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CROCONVERSION RATE OPTIMIZATION
gUEST tRAINER PROFILE
Certified Scrum Master (Scrum Alliance)20+ years of experience in IT and Digital Marketing roles.
ANAT OBOM
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
What is CRO?
Conversion rate optimization…..
often abbreviated as CRO, is the practice of improving the conversion rate in any advertising, marketing, sales or other business practice that…..
has a goal of getting a person to take an action.
Source: marketingsherpa
STORE DECORATION
What is CRO?
Source: crazyegg
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
CRO KEY INSIGHTS & STATISTICS
Long landing pages can generate up to 220% more leads than landing pages with above-the-fold CTAs. 161% of companies run 5 or fewer landing page tests per month.2
Source: marketingexperiments | econsultancy | unbounce | visual website optimizer
Reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions.3Removing the navigation menu can increase conversions by 100%.4
CRO KEY INSIGHTS & STATISTICS
When landing pages don’t ask for age, the conversion rate is higher.5Customer journey analysis to improve conversion rate is in the game plan of 60% of online marketers.6
Source: hubspot | marketingcharts | wordstream | ifactorydigital
Average website conversion rate is 2.35%. The top 10% of companies get 3-5x higher rates than average.7Even just a 1-second delay in page load time can results in a 7% reduction in conversions.8
CRO KEY INSIGHTS & STATISTICS
Using videos on landing pages can increase conversions by 86%.9Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.10
Source: eyeviewdigital | hubspot | wordstream
Over 90% of visitors who reported reading headlines also read CTA Copy.11The average conversion rate of a Facebook ad is 9.21%.12
CRO KEY INSIGHTS & STATISTICS
ECOMMERCECONVERSIONRATES
Source: smartinsights
Source: smartinsights
CONVERSION RATE BY CHANNEL
Source: smartinsights
CONVERSIONRATE BYINDUSTRY
Source: smartinsights
CONVERSION RATE BY PLATFORM
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
CRO SUCCESS FACTORS
Source: awa-digital
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
RESEARCHAND ANALYSIS
Source: awa-digital | survey monkey
The definition of quantitative research
● Quantitative Data is designed to collect cold, hard facts. Numbers. Quantitative data is structured and statistical. It provides support when you need to draw general conclusions from your research.
The definition of qualitative research
● Qualitative Data collects information that seeks to describe a topic more than measure it. Think of impressions, opinions, and views. A qualitative survey is less structured: It seeks to delve deep into the topic at hand to gain information about people’s motivations, thinking, and attitudes. While this brings depth of understanding to your research questions, it also makes the results harder to analyze.
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
EXECUTION
Source: awa-digital
Involves setting up test hypothesis and verifying via A/B split testing and multivariate testing.
A/B SPLIT TESTING
Source: visual website optimizer
MULTIVARIATE TESTING
Source: Neil Patel
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
NEGATIVES
Source: awa-digital
AGENDA
● WHAT IS CRO?
● CRO Key insights / Statistics
● CRO SUCCESS FACTORS
● RESEARCH AND ANALYSIS
● EXECUTION
● NEGATIVES
● ACCELERATORS
● CASE STUDIES
CASE STUDY 1
The conversion rate increased from 2.78% to almost 19% – a 591% increase!
Source: impactbnd
CASE STUDY 2
Pricing Page Redesign Increases Conversions by 25%
Source: impactbnd
CASE STUDY 3
Phrases like “Authorized Dealer” or “Certified Partner” build trust with online shoppers. The result was an increase in sales by 107% with the variation page.
Source: impactbnd
CASE STUDY 4
The “cleaner” version of the page without the banner image resulted in a 43% boost in orders.
Source: single grain
CASE STUDY 5
The winner on desktop is not always the winner on mobile. Make sure to split device results when testing.
Source: single grain
tHANK YOU!
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