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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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Conversion Rate Optimization
PRESENTED BY:
Ashley KemperSenior Marketing [email protected] Connect with us on Twitter: @BFMweb
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Provided by: Blue Fountain Media Page 2
CRO MechanicsWhy, what & how.
Provided by: Blue Fountain Media Page 3
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