traffic patterns, as well as ideal patterns. Always ending in an action, but ideally a conversion.
  37. Action Paths Example Diving deeper into persona action path and potential questions. Identify areas of weakness, questions, tech hurdles, etc.
  38. How?
  39. Audience Research Study Your User Your audience isn’t a set of keywords. Build online user personas and find their habits, action paths, etc. Interviews Card Sorting Personas Name: Wes Role: IT Action Path: Whitepaper Download - Products/Solutions Habits: uses site search, digs through navigation, avoids "superfluous" pages like the blog Conversion Rate Optimization Where do I Start?
  40. Audience Testing Doing Your Research How does your site function for your audience? Could your mom use your site correctly? Could your son? Conducting tests is easier than in the past thanks to passive online tools. Conversion Rate Optimization Where do I Start?
  41. A/B Testing Figuring out what works A/B tests allow you to figure out where to start with regard to CRO. Best tests will work to improve the experience or process for the user. That being said… Test your message, colors, pictures, everything. Just test one thing at a time. Conversion Rate Optimization How Can I Do?
  42. A/B Testing Tools It’s so easy today to run A/B tests that it’s foolish not to. Conversion Rate Optimization How Can I Do?
  43. 95% or bust Statistical Significance If you embark on A/B testing, statistical significance will be an important measurement. In terms of choosing a winner, here are our significance percentages: o 95% = Do not leave home without o 97% = You're getting good o 98% = Warmer o 99% = Sure thing o 100% = Presidential Launch Codes Conversion Rate Optimization How Can I Do?
  44. Will I Get Good Leads?
  45. Unlike just about everywhere else, there are no failures in CRO. You always learn, regardless of the Did it Work? . What happens if we fail? outcome.
  46. An example test where we altered price range information. Instead of “$x to $y” we tested “from $x”
  47. Another example from the same test, using a different price point.
  48. An A/B/C test using different button colors. Sadly, orange won again…
  49. A multi-variant test with a rather confounding scoring rubric.
  50. Best Practices & Top Tests
  51. Page Design ABCD Layout your site with regard to the ABCD grid as seen in the landing page below. Conversion Rate Optimization Best Practices & Top Tests A to D Users flow naturally from A to D
  52. Conversion Rate Optimization Best Practices & Top Tests Page Design B & C Remove CTAs from B & C, move them to D instead. That’s where users’ eyes wind up.
  53. Conversion Rate Optimization Best Practices & Top Tests Page Design Personalized Button Messages Reach out to your audience, it’s a leap of faith for them to buy online because there’s no human interaction. By making a button more personalized, more direct, speak to the user, you can see an increase in engagement. hSp://­‐call-­‐to-­‐acVon-­‐case-­‐studies-­‐examples-­‐from-­‐buSon-­‐tests/
  54. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid Too Many Calls to Action Stick to 1, maybe go up to 3, but 8 is more than enough. Where should the user begin on the page below?
  55. Conversion Rate Optimization Best Practices & Top Tests Page Design Ditch Distractions Keep it simple, and keep it easy for users to navigate, read, process, etc.
  56. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid Options Options create confusion and roadblocks in the conversion process.
  57. Conversion Rate Optimization Best Practices & Top Tests Page Design Avoid “Solutions” Address Problems I have a problem. I don’t know the solution. Stop offering blanketed solutions to your users.
  58. Conversion Rate Optimization Best Practices & Top Tests Page Design Resonate with your users What problem are your visitors trying to solve? Your site is about THEM, not you.
  59. Conversion Rate Optimization Best Practices & Top Tests Page Design Match Your Keyword to Your Ad Seeing the search query appear in the ad helps create familiarity
  60. Conversion Rate Optimization Best Practices & Top Tests Page Design Match your ad to your landing page Carrying that familiarity to the landing page continues the bond.
  61. Conversion Rate Optimization Best Practices & Top Tests Show me the Price! Page Design Don’t hide your price under copy or with a color that blends in. Make it stand out!
  62. Conversion Rate Optimization Best Practices & Top Tests Show me Shipping! Page Design Humans will rely on one trait or piece of info when making a decision. Free shipping is most important order factor: o 52 percent of abandoned online shopping carts in 2011 were due to a lack of free shipping deals* o Shoppers spend an average of 30% more when free shipping is available* *hSp://
  63. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.576.3740 Prepared by Josh Patrice Director of SEO @Syzlak YOU.

Editor's Notes

  • But really, before all that. The basics of CRO live in psychology
  • All interactions start from a place of either fear or greed.

    Someone is acting based upon fear might get a home security system, they might NOT take action on your site.

    Greed comes from folks thinking that their lives will be better if they take an action.

    Confusing Messages lead to fear
    Unknown next steps lead to fear

    Clear answers lead to greed
    Move past the threshold of Greed
  • Privacy Paradox is the idea that there is a threshold for my privacy. In other words, what will I get if I give you this info…

    In the end, giving up personal information is a buzzkill, but knowing that threshold is crucial to your online success.
  • Nike, owns SERPS
    Nike says don't hurt when you run
    Nike has cool shoes with features value prop
    Nike has an athlete you trust
  • User Experience is at the heart of online psychology
  • It’s the ABCs

    a always…
  • A - Always
    B - Be
    C - Conversion Rate Optimization

    Glengarry Glen Ross
  • always optimizing
    always learning
    always improving options
  • If everything comes back to psychology and UX, then we need to acknowledge that it's always changing too

    A year is an eternity online.

    Look at these sites from 2003
  • With Brass Balls
  • Bounce Rate - explain

    Pages Viewed/Visit - explain
  • Start with Landing Pages & Top Content…

    Time on Site is not always a good thing, but does make for a decent barometer of engagement
  • Best Buy Personas

    a bit sexist

    experience for all personas
  • Well….. That’s not entirely true
  • can't have the entire site be different, but you can use action paths...
  • broad groups can become extremely targeted through a few affinities
  • If Joe likes bikes, but every other hispanic 18-25 $35k etc. person doesn't like bikes, we'd never be able to target Joe
  • This is just a SMALL selection of IAO you can use to help define and determine your personas
  • So, here's an example.

    Actually it's a very extreme example: Airport Parking

    Say you're working for the Port of Portland...

    some sort of vested interesting in airport parking

    What if those same people happen to also like the Blazers… or Bridgeport Beer? Use that info to target your users and define your personas
  • So, after you have your personas, what next?

    Action Paths or user journeys as they're sometimes called help you craft unique experiences within a broadly targeted site.

    Remember Jill?
  • Let’s simplify the complex persona that Best Buy made for Jill for a minute, and just have her be a prospective customer.

    She doesn’t need the path for Partners (those using Ariba or NetSuite already)
    She doesn’t need the login
    She needs to know about the integration solutions this site offers
    She MIGHT look into more info
  • Here is an example of how to build an action path using the Portent site.

    Looking at current analytics to determine entrance path, interactions, etc. We defined 3 major paths with 4 conversion opportunities
  • Then we choose a path and figure out the best content for that user.

    Services offered - spelled out and easily digestible. We don't do PR, he should know in 5 seconds.

    Details of the Work - do we link build? do we make infographics?

    Timeframe - how long does it take, what do I get? Show a workflow.
  • Yes but how?
  • audience research is a great place to start

    the psychographic user personas allows us to incorporate common interests or themes into our site/content

    all the Joe's happen to like the Jazz then use a trumpet player in your hero image
  • Great tools online for addressing your site’s issues
  • Don't just test your button's color, or change it to Orange because of the "Big Orange Button" Test

    That test was successful, true. But it also was a test of button v. no button.
  • ×