Full-service online + interactive marketing firm

Presented to:

Driving ROI: Understanding the

Role of CRO

#MMSEM11

Agenda

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Defining Conversions

What is Conversion Rate Optimization

An Overview of CRO

Case Studies

An online conversion can have many different meanings.

Examples:

• Purchase

• Newsletter or Email Sign-Up

• A “like” or retweet

• Online form submission (i.e. request a proposal or contact us)

• Phone calls

• eCommerce

• Viewing a video

• Downloading a whitepaper

• Sharing on social media sites

What is a Conversion?

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Conversion Rate Optimization (CRO) is a unique and fresh approach to

online marketing. While most online marketing efforts (SEO, Paid

Search) focus on traffic generation and new visitors to your website,

CRO is focused solely on traffic monetization: getting the most value

out of the users already visiting your site.

What is Conversion Rate Optimization?

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• Convert Website Visitors into Customers

• Establish a Stronger, More-Engaged User Base

• Improve User Experience

• Increase Revenue and Profits

• Generate More Repeat Business

• Continuous Optimization

Benefits of CRO

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Site Focus:

What is the objective of your website? What is your conversion

mechanism?

Site Navigation:

Navigation is one of the most important parts of the user experience.

Confused visitors become frustrated easily and that can lead to drop-

offs and high bounce rates.

Examples:

• Adjusting color scheme

• Building out drop-down navigation

• Linking logo and multimedia

Fundamentals of CRO

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Conversion Process:

Analyzing the steps a user takes leading up to a conversion

Design:

CRO tests different fonts, colors, or page layouts to provide valuable

insight into user behavior

Development:

Site speed and page load speed can impact usability and negatively

affect conversions.

Fundamentals of CRO

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A landing page is a crucial tool for any marketing campaign, including paid

search, email, social media and display media campaigns. A best practice

for CRO is to incorporate a well designed, streamlined landing page to

serve as a destination URL for any online marketing campaign.

Areas of Focus:

• Messaging

• Call to Action

• Copy Structure and Layout

• Offers and Promotions

• Dynamic Content

• Trustworthy Experience

• Emphasize Benefits

Landing Page Optimization

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CRO Tools

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CRO tools are used as a complimentary product to web analytics.

While web analytics gathers data regarding how traffic arrives at

your site, CRO tools collect information about what actions take place

inside any given webpage.

Data collected through CRO tools ranges from engagement tracking to

conversion metrics. An example of this is bounce rates:

• Web analytics gives you time on site and bounce rate percentages.

• CRO tools assign bounce rates based on time on engagement time

o soft bounce is 20 seconds or less

o hard bounce = 2 seconds or less

CRO Tools: Overview

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• Form Analytics

• Conversion Funnels

• Heatmaps

3 Main Components of CRO

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Form analytics are critical to the conversion process. We collect 6 aggregate reports to assess form analytics.

Reports:

• Form Analytics:

Where users exit a page/site

• Conversion Reports:

Highlights conversion funnels

• Drop Report:

What piece of content was

last viewed before exiting the site.

• Time Report:

How long it takes to fill out a form

• Blank Field Report:

What sections are overlooked (design element)

• Refill Report:

What fields did the user fill in incorrectly the first time

Form Analytics

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This report shows:

• Percentages of visitors completing a conversion

• Drop off rates

• Stages where the most drop off’s occur

• Estimates of site traffic over the past 30 days

Conversion Funnels

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• Attention Heatmaps: Good for long pages of content. Where do

they stop scrolling and start reading?

• Scroll Reach Heatmaps: Enforces Attention Heatmaps, helps to

identify ideal placement of content on a page, scrolling behavior,

and gauges where visitors hover and read content.

• Mouse Click Heatmap: Tracks numbers of clicks on a page,

gauages performance of each hyperlink, identifies content that

needs to be linking to another page (i.e. logos or images).

• Mouse Move Heatmap: Gauges what content people are looking

at on a page, similar to eye tracking.

Heatmaps

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Examples of Heatmaps

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YourLabelsNOW.com Case Study

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YourLabelsNOW Case Study

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• YLN relies heavily on samples and quote requests.

• Their “Instant Quote” form is crucial to successful online business.

• We used the form analytics to measure the performance between a

one-column versus a two-column form.

• We tracked effectiveness and conversions by measuring the amount

of form submissions.

The result was a 23% increase in conversions.

YLN’s “Instant Quote” Form Test

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We tested the current one-column form versus the new two-column form.

The majority of the drop off’s occurred because users couldn’t locate

information resources and samples.

YLN Case Study: One-Column Form

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YLN Case Study: Two-Column Form

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As a result we changed the instant quote form to be more visually

engaging added a second column with sample images and help

options/resource links..

Allen Brothers Case Study

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In this test we highlighted the “Best Sellers” within the category and

began to cross-promote “Best Sellers” from other categories. We used

the below existing layout as option one.

Allen Brothers “Best Sellers” Case Study

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The challenger or second version highlighted best sellers and cross-

promotional items . With the below version, conversions increased by

20%.

Allen Brothers Case Study

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Methods of Testing & Evaluation

• Aesthetic Analysis

• Conversion Funnel Analysis

• Incoming Traffic Analysis

• In-depth User Testing

• User Surveys

• A/B Testing & Multivariate Testing

• Site Reviews by Industry Experts

Examples of Variables Tested • Headlines

• Website Copy

• Landing Pages

• Web Page Layout

• Form Fields & Label Alignment

• Colors & Fonts

• Button Shape, Size & Placement

• Conversion Funnel Length (number of touch points in the sales cycle)

Conversion Rate Optimization (CRO)

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Thank You!

Questions?

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