The days of "Launch and See" are over. No longer will we exhaust our budgets and then find out if it was money well-spent. This is because the design process is getting smarter. Brian Massey will show you how data gathering during design will ensure your campaigns have high conversion rates and fast ROI on your spend. We're going to cover a lot of very important ground for digital marketers and business owners.

5. Founder, Conversion Sciences
www.ConversionSciences.com
Author:
Your Customer Creation Equation
Brian Massey
Conversion Sciences LLC
www.ConversionSciences.com
bmassey@conversionsciences.com

6. November, 18 2012
http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

7. November, 19 2012

8. @bmassey
Not a happy ending.

9. How do you redesign a site that already converts really well?

10. Substantial changes
An entire redesign was implemented in
our A/B Testing tool (VWO).

11. Category Pages

12. Product Pages

13. Don’t “Launch and Pray”
+13
%
Revenue per Visitor

14. What you thought
would work
What actually did work

15. Our biases keep us from providing
the experience our visitors truly
want.

16. Data
Design
Marketers

17. Here’s your
check.
Here’s your
new Website.
Wait a
minute…
Why Experimenters are Important

18. The job of an Experimenter is to
take an idea and
prove that it is wrong.

19. Design+Development
Research
Positioning Images Layout Launch
Creative
Brief
Market
Research
Optimization
Effort
Simplified Design Process
Traditional Design
Process
Most research is done early in the process
and then again after launch.
There is a risk that the new site will
underperform at launch.

20. I’ll need some best
practices for that,
mmmmkay?

21. Market Research
+Analytics
+User Intelligence
Positioning
Copy
Testing
Images
Image
Testing
Layout
User
Testing
Launch
Optimization
Creative
Brief
Design+Development
Research
Effort
Simplified Design Process
The Data-Driven
Design Process
Risk is moved from post-launch to the
design process.
On-going research and testing will
provide confidence in the performance of
the new site.
Post-launch optimization will increase
performance.

22. Let’s Build a Landing Page

23. a landing page has two jobs

24. Of
Offer
Offer
Fm
Form
Form

26. your
promise
is
your offer

27. AB Testing is the last thing you do

28. Ad performance
Ad Impressions Interactions Interaction
Rate
Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
101,203 341 0.3%
Dollar Bills-Buy One Get One
50% off of new US dollars
from the leading reseller.
www.mint.gov
54,203 612 1.1%
Half-price Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov
1,300 37 2.8%
50% off Dollars Limited Time
50% off of new US dollars
from the leading reseller.
www.mint.gov
45,293 843 1.9%

30. 20% Off Window Treatments
We Bring the Showroom to You.
Free Local Design & Measure!
www.decorview.com
$100 off Power Shades
Sale on Automated Fashions.
Free Local Design & Measure!
www.decorview.com

31. $100 off Power Shades
Sale on Automated Fashions.
Free Local Design & Measure!
www.decorview.com

32. email performance Ranked by Click Rate

33. 21 Quick and Easy CRO Copywriting Hacks
conversci.com/copy-hacks

34. Other Sources of Existing Data
Product Reviews
Live Chat Transcripts
Customer Surveys
Marketing Studies
Personas

35. Discounted Dollar Bills
50% off of new US dollars
from the leading reseller.
www.mint.gov

38. Enter a “Friend’s” Credit Card Number

40. Ar
Abandon

41. Ar
Abandon

42. study: customer research

43. The Right Copy and Image

44. Save on Half-price Dollars
50% off US Dollars for a Limited Time
Trade in Your Tens for Twenties
Give us Fifty Cents, We’ll give you a Dollar
Time is Running Out. Half-priced Dollars
Get 50% Off Direct from the Mint
Double Your Money Instantly
The IRS Says, “Sorry.” Sells Half-priced Dollar Bills

45. @bmassey
study:
5-second test

47. click test

48. Source: UsabilityHub.com

49. Click Test:
Find Roadside Assistance.
Took 20 seconds on
average.
Source: UsabilityHub.com

50. Source: UsabilityHub.com

51. Final iteration.
From 20 seconds to 5 seconds to
find roadside assistance.
Source: UsabilityHub.com

52. Real US Dollars

53. Real US Dollars

54. invite the designer in

56. eye-tracking

57. Evaluating CTAs
Courtesy: Tobii (formerly Sticky.ai)

58. Evaluating CTAs
Courtesy: Tobii (formerly Sticky.ai)

59. Real US Dollars

60. launch and know

61. analytics

62. study: heatmaps

63. Which of these
pages has a scroll
problem?

64. UNLIMITED
GOLF!
FREE
BREAKFAST
What is the High
IQ offer for a
Hawaiian Golf
Resort?

65. Which fields are “Stop” fields

66. Which fields are “Stop” fields

67. Heatmap and Session Recording Tools
• Click location reports
• Attention reports
• Scroll depth reports
• Session recordings
• Form completion reports
• User surveys

68. Thank You Page Surveys

69. “What almost kept you from requesting information?”
@ConversionSci

70. “What almost kept you from requesting information?”
@ConversionSci

71. @ConversionSci

72. “What made you
choose Lite instead
of Pro?”

73. “What made you
choose Lite instead
of Pro?”

74. AB Testing

75. Control Variation
 +13% Conversion Rate
 +24% Revenue Per Visit

76. AB Test
Landing Page
Redesign
Control
Increased
Inquiries by
+16.16%
Variation A-
Alternative

77. Reduce Risk During Design
Not After Launch

78. December 15, 2012
http://www.internetretailer.com/2013/01/08/finish-line-loses-3-million-sales-its-new-web-site

79. Today
• Heatmap Reporting
• Session Recording
• AB Testing Software
• Three kinds of analytics
• Tag Manager

80. What experiment will you do next week?

81. Behavioral
Qualitative
Positioning Copy Images Layout Launch Improve
Live Chat
Transcripts
Ratings and Reviews
Prototype
Data-Driven Design Tools

83. www.ConversionSciences.com
Free Consultation
Conversion Sciences LLC
www.ConversionSciences.com
bmassey@conversionsciences.com