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TRANSCRIPT
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Conversion Rate OptimizationOr: How I Learned to Stop Worrying and Love A/B Testing
Andrei Marinescu
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Agenda
● What’s Conversion Rate Optimization (CRO)?
● Landing Pages: Examples & Best Practices
● The Rest of the Funnel: Best Practices
● Case Study: Hulu
● A/B Testing
● Walk-through: Ring
● AMA
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Version A
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Version B
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Which version won out?
● Version B!○ Increased completed trial submissions by 38%
● Why?○ One-line headline
○ Sub-headline
○ Tweaked copy
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Conversion Rate Optimization
“Get as many leads as possible to take your
intended action.”
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Why is CRO important?
● This is your funnel:
● > 90% of your traffic abandons
● Change = impact○ Not just traffic; acquisition cost!
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Landing page best practices
● Short, succinct value proposition(s)
● Clear, compelling hero image
● Prominent, single CTA
● No exit paths out of funnel
● Sufficient information to drive conversion
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Sample Landing Pages
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Broader funnel best practices● Capture email up-front● No/limited exit paths● Price presentation: simple, clear, and comparable● Anticipate & address customer objections● Use breadcrumb trail to set expectations● Forms
○ Only ask for minimum necessary info○ Place labels above fields○ Align fields, labels along a straight line (left-justified)○ Define field criteria and syntax requirements
● Use free trial/sample to reduce perceived commitment
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Sample Funnel Elements
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Case Study: Hulu
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Home Page Evolution
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Landing Page Evolution
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Funnel Evolution
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A/B Testing● Process is KEY
● Create a pipeline of testing hypotheses (force-rank)
● ID & remove operational bottlenecks○ Design, front-end development, data analytics
● Have solid analytics in place
● Optimize your cadence○ Build
○ Test
○ Analyze
○ Repeat
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Walk-through: Ring
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AMA
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Appendix
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