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7 Tactics to Boost Digital Conversions!Anne Marie Dono Chief Operating Officer aka Chief OPTIMIZATION Officer @ Multiplica USA Slides from our April 16, 2014 Webinar
What we do.
Conversion & User Experience (UX) Optimization
Media Planning & Buying Optimization
Laser focus on results
Some of our clients:!
Some of the tools we work with:!
Miami | Barcelona | Santiago de Chile | Madrid | Medellin | Buenos Aires | Mexico DF!
This webinar is for you if…
• You’re a marketer or you create digital experiences to sell products or services.
• You know how you define a “conversion”: sale via digital, a lead, etc.
• You have an interest in conversion optimization or basic knowledge.
• You’re in a transactional vertical such as e-commerce, retail or travel.
• or you just need a little inspiration…
What’s your top priority this year?
According to ExactTarget, driving increased conversion rates is the top priority for marketers this year. !
Why? In part, because the cost of running a conversion optimization program has dropped significantly. Tools have made testing accessible to almost any budget. !
Tools:!
Source: ExactTarget 2014 Marketing Priorities!
Conversion Rate Optimization (CRO)"
is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage
of visitors that convert into customers, "without spending money on attracting more visitors.
Testing, including split, A/B and multivariate tests, is a central
component of CRO.
Adapted from http://en.wikipedia.org/wiki/Conversion_optimization !
A/B testing basics
https://www.optimizely.com/ab-testing!Basics: https://qualaroo.com/beginners-guide-to-cro/what-is-conversion-rate-optimization/!
What happens when you start a CRO program? Co
nver
sion
rate
(Con
vers
ions
/ Si
te v
isits
)
0.0%!
0.7%!
1.3%!
2.0%!
2.6%!
3.3%!
April! May! June! July! July!
Awesome! "So, we’re done…
http://giphy.com/gifs/reactiongifs-u6OZ4l0Q7MFyM!
http://giphy.com/gifs/reactiongifs-u6OZ4l0Q7MFyM!
WRONG!!
You’re not done… what about Average Revenue per Order?
$0!
$35!
$70!
$105!
$140!
0.0%!
0.7%!
1.3%!
2.0%!
2.6%!
3.3%!
April! May! June! July! July!
Conversion Rate! Avg. Revenue per Order!
Conversion rate: !!
# of conversions !———————!
site visitors!
http://giphy.com/gifs/reactiongifs-u6OZ4l0Q7MFyM!
But, wait! There’s hope… !
CRO
http://giphy.com/gifs/k6Yhdk6q4ZGQE!
GRO
Growth Rate Optimization (GRO) "is the process of growing leads and revenue "
via various digital marketing channels "through iterative, agile testing "based on customer insights.
Measure your growth rate (revenue, whatever the end result is) week over week or month over month as your main metric.
Be agile, test, iterate and test again, ask questions and look at the entire user experience from start to finish.
Source: Multiplica, 2014!
So how do I start with GRO?
7 tactics to boost conversions
1. Listen
2. Simplify ruthlessly
3. Personalize
4. Reduce Choices
5. Clear call to action
6. Make sure your pages/app loads fast
7. Create immersive experiences
1 2 3 4 5 6 7
1. Listen
https://www.flickr.com/photos/compujeramey/22097908/in/photolist-2XfWq-7Ae3Lb-9UXMu1-6TKm-8feVTh-4wstR3-9qMdGk-2UsLZA-hUXCU-3b5EBp-5uErfQ-fNTS3d-4rWyJN-7dPywp-d9bYtm-2irKq6-gpNW4f-9CwNrf-5U5aCc-3J64rc-6r2965-aSKGWZ-7KLRC7-6f3tbY-488DGJ-cZyHJC-7DrfeE-7Njc1L-uW4jY-Kbdn9-5rKuL9-6iFiVf-6peYH3-8zDAt1-boH29D-49J91-7CVcpn-o37Sg-6pzJhn-9rpLy6-6n96JJ-bkBxoc-8NvpfV-7ake7m-4am3e4-bLLq6D-77JDBs-dfKdHn-dnDiQ6-6iFiV3/!
When was the last time you talked to a client or prospect?
So, how do I listen?
Low-tech, free: Phone calls Stopping people in the street Talking to your customer care team Sitting with your sales reps
Not-so-free, �but quite useful: User testing Focus groups Onsite surveys User session recording
Med-tech: Online surveys Facebook/Twitter Analytics software Click maps
user videos
clickmaps
Listen - what do I ask?
Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics!
1 2 3 4 5 6 7
2. Use a clear, concise call to action (CTA) buttons
Clearly tell your user/visitor what they should do.
2. Use a clear, concise call to action (CTA) buttons
• Tell your user/viewer what you’d like them to do in grammatically correct language.
• Speak as if you were the person. i.e. “Start my trial”
• Use verbs - they incite action!
• Optimize CTAs across banner ads, SEM copy, emails, social network posts (end with verbs). And make them consistent.
http://unbounce.com/a-b-testing/failed-ab-test-results/!
“Try it free” generated about 15% more clicks than “Free
Trial”.!
LiveChat example: http://blog.optimizely.com/2012/07/31/action-words-on-homepage-boost-livechat-sign-ups-by-15/!
Clearly show them what you want them to do next.
Generated +5% in clicks after we added a button at top for this Multiplica client!
Both buttons say Go to payment page. !
1 2 3 4 5 6 7
3. Simplify ruthlessly
http
://gp
h.is
/1dO
N6t
f!
Random note: So why a bull? The 2.7 seconds sat made me think of a grey line in a song: “I went rocky mountain climbing, I went two point seven seconds on a bull named Fu Man Chu. -“Live like you were dying”- Tim McGraw song!
Average attention span in 2000
Sources: http://www.statisticbrain.com/attention-span-statistics/, ExactTarget, http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/ !
Average attention span in 2013
13 "seconds
8 "seconds
Average time you have to make an impression online
3-5 "seconds
Average attention span of a goldfish
9 "seconds
Simplify
• Take things away and test
• Mobile should be your top priority and simplicity works best for mobile! No excuses.
http://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-final!
Some tools can help
EyeQuant.com algorithmically determines what users focus on first when they see your page. Below is an example from Groupon. They increased signups by 52%.
Source: EyeQuant case study PDF!
1 2 3 4 5 6 7
4. Personalize experiences
Are you showing every visitor or user the same experience? "People want you to speak to their specific needs.
Personalization: Showing the most relevant content to "
each person or group.
AKA behavioral targeting, content targeting
Did you know your Yahoo! home page is different from everyone else’s?
Male, 36 years old. Avid Y! user. Interests: Politics, Sports Female, 34 years old. Not frequent user. Interests: unknown.
Personalization On the Latin American/Caribbean Burger King sites, which Multiplica designed and currently maintain, we alternate home page content based on time of day. e.g. coffee for breakfast and a juicy Whopper during dinner, ice-cream in the afternoon.
Open-time email personalization
Using Monetate’s Engage platform, True Religion was able to switch email recipients to the mobile version of their email at the moment they opened it. The mobile email had a 10% increase in CTR.
They then tested the mobile version on desktop and saw the same results and just started ditched the desktop version - simplifying!
http://resources.monetate.com/ios/images/profile/real_images/36708716icon36708716.pdf?mkt_tok=3RkMMJWWfF9wsRojuaTNZKXonjHpfsX57%2BsqX6G%2BlMI%2F0ER3fOvrPUfGjI4JRMJgI%2BSLDwEYGJlv6SgFSrnHMbRx1LgJWBU%3D!
Ideas for personalization
Simple Time of day New vs. Returning User Demographic info they’ve told you Search terms they used in Google to arrive at your site.
Higher complexity�(3rd party data providers) Where they go outside your site What their interests are What they’re looking to purchase Demographics
Medium complexity Products they visit on the site Geo-location Weather Past purchases Technographic info Filled out forms online
Go to http://www.bluekai.com/registry/ to see all the information BlueKai has figured out for you
based on your online behabori!
Contact us at [email protected] for even more personalization ideas.!
1 2 3 4 5 6 7
If asked to chose one chocolate, "which box do you prefer to pick from?
5.
A! B!
5.
In a Columbia university study, participants who were given only six chocolates from which to choose one were happier with their selection than those who selected one chocolate out of 30 possibilities.!
http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf via http://www.copyblogger.com/call-to-action-buttons/!
5. Reduce choices
Zara, a Multiplica client!
1 2 3 4 5 6 7
6. Make sure your pages load fast
http://giphy.com/gifs/u5bbqJE63sBGM!
6. Get IT working on this right away
http://blog.kissmetrics.com/loading-time/?wide=1!
1 2 3 4 5 6 7
7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience.
http
://w
ww
.on-
runn
ing.
com!
7. Provide immersive experiences Try to get as close as possible to the in-store, in-person experience.
http
://w
ww
.on-
runn
ing.
com!
7. Personalized and immersive, in email
Animated GIFs have re-emerged as a tool to give life to your products.
Jack Spade Email campaign via https://litmus.com/blog/inspiration-jack-spades-animated-gif-grabs-readers-attention!
Need more ideas of what to optimize?
Via Rand Fishkin, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics!
Contact us at [email protected] for even more optimization ideas… it’s what we do every day.!
One final note…
• You can’t test everything. There is a complex formula that tells you how long you need to run a test before you have statistically significant results.
• The tools have them baked in but you should run your own calculations upfront!
• Prioritization is key!
• If you have questions or need help just let us know!
Adapted from Rand Fishkin's, Why Great Marketers Must Be Great Skeptics bit.ly/mozskeptics!
Tests need to run a long time!
Tests need to run a short time!
–Johnny Appleseed!
“Type a quote here.”
Need to convince stakeholders? Read this…
• The A/B Test: Inside the Technology That’s Changing the Rules of Business, Wired Magazine, April 2012"http://www.wired.com/2012/04/ff_abtesting
• Contact us at [email protected] and we’ll send you more great articles to read.
Photo: Wired magazine, Spencer Higgins; Illustration: Si Scott!
• Don’t miss our upcoming webinars and white papers!
• Email us at [email protected] and we’ll add you to our mailing list!
Thank you from the Multiplica team! [email protected] twitter: @annemarie9 linkedin.com/in/annemarie9 www.multiplica.com
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