1.
Michael Stricker @RadioMS #DigitalOlympus
How to
CRO Like There’s No Tomorrow
Conversion Rate Optimization as
The Four Riders of the Apocalypse:
War, Famine, Plague & Death

2.
Michael Stricker
Lead Consultant, MSDesign
• Former US Marketing Director, leading competitive research tool
for digital marketing
• Agency, consulting and web design studio experience
• 367+ successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Speaker: LinkedIn, PubCon, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
• Worked with Enterprise Brands AeroPostale, BET, GolfSmith, Dell,
JGWentworth, Johns Hopkins U Carey, RE/MAX, Toshiba, Verizon
Michael Stricker @RadioMS #DigitalOlympus

3.
How to CRO Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympus
Lord of the Rings Image ©2001 New Line Cinema

4.
The 4 Riders of the Apocalypse
1. War
2. Famine
3. Plague
4. Death
Michael Stricker @RadioMS #DigitalOlympus

5.
The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death
Michael Stricker @RadioMS #DigitalOlympus

6.
The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death
Michael Stricker @RadioMS #DigitalOlympus

7.
Win the War
• High Commercial Intent Terms
(CPC Google AdWords & Semantically via Google Search
Console or SEMrush)
• Competitor’s Productive KWs
(SEMrush Domain VS Domain )
Michael Stricker @RadioMS #DigitalOlympus

8.
Win the War
Brandjack like a mofo
Michael Stricker @RadioMS #DigitalOlympus

9.
Win the War
Brandjack via
Paid Search,
and Defend
Brand Terms
~ Lori Weiman
Competitor’s Brand in URL,
not in Title or Description
Michael Stricker @RadioMS #DigitalOlympus

10.
Win the War
Brandjack invoke 3rd parties and legit
comparisons
~ Lori Weiman
Competitor’s Brand in URL,
not in Title or Description
Michael Stricker @RadioMS #DigitalOlympus

11.
Win the War
Brandjack via SEO
Branded keyword phrases are 3.5x more
likely to convert visitors to leads, yet…
Visitors arriving by select, non-branded
phrases are 10X more likely to convert
~ Chad Pollitt, Relevance
Michael Stricker @RadioMS #DigitalOlympus

12.
Win the War
Brandjack with Care
How to Rank for Your Competitor’s Keywords: What We Learned by Analyzing 62.6
Million Ecommerce Keywords ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus

13.
Win the War
Brandjack with Care
How to Rank for Your Competitor’s Keywords: ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus
Brandjack…
…w/ Care

14.
Win the War
Brandjack with Helpful Utility Modifiers
Brand A VS Brand B, _ & _ comparison,
_ reviews, _ ratings, _ testimonials,
_ cheap, _ coupon, _ discount
http://neilpatel.com/2016/12/01/how-to-rank-for-your-competitors-keywords-what-we-learned-by-
analyzing-62-6-million-ecommerce-keywords ~ NeilPatel.com
Michael Stricker @RadioMS #DigitalOlympus

15.
How to CRO Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympus
Death on a Pale Horse by Benjamin West Image © Detroit Inst of Arts

16.
The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death
Michael Stricker @RadioMS #DigitalOlympus

17.
Feed the Famine
Highly engaged customers=3X more value
• buy 90% more frequently
• spend 60% more in each transaction
~ Rosetta/Publicis Groupe/Razorfish Global
Michael Stricker @RadioMS #DigitalOlympus

18.
Feed the Famine
Prospects 7X more responsive to
promotions after a brand interacts
meaningfully
~ Rosetta/Publicis Groupe/Razorfish Global
Michael Stricker @RadioMS #DigitalOlympus

19.
Feed the Famine
Remarket…
• with a specific, relevant special offer
• resubscription • supplies • accessories
Network Default Duration Max. Duration
Display 30 days 540 days
Search 30 days 540 days
Michael Stricker @RadioMS #DigitalOlympus

20.
Feed the Famine
Retention • Cross-sell • Up-sell • Discount
Referrals • Betas • Trials to dispense
Loyalty • Anniversary • Birthday • Survey
Costs 6-7X more for companies to attract
new customers than to keep existing.
Michael Stricker @RadioMS #DigitalOlympus

21.
How to Convert
Like There’s No Tomorrow
Michael Stricker @RadioMS #DigitalOlympus
Lord of the Rings Image ©2001 New Line Cinema

22.
The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death
Michael Stricker @RadioMS #DigitalOlympus

23.
Pwn the Plague
Measles
@RadioMS #DigitalOlympus

24.
The Plague
Measles
Michael Stricker @RadioMS #DigitalOlympus

25.
The Plague
Measles
Conversion
Michael Stricker @RadioMS #DigitalOlympus

26.
The Plague
Measles
Conversion
Goal Actions
Michael Stricker @RadioMS #DigitalOlympus

27.
The Plague
Measles
Conversion
Goal Actions
X14
Michael Stricker @RadioMS #DigitalOlympus

28.
The Plague
Measles
Conversion
Goal Actions
X14
Michael Stricker @RadioMS #DigitalOlympus

29.
The Plague
Measles
Conversion
Goal Actions
X14
Michael Stricker @RadioMS #DigitalOlympus

30.
Pwn the Plague
Measles = Analysis Paralysis
• Too many options & choices
• Too many distractions
• Lacks urgency
• Lacks scarcity
Michael Stricker @RadioMS #DigitalOlympus

31.
Pwn the Plague
Inoculate your Landing Pages
x Reduce options & choices
x Simplify distractions
x Add urgency
x Hawk scarcity
Michael Stricker @RadioMS #DigitalOlympus

32.
The 4 Riders of the Apocalypse
Win the War
Feed the Famine
Pwn the Plague
Cheat Death
Michael Stricker @RadioMS #DigitalOlympus

33.
Cheat Death
“…judge the quick and the dead.”
~ King James Bible
“Faster!”
~ UX
“Faster!”
~ Conversions & AOV
Michael Stricker @RadioMS #DigitalOlympus

34.
Cheat Death
77% of webpages take up to 10 seconds
to load. 19 seconds is the average. ~ DoubleClick
2–3 second page load times have the
lowest bounce rate.
~ Maile Ohyeh, Google
Michael Stricker @RadioMS #DigitalOlympus

35.
Cheat Death
“Mobile traffic has surpassed desktop.”
~ Maile Ohyeh, Google
US Mobile search is roughly 58% of overall
~ Hitwise 2016
The Mobile-First Google Index is coming.
~ Google
Michael Stricker @RadioMS #DigitalOlympus

36.
Cheat Death
A 1 second delay in page response can
result in a 7% reduction in conversions.
A 1 second page delay could cost $2.5
million in lost sales every year
~ KissMetrics on Ecommerce sites with revenues of $100K/day
Michael Stricker @RadioMS #DigitalOlympus

37.
Cheat Death with PageSpeed
“Give up the
PageSpeed,
She-elf!
Arwen, Lord of the Rings
Image ©2001 New Line
Michael Stricker @RadioMS #DigitalOlympus

38.
Cheat Death with PageSpeed
“if you want it,
come and
claim it!”
Arwen, Lord of the Rings
Image ©2001 New Line
Michael Stricker @RadioMS #DigitalOlympus

39.
Cheat Death
Google Mobile Website Speed Test Tool
https://testmysite.thinkwithgoogle.com/
Firebug Plug-in
WebDeveloper Browser Plug-in
PageSpeed Tools | Google Developers
https://developers.google.com/speed/pagespeed/
Michael Stricker @RadioMS #DigitalOlympus

40.
Thank you
CRO Like There’s No Tomorrow
Conversion Rate Optimization as
The Four Riders of the Apocalypse:
War, Famine, Plague & Death
Michael Stricker @RadioMS #DigitalOlympus