Aaron Weiche's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.

1. MnSearch’s #SearchSnippets
Getting Started With CRO
@AaronWeiche

2. Conversion Rate
Optimization
CRO is the method of creating an experience for a website or landing page
visitor with the goal of increasing the percentage of visitors that convert into
customers. (Thank you Wikipedia)
 Where to start?
 Where to get smart?
 Where to end?

3. CRO Isn’t New!
Apply tried and true
factors with ideas.

4. Starting With Something

5. Know where you
are at.
Don’t skip measuring
or evaluating a
“perceived” bad
situation.

6. Optimize The
Funnel
Existing funnels can
be optimized at every
step
Landing pages
especially

7. Structured Approach
Scott Brinker – Search Engine Land
http://searchengineland.com/the-ready-conversion-optimization-framework-43814

8. Know Your
Recipe
Only change ONE
ingredient at a time.
Headlines
Content
Media
CTA

9. Matrix Your Factors
Map out the types of factors you’ll want to adjust and what they
accomplish.
Benefits Features Emotion Value
Saves time Custom reports Success 30 day free trial
Integration Phrase tracking Client satisfaction $49/month
Automation Research tools Fear Tiered pricing
… Calendar Winning Monthly contract
… Love Promo code
… …

10. Cohort Charts
Understand what
optimizations
contribute to what.
Related factors, not
single factors.

11. WhichTestWon
Ideas
Validation

12. Maximize
Clear hypothesis
A/B testing
for a champion
Multivirate

13. Starting With Nothing

14. Audience Model
Know the user
Target the experience
Remove friction

15. Experience
3 Step Process
Trust and content at
each step
Quality Leads
Normal lather, rinse
repeat optimization

16. Takeaways
Think like the user
Know where you are
and map where you’re
going
Stick to structure
Never stop

17. Thank you, you are all
fabulous.
Aaron Weiche
@AaronWeiche
Facebook.com/weiche
aweiche@spydertrap.com