www.BrandLessBox.com White Paper

1. Conversion
Optimization
Strategy
Headline
1.
CJexchange.com—the
1st
for
Criminal
Justice.
2.
CJexchange.com
connects
and
innovates
the
Criminal
Justice
System.
3.
CJexchange.com—the
Internet
solutions
you
want
for
on
the
scene.
Offer
Summary
1.
CJ
Students
get
the
resources,
connections,
and
fundamentals
for
your
success.
2.
Our
Job:
To
connect
and
to
serve
the
Criminal
Justice
System.
3.
CJ
training
and
networking—on
the
Web,
for
on
the
Job!
Offer
Image
Library
1. Main
element
of
the
design
will
be
a
dead
body
at
an
obvious
crime
scene.
The
images
will
be
very
vivid
and
graphic,
but
not
offensive.
Where
appropriate,
Flash
will
be
utilized
to
animate
the
crime
scene
tape
blowing
in
the
wind
with
police
car
lights
flashing.
2. This
design
will
utilize
the
software
computer
screen
shots
we
see
everyday
in
the
CSI
television
shows.
Create
a
representative
image
that
makes
the
user
feel
as
if
they
are
clicking
into
the
mainframe
of
the
crime
lab.
Have
images
relating
to
the
Internet,
the
globe,
and
crime
scene
software.
3. The
focus
here
is
to
push
into
the
realm
of
education
and
training.
Use
training
tools
as
graphic
elements
and
images
that
relate
to
books,
education,
and
professionalism.
Show
shaking
hands
and
hands
being
cuffed
of
opposite
sides
of
the
ad
could
be
an
interesting
contrast.
Call
to
Action
1. Get
on
the
CJexchange.com!
Building
your
foundation
a
connection
at
a
time.
2. Get
on
the
inside
of
the
yellow
tape…
(The
design
will
show
the
yellow
crime
scene
tape.)
3. Don’t
shoot
blanks!
Train
and
connect
with
CJexchange.com!
Statement
of
Trust
1. CJexchange.com
provides
the
latest
in
Internet
security
protection
with
McAffee
Security.
Your
data
is
never
seen
by,
rented,
or
sold
to
anyone.
We
work
hard
to
ensure
we
provide
you
with
the
latest
security
measures
available.
Contact
us
now
with
any
concerns
or
comments.

2. 2. Being
in
the
Criminal
Justice
System,
we
know
how
to
protect
your
information.
We
implement
the
latest
in
Internet
Security
features.
Go
ahead
try
to
copy
an
image
from
this
page.
See
what
we
mean.
The
only
way
to
get
to
your
data
is
with
your
username
and
password.
Contact
us
now
with
any
concerns
or
comments.
3. CJexchange.com
takes
your
privacy
seriously.
We
cut
no
corners
and
spare
no
expense
in
ensuring
that
your
private
information
and
data
is
kept
secure
and
confidential.
You
control
who
you
share
your
information
with,
and
we
ensure
that
is
who
will
have
access.
We
implement
McAffee
Security
on
each
page
of
our
site
and
we
will
never
share
rent
or
sell
your
information
to
marketing
firms
or
other
companies.
Contact
us
now
with
any
concerns
or
comments.
Main
Funnel
Navigation
The
following
funnel
navigations
detail
the
process
in
acquiring
and
moving
the
site
visitor
closer
to
the
respected
conversion.
While
each
stage
has
a
specific
action,
great
care
and
thought
is
put
into
the
structure
in
relation
to
what
visitors
are
here
for,
and
what
the
company
is
providing.
In
this
case,
CJexchange.com
is
at
an
advantage
as
the
focus
of
the
business
model
deals
with
promoting
the
free
resources,
while
having
the
training
resources
as
a
valuable
subscription
service
targeted
to
the
student
visitors.
Ample
traffic
will
support
the
main
purchase
conversion,
as
the
other
conversions
will
fuel
the
appropriate
traffic.
1.
Purchase
Training
Conversion
Review
training
resources
and
cost.
Click
on
"Train
Now"
button.
Purchase
Training.
Become
a
registered
user.
Utilize
Training.

3. The
sale
of
training
videos
resources
is
the
conversion
that
will
drive
money
into
the
company.
That
is
until
enough
traffic
generates
advertisement
placement
opportunities.
Each
step
through
the
funnel
has
been
designed
to
keep
the
interested
visitor
engaged.
By
keeping
the
registration
step
after
the
actual
purchase
of
the
training
experience,
we
can
combat
abandonment
for
those
who
hate
to
register
their
private
information,
or
don’t
have
the
patience.
By
getting
their
money
first,
we
guarantee
that
they
will
follow
through.
Continual
use
of
the
training
videos
resources
is
the
goal.
Examples
of
Call
to
Action:
a.
Build
Your
Foundation
b.
Purchase
Training
c.
Get
Training
Now
2.
Registration
Conversion
Click
thourgh
landing
page.
Review
resources
and
the
network
solutions.
Click
"Join
Now".
Become
a
registered
user.
Complete
their
user
proAile.
While
selling
the
training
resources
is
the
main
goal
for
the
company,
acquiring
consistent
new
users
is
vital.
Having
these
new
users
become
consistent
users
will
guarantee
internal
targeted
traffic
that
we
can
sell
the
training
resources
to.
There
will
be
no
cost
to
the
user
for
this
conversion.
We
must
appeal
to
their
humanistic
and
methodical
personas
in
order
to
get
them
to
create
an
International
network
for
us.
The
value
is
the
stimulation
of
traffic
by
those
who
will
use
and
share
the
resources.
Selling
to
them
will
never
be
a
part
of
the
process,
as
all
information
will
be
there
for
them
to

4. take
and
use.
The
biggest
problem
here
will
be
having
them
fill
out
their
user
profile.
To
combat
this,
we
can
offer
some
type
of
free
incentive
or
tool
for
them
filling
it
out
completely.
Examples
of
Call
to
Action:
a.
Get
Connected
Now
b.
Get
In
Here
c.
Build
Your
Network
3.
Review
Training
Video
Samples/Sample
Test
Conversion
Click
on
sample
training
button.
Review
training
information.
Register
for
training
previews
if
not
a
registered
user.
Review
sample
training
assets.
Purchase
training
resources.
Share
resources
with
a
friend.
A
major
conversion
of
interest
deals
with
determining
the
actual
interest
in
utilizing
the
training
resources
being
sold.
While
in
the
initial
funnel
for
the
purchase
conversion
we
put
the
registration
after
the
commitment
to
sale,
we
have
moved
this
commitment
up
in
the
funnel
for
this
conversion.
The
purpose
is
we
want
to
see
who
really
is
serious,
and
we
must
be
sure
to
protect
our
users
from
our
content.
The
images
are
very
graphic,
and
unless
you
are
really
meant
to
see
these
videos
and
images,
we
will
do
everything
to
keep
them
out
of
accidental
prying
Web
surfers.
Knowing
the
actual
interest,
and
where
interest
is
either
gained
or
lost
will
allow
development
of
the
resources
with
capturing
and
maintaining
attention
in
mind.
Examples
of
Call
to
Action:
a.
Free
Training
Tour

5. b.
Test
Your
Knowledge
c.
Show
What
You
Know
4.
Use
of
Free
CJ
Resources
Conversion
Registered
User
Log-­‐in.
Click
on
"CJ
Resources".
Use
of
free
Resources.
The
use
of
the
free
resources
CJexchange.com
will
provide
is
a
very
important
conversion.
Although
it
is
not
generating
actual
money
to
the
company,
it
is
the
mechanism
that
is
utilized
to
drive
qualified
traffic
to
the
site.
Getting
users
to
sign
up
seems
like
it
would
be
the
aspect
to
focus
on
most.
But
actually
providing
innovative
solutions
that
are
used
by
the
registered
members
is
what
will
ensure
the
success
of
the
site.
The
use
of
the
resources
is
what
will
drive
traffic
to
the
site
and
is
what
will
provide
the
opportunity
to
sell
the
training
video
experience
to
the
user.
Examples
of
Call
to
Action:
a.
Use
Resources
Now
b.
CJ
Solutions
Here
c.
Click
for
CJ
Tools
Testing
and
Optimization
Plan
CJexchange.com
is
in
the
development
stage.
Being
at
this
stage
will
allow
the
company
to
develop
the
site
with
testing
and
optimization
as
key
factors
in
the
structure
of
the
site
and
resources.
This
way
we
can
grow
with
our
market.
With
three

6. market
segments
(1.
students,
2.
teachers,
and
3.
professionals),
CJexchange.com
is
able
to
implement
a
variety
of
testing
strategies.
One
immediate
thought
is
to
actually
ask
the
visitor
who
they
are
in
the
Criminal
Justice
System
so
we
can
customize
the
site
to
fit
their
needs.
Immediately,
we
are
able
to
segment
the
traffic
and
see
where
they
go
in
the
site.
Utilizing
Web
metrics
and
tools
such
as
Google’s
Website
Optimizer
will
allow
in-­‐depth
analysis
to
test
and
analyze
all
relevant
data
sets
and
variables
in
order
to
optimize
the
experience,
the
tools,
and
the
site.
The
main
relationships
and
actions
to
be
tested
are
explored
in
Figure
1.
Figure
1.
Types
of
Testing
for
CJexchange.com
Message
Variation/
Type
of
Test
Measurement
Assumption
Purchase
Training:
A/B
test
Click
through
rate
See
what
call
to
action
compared
to
number
of
stimulates
more
sales
conversions.
purchases
of
training
portion.
Register
for
Membership:
A/B
test
Compare
number
of
See
if
different
calls
to
unique
site
visitors
to
action
lead
to
more
or
less
number
of
registrant
registrations.
conversions.
Use
of
Sample
A/B
test
Compare
number
of
Test/Review:
unique
visitors
to
number
Do
unregistered
visitors
of
visitors
use
sample
access
and
experience?
test/review.
How
far
do
they
get
into
the
samples
before
dropping?
Headlines:
A/B
test
Click
through
rate
form
Which
headlines
work
landing
page
to
site.
better?
Offer
Summary:
A/B
test
Click
through
rates
from
Test
for
effectiveness
in
landing
page
to
site.
getting
visitor
to
site.
Statement
of
Trust:
A/B
test
See
if
the
statement
is
Test
for
effectiveness
in
accessed,
how
long
it
is
securing
transaction.
accessed
for,
and
whether
user
bounces
off
of
site
or
not,
and
track
where
they
go
next.

7.
UVP’s:
A/B
test
Click
through
rate
from
Which
are
most
effective?
landing
pages
and
ads
compared
to
types
of
related
conversions.
Are
sales
UVP
providing
sales
conversions?
Are
brand
UVP
converting
registrations?
Usability
of
Site:
A/B
test
Bounce
rate
and
length
of
Are
visitors
and
users
time
on
site.
staying
on
the
site?
Design
of
Site:
Multivariate
test
Compare
time
on
site,
Do
different
site
designs
versus
pages
visited,
as
lead
to
longer
user
compared
to
bounce
rate.
experiences
Market
Segment
Traffic:
A/B
test
Calculate
total
unique
Who
is
visiting
the
site
visitors.
Compare
to
more
form
the
three
main
responses
at
the
entry
segments
of
our
market— portal
to
site
that
ask,
students,
teachers,
or
“Who
are
you?”
professionals?
Paid
Training
Users:
A/B
test
Compare
the
total
Who
is
paying
to
use
the
registered
users
to
who
training
video
resources?
purchase
training
videos.
What
segment
are
the
a
part
of?
It
is
clear
to
see
that
the
user
experience
is
most
important.
The
more
traffic
we
can
drive
to
the
site,
as
it
is
an
industry
specific
site,
the
better
the
chance
to
have
these
users
purchase
the
training
solutions.
The
only
non-­‐Industry
traffic
expected
to
be
stimulated
would
more
than
likely
consist
of
people
who
are
interested
in
the
topic,
such
as
fans
of
the
CSI
television
shows.
These
visitors
are
likely
to
have
an
interest
in
purchasing
the
training
video
resources
themselves,
so
they
are
welcomed.
A/B
testing
and
multivariate
tests
will
be
implemented
in
non-­‐obtrusive
ways
internally
on
the
site
and
on
the
various
landing
pages
used
to
drive
traffic
from
the
3
market
segments
being
targeted.
The
goal
is
to
create
an
experience
that
will
drive
each
of
the
three
segments
to
the
site,
and
to
convert
them
with
respect
to
their
actual
role
in
the
experience.
While
professionals
and
teachers
won’t
necessarily
be
interested
in
purchasing
the
training
resources,
their
presence
provides
qualification
of
our
resources
in
the
minds
of
the
students.
Uncovering
these
relationships
will
allow
the
site
and
the
company
to
evolve
with,
and
for
each
market
segment.

8. References
Eisenberg,
B.
&
Quatro-­‐vonTivadar,
J.
(2008).
Always
be
testing:
the
complete
guide
to
Google
website
optimizer.
Indianapolis,
IN:
Wiley
Publishing,
Inc.