Basics of conversion rate optimization presented to the Dealer.com Digital Advisor training team on 1-11-12.

1. Conversion Rate Fundamentals
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2. As Soon as You Get Back!
• Sign up for WhichTestWon.com Newsletter
• You will receive an email with a real live test where you can vote for
the winner
• After you vote it will take you to the results page
• Tons of tests, tons of information
www.WhichTestWon.com
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3. What We Have Covered So Far
1. Search Trends 2011
2. 4 Pillars of PPC Advertising
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4. Today You Will Learn…
1. Introduction to the L.I.F.T model and how to use it to analyze
2. 7 Common Landing Page Mistakes to Avoid
3. 5 Landing Page Tips You Can Discuss With Your Clients Today
4. Testing Tools You Can Suggest Today
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5. L.I.F.T Model
To read more about the L.I.F.T model visit www.widerfunnel.com
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6. Value Proposition
1. #1 Factor in Conversion
2. All other components are drivers or inhibitors
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7. Relevance
1. Does the landing page relate to what the visitor clicked on?
• This is called scent
2. The relevance of the value proposition is critical
3. Your page must use terms your visitor relates to
• Pre-owned vs. used…what are consumers searching for?
4. Your landing page must be consistent with the link the visitor came in
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8. Clarity
1. Does the landing page clearly articulate the value proposition?
2. Clarity is the most common aspect marketers struggle with
3. Two aspects of clarity to focus on are design & content
4. Designing for clarity creates an unimpeded “eyeflow”
5. Content clarity ensures the images and text combine to minimize
comprehension time
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9. Urgency
1. Is there an indication that action needs to be taken now?
2. Two components
 Internal (how the visitor is feeling upon arrival)
 External (influence the marketer can introduce to the visitor)
3. Tone of presentation, offers, and deadlines can all influence externally
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10. Anxiety
1. What potential misconceptions or worries could the visitor have about
taking an action?
2. Anxiety is a function of the credibility you have built with the visitor
3. By asking the visitor to take action you are asking the visitor for trust
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11. Distraction
1. Are there any actions on the page that could divert a visitor?
2. The more visual inputs a visitor has the less likely they are to make a
decision
3. Minimizing distractions like unnecessary product options, links and
extraneous information will increase conversions
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12. 6 Common Landing Page Mistakes
1. Improper Factoring
2. Running a Test Too Short or Too Long
3. Tracking or Analyzing the Wrong KPI’s
4. Not Targeting or Segmenting
5. Not Taking Action on Results
6. Being Tactical vs. Thinking Ahead
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13. Improper Factoring
• Poor or No Isolation of Variables
• For example, changing a headline’s text, font, and color, all at the same time
Buy One, Get One Free
Get Two For the Price of One
• How many tests should this change encompass?
• 1?
• 2?
• 3?
• 4?
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14. Improper Factoring
Buy One, Get One Free
Get Two For the Price of One
This should be 4 tests, not 1
Test 1 Get Two For the Price of One
Test 2 Get Two For the Price of One
Test 3 Get Two For the Price of One
Test 4 Get Two For the Price of One
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15. Running a Test Too Short or Long
1. Stopping a test early because you think you have a winner
2. Letting a test run too long because you don’t yet have a winner
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16. Tracking or Analyzing Wrong KPI’s
1. Measuring a KPI that is too far upstream (in the funnel) from the
ultimate goal
2. Measuring only one KPI when there are multiple indicators and/or
goals that matter
Example
Homepage test measuring conversions
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17. Not Targeting or Segmenting
1. Optimizing your site or campaign for anyone and everyone
2. Not targeting tests to include good visitors (and exclude bad visitors)
3. Not segmenting results
Examples
1. Consider developing personas
2. What does your average customer look like?
3. Price sensitive, Value Add, Quality, Features
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18. Not Taking Action on Results
1. Not making the winning changes to your site
• You or your IT department
2. Not taking what you’ve learned and running another test
• Iterative test learning - repeat
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19. Being Tactical vs. Thinking Ahead
1. No Plan = No Momentum
• How many of your clients have a testing plan currently?
2. Think ahead, and ask:
• What elements are you testing?
• What is the objective?
• What is considered “successful”?
• What is the audience?
• For whom does it matter?
• Scheduling? What comes next?
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20. 5 Landing Page Tips
1. Use Your Headline to Explain the Value of Your Offer - What's in it for Me?
2. Use Caption Text Under Your Image(s)
3. Use Thank You Pages & Suggest Next Steps
4. Make Your “Submit” Button Engaging
5. Avoid “Contact Us & Submit,” - Create Stronger Offers
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21. Headlines
1. A clear action
• i.e. Download our Guide
2. A clear description of your offer
• i.e. Download our Guide to Car Safety
3. An explanation of the value of your offer
• i.e. Download our Guide to Car Safety and Learn Which Brand was
Rated the Safest by JD Powers 3 Years in a Row!
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22. Caption Text with Image(s)
1. Rule of Thumb is to use at least one image on a landing page
2. Behaviorally, people are more likely to read caption text than body text
3. Use caption text to underline value of your offer
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23. Use Thank You Pages & Next Steps
1. What does your visitor see after taking an action?
2. Thank You page is a great opportunity to suggest next actions
• Subscribe to newsletter
• Read our blog
• Connect with us on Twitter
• Share this offer with a friend
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24. Make Your Submit Button Engaging
1. No one get’s excited about submitting information to a marketing
database
2. Best practice is to use an action word reminding visitors what they will get
What Would You Rather Click On?
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25. Avoid “Contact Us”
1. Contact Us pages only attract spam and sales people, not prospects
2. Create landing pages based on buyer stages
• Early Stage
• Mid Stage
• Late Stage
Early Stage
Late Stage
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26. Free Testing Tools (or almost free)
1. Google Website Optimizer
2. Optimizely
3. Visual Website Optimizer
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27. WhichTestWon Test of the Week
Landing Page Test
Landing Page Test
Democratic National Committee Tests its Facebook App: Which Got More Users
Invite Friends?
Version A Version B
Version A Version B
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30. Test Results
1. Version B got significantly more app users to invite their Facebook friends
2. Test #1: Adding the word “optional” to the personal message inviting
friends to use the app got a 4.5% lift in invites.
3. Test #2: Using “Ask Your Friends” instead of “Inspire Your Friends” on step
two of the app got a 5.9% lift in invites.
4. Test #3: Prompting users to enter a reason for voting AFTER they clicked
the “Commit to Vote” button before downloading the app boosted sign-ups
11.1%.
5. Test #4: Removing the app’s permission to access “Religious/Political
Views” from people’s Facebook profiles boosted sign-ups 18.5%.
6. Test #5: Changing the invite message from “Will you join me in committing
to vote?” to “[Your Friend] asks: Will you join me in committing to vote?”
boosted sign-ups
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31. Q&A
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