CONVERSION RATE OPTIMIZATION
because it’s effing awesome
Georgiana Laudi
Director of Marketing, Unbounce
@ggiiaa
slide deck inspired by Oli Gardner

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@ggiiaa
Presentation Slides bit.ly/mtlgg-cro

MOST
MARKETING
IS
BROKEN

marketers are
DISRESPECTING
the click

OF MARKETERS ARE
98%
DOING IT WRONG

Yesterday’s home runs,
DON’T WIN
TODAY’S GAMES.
~ Babe Ruth

So, how do we fix
marketing?

provide better experiences.

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.
http://en.wikipedia.org/wiki/Conversion_optimization

if content is king
~ John Munsell, CEO of Bizzuka
CONVERSION
IS QUEEN

Never start a marketing
campaign without a
dedicated landing page
Otherwise known as the
NSAMCWADLP principle

why?

1. Attention Ratio
2. Message Match

Attention Ratio
The ratio of interactive elements
(links) on a page, to the number of
campaign conversion goals (which
is always one).

Typical
Homepage
Experience

Targeted
Landing Page
Experience

3% Purchase rate 30% Purchase rate
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Attention
Ratio
80:1

TOO. MUCH. CHOICE.

CONVERSION RATES
GO UP
AS ATTENTION RATIO
GOES DOWN

Message Match
The ability of your destination
(landing) page to match the content
and messaging of the upstream call-
to-action the visitor clicked.

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Message Match

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Perfect
Message Match

THE TOPHER GRACE EFFECT

how?

1. Landing Pages
2. A/B Testing

Landing Page
A single web page that appears in
response to clicking on a search
result or an online advertisement
or promotion.

Where would I use a landing page?
Paid Marketing:
PPC
Social Ads
CPC
CPM
Content Marketing:
Blog Subscriptions
Newsletter Signups
Ebooks
Whitepapers
Guest Posts
Local Event Registration:
Meetups
Seminars
Conferences
QR Code Destination
Online Event Registration:
Webinars
"Whiteboard Fridays"
“Hangouts On Air”
Launches/Early Access :
Product
App
Company
Ecommerce:
Product Pages
Long Sales Letters
Pay Walls
Free Gifts
Services:
Consultant/Agency Services
Portfolios
Quote Requests
Appointment Bookings/Service Calls
Mobile Apps:
Downloads
Additional Product Promotion
Ratings/Reviews
Social Media Marketing:
Contests
Sweepstakes
Giveaways
Customer Onboarding:
Demos
Surveys
Recruiting:
Job Postings
Email Marketing Campaigns (for all of the above)

5 Elements of
High-Converting
Landing Pages

1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page

1. The Unique Selling
Proposition (USP)
Image credit: smallmeasure.com

“You get fresh, hot pizza
delivered to your door in
30 minutes or less – or
it’s free.”

1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page

2. The Hero Shot
Image credit: Au bout de la route

5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

3. The Benefits
Image credit: Nutrella

5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

4. The Proof
Image credit: Blouin News

5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

5. The Call-To-Action
(Conversion Goal)
Image credit: PatioTuerca

5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

Benefits
USP
Call-to-Action
Hero Shot
Proof

Let’s see if you were
listening…

Call-To-Action
USP
Proof
Benefits
What element is missing?

A/B Testing
The act of running a simultaneous
experiment between two or more
pages to see which performs or
converts the best.

A/B Testing Terminology
Control - A page that acts as the benchmark to measure the
success of your test
Variant - A version of a control page that has some changes to the
page elements
Element - A discrete unit on the page: a block of text, a form, a
button, an image
Test - A hypothesis that one version of an element will increase the
conversion rate of the page
Conversion - When a visitor takes the desired action on the page

yawn

100%
Traffic
50%
Traffic
50%
Traffic
(Control)
Variant A
(Challenger)
Variant B
Increase
+ 2%
Conversion Rate
3%
Conversion Rate
5%
=
=
How A/B Testing Works

(Control)
Variant A
(Challenger)
Variant B
Conversion Rate
3%
Conversion Rate
5%
+ 2%Increase
=
=
Conversions
100
Conversions
167
($100/conv.)
$10,000
($100/conv.)
$16,700
+ 67%Lift
The Math of CRO
+ $6,700

Which test won?

23%
Variant A or Variant B?

Attention Ratio 6:1
43%
Variant A or Variant B?

13%
Variant A or Variant B?

32%
Variant A or Variant B?

21%
Variant A or Variant B?

I understand the results I don’t understand the results
Conversion
Improvement
Woo Hoo! You’re a split testing
genius. Make some notes & start
your next test! (Pass)
Really? Ok, run another test to figure
out the next step.
(Pass *kinda*)
Conversion
Decline
Good save! Stop the test, make
some notes & try a new hypothesis
(Pass)
Seriously, a kitten just died because
of you…
(Fail)
Dealing with the Data

You should always have time to
UNDERSTAND YOUR
CUSTOMERS.
If you don’t
SOMEONE ELSE WILL.
~ Jonatan Littke, CEO and co-founder of Lookback

Build, Publish & A/B Test Landing Pages Without I.T.
shameless plug:

Great CRO Resources
The Unbounce Blog unbounce.com/blog
!
The ConversionXL Blog coversionxl.com
!
The Landing Page Conversion Course thelandingpagecourse.com
!
The Ultimate Guide to A/B Testing
get.unbounce.com/the-ultimate-guide-to-ab-testing
!
Unbounce Guides & Webinars unbounce.com/resources

Start creating
better marketing experiences
try.unbounce.com/mtlgg
Georgiana Laudi
@ggiiaa
Slides bit.ly/mtlgg-cro