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@dancroxenjohn

Why 95% of your website visitors don’t

buy – and what you can do about it

Ecommerce Confex, Cape Town – 4 February 2015

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Issues you may be facing…..

.. and here’s a simple step-by-step approach to conversion rate

optimisation (CRO) to effortlessly overcome them

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Conversion superstars

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Nothing ventured, nothing gained

Non-existent CRO

Number of split-tests run in a year

0

Average win rate 0%

Average uplift per split-test 0%

Annual sales uplift 0

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Average effort, average results

Non-existent

CRO Average

CRO

Number of split tests run in a year

0 6

Average win rate 0% 40%

Average uplift per split-test 0% 5%

Annual sales uplift 0 12%

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Impact of a 20% improvement

Non-existent CRO

Average CRO

Improved CRO

Number of split-tests run in a year 0 6 7

Average win rate 0% 40% 48%

Average uplift per split-test 0% 5% 6%

Annual sales uplift 0 12% 21%

Improvement in CRO effectiveness 73%

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AWA Conversion System™

Tool Setup Diagnostic Triage™ Optimisation

Plan Creative Execution

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The right mindset for

CRO

I

Don’t

Know

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Understanding visitor intent on mobiles

45% Lost

38% Lost

Confirm

90% Lost

15% Lost

50% Lost

96% Lost

Visit Website Visit Shop

Homepage Category Product Basket Delivery

#1 use of Google Analytics

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#2 use of Google Analytics

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Product

page

views

High

Low

Underperforming

product

Remove

or

replace

Winning

product

Bundling

opportunity

High Low

A qualified visitor

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Using Ethnio to recruit qualified visitors

Remote moderated usability testing

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Getting to know your customers

Julia

“I love the fact

that whenever I

buy something

from Cox and

Cox all my

friends seem to

tell me what

great taste I’ve got”

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107% over 5 different tests

27%

increase

(3 tests)

VARIATION

MEGA MENU fixed

HOME removed

SALE ROOM less eye-catching

BESTSELLERS added

SUB- NAV Re-ordered

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107% in 6 months

Compounded uplift (navigation and product page) in 6 months: 107%

Control

Variation

62%

increase Revenue Per

Visitor

Structure for copy

Alternate views

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All these possible improvements..

Triage

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Perform

additional research to

strengthen

evidence base

Create

experiments to address major

conversion

killers

Ignore

Consider

‘chunking’ a

number of

improvements

into one split-test

or batch of

quick wins

High Impact

Weak evidence

Low Impact

Strong evidence

Triage for Cox &Cox

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The importance of having a plan..

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Previous version (control)

Distracting pop up

Not useful

Confusing

Legacy process

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Improved version (variant)

58.2%

increase Revenue Per

Visitor

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Start with a wireframe…

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Involve users in the split test process

Create wireframe and

copy

Gather feedback from usability testers

Design new webpage

Gather feedback from usability testers

Launch split-test

Report of results

Update Optimisation

Plan

Creative Execution

…. 95% of our split-tests do not

require website development

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Our split-testing tool

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Face the fear

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11 ways to guarantee CRO success

1. Learn to say ‘I don’t know’ – but I know how to find out

2. Focus on the key drop-off points in your conversion funnel

3. Understand visitor intent – esp. for mobile websites

4. Answer the ‘why’ questions by using Ethnio to recruit qualified visitors

to your website

5. Run moderated usability sessions using GoToMeeting

6. Use our clear process to prioritise your possible improvements

7. Have a plan of tests but be willing to wring out further uplifts from

successful tests

8. Use Balsamiq for wireframing and invest in good copy

9. Involve your qualified visitors to fine-tune your split-tests

10. Use Optimizely to develop test variations without extra code

11. Feel the fear and do it anyway

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5,010% - average ROI

of our clients

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From Average to Expert CRO

Non-existent CRO Average CRO

Expert CRO

Number of split-tests run in a year 0 6 12

Average win rate 0% 40% 60%

Average uplift per split-test 0% 5% 10%

Annual sales uplift 0 12% 74%

Improvements in CRO effectiveness 550%

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What should you

do next?

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