This document provides an introduction to conversion optimization. It discusses creating a measurement plan by defining business objectives, goals, key performance indicators and targets. It also discusses setting up the right tracking using tools like Google Analytics and Hotjar. Finally, it discusses identifying problems and solutions, learning best practices from examples, testing findings through A/B testing, and recommends books to learn more about conversion optimization.

1. TURN A PROFIT:
INTRODUCTION TO
CONVERSION
OPTIMIZATION

2. INTRODUCTION
ABOUT ME (BJARNE)
‣ Conversion Optimization Strategist
‣ Director of scaleup.com.au
‣ Help business owners scale

3. INTRODUCTION
AGENDA
‣ Create a measurement plan
‣ Set up the right tracking
‣ Identify problems and solutions

4. WHAT IS
CONVERSTION
OPTIMIZATION?
SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS

5. WHAT IS CONVERSION OPTIMIZATION?
‣ In internet marketing, conversion optimization, or conversion rate
optimization (CRO) is a system for increasing the percentage of
visitors to a website that convert into customers, or more generally,
take any desired action on a webpage. It is commonly referred to as
CRO.

6. CREATE A
MEASUREMENT PLAN
TURN A PROFIT: INTRODUCTION TO CRO

7. THE MEASUREMENT PLAN

8. WHAT IS YOUR MAIN BUSINESS OBJECTIVE?
● Why does your business exist?
● What is the overall purpose?
● What would you ideally like to achieve?
STEP 1: DEFINE YOUR MAIN BUSINESS OBJECTIVE

9. WHAT DRIVES YOU DAY-TO-DAY?

10. WHAT IS YOUR GOAL FOR EACH OBJECTIVE?
● Having just one goal is ok
● Phrase it in one sentence
● Ok to rewrite and revisit later on
STEP 2: DEFINE GOALS FOR EACH BUSINESS OBJECTIVE

11. CHECK: DO YOU HAVE A SMART GOALS AND OBJECTIVES?

12. WHAT ARE YOUR KPI’S FOR EACH GOAL?
● Metrics for tracking
● Could be inquiries or sales from the site
● Should be quantitative and measurable
STEP 3: DEFINE KEY PERFORMANCE INDICATORS

13. THE KPI’S SHOULD MATTER!

14. WHICH TARGETS DO YOU WANT FOR EACH KPI?
● Break it down annually
● Make it specific
● No need for perfection: we can revisit later
STEP 4: DEFINE TARGETS FOR EACH KPI

15. WHO IS ACCOUNTABLE FOR EACH TARGET?

16. HOW CAN YOU BEST SEGMENT YOUR MARKET?
● Helps you better allocate resources
● Your website analytics software can help with this
● Can be refined over time
STEP 5: IDENTIFY SEGMENTS

17. DIFFERENT WAYS TO SEGMENT

18. YOUR TASKS FOR THE NEXT 15 MINUTES:
● Create a measurement plan
WORKBOOK: Step 1

19. SET UP THE RIGHT
TRACKING
TURN A PROFIT: INTRODUCTION TO CRO

20. WHY SHOULD YOU IMPROVE TRACKING?
● Most websites don’t do it well - if at all(!)
● Tracking are often not aligned with business goals
● Need to have objective performance figures
SET UP THE RIGHT TRACKING

21. HOW DO YOU SET UP TRACKING?
● Install Google Tag Manager (GTM) to simplify the process
● Install tracking codes to your website for various programs
● Tweak the setup to suit your business objectives
SET UP THE RIGHT TRACKING

22. GO TO: https://www.google.com/analytics/tag-manager/

23. FIRST PROGRAM TO ADD: GOOGLE ANALYTICS
● Free tracking of key data
● Can track websites, mobile apps, and any digitally
connected device (like your smart fridge)
● Use GTM to install the code
SET UP THE RIGHT TRACKING

24. GO TO: https://www.google.com.au/analytics/

25. CUSTOMIZE YOUR SETUP TO SUIT YOUR GOALS
● Use event or goal tracking
● If you use Google Adwords set up conversion tracking
● If you have an eCommerce site use enhanced Google
Analytics
SET UP THE RIGHT TRACKING

26. BENEFITS OF ENHANCED ECOMMERCE

27. GOOGLE PARTNERS: https://www.google.com.au/partners

28. ADD HOTJAR
● Fills many of the holes in Google Analytics
● Track user recordings and heat maps
● Create surveys and polls on your site
SET UP THE RIGHT TRACKING

29. GO TO: https://www.hotjar.com/

30. HEATMAP FROM HOTJAR

31. HEATMAP FROM HOTJAR

32. YOUR TASKS FOR THE NEXT 15 MINUTES:
● Create a tracking plan
WORKBOOK: STEP 2

33. IDENTIFY PROBLEMS
AND SOLUTIONS
TURN A PROFIT: INTRODUCTION TO CRO

34. REMOVE TECHNICAL ERRORS
● Improve loading time
● Make the site mobile responsive
● Note: Mobile responsive is not the same as “mobile friendly”
IDENTIFY PROBLEMS AND SOLUTIONS

35. CHECK YOUR SITES LOADING SPEED: GTMETRIX.COM

36. CHECK HOW RESPONSIVE YOUR SITE IS TO MOBILE

37. IDENTIFY YOUR KEY PROBLEMS
● What type of website do you have?
● Where is the final conversion made?
● Where on your site do you have the largest drop-off?
IDENTIFY PROBLEMS AND SOLUTIONS

38. LEAD GENERATING SITES CONVERT FROM THE FRONT

39. ECOMMERCE SITES CONVERT FROM THE BACK

40. GOOGLE ANALYTICS - BEHAVIOUR - BEHAVIOR FLOW

41. COLLECT ADDITIONAL DATA
● Ask your customers for more feedback
● Can create polls or surveys in Hotjar
● Consider best practice
IDENTIFY PROBLEMS AND SOLUTIONS

42. ASK FOR FEEDBACK OVER COFFEE

43. TIPS FOR SETTING UP A POLL
● No more than 2 questions
● Put it a few pages in
● Let it load after 10 seconds
IDENTIFY PROBLEMS AND SOLUTIONS

44. LEARN “BEST
PRACTICE”
IDENTIFY PROBLEMS AND SOLUTIONS

45. DOES IT EXIST?
● Every website and market is different
● Technology and behavior changes
● So does your business!
WHAT IS “BEST PRACTICE”?

46. SHOULD A SITE BE PRETTY?: LINGS CARS

47. HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT

48. HOUSE OF CARDS: BIG DATA IMPACTING CULTURE?

49. WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT

50. ONE PURPOSE PER PAGE
● Identify one goal for each page
● Remove distractions
● Enhance key areas
WHAT IS “BEST PRACTICE”?

51. SITE TO LEARN FROM: TORKLAW.COM

52. HOW TO MAKE A SOLID ARGUMENT

53. FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE

54. GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME

55. R. CIALDINI: INFLUENCE: THE PSYCHOLOGY OF PERSUASION

56. CONSIDER THE SALES FLOW
● How does one page lead to another?
● Are you gradually warming up visitors?
● Is the first action easy to make?
WHAT IS “BEST PRACTICE”?

57. THE FORGOTTEN SALES FUNNEL

58. NEIL STRAUSS: THE GAME

59. LEARN ABOUT CONVERSION
● Study conversionxl.com in detail!
● Analyze your competitors
● Pick up a book or ten
LEARN AND REFLECT

60. THE BEST THINGS IN LIFE IS FREE: CONVERSIONXL.COM

61. PEEP LAJA - MASTER THE ESSENTIALS CONVERSION OPT.

62. STUDY SITES IN YOUR MARKET
● There are exceptions to “best practice”
● Identify how similar sites to yours look
● Ask what you can do better
HOW TO USE GOOGLE ANALYTICS TO GET SALES

63. SIMILARWEB.COM - LEARN FROM SITES LIKE YOURS

64. USEFUL TOOL: SEMRUSH.COM

65. USEFUL TOOLS: KEYWORDSPY.COM

66. TOOL: SPYFU.COM

67. YOUR TASKS FOR THE NEXT 15 MINUTES:
● Fill in the conversion checklist
WORKBOOK: STEP 3

68. EXAMPLES TO
LEARN FROM
DO NOT DO THIS AT HOME:

69. TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?

70. TYPICAL MISTAKE: IS PRIORITY A PLURAL?

71. TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?

72. TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?

73. TYPICAL MISTAKE: NOT DIRECTING ACTION

74. TYPICAL MISTAKE: CAN I CALL YOU?

75. TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?

76. TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?

77. TYPICAL MISTAKE: WASTING SPACE

78. TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?

79. TYPICAL MISTAKE: WHY 6 STEPS TO PAY?

80. TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?

81. TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?

82. TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?

83. A/B TEST YOUR
FINDINGS
TIME TO PUT WHAT YOU LEARNED TO THE TEST

84. TEST WHAT YOU HAVE LEARNED
HOW TO TEST
‣ Install an A/B testing software
‣ Create at least one variation based on your research
‣ Test for at least 1,000 impressions

85. HELPFUL A/B TESTING TOOL: WWW.WVO.COM

86. EXAMPLE: DROPBOX - A/B TEST - VERSION A

87. EXAMPLE: DROPBOX - A/B TEST - VERSION B

88. BOOKS TO
GET YOU
THINKING
I AM NOT DONE WITH YOU YET!

89. CHRIS GOWARD: YOU SHOULD TEST THAT!

90. AVINASH KAUSHIK: WEB ANALYTICS 2.0

91. SEAN ELLIS: GROWTH ENGINES

92. ERIC RIES: THE LEAN STARTUP

93. GREG McKEOWN: ESSENTIALISM

94. UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH
● Install Kindle on your phone
● Put it on flight mode?
● Read 5% every day Monday to Friday

95. WEBSITE EVALUATION:
SCALEUP.COM.AU
OH NO! I HAVE RAN OUT OF MATERIAL!

96. FINAL WORDS FROM JERRY SEINFELD