An area of increasing importance to successful digital marketing is Conversion Rate Optimisation (CRO). We have noticed a huge increase in interest around CRO over the past 12 months. Business owners and marketers are increasingly coming to the realisation that CRO is becoming a key component to digital success.

1. Conversion Rate
Optimisation (CRO) in 2017
David Lawrence, Co-Founder & Managing Director
www.thewebshowroom.com.au

2. CRO Experience In-House?
With an Agency?

3. A Quick
Introduction to CRO

4. CRO is the process of
optimising your site
to increase the likelihood
that visitors will
complete specific actions.

5.  Sales
 Form completions
 Sign ups
 Phone calls
 Subscriptions
 App downloads
 Content downloads
 Video Views
 Paths through a website
 And more…
What are Examples of Conversions?

6. Calculating Your Conversion Rate
 If 10,000 people visit your site per month.
 And 300 of them become a lead.
 Your conversion rate is 3%.

7. The Business Case
You have 10,000 monthly visitors with a 3% conversion rate.
And you need to increase revenue by 50%.
 Option 1: Attract 5,000 new visitors at the current 3%
conversion rate every month. At what cost?
 Option 2: Improve the conversion rate by 50% once.
 Option 3: Continue to target 300 leads per month but
use CRO to improve lead quality.

8. Conversion Optimisation
will not fix a bad offer.
• No demand
• Too expensive
• Poor product

9. CRO in 2017
What we’re seeing

10. A/B Testing
The Best Way to Increase Conversions?

11. Source: https://econsultancy.com/reports/conversion-rate-optimization-report (2015)
Ways to Improve a Conversion Rate

12. A/B Testing Example

13. Low traffic websites need a
lot of time to declare a
‘winner’.
The longer the test, the less
reliable the outcome…
https://vwo.com/ab-split-test-duration
Realities of Testing

14. The time to complete changes
dramatically shrinks if you
test for BIG wins…
But how many changes would
double a conversion rate?
https://vwo.com/ab-split-test-duration
Realities of Testing

15. For high traffic, well
optimised websites,
only 10-20% of tests ever
result in a winner.
If you or your agency could
run only one test every 3
months how much fun would
you all be having?
Realities of Testing

16. To run a testing program you
should have 1,000 or more
conversions per month.
A/B Testing Recommendation

17. 3 Common Approaches to
Conversion Optimisation

18. Meek Testing
• “Little Picture”: Button colours, swapping out
words
• Often success = bigger issue resolved
• Bad option for low conversion websites
• Generally unsuccessful

19. Iterative Testing
• “Evolutionary changes”
• Focus on tests (A/B) and data
• 1,000 conversions per month recommended
• Low risk. With ‘wins’ over time
• Standard option for leading websites

20. Innovative Testing
• “Revolutionary changes”
• Big changes (but not a new site)
• Big wins (or losses)
• Ideal for low traffic or poor quality
websites

21. Mobile

22. Mobile Conversion Rates
1. Beware of comparing mobile
and desktop conversion rates.
2. Where are they on their
buyer journey?
3. Mobile has more top of funnel
search than desktop.
Image: http://www.digitalthirdcoast.net/blog/seo-organic-conversion-rate

23. The Mobile Experience
1. Device, browser, speed, horizontal v vertical
are all different experiences.
2. ARSS (avoid really stupid stuff).
 Test!
 Avoid click jails
 Avoid scroll jails
 Avoid long forms

24. Psychology

25. System 1: Subconscious emotional processes
Older brain, always on, stubborn,
automatic responses.
System 2: Conscious, rational processes
Creativity, allows us to think into the
future, not always on, slow responses.
System One & System Two Brain

26. Always optimise for System One
 Pain: It’s looking to avoid pain…
 Fear: “2 tickets left at this price”
 Emotion: Trigger pain to invoke emotions (sorry)
 Ego: “Your ride, on demand” (Uber)
 Contrast: Before and after photos
System One Pillars
http://conversionxl.com/

27. Important if you have the rationally superior offering
 Pleasure
 Self-control
 Easily depleted
 Easily distracted
System Two Pillars
http://conversionxl.com/

28. This is a System One process. Easy right?

29. System one and two clashed. Ouch.

30. It Hurts When System One and
System Two Clash...
When you make people think, don’t be
ambiguous, confusing or make things hard.

32. Using System Two is Hard
Be very careful about what you make
people focus on.
And ask yourself, what will they miss?

33. System One is Always on….
 But if (and when) to bring
System Two in?
 e.g. tech products often need
System Two.
 Otherwise, stay in System One as much
as possible and don’t make them think!

34. Other Implications
“We are not that rational. We just think we are…”
 System Two creates ‘alibis’ for System One actions.
 User surveys. What people do can be more
relevant than why they say they did it.
 User testing can be helpful (if you watch).

36. The One Thing
The One Thing

37. Research & Process
Or is that two things?
Everything else is just a tactic.

38. Lots of debate on this… but for poorly optimised
sites best practice will often create value.
Does Best Practice Work?
 Form field reduction
 Active CTA
 Top left hand logo
 Reduce options
 Single step opt-ins
 Adding the word ‘free’
 Numbers in headline
 Human images
 Social proof
 No sliders

39.  Failing with 97% of your visitors is
bad for ROI.
 Lead nurturing via email is effective
(over time).
 Make growing your database a key
conversion metric.
Re-think Your Conversions

40. Segmentation and CRO
Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

41. Popups & Overlays
 Who likes popups?
 That’s your system two
brain talking….
 Right time, right offer.
They can work.

42. Beware of copying
your competitors.
They probably have no idea either.

43. Understand the Key Business Metric
 Profit? Revenue? Cost per acquisition?
Lifetime Customer Value?
 Behavior is easy to influence…
Conversion rates can be improved.
 But, are you hitting the key business metric?

44. Co-Founder and Managing Director
dlawrence@thewebshowroom.com.au
David Lawrence
Thank You
Ph: 1800 981 442
www.thewebshowroom.com.au