AWA digital's presentation from #EtailUSA April 2015. A review of what Conversion Rate Optimizaiton (CRO) is and how the AWA Conversion System has been used to generate double-digit increases in a number of CRO Case Studies. Find our more here: http://www.awa-digital.com

1. `
Dan Croxen-John, @AWA_digital
Why 95% of your website
visitors don’t buy, and what
you can do about it
#EtailUSA, Alanta - March 8, 2015
1

2. 2
1,000 visitors 1,000 visitors
Revenue per visitor = $1.13
Conversion
rate= 1.5%
Average
Order Value
= $75
Small increases in conversion rate OR Average Order Value results in
a 20% increase in your Revenue Per Visitor (RPV)
Conversion
rate= 1.6%
Average
Order Value
= $84
Revenue per visitor = $1.34
Revenue optimisation

3. 3
Issues you may be facing…

4. 4
Tool Setup Diagnostic Triage™
Optimization
Plan
Creative
Execution
AWA Conversion System™

5. 5
The right mindset for
CRO
I
Don’t
Know

6. 6
Understanding visitor intent on mobiles

7. 7
45%
Lost
38%
Lost
Order
confirmation
90%
Lost
15%
Lost
50%
Lost
96%
Lost
Landing
page
Page.. Page… Page.. Page… Page..
#1 use of Google Analytics

8. 8
Add-to-basket ratio
Product
page
views
H
H
L
L
Underperforming
product
Remove or
replace
Winning
product
Bundling
opportunity
#2 use of Google Analytics

9. 9
A qualified visitor

10. 10
Alternatively you can send out email invitations to
your email database – but remember to offer an
incentive
Using Ethnio to recruit qualified visitors

11. 11
Remote moderated usability testing

12. 12
Survey – order confirmation page

13. 13
Recruitment of usability
testers
Visitor surveys
Tag container Heat and scroll mapping Split-testing tool
Unique telephone number
tracking
Useful CRO tools

14. 14
Workshop
Current
marketing
plan
Existing
customer
research
Development
queue
Competitor
review
Customer
immersion
Look-to-
book ratios
Visitor
surveys
Usability
testing
Previous
split-tests
Customer
emails
Live chat
transcripts
Call centre
interviews
Heat and
scroll maps
Telephone
leaks
Online help
systems
Price /
promotion
analysis
Errors and
messaging
On-site
search
Performance
of search
marketing
Web forms
analysis
Site speed
tests
Checkout
funnels
Password
resets
Heuristics
Persuasion
review
Design
critique
Social
media
analysis
Triage
Research and analysis techniques

15. 15
PARK YES
NO BUNDLE
High
Impact
Weak
evidence
Low
Impact
Strong
evidence
Triage™

16. 16
Optimization plan

17. 17
Starting with a wireframe

18. 18
Create
wireframe and
copy
Gather
feedback from
usability testers
Design new
webpage
Gather
feedback from
usability testers
Launch split-test
Report of results
Update
Optimization
Plan
Creative execution

19. 19
Before: After:
Result:
34.7% increase in Revenue Per Visitor from 4 key changes
Click here to find out more: http://blog.awa-digital.com/cro-case-study-northern-parrots-homepage
Case study

20. 20
Before: After:
Result:
Making visitors aware that you can buy online from Bettys saw
a 18% increase in sales
Case study

21. 21
Result:
Making the navigation more intuitive resulted in a 27% increase in sales
Click here to find out more: http://blog.awa-digital.com/cro-case-study-six-months-six-split-tests-
107-percent-uplift
Case study

22. 22
Discover more here:
http://www.awa-digital.com/guarantee

23. Find out more.
Follow this link…
http://www.awa-digital.com
23