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Similaire à #CRO: Conversion Rate Optimization 101 (20)
#CRO: Conversion Rate Optimization 101
- 2. Who is Roger Kondrat?
• Entrepreneur
• Professional Speaker (Canada, UK, US)
• Director of Strategy, West17Media
• Social Media Consultant
• Former Blogger
• Hockey & Rugby lover
Your logo here.
© West17Media, 2009 See Master Slide
- 3. West17Media - Everything Digital
• Search Optimization (SEO)
• Search Marketing (SEM)
• Managed Email Marketing
• Content Creation &
Optimization
• Video
• Mobile
• Training
• Flying Monkeys are cool.. Are you paying
Your logo here.
© West17Media, 2009 See Master Slide
- 4. What are we going to talk about?
• What is Conversion Rate Optimization (#CRO)
• Different stages CRO can be applied
• Test! (just kidding, but workgroups are
involved)
• Q&A
Your logo here.
© West17Media, 2009 See Master Slide
- 5. WHAT IS CONVERSION RATE
OPTIMIZATION (#CRO)
CRO is a method of refining your website to
improve the rate customers convert to
subscribers, buyers or whatever your goal is
from a visit.
Your logo here.
See Master Slide
© West17Media, 2009
- 6. What this means to you!
MORE MONEY PER CLICK/VISITOR! BETTER
RETURN ON INVESTMENT (AKA. ROI)
Your logo here.
See Master Slide
© West17Media, 2009
- 7. HOW!!!
First let’s categorize CRO and then poke the
dragon.
Pre-deployment Live Analytics
Testing Real World Testing Testing
Your logo here.
See Master Slide
© West17Media, 2009
- 8. Pre-deployment
Your logo here.
See Master Slide
© West17Media, 2009
- 9. Pre-deployment
Your logo here.
See Master Slide
© West17Media, 2009
- 10. Pre-deployment
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009
- 11. Pre-deployment
10% 90%
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009
- 12. Pre-deployment
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009
- 13. Pre-deployment
10% 90%
Thoughts?
Your logo here.
See Master Slide
© West17Media, 2009
- 14. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009
- 15. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009
- 16. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009
- 17. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009
- 18. Live - What are users ‘actually’
Your logo here.
See Master Slide
© West17Media, 2009
- 19. Live - Where are users clicking?
Your logo here.
See Master Slide
© West17Media, 2009
- 20. Live - Where are users clicking?
Your logo here.
See Master Slide
© West17Media, 2009
- 21. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009
- 22. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009
- 23. Even the big brands are finding
surprises
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009
- 24. Even the big brands are finding
surprises
100+% improvement...
Why?
Text
Text
Which one?
Your logo here.
See Master Slide
© West17Media, 2009
- 25. Raw feedback
.
.
.
Your logo here.
See Master Slide
© West17Media, 2009
- 26. Are you tracking Events?
• Visited URL - When a visitor loads a specified web page
on your site.
• Clicked Element - When a visitor clicks on a specified
page item, typically a link, button or other kind of visual.
• Form Submission - When a visitor successfully submits a
web form to your website.
• Custom Event - These are events tracked through our
APIs that can occur from places other than your website.
• How to Track a Visit to a URL
Your logo here.
See Master Slide
© West17Media, 2009
- 27. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
Your logo here.
See Master Slide
© West17Media, 2009
- 28. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
*Context: We ran this last night
Your logo here.
See Master Slide
© West17Media, 2009
- 29. A/B Testing versus Multivariate
Optimization at a glance
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See Master Slide
© West17Media, 2009
- 30. Knowledge on it’s head
• Do forms affect conversion rates?
• Does the form’s length affect conversion rates?
• What are some of your experiences?
Your logo here.
See Master Slide
© West17Media, 2009
- 31. Some basic steps to get you started
• Setup your analytics (properly)
• Get a speed check
• Look for broken links
• Traffic QUALITY is important, not just QUANTITY
• Do you look trust worth? Are your staff listed?
• Do you have visitor capture programs in place?
• Is there clear calls to action?
• Do you have landing pages? Are they needed in your
industry or product category?
Your logo here.
See Master Slide
© West17Media, 2009
- 32. LETS GET TO WORK! YOU ARE THE
OPTIMIZERS NOW!
We are putting the rubber to the ground
and testing what you learned about CRO or
think you know. This is a chance to learn by
ASKING and being pushed to DO
Your logo here.
See Master Slide
© West17Media, 2009
- 33. Rules / Logistics
• Choose a website from one of your team members
• If you choose (insert team members name aka Bob)
website, then Bob becomes your team leader and
presents what discussed
• We will load Bob’s website up on the main screen
• Bob talks about what the team feels can be optimized
• We discuss it. **YOU ARE THE USERS NOW**
Your logo here.
See Master Slide
© West17Media, 2009
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