Digital-Campus Day2 Module15 Conversion Lb

8/12/2019 Digital-Campus Day2 Module15 Conversion Lb

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Conversion:

The permanent optimization

DIGITAL PASSPORT - DAY 2Paris - April 4, 2013

Guillaume CABRERE, CEO, Digital University

Franois ROUSSEAU, Academic Consultant, Digital University


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Agenda

1.Fundamentals of conversion

2.Key steps of the conversion path

3.How to optimize the conversion path


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Agenda

1.Fundamentals of conversion

2. Key steps of the conversion path

3. How to optimize the conversion path


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A better conversion rate changes everyt

The higher your Conversion Rate, the lower your Acquisitio

all things being equal

Acquisition Cost = CPC* /

Cost Per Click

* if CPC is the main KPI


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Example: +20% Conversion Rate => 2X P

Supposing that :

1. Your acquisition cost are !100 per 10,000 visitors

2. Your business R.O.I = 25% ( 100 !spending generates 125 !of revenue)

+20%

1.2% !12,5B 1,000 !150 !10012

1,000 1.0% !12,5

Unique visitors

A

CR

Revenue

/ order

!125

Total

revenue

!10

Acquisi

cost

10

# of orders


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3. Retent

1/3

of marketing expendi

2. Conversion

?

of marketing expenditures

Conversion: the weakest link of marketing s

2/3

of marketing expenditures

1. Acquisition


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Source : Benchmark Group 2011

98% of e-commerce websites visito

leave the site without buying


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Homepages:

How come our Conversion Rate is so lo

What we know:

websites retain visitors only a few seconds

What we dont know:

who are the visitors

what do they think or feel

why most of them are leaving without buying

2% = desperate situation?


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The real experts of

your home pages

are your visitors


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And every interaction with the website are ev

... generating a lot of data

and allowing reliable statistics analysis

... allowing to highlight

optimize you webs


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A high trafic

You can track everything

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$!"

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&$-!*

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:"9-#',;-*, #-'$?$*,

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A9/-, @

You can change everything

Web pages should be your labs

3 key points that make your

web pages labs:


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An optimized customer journey is key

to maximize conversions

http://www.youtube.com/watch?v=3Sk7cOqB9Dk
http://www.youtube.com/watch?v=3Sk7cOqB9Dkhttp://www.youtube.com/watch?v=3Sk7cOqB9Dk


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Agenda

2.Key steps of the conversion path


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Homepage or landing page?

Homepage Landing


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Who is the audience of your landing pag

Prospects?

Clients?

Partners?

Futu

Journalists?Bloggers?

Influencers?

Co

Job seekers?

Investors?


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Split up your traffic sources- by acquisition channel

- by keywords, banners, affiliation...

and analyze homogeneous groups

Integrate variablesimpacbehaviors of a same group

special events (Christmas,

Halloween...)

Split up your audiences


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Everyone is different: its still true onlin

Do unto others as you would have them do unto you.

Treat others the way they want to be treated.

The Platinium Rule

- Dr. Tony Alesandra


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Which action do you want your visitors to

(Choose one)

A few examples:


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What do influence visitors?

Exogenous factors

Strength of the brand

Level of distinction and

personalization of the website

Seasonality

Competition with physical

distribution networks

Etc.

Endogenous factors

Confidence(vs. anxiet

Clarity(vs. confusion)

Affinity(vs. alienation)
http://en.wikipedia.org/wiki/Seasonalityhttp://en.wikipedia.org/wiki/Seasonalityhttp://en.wikipedia.org/wiki/Seasonality


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Building trust :

an example of a small visual that changes ev

Conversion rate : +

Option A Option B


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Some website user experience best prac

USER EXPERIENCE

WEBSITE

FUNCTIONALITY

The set of key criteria defining the

usabilityof a platform

The set of specific

functionalitiesthat contributes

to consumer conversion in our

industry


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USER EXPERIENCE

WEBSITE

FUNCTIONALITY

Value

NavigationPresentation

Trust

Research Content

Pre-application

Application

Post-application


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Research Content

Pre-application

Application

Post-application

USER EXPERIENCE

WEBSITE

FUNCTIONALITY

Value


Trust


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Website user experience benchmark g

VALUE NAVIGATION PRESENTATION

Landing page

Content

Functionnality

Category and

subcategory names

Content and function

classification

Hyperlink and control

clarity

Efficient task flow

Search results

Search interface

Site language

Graphics, icons, symbols

Text legibility

Text and layout formating

Space usage

Form field and interactive

element placement

Interactive element

recognizability and behavior

P

R


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Website user experience best practice

VALUE

Is there evidence that

the user goals can be

easily completed?

Is the content relevant

to support the specified

goals available?

Are the functionalities

required available?

W b it i d f ti


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Website user experience and functiona

best practices

NAVIGATION

PRESENTATION


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Website user experience best practice

TRUST

Does the site present

privacy and security

policies?

Is contextual help

available where

needed?


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USER EXPERIENCE

Value


Trust

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Research Content

Pre-application

Application

Post-application

WEBSITE

FUNCTIONALITY


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Website functionalities benchmark gr

RESEARCH CONTENT PRE-APPLICATION APPLICATION POS

Account details

Online services

Customization

Save and retrieve

Live help

Data fields

Funding options

Disclosures

Verification screens

Company and service

and advantages

Comparison chart

Selection tool

Interactive help

Branch locator,

Internet, phone...

Product details

Decision criteria

Application process

information

Existing customer prefill

Comparison chart

Progress meter

P

C

C

E

E


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Agenda

3.How to optimize the conversion path


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Choose the right protocol to match your

Usability & Website

exit surveys

Spot important points for the

consumer and identify rooms

for improvement

Declarative information

Observation of the consumer

journey

A/B Test

Split Test

Comparing the effectiveness

of two versions of a web page

in order to discover which has

better conversion rate

Potential optimization based

on fact-based evidences

Eye Tracking

Track hot / cold areas of key

pages of your website

Observation of the look and

eye directions / movements

Mult

They

testing

than two

t

Potentia

on fac

In vivoIn vitro

Usability test:


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Usability test:

8 interviews can provide 80% of the learn

A live interview: the customer

has a mission to fulfill

ex : buy a Nikon Reflex Camera with an

external flash, + a 18-55mm zoom

Eyes tracking: spotting hot & cold area


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Eyes tracking: spotting hot & cold area

where do customers cast their eyes

Observation of the eyes directio

when discovering a new

Conclusions help redefine an

layout

Eye Tracking


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A/B Testing: a definition

Page A vs page B, who shall win ?

Define one objective

Ex : maximize the number of baskets

... and the winner is : the page thats got the significantly

highest % of vistors who make a purchase

Send 50% of your live traffic on

page A, 50 % on page B


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A few examples

Option A Option B

C

+


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A few examples

Conversion rate: +

Option A Option B

/


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A/B Testing : a step by step approach

Each visitor contributes to the test without knowing she is part o

protocol

Therefore, A/B Testing provides insights based on real non-bias

conversion paths

As such, A/B Testing is the most effective source of information

step by step conversion paths

Th f b l A/B T


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The most frequent obstacles to A/B Tes

Methodological obstacles

The hardest part is establishing and

prioritizing the objectives

! Risks of mixing counterproductive

objectives amongst themselves

Technical obstac

Control on the Web Analy

(Google Analytics, AT Inte

Omniture...)

Control on the webdesig Bandwidth of the IT depa

A new generation of A/B testing tools ena


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A new generation of A/B testing tools ena

marketer to A/B test often as they wa

/ django-lean

A f l f t t t


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A few examples of parameters to tes

Titles

Links

NavigationT

P

C

b

V

I l t ti f A/B T t


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5. A

th

4. Launching

the A/B Test

3. Creating

the

variations

Implementation of an A/B Test

2. Configuring

the Web

Analytics tool

1. Establishing the

objectives

Mise en oeuvre dun A/B Test
http://www.youtube.com/watch?v=0S0IrbwpfzE


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Mise en oeuvre dun A/B Test

http://www.youtube.com/watch?v=0S0Irbw

Beware: combining two variable can be haz
http://www.youtube.com/watch?v=0S0IrbwpfzEhttp://www.youtube.com/watch?v=0S0IrbwpfzEhttp://www.youtube.com/watch?v=0S0IrbwpfzE


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Beware: combining two variable can be haz

Ferrari are fast

Ferrari are fast

Volv

Volv

Image A

texte X

Image A

texte Y

Image B

texte X

Image B

texte Y

The solution: Multivariate Testing


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The solution: Multivariate Testing

VARIA

TION

2x2x2x2= 16 possible combinations

Three things to remember


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Three things to remember

2One target, one message1

Your website is a lab and your

visitors are the true experts

3Optimizing goes tmeas


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Questions?

Documents

Digital-Campus Day2 Module15 Conversion Lb