This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Using several case studies, I will delve deep into the science of conversion optimization, and I will demonstrate how top affiliates applied the CRU formula to double their site.

1. TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
``
Conversion Optimization: 6
Steps to Double Your Revenue
Beyond the tactics

2. • 3,000+ Successful Tests
• 400+ Successful CRO projects
• 11 different countries
Lessons from

3. 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

4. 150 tests
2015

5. 0% uplift
2015

6. Client X
1st test
Start of CRO work
0% uplift
2nd test
Start of CRO work
0% uplift
3rd test
Start of CRO work
4% uplift
4th test
Start of CRO work
15.5% uplift

7. Increasing Conversion Rates
is a Complex Problem
Focused
Solutions
“For retailers looking to grow their conversion rates — which typically hover around 3% — conversion marketing
provides opportunities to address the other 97% of visitors”
Forrester Research
Sophisticated
Analysis
Higher
probability
of success

8. A process that worked for some amazing
companies

9. Getting to the big “Yes”

10. Big “Yes”
yes
yes
yes
yes
yes
no
no
no
yes
yes

12. Best Practices

13. Starting with CRO

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

15. POP QUIZ

16. POP QUIZ

17. Success
& CRO

18. The Process

20. How does it work?

21. Quantitative research (analytics)

22. Qualitative
Research

23. 3 Questions

24. 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?

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

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

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

28. • What elements will
engage visitors?
3. Identify engagement

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

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

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

32. Suzan
 Caring
 Evaluating
 Worried about
delivery
Mike
 Logical
 Ready to Buy
 Looking for a
good deal
Chris
 Aggressive
 Just browsing
 Loves
technology
Jessica
 Spontaneous
 Researching
 Price
conscious

33. Identify the problems
before making any
changes

34. 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

35. Hypothesis
Conversion element Page element Priority
Trust Lack of clear value proposition 1
Hypothesis
Copy Design Placement

36. Testing without
a process is a waste of
time and money

37. 24 tests / year
5% uplift /month

38. The Process

39. 1st give away!

40. 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

41. 2nd give
away!

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