Slides from SMX Advanced Seattle on Advanced CRO

1. SMX Advanced 2010Advanced Conversion Rate Optimization- Going Way Beyond the Landing Page Scott Miller Vertster.com @optimizeit

2. Don’t test video, test which video!!

3. Split Test Organic Traffic URL Kept Constant Conversion Proxy Goal: Watch Whole Video Overview of Test Design

4. What do you think?

5. Results 45% more watched whole video

6. Where did they drop off?

7. 3 Takeaways You *should* Test alternate videos Use a conversion proxy if you don’t have enough traffic Don’t believe everything you hear in college

8. Landing Pages Are Only the 50 Yard Line for many sites.

9. Don’t be afraid to go deep!

10. Remember the 7 C’s of Conversion Optimization Capture the attention of the Customer Maintain Consistency throughout the experience Make it Clear What the User is Supposed to do Communicate the Unique Value Proposition Instill Credibility in your Company Create Scarcity to Increase Demand Close the Sale

12. Checkout flow testing

13. Credibility Enhancement

14. Change Design/CSS

15. Repeat/Reinforce Search Ad or Landing Page Offer

17. Example: Sitewide Credibility With a Twist… What if you make your own seal??

18. A/B/C Split Test All Traffic/ Pages (SWO) Several Hundred Online Stores Goal: Sales Conversion/ RPV Overview of Test Design

19. What do you think?

20. Results “Name Brand” Seal was best Better to have no seal than homemade seal Homemade reduced RPV by 5-10%

21. 3 Takeaways People spend/share more when they feel safe Be cognizant of experimental noise Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.

22. Will a cleaner look and feel result in more advertising clicks??

23. MVT – Four Variables, 81 Recipes Header Top Navigation Main Nav “Pre Results” Goal: Click on Outgoing Paid Ads Overview of Test Design

25. Removed Navigation

26. Removed Breadcrumbs

28. Thank you, Now “Go Deep!” Scott Miller http://www.vertster.com/ Twitter: @optimizeit