Conversion Rate Optimization - fusion.com · acquisition and conversion using CPA ... With goals aligned, Fusion can design solutions to improve and measure the metrics most important

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Conversion Rate Optimization

Continually Grow Your Business With Our Success-based Services

Your Complete Digital Optimization Solution

Conversion Rate Optimization (CRO) CR

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Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers. Driving traffic to a site that doesn’t convert wastes money. CRO maximizes the value of all site traffic through scientific testing of elements that influence user behavior.

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Why CRO? CR

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It should be another key part of your marketing strategy to generate more sales and better ROI.

Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy, 2016)

Because if you are spending money here…

…then you should also be spending money here…

…to get more visitors to buy!

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Why CRO generates a higher ROI vs. SEO & PPC

1. CRO builds over time incrementally because you are fixing problems on your site that increase the conversion rate and the results are permanent and additive!

2. SEO and PPC are a consistent ratio of money spent to clicks received – without CRO, any growth through ad spend is just hitting the same conversion rate.

CRO

3. CRO’s increases in conversion and customer experience builds brand and product awareness that feeds success of future SEO and PPC efforts

4. CRO can reduce paid marketing costs by more than 40% (or more) by eliminating non-converting keywords

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Conversion Economics CR

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Finding Your Sweet Spot • For every $92 spent acquiring customers, only $1 is spent

converting them. (Econsultancy, 2016)

• Find the right balance of your marketing spend between acquisition and conversion using CPA (Cost Per Acquisition)

• In the example below, the sweet spot occurs when you are spending 30% of your budget on optimization.

Campaign Budget

Conversion Costs PPC Spend CPC1 Visitors Conversion

Rate2 New Customers CPA

$10,000 $0 $10,000 $0.40 25,000 1.00% 250 $40

$10,000 $1,000 $9,000 $0.40 22,500 1.25% 281.25 $35.56

$10,000 $2,000 $8,000 $0.40 20,000 1.50% 300 $33.33

$10,000 $3,000 $7,000 $0.40 17,500 1.75% 306.25 $32.65

$10,000 $4,000 $6,000 $0.40 15,000 2.00% 300 $33.33

1 Average cost per click according to Google 2 Estimated conversion improvement of a successful test. Note: these numbers are also based on a diminishing percentage improvement per dollar spent. (25% initial increase by using a landing page followed by a compounded rate that bumps conversions by 25%, but is really only a 20% overall improvement in the second level – 25/125 equates to a 20% improvement).

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Basic CRO Steps Every Website Should Be Doing • Identify your business objectives and metrics to measure • Analyze data to find where drop-offs and customer pain-points exist • Design experiments with elements that have the greatest impact • Test and promote winning changes that eliminate those issues and grow revenue

Everyone Has Drop-Offs. CR

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80% Drop-off Due To: 1. Weak Copywriting 2. No Clear CTA’s 3. Requesting Too Much Info 4. Distractions at Point of Purchase 5. Confusing Information 6. CMS Issues

6 Common Problems You Can Fix With CRO. CR

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Your Complete Digital Optimization Solution CR

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Why Fusion?

• We’re a Richmond-based company founded in 2007 with approx. 57 employees • Many of the world’s most recognized brands have trusted Fusion’s optimization

services t0 generate more than $365 million dollars incremental revenue

• We are optimization experts and certified in CRO

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Your Complete Digital Optimization Solution RE

SULT

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The results below are for clients who have been actively testing* for the past three (3) years with Fusion and show annual** incremental revenue improvements attributable to Fusion’s optimization activities.

* at least 8 out of 12 months with one test or more running in the month ** annual figures get compounded over the duration of the engagement

Results.

6% All clients show 6% or more

improvement

≥25% 40% of clients show over 25%

improvement

≥10% 95% of clients show >=10%

improvement

20% Median incremental

growth


Sell The Value Of CRO • by creating a culture of optimization within your organization that shows the monetary value of testing. An

entire CRO team can be funded by the incremental revenue their testing can show with hard data!

Build An Optimization Team • by using our experience in hiring the skills necessary for the critical roles, we can help you save time and

money finding the right people and recommending the best training opportunities to keep them

Choose A Testing Platform • We can help you understand AI, Personalization, Rules Engine, and other testing features to determine the

best fit for your organization

Identify Leaks In Your Funnel Conversions • by analyzing your website data and aligning to your business objectives to provide consulting that is

personalized, relevant, and actionable

Implement A Successful Process • We’ve refined a process and proprietary strategy that can deliver not only the maximum number of tests,

but the right ones that deliver the most value

We Can Help You...

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User Experience

Heuristic Site Review and User Experience Study Our team of usability experts will review your site and provide you with a report that addresses any issues that could be frustrating your users or causing them to drop off. We will identify changes that will provide a better customer experience and generate more revenue or assist in developing a re-designed site. Our user experience experts replace the traditional and risky redesign process with a risk-free approach that includes our insights from thousands of completed experiments.

Site Opportunity Analysis Opportunity analysis is a continuous process, where the goal is to understand the strengths and weaknesses of your site. This process helps identify factors that are most likely to drive positive (or negative) results. The opportunities that we discover will inform the strategy we develop when optimizing your site’s performance.

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Test Process and Culture Test & Learn and Continuous Testing Process Consulting

We can help you develop an internal optimization culture that is focused on testing and generating revenue. We have developed proven, systematic, repeatable conversion rate optimization processes and ‘best-in-class’ methods to help you generate more revenue quickly and sustainably.

Testing Tools Evaluation and Recommendations Want to get software of your own but don’t know where to start? We’ve worked with all of the leading testing software, and can make effective recommendations tailored to your specific needs.

Test Implementation and Management You don’t have internal resources to do continuous testing? We have experts available to help demonstrate how we can help you increase your Key Performance Indicators (KPIs) for as long as you need – a few months or several years. We assist with road map strategies, gaining approvals, current testing setup assessment, training on testing tools, QA, launching and monitoring tests, and providing test results in professional reports you can share with executives.

We also conduct custom on-site or remote training and workshops that tailor to the subjects above. 11


Test Strategy and Ideation Test Planning

Let us show you how to come up with test ideas that will have the most impact and start your optimization program off on the right foot.

Test/Experiment Design We will develop testing strategies designed to move the financial needle for your company. We can help you set up tests correctly, so that you maximize the value of your tests while also learning from the results.

A/B/n Testing Let us guide you through proper qualitative and quantitative research to run smarter experiments. We can show you how measuring significance differs between price testing and content testing and why one analysis does not fit all. We can help with a wide range of tests from simple ones like landing pages or checkout flows, to the more complex such as search algorithms, entire new website launches, or mobile apps.

Multivariate Testing For some clients, we recommend multivariate testing. Designing good multivariate tests can be a complex process, but we have the advanced sampling strategies to help you run more tests and get more wins.

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In-Depth Analytics Site Analytics

We can identify points in the customer journey where you are losing visitors or missing out on potential revenue and develop solutions to change customer behavior and improve the KPIs important to your business.

Optimization Analysis We have developed a logical, statistics-based system for assessing optimization efforts. We start by benchmarking current performance and working with you to understand your business goals and KPIs. With goals aligned, Fusion can design solutions to improve and measure the metrics most important to your business.

Key Driver Analysis We help you uncover what is most important in driving customer behavior. Once identified, key insights can help drive business decisions and focus efforts on the areas that matter most.

Machine Learning Readiness Analysis Our analysts work to examine your existing data, structure, and systems to assess your readiness for applying machine learning capabilities to your website.

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Next Steps We Start With a Free Discovery Session & Needs Assessment

This consultative review guides the fee structure that works best for both parties Our Business Model Is Flexible and Low Risk

Based on your specific needs, we typically charge a fixed fee for consulting services and a success-based fee for strategy and services related to on-going CRO experimentation • The fixed fee depends on the amount of pre-experimentation work that is needed • The success fee is either a percentage, a fixed rate, or a combination of both that is directly

related to the value of successful experiments we help you run on a continuum Our Guarantee

You only pay us a success fee based on the value of the incremental success on winning experiments • Our unique, performance-based commercial model demonstrates our confidence and

commitment to driving the optimization growth to our clients 14 14


THANK YOU Jason Keough, Agency Services

[email protected] +1 804.673.3582

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Conversion Rate Optimization - fusion.com · acquisition and conversion using CPA ... With goals aligned, Fusion can design solutions to improve and measure the metrics most important