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Rethinking Conversion Optimization By Khalid Saleh

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3

Veröffentlicht in: Marketing
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Rethinking Conversion Optimization By Khalid Saleh

  2. 2. #SMX #32C3 @khalidh •  3,000+ Successful Tests •  11 different countries Lessons from
  3. 3. #SMX #32C3 @khalidh Client X 2011 2016 Start of CRO work 6 years of CRO work 1.5m annual sales, 1.5% conversion rate 18m annual sales, 8.5% conversion rate
  4. 4. #SMX #32C3 @khalidh 150 tests 2015
  5. 5. #SMX #32C3 @khalidh 0% uplift 2015
  6. 6. #SMX #32C3 @khalidh Why?
  7. 7. #SMX #32C3 @khalidh
  8. 8. #SMX #32C3 @khalidh Starting with CRO
  9. 9. #SMX #32C3 @khalidh Close to 50% of AB tests do not produce significant results
  10. 10. #SMX #32C3 @khalidh Getting to the big “Yes”
  11. 11. #SMX #32C3 @khalidh Big “Yes” yes yes yes yes yes no no no yes yes
  12. 12. #SMX #32C3 @khalidh Quantitative research (analytics)
  13. 13. #SMX #32C3 @khalidh Qualitative Research
  14. 14. #SMX #32C3 @khalidh
  15. 15. #SMX #32C3 @khalidh Best Practices
  16. 16. #SMX #32C3 @khalidh The Process
  17. 17. #SMX #32C3 @khalidh How do you achieve results?
  18. 18. #SMX #32C3 @khalidh 1. Do visitors know where they are? 2. Do visitors know what action you want them to take? 3. Do visitors know what will happen next?
  19. 19. #SMX #32C3 @khalidh •  What elements will increase visitors’ trust in the website and on the page 1. Identify trust problems
  20. 20. #SMX #32C3 @khalidh •  What elements will increase visitors’ FUDs in the website and on the page 2. Identify FUD problems
  21. 21. #SMX #32C3 @khalidh •  What elements will motivate visitors to act right away? 3. Identify Incentives
  22. 22. #SMX #32C3 @khalidh •  What elements will engage visitors? 3. Identify engagement
  23. 23. #SMX #32C3 @khalidh •  Move from targeting the masses into specific targeting •  Personalize conversion optimization experience 5. Address personas
  24. 24. #SMX #32C3 @khalidh •  What elements do early shoppers need to see? •  How do we bring them back to the website? 6. Account for buying stages
  25. 25. #SMX #32C3 @khalidh •  What elements do help with complex sales? 7. Deal w/ complex sales
  26. 26. #SMX #32C3 @khalidh Identify the problems before making any changes
  27. 27. #SMX #32C3 @khalidh Possible conversion problems on the page Conversion element Page element Priority Trust Lack of clear value proposition 1 Trust Disconnect in messaging 2 Trust Lack of congruent messaging 5 FUDs No clear order steps 3 FUDs Pricing is confusing 4 Incentives No use of urgency 5 Incentives No use of scarcity 6 Incentives Pricing discount is not clear 8 Persona – Mike the spontaneous Heavy use of jargon 7
  28. 28. #SMX #32C3 @khalidh 24 tests / year 5% uplift /month
  29. 29. #SMX #32C3 @khalidh •  Font/color of texts •  "lowest price guarantee" vs "110% price match guarantee" •  Add to cart button - different designs/sizes •  a badge that shows "XXX products sold The old way
  30. 30. #SMX #32C3 @khalidh My Headline 1st Headline 2nd Headline Element level testing
  31. 31. #SMX #32C3 @khalidh My Headline Headline Headline Page level testing
  32. 32. #SMX #32C3 @khalidh Checkout Checkout Visitor flow testing
  33. 33. #SMX #32C3 @khalidh 1st give away!
  34. 34. #SMX #32C3 @khalidh FREE COPY OF OUR BOOK The Web is unique in its ability to deliver this almost improbable win- win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love. This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world. Avinash Kaushik – Google Analytics Ambassador Guy Kawasaki - author, speaker, entrepreneur, and evangelist Email book@invesp.com
  35. 35. #SMX #32C3 @khalidh 2nd give away!
  36. 36. #SMX #32C3 @khalidh Sign up for a free beta account www.figpii.com
  37. 37. #SMX #32C3 @khalidh
  38. 38. #SMX #32C3 @khalidh SEE YOU AT THE NEXT #SMX! THANK YOU!