From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3

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TITLE SLIDE ALTERNATIVE LAYOUT w/
*EXAMPLE* IMAGE
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Rethinking
CONVERSION OPTIMIZATION

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• 3,000+ Successful Tests
• 11 different countries
Lessons from

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Client X
2011
2016
Start of CRO work
6 years of CRO work
1.5m annual sales, 1.5% conversion rate
18m annual sales, 8.5% conversion rate

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150 tests
2015

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0% uplift
2015

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Why?

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Starting with
CRO

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Close to 50% of AB tests do
not produce significant
results

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Getting to the big “Yes”

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Big “Yes”
yes
yes
yes
yes
yes
no
no
no
yes
yes

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Quantitative research (analytics)

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Qualitative
Research

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Best Practices

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The Process

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How do you achieve
results?

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1. Do visitors know where they are?
2. Do visitors know what action you
want them to take?
3. Do visitors know what will happen
next?

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• What elements will
increase visitors’ trust
in the website and on
the page
1. Identify trust problems

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• What elements will
increase visitors’ FUDs
in the website and on
the page
2. Identify FUD problems

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• What elements will
motivate visitors to
act right away?
3. Identify Incentives

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• What elements will
engage visitors?
3. Identify engagement

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• Move from targeting
the masses into
specific targeting
• Personalize
conversion
optimization
experience
5. Address personas

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• What elements do
early shoppers need
to see?
• How do we bring
them back to the
website?
6. Account for buying stages

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• What elements do
help with complex
sales?
7. Deal w/ complex sales

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Identify the problems
before making any
changes

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Possible conversion problems on the page
Conversion element Page element Priority
Trust Lack of clear value proposition 1
Trust Disconnect in messaging 2
Trust Lack of congruent messaging 5
FUDs No clear order steps 3
FUDs Pricing is confusing 4
Incentives No use of urgency 5
Incentives No use of scarcity 6
Incentives Pricing discount is not clear 8
Persona – Mike the spontaneous Heavy use of jargon 7

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24 tests / year
5% uplift /month

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• Font/color of texts
• "lowest price guarantee" vs
"110% price match guarantee"
• Add to cart button - different
designs/sizes
• a badge that shows "XXX
products sold
The old way

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My Headline
1st Headline
2nd Headline
Element level testing

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My Headline
Headline
Headline
Page level testing

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Checkout Checkout
Visitor flow testing

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1st give away!

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FREE COPY OF OUR BOOK
The Web is unique in its ability to deliver this almost improbable win-
win: You can increase revenue AND make your customers happy. Yet
most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this
book to follow their practical advice on how to create high converting
websites that your visitors love.
This book goes far beyond optimizing conversion. It is a digital
marketing primer that explains both the geeky stuff ("bounce rates")
and the soft stuff ("social proof"). Anyone who wants to increase online
sales or website traffic should read it--by my calculation, that's just
about every marketer in the world.
Avinash Kaushik – Google Analytics Ambassador
Guy Kawasaki - author, speaker, entrepreneur, and evangelist
Email book@invesp.com

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2nd give away!

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Sign up for a free beta account
www.figpii.com

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SEE YOU AT THE NEXT #SMX!
THANK YOU!