I have created this slide share to give an introduction to the conversion optimization process. Enjoy and I hope you will find the presentation as well as the funny pics to your liking.

1. CONVERSION
OPTIMIZATION
THE PROCESS
FUNNY PICTURES INCLUDED!
By Ernesto Schmidt-Mumm | webwaffle.com | @ernsm

2. CONVERSION “Here we go with some genuine
OPTIMIZATION definitions from the web….”
“In internet marketing, conversion optimization, or conversion rate
optimization (CRO) is the method of creating an experience for a
website or landing page visitor with the goal of increasing the
percentage of visitors that convert into customers”
Fuente: http://en.wikipedia.org/wiki/Conversion_optimization
“Conversion optimization is the process of maximizing the
percentage of Web site visitors who complete a desired action
(conversion rate).”
Fuente:
http://homebusiness.about.com/od/homebusinessglossar1/g/conversionDef.htm

3. WHAT DO
WE WANT??

4. OPTIMIZE TO INCREASE THE DESIRED
ACTION!

5. THERE ARE
TWO
SITUATIONS
WHERE CONVERSION OPTIMIZATION CAN
BE APPLIED

6. TYPE #1
Websites

7. GENERIC TRAFFIC NOT TARGETED TRAFFIC
Traffic isn’t controlled via a campaign and can come from search engines like Google

8. NO CONTROLLED MESSAGE THRU A PROCESS
As the traffic is not campaign driven you don’t have a controlled message from the
start to the end of a buying process

9. TYPE #2
Campaigns

10. CONTROLLED PROCESS
Landing page
Advertising
Target Group
In campaigns you define a target group and create a solid on the audience
optimized campaign in order to get best conversion results possible.

11. THE PROCESS
I tried to find a funny picture, this is what I found

12. PROCESS
Planning /
Goals
Control Implementation
Testing
Either way conversion optimization is a continues process to optimize progressively.

13. PLANING / GOALS
All right, all right I kind of got caught in the web cat phenomena. I admit it!

14. TARGET GROUP Profile?
Think about the characteristics
of your target group. Likes and
dislikes, trends, demographics
etc. All these can influence
your campaign and
optimization as well.
Pain Points?
When they come to your
website or landing page what
are their pain points. What
problem they want to get
solved?
Objections and Questions
Are there any objections to use
your product? What are the
most frequent question of your
prospects? Try to answer them.

15. PLAN YOUR LANDING
PAGE
Fuente: http://www.formstack.com/the-anatomy-of-a-perfect-landing-page
Think about the content modules as you can see in the image. Headline, desired
action, content, images and video, etc.. All should be planned towards improving
your conversion rate.

16. GOALS
You need goals for your campaign or website
• Leads (Sign-up, newsletter, registration)
• Desired actions like buttons
• Views -> (Videos)
• Etc.
Without clear defined actions on the website or landing
page, there can’t be conversion optimization!

17. OBJECTIVE HAS TO SUPPORT THE COMPANY'S
GOALS
I like!!!!
The conversion objectives obviously have to lead into companies goals like
sales, revenue, profit, etc.. and need to be measured.

18. OPTIMIZING
Optimizing the right way!

19. OPTIMIZING
The key question is; “How to optimize in order to increase
the chance of the desired action by your visitors?”
Factors:
• Goal / CTA
• Consistency
• Targeting
• Design
• Content
• Testing

20. CONSISTENCY
For campaigns it’s important to maintain a consistency thru
your whole process in terms of message, design and desired
action by your visitors.

21. DESIGN EXAMPLES
http://unbounce.com/landing-page-design/designing-for-
conversion-8-visual-design-techniques-to-focus-attention-on-
your-landing-pages/
I recommend this link to have an idea how you can make use of different
design styles in order to improve your conversions.
By the way which design style do you
think is used in this situation? Please
answer in the comments.

22. TESTING /
CONTROLLNG
To optimize and increase conversions of your campaign or
website you need to test and that's why conversion
optimization is a continuously process in order to find out
what works better.
Thanks god I work in Online Marketing!

23. THINGS YOU CAN TEST ON
A LANDING PAGE
- Text, all kind of text like title, sub title, content.
- Images
- CTA ( Call to action) or Buttons
- Colors
- Different Page versions
- Forms
Best form of testing and to find out what works best is thru a/b testing.

24. GREAT ONLINE
TESTING TOOLS
Optimzely.com – On the fly a/b testing without extensive
programming skills needed.
https://www.optimizely.com/
unbounce.com – Is a great tools to start a landing page from
the scratch easily by drag and drop.
http://unbounce.com/

25. CTA
CTAs are the most important element on a page or landing page of a campaign if you
want the visitor to perform a certain action. It is the element which tells you what to do
on a web page and triggers the conversion.

26. SOME CTA DESIGN
SAMPLES
Find here examples of signup up forms:
http://unmatchedstyle.com/news/sign-up-form-design-best-practices-design-
review.php
Find here examples about buttons:
http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices-
and-examples/
Tip! Have your CTA always
above fold!

27. TARGETING
You can increase conversion by improving your targeting
methods in the different platforms like, google, bing or
facebook for your online campaign
Adwords has great ways to improve targeting by time,
Location, device, language, interest or topic.
Bing has similar options like adwords but the functions for
Each advertisement platform works different
The social network provides limited targeting option and
are based on location, demographics and interest.

28. CONTENT - VIDEO
Zappos.com reports a 6% to 30% increases in sales for products
with video. (ReelSEO, December 2009)

29. CONTENT - IMAGES
The right use of images can increase conversion rates as well.
Look at this post on visual website optimizer.
http://visualwebsiteoptimizer.com/split-testing-blog
/human-landing-page-increase-conversion-rate/

30. ADDITIONAL
CONTENT
Authentic customer reviews increase credibility
Known seals improve comfort in terms of
security and privacy policy
Provide easy social sharing options and statistics
can improve conversion. Read also -> Link

31. CONTROLLING
Testing and Controlling is essential in
conversion optimization.
After you get significant statistics from your
a/b testing you need to control the results
and implement the better version so you
can continue with your next test and so on.
Optimize and control toward the company’s goal thru a/b testing.

32. By Ernesto Schmidt-Mumm
Blog
webwaffle.com
Twitter
@ernsm
Google Plus
Profile
Linkedin
Profile
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appreciated!