Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
How to do conversion rate optimization with backstage access to Omniconvert
1. How to do conversion rate optimization
with backstage access to Omniconvert
How to do conversion rate optimization
with backstage access to Omniconvert
3. +6%
Monthly incremental increase in conversion rate
=
+90%
more conversions after one year
without paying anything extra for traffic
4.
5. 1. Business Research
2. Technical Review
3. Quantitative Research
4. Qualitative Research
5. UX Audit
6. Insights Generation
7. Hypothesis prioritization
8. Experiments
9. Adjust, learn, implement
10. Repeat from step 1
6. 1 Business research phase
What does conversion mean for your type of business?
(transaction/lead/other)
Have you done optimization before?
What is the level of freedom we will have in order to actually do CRO?
On how many visitors will the decision maker allow us to play?
Who’s your buyer persona? What emotions are triggering his decision?
Are you measuring lifetime value?
Do you use an RFM model or any other retention-oriented segmentation?
Which are your main points of difference?
8. 2 Technical review
> What platform does the website run on?
> Is it loading in the A/B testing editor?
> Is it easy to do small front-end testing without a developer?
> Are the devs from the client side my supporters?
> Is the tracking code installed OK?
> Integrations with CRM/ Email system/ CMS/ Analytics system?
12. Low hanging fruits:
> Bad implementation of G analytics
> Devices - mobile vs desktop
> Browser issues
(G Chrome version X - 0% conversion rate)
> Page speed
> Poor traffic sources
(we made that last month: 4000 clicks from mobile & Indonesia => 0,01% conversion rate)
13.
14. 4 Qualitative Research
> Surveys
- Buyer persona & abandonment reasons/ barriers
- Purchase intentions
- NPS for current customers
- Reasons for buying
> Voice of customer
- Chat transcripts
- Support questions
> Heatmap
- Scroll map
- Session recordings
= > Insights