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#3QSUMMIT
Lowering CPAs with CRO11:30-12:15
Aaron Bart, VP of Creative Services at 3Q
Jeremy Epperson, Director of
Optimization at 3Q
Hudson Arnold, Strategy Consultant
at Optimizely
2A Harte Hanks Company
Lowering CPAs with CRO Conversion Rate Optimization
Aaron Bart, VP of Creative Services at 3Q Digital
3A Harte Hanks Company
What would a 10% lift in conversion mean for your bottom line?
4A Harte Hanks Company
StorytellingConnect, engage, and excite the audience
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To succeed in CRO, you must have the right expertise in:
Data-Driven Creative
Enabling Technology
Strategy & Process
Conversion Rate Optimization (CRO)
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Site Analytics
Visual Analytics
Surveys
Search Data
Customer Insights
Start with Customer Data
Creative
SEM SocialDisplay
Organic
Native
Mobile
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Consistency Across Digital Ecosystem
• Consistent messaging and UX design is key to a unified brand voice
Every digital experience is an extension of your brand
Creative
SEM Social
Display
Organic
Native
Mobile
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Good design is obvious.
Great design is transparent.
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Language is important. Communicate with intention.
ARTICULATE CLEAR VALUE PROPOSITION.ADDRESS CUSTOMER PAIN-POINTS.
AVOID PRODUCT JARGON.
Messaging
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USE CLEAR LANGUAGE THAT DOESN’T MISLEAD. EMPHASIZE TRUST MARKS AND PRIVACY STATEMENTS.
Be honest about the user journeyBUILD TRUST
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11 / ©2014 COVARIO, INC. ALL RIGHTS RESERVED
Conscious CreativeTimes change: stay relevant.
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MAKE IT EASY TO CONVERT
• Connect immediately (short attention spans)
• Reduce clutter (hierarchy of elements)
• Thumb-focused interactions (mobile)
Intuitive UX DesignKeep it simple
#3QSUMMIT
Conversion StrategyJeremy Epperson
Director of CRO at 3Q Digital
CRO Growth Principles
1. Focus on Business Alignment
2. Customer-Centric Approach
3. Data-Driven Methodology
4. Speed of Implementation
5. Measurable Results
6. Continual Iteration & Improvement
Business Alignment
All Conversion Optimization should be aligned with your business objectives:
• Maximize ROI
• Reduce time to growth
• Prioritize based on KPI impact
• Build momentum around your testing program
• Create culture of optimization
Strategic Business
Objectives
KPI Mapping
Testing Alignment
Measurable Results
Business Impact of CRO
Create projections to understand the potential impact on your business:
• Gain an understanding of what resources you can utilize for optimization
• Improve efficiency of media and reduce CPAs
• Increase onsite conversion rates and grow revenue
Conversion ROI Framework
Research: use a data-driven research approach to finding the issues that are blocking conversions
Optimize: test onsite experiences to get statistically significant lifts in conversion
Iterate: continue to improve UX and drive growth by using insights to create future testing roadmaps
Research
OptimizeIterate
Data-Driven Customer Research
1st-party business, behavioral, and usage data
1st-Party data analysis, 3rd-Party data enrichment, customer research, and ongoing testing complete the view of the customer.
3rd-party demographic, psychographic, and consumer data
TESTING
MEDIA TARGETING CREATIVE MESSAGING USER EXPERIENCE
What customers do What they want & whyWho they are
Quantitative and qualitative customer research
Hypothesis-Based Iterative TestingThe hidden value of CRO
• Validate or disprove assumptions with precision
• Increase testing velocity and reduce wasted resources
• Leverage results and insights from post test analysis to create future iterations
Test 1: LP Redesign
Test 2: Design and Copy Changes
Test 3: Remove Distractions
#3QSUMMIT
Optimizely Technology
Hudson ArnoldStrategy Consultant - Optimizely Partnerships
The Optimizely Platform (today)
Our Mission is to enable you to deliver the best experiences for every customer across desktop and mobile.
Deliver optimized experiences with ease through testing and personalization
Target audiences with predictive analytics and segmentation
Understand the impact of your optimization strategy with our stats engine
Connect essential data from visitor behavior, 1st-party and 3rd-party sources
Optimizely Enables Companies To:
From Tactics to Transformation
Form Optimization
Symmetric Messaging
Behavioral Personalization
Continuous Optimization
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Symmetric MessagingConsistent experiences, at the scale of your media strategy
Generic Landing
Page
CPC A
CPC B
Display
Social
CPC A
CPC B
Display
Social
Optimize your landing page with effective layout and content that delivers consistent experiences and improves CPA.
Symmetrical Landing Page
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Symmetric MessagingExample: Secret Escapes
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Symmetric MessagingExample: Secret Escapes 26%
Increase in Sign Ups
Original Variation with Spa Imagery for Spa Searchers
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Symmetric MessagingExample: Secret Escapes
Variation with Spa Imagery for Spa Searchers
Variation with Spa Imagery for Spa Searchers, Title and Subtitle for Spa Searchers
26%
Increase in Sign Ups
32%
Increase in Sign Ups
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Form OptimizationOptimization 101
Landing Page; content shifts
based on intent from
ad.
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Behavioral PersonalizationA Cutting Edge of Competitive Practice
Adjust Site Experience in real time based on the signals your visitor is sending your through their behavior.
Behavioral retargeting produces 4x ROI
Personalized campaign
Used behavioral targeting to show buy-one-get-one tire promotion to customers who had viewed tires.
Results
• 21% increase in overall site sales• Sold out of tire stock 2 months before expected• 4x return on investment in Optimizely and solutions
partner services
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Continuous OptimizationBusiness Transformation for Digital Leaders
For the world’s digital leaders, optimization is:
• a KPI; velocity and impact rate widely measured
• Integrated; into multiple teams and technologies
• Effective; returns are consistent and informative
60% Increase in Pageviews
per Visit
15% Improvement in Leads per Visit
5% Lift in Leads
