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Conversion Rate Optimization PRESENTED BY: Ashley Kemper Senior Marketing Strategist [email protected] Connect with us on Twitter: @BFMweb

Why Your Business Needs Conversion Rate Optimization

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This presentation, given by Blue Fountain Media Senior Marketing Strategist Ashley Kemper, breaks down the importance of conversion rate optimization and how it can help your business achieve massive increases in sales. For more information on conversion rate optimization, visit http://www.bluefountainmedia.com.

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Page 1: Why Your Business Needs Conversion Rate Optimization

Conversion Rate Optimization

PRESENTED BY:

Ashley KemperSenior Marketing [email protected] Connect with us on Twitter: @BFMweb

Page 2: Why Your Business Needs Conversion Rate Optimization

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CRO MechanicsWhy, what & how.

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Why Test?

• Verify a hypothesis• Mitigate risk• Achieve incremental increases

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What To Test

• Web Properties– Homepage– Conversion Page– Product/Service Page– Emails– Landing Pages

• Testing Elements– Color– Structure– Messaging– Layout– Tone– Imagery– Offers– Navigation

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How To Test

• Defining Success– Determine crucial Key Performance Indicators (KPI)

• Conversions• Conversion rate• Site engagement• Social interaction

– Establish data threshold– Prepare client for actionable insights regardless of which

test variation “wins”

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How To Test

• Tools • Minimum requirements– Access to design &

development– 2-6 week waiting period– A site with steady visitors

and/or a PPC budget

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CRO Case StudiesAnd the winner is…

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Our TestsClient: My Pump Pro

Test: Homepage content placement

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Our TestsClient: My Pump Pro

Test: Homepage content placement

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Our Tests

Results: Test version increased conversion rate 10.34%34.85% 38.46%

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Our Tests

Client: NYODNTest: Homepage banner

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Our Tests

Client: NYODNTest: Homepage banner

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Our Tests

Results: Test version increased conversion rate 121%

3.40% 7.52%

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Industry Case Studies: Landing Pages

Case Study: HubSpotTest: Conversion Page

imagery

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Industry Case Studies: Landing Pages

Case Study: HubSpotTest: Conversion Page

imagery

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Industry Case Studies: Landing Pages

Results: Version A increased leads 24% by removing the female image

Winner!

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Industry Case Studies: Landing Pages

Case Study: MarketingProfsTest: Landing Page header

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Industry Case Studies: Landing Pages

Case Study: MarketingProfsTest: Landing Page header

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Industry Case Studies: Landing Pages

Results: Version A increased leads 28% by changing the headline and subheader wording and layout

Winner!

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Industry Case Studies: Landing Pages

Case Study: Laithwaites WineTest: Landing Page copy

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Industry Case Studies: Landing Pages

Case Study: Laithwaites WineTest: Landing Page copy

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Industry Case Studies: Landing Pages

Results: Version B increased online sales.

Winner!

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Industry Case Studies: Homepage

Case Study: DellTest: Homepage content

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Industry Case Studies: Homepage

Case Study: DellTest: Homepage content

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Industry Case Studies: Homepage

Results: Version A increased homepage clicks by 20% and increased revenue per visitor (RPV) by 5.47%.

Winner!

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Industry Case Studies: Homepage

Case Study: Harry & DavidTest: Search box & widget

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Industry Case Studies: Homepage

Case Study: Harry & DavidTest: Search box & widget

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Industry Case Studies: Homepage

Results: Version A increased sales by double digits. The test focused on 7 elements with 2,000+ combinations.

Winner!

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Industry Case Studies: EmailCase Study: Technology

Certification CoTest: Email content

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Industry Case Studies: EmailCase Study: Technology

Certification CoTest: Email content

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Industry Case Studies: Email

Results: The text based email increased revenue by 303.8% and visits to the website by 194.51%.

Winner!

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Industry Case Studies: Email

Case Study: SalesforceTest: Email content

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Industry Case Studies: Email

Case Study: SalesforceTest: Email content

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Industry Case Studies: Email

Results: Version A got a 25.8% higher click-through rate on the main white paper download offer

Winner!

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Need more?

Learn more• Qualaroo’s

Beginners Guide to Conversion Rate Optimization• Moz’s Definitive How-To Guide for CRO

See more• http://blog.kissmetrics.com/100-conversion-

optimization-case-studies/

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THANK YOU.

Visit us at: www.bluefountainmedia.comGet to know us: @BFMWeb / www.facebook.com/bfmwebSpeak with us: 212.260.1978

102 Madison Avenue, Floor 2 New York, NY 10016