#SMX #31C @ayatWhy some companies succeed in achieving consistent conversion uplifts

Breaking through

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• 3,000+ successful tests• 400+ CRO projects• 11 different countries• 35 years of combined experience

THE NUMBERS

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Why do companies get stuck?

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Randomly testing elements

Control 29,000 challengers

VS.

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The result

0% uplift

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Which test won?A B

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Which test won?

87 % more conversions

A

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Why?

Emphasize benefit again

Focus on product benefit

Focus on product benefit again

Did we focus on product benefit?

A

#SMX #31C @ayat

What?

How?

Why?

#SMX #31C @ayat

Remember!• Emotions create preferences which lead to buying decisions• Visitors perceive the same type of personality characteristics

in websites as they do in people. So, what is your website personality? Does it lead to rich and powerful mental representation?

• Your website “narrative” should communicate “why” visitors should care

#SMX #31C @ayat

#SMX #31C @ayat

Randomly selecting pages• Pages with high bounce rate• Pages with high exit rate• Pages at the bottom of the funnel• Pages with high index value• Let’s test all pages/all the time

#SMX #31C @ayat

Quantitative

Analysis

Qualitative

Analysis

More insights

into customer behavior

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Quantitative data focuses on the “What”

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Qualitative data focuses on the “Why”

#SMX #31C @ayat

“What is preventing you from making a purchase?”

1. I cannot find the information on the item I need

2. I don’t know if the item fits my phone3. I want a different color4. I cannot find the shipping costs5. I am just comparing prices

Result: understanding of what bothers the visitors + testing ideas

#SMX #31C @ayat

“What is preventing you from making a purchase?”Result ActionI cannot find the information on the item I need

Investigate further

I don’t know if the item fits my phone Fix right away – Test placement

I want a different color Fix right away - Test design/placement

I cannot find the shipping costs TestI am just comparing prices Capture email

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Which design increased conversions?

1

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2Which design increased conversions?

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3Which design increased conversions?

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4Which design increased conversions?

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Which design increased conversions?

1 2 43

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Which design increased conversions?

1

93 % more conversions

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Why?

1Clear display of benefits

Horizontal display

No form: Cognitive Progression

Free Account for Upselling

#SMX #31C @ayat

Remember!• Our tasks as marketers is to persuade visitors to take an

action, gently guiding them towards a conversion• Do not overcommit your visitors – know when to push and

when to slow down

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1st give away!

#SMX #31C @ayat

FREE COPY OF OUR BOOKThe Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love.

This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.

Avinash Kaushik – Google Analytics Ambassador

Guy Kawasaki - author, speaker, entrepreneur, and evangelist

Email book@invesp.com

#SMX #31C @ayat

Which design increased conversions?

a b

#SMX #31C @ayat

Which design increased conversions?

b

17 % more conversions

#SMX #31C @ayat

Why?

b

Emphasize trust

Images on mobile

Simplified Display

Incentivize

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Remember!• Trust - and the speed your website establishes it with

visitors- is the essential ingredient for any high–converting website

• Your promises do not matter, what matters is whether visitors trust you enough to believe your promises

• If your value proposition is solid but sales aren't being made, look for trust issues

• Urgency incentives are a strong catalyst – use them without being pushy

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Test with focus

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Test with focusIncreased flow to search

by 100%

4.8 % more conversions

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Remember!• Understand which website paths generate highest

conversions and move visitors to them• Understand which website paths generate lowest

conversions and optimize them

#SMX #31C @ayat

#SMX #31C @ayat

Do visitors from different source/medium behave the same way?

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All visitors

Direct

New Returning

Organic

New Returning

CPC

New Returning

Email

New Returning

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Different devices = different segments

Desktop Tablet Mobile

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How do you segment?• By traffic source• By visitor behavior• By outcome

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Traffic source/device/ visitor type

• By traffic source• Identify top 5-10 traffic

sources• Segment by device type• Segment by visitor type

Source/medium Device Visitor typeGoogle CPC Mobile New visitorsGoogle CPC Mobile Returning

visitorsGoogle CPC Desktop New visitorsGoogle CPC Desktop Returning

visitorsGoogle Organic Mobile New visitorsGoogle Organic Mobile Returning

visitorsGoogle Organic Desktop New visitorsGoogle Organic Desktop Returning

visitors

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Visitor behavior

• Visitors who made a transaction in less than x days

• Visitors who made a transaction in more than x days

• Visits with page depth greater than x pages

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By outcome• Small size orders• Average orders• Above average• Oligarchs

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2nd give away!

#SMX #31C @ayat

Sign up for a free beta accountwww.figpii.com

#SMX #31C @ayat

How can I help you?

@ayatAyat @invesp.comwww.invespcro.com

@ayat

#SMX #31C @ayatLEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX