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Marcel Media CEO Kelly Cutler
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SEO 3.0:Conversion Rate Optimization
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About Kelly Cutler
Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive marketing firm specializing in Search Engine Marketing.
Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country.
And two kids.
/in/kellycutler
@kfcutler
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Agenda
Evolution of Analytics
Conversion Optimization Defined
Key Benefits
The Process
CRO Tools
CRO Case Studies
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First hosted web counters
Launch of Google
Analytics
Arrival of Heatmaps
Shifting direction and new tools
focused on CONVERSION
OPTIMIZATION
Launch of Google
Adwords
Webmasters begin to
“optimize” websites for
search
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Background: Evolution of Web Analytics
Mid 1990s 2000 2005 2007 2011-2012
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What is Conversion Rate Optimization, (CRO)?
Benefits of CRO
• Convert Website Visitors into Customers• Establish a Stronger, More-Engaged User Base• Improve User Experience• Increase Revenue and Profits• Drive ROI from SEM and other Advertising Programs• Generate More Repeat Business• Continuous Optimization
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Expanding Conversion Points
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Conversation Rate Optimization Process
Elements to Consider:
1. Site Focus/Objectives: The Call – to – Action
2. Page Layout3. Navigation4. Copy5. Promotions & Offers6. Checkout Process7. Imagery8. Product Selection
Process9. Security Fields
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1. Conversion Funnels 2. Form Analytics 3. Heatmaps
• A compliment to web analytics • Focus on user actions within site• Data points include:
o engagement trackingo conversion metrics
CRO Tools
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• Percentages of visitors completing a conversion
• Drop off rates• Stages where the most
drop off’s occur
CRO Tools: Conversion Funnel Report
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Form analytics are complied from aggregate reports that evaluate the user’s various actions.
Reports:
• Form Analytics:
Where users exit a page/site
• Conversion Reports:
Highlights conversion funnels
• Drop Report:
What piece of content was
last viewed before exiting the site.
• Time Report:
How long it takes to fill out a form
• Blank Field Report:
What sections are overlooked (design element)
• Refill Report:
What fields did the user fill in incorrectly the first time
CRO Tools: Form Analytics
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• Attention Heatmaps: Good for long pages of content. Where do they stop scrolling and start reading?
• Scroll Reach Heatmaps: Enforces Attention Heatmaps, helps to identify ideal placement of content on a page, scrolling behavior, and gauges where visitors hover and read content.
• Mouse Click Heatmap: Tracks numbers of clicks on a page, gauages performance of each hyperlink, identifies content that needs to be linking to another page (i.e. logos or images).
• Mouse Move Heatmap: Gauges what content people are looking at on a page, similar to eye tracking.
CRO Tools: Heatmaps
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CRO in Action
Case Studies:YourLabelsNow.com & Allen Brothers
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CRO in Action
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CRO in Action: YourLabelsNow.com
One Column
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CRO in Action: YourLabelsNow.com
Actions:
• Reorganized the page into two columns
• Reorganized the form into two columns
• Added numbers so user would know each
step
• Added images of samples
• Colorized conversion point
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CRO in Action: YourLabelsNow.com
Two Column
New design produced a 23% increase in conversions
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CRO in Action
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CRO in Action: Allen Brothers
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CRO in Action: Allen Brothers
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20% increase in conversions
CRO in Action: Allen Brothers
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CRO in Action: Allen Brothers
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180% increase in CTR 8% increase in conversions
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Methods of Testing & Evaluation• Aesthetic Analysis• Conversion Funnel Analysis• Incoming Traffic Analysis• In-depth User Testing• User Surveys• A/B Testing & Multivariate Testing• Site Reviews by Industry Experts
Conversion Rate Optimization (CRO)
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