conversion optimization: 12 steps process to turn website ... · conversion optimization: 12 steps...
TRANSCRIPT
Conversion Optimization: 12 steps process to turn website visitors to life time customers
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Typical Conversion Cycle/Funnel
3And it always comes down to one thing
Theconversionprocess isnotlinear;itishighlydrivenbythecustomer
5But we are impatient
How to create significant, repeatable, and sustainable increases in CRO?
Amazingideasii
If you are looking for repeatable and sustainable growth in your bottom line, you must follow a system
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We are in the age beyond commoditized products and services
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An experience of a lifetime
Loyalty and Retention
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1What does this mean for you?
Brand Awareness
Value Proposition
Investigate
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Step One
“Nochefhasevercookedabadmeal…”
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STOP THE BLEEDING REPORT• Helps you determine the broken areas on the website• Helps you get a full view of what the visitor experiences, especially if
you’ve done your homework and considered most the different scenarios a visitor may experience • Gives you a sense of possible testing areas (which need to vetted)• Allows you to then categorize the experience for “to testing ideas” and
overall fixes that need to happen (broken areas on a website do not to be “tested”)• Should be conducted with more than one person
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Case study
25% increase in on-site search usage
Search users more likely to convert
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Step Two
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Polls and Surveys•Motivators • Barriers •Hooks • Satisfaction• Overall NPS• Page Level
• Demographical information• Feedback• Scoping competitive space
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“What is preventing you from making a purchase?”
1. I cannot find the information I need2. I don’t know if the item fits my phone3. I want a different color4. I cannot find the shipping costs5. I am just comparing prices
• Result: understanding of what bothers the visitors + testing ideas
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“What is preventing you from making a purchase?”
Result ActionIcannotfindtheinformationIneed Investigate furtherIdon’tknowiftheitemfitsmyphone Fixrightaway– TestplacementIwantadifferentcolor Fixrightaway- Testdesign/placementIcannotfindtheshippingcosts TestIamjustcomparingprices Captureemail
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Which design increased conversions?
1
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Which design increased conversions?
2
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Which design increased conversions?
3
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Which design increased conversions?
1
2 3
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Why?Socialproofviareviews
placement
Maxof4benefitsoftheproductdisplayed
Moreoptionforlogicalpersona
Specificcompatibilityinfoclearlylabeled
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Step Three
Segment or DIE
New vs. Returning
Segment by behavior
Segment by visitor type
• Whatisthepercentageofnewvs.returningvisitors?
• Howistheirbehaviorandmovementacrossthesitedifferent?
• WhatistheCRdifferenceforthesesegments
• Howdovisitorsnavigate?
• Canyousegmentbasedoncertainnavigationaltrendsonyoursite?
• Whatistheavg.AOVandnumberofpurchasesofvisitors?Aretheyoligarchs?Ortheyonetimers?
• Marketsegmentation
• Mappingthattoanalytics
Thefirststepinanymarketinginitiativeistounderstandyourcustomer
Combinequantitativedatawithqualitativedatatohaveabetterideaaboutvisitorbehavior.
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It’s not about JUST meeting visitor needs, it’s about anticipating unstated needs to create “Aha”moments.
It’s an experience, not a conversion
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Step Four
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SWOT• What are you doing right• What can you improve upon?• What are immediate fixes?• How are you different?• How do you compare?
• SEO• PPC• EMAIL
Plan
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Step Five
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Step Six
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Step Seven
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Problem Prioritization Worksheet
invespcro.com/priority
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Step Eight
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Remember• The conversion roadmap is a work in progress. It is always updated with
new data or findings.• The order of steps between conversion roadmap creation and problem
identification are intertwined.• Look for unstated needs and opportunities to delight• The conversion roadmap should pave the way for research
opportunities:• Tests with negative results are “research opportunities”• Questions can be discovered or addressed through many means besides just
“testing”
Implement
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Step Nine
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Hypothesis• Because we saw (XXXqualitative data and/or XXXquantitative data)• We expect that (XXX proposed change)• Will cause (XXX impact)• We will measure this by using (XXX metric)
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Step Ten
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Step Eleven
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Step Twelve
How can I help you?
@ayatAyat @invesp.comwww.invespcro.com
@ayat