Presentation by Janco Klijnstra from Traffic4u on conversion optimization maturity model and 4 lessons learned how to optimize your CRO optimization program.

1. Optimizing the Optimization
Conversion Rate Optimization
Janco Klijnstra – Product Manager Conversion Rate Optimization

2. Introduction – Who is Traffic4u
The facts
 Result driven online marketing; Search Advertising, SEO, Affiliate
marketing, Display Advertising, Conversion Rate Optimization
 Founded in 1999
 Independent
 Offices in Groningen and Amsterdam
 Co-founder of Online Tuesday & actively involved in IAB
 Market leader with over 100 million adspend for our clients in our
portfolio

3. Introduction – Who is Traffic4u
Some of our clients that we are proud of

4. What thrives Traffic4u?
Mission statement
Helping clients
to get the maximum
out of online!

5. Today
• The Conversion Rate Optimization Maturity Model
• Lessons learned and insights that:
• Will help you start and improve your conversion program
• Will help you get you organisational buy-in

6. CRO Maturity Model
• Inspired by organisational process optimization models
• Qualitative research among >100 organisations with significant
adspend
• Real world experience & best practices

7. CRO Maturity Model
Factors for success
• Organization: Who is involved in CRO?
• Process: How well organized are your projects?
• Technology: A/B testing functionality and research technology
• Strategy & Analysis: scale of testing, level of insight and methods

10. CRO Maturity Model
Why is it important?
• ACT YOUR AGE: The right implementation of the factors of succes
defines the result!
• There is no blueprint for every organization..
• CRO = about experimenting and being innovative and about
optimizing the process
• To be innovative you need good people, a process, an organization
which is innovative at heart at all levels: Organizational buy-in!

11. Facts & Figures

12. 4 Lessons learned

13. 1: Innovation
≠
Instant perfection

14. 1. Innovation ≠ instant perfection
• It’s about a speedy process not always about perfection
• But make you sure you will always have a learning
• If you iterate faster, you will learn and earn faster

15. It doesn’t have to be pretty

16. It doesn’t have to be pretty
+69%
improvement!

17. 2: Don’t talk
technology

19. 2. Don’t talk technology
Just don’t. No really, don’t: it’s complex, confusing, people (especially
hippo’s) loose interest.
But do talk about:
• What you’ll learn
• How you can use the outcome for the greater good
• The potential outcome

20. 3: Let them know
you WILL fail

22. 3. You will fail..
• Failing is part of the program (but not too often)
• Focus on learning and talk numbers
• Manage expectations!
• To err is human…

23. 4: Getting
organisational buy-in is
tough

25. 4. Organizational buy-in
The 3 P’s of conversion
1. Program • Top level maturity of the program
• CEO / owner
2. Projects • Planning & determining impact/effort
• Project owner / CRO Specialist
3. Page • On page tactics
• The Conversion Hero Team

26. 4. Organisational buy-in
Program
• Get the Hippo involved!
• Inform about changes, you might run into unpleasant surprises
• Make it clear this in fact a long term project

27. 4. Organisational buy-in
Projects
• Plan the process, not the test:
• Plan test sprints with specialized/shared resources in mind
• Complex inter-dependencies are a reality – deal with it!
• Make impact / effort calculations
• Make it fun and do your own which test won competition

28. 4. Organisational buy-in
Page (TEAM)
• Involve designers, but don’t just copy their principles
• IT is your closest friend…

30. Thank you