the journey of conversion optimization by khalid saleh

#SMX #22C3 @khalidh

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THE JOURNEY OF CONVERSION OPTIMIZATION

Beyondthetactics

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•  3,000+ Successful Tests

•  11 different countries

Lessons from

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Working with amazing companies

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Increasing Conversion Rates is a Complex Problem

Focused Solutions

“Forretailerslookingtogrowtheirconversionrates—whichtypicallyhoveraround3%—conversionmarke;ngprovidesopportuni;estoaddresstheother97%ofvisitors”

ForresterResearch

Sophisticated Analysis

Higher probability of success

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Getting to the big “Yes”

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Big “Yes”

yes

yes

yes

yesyes

nono

noyes

yes

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#SMX #22C3 @khalidh

Best Practices

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Starting with CRO

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Close to 50% of AB tests do not produce significant

results

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POP QUIZ

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POP QUIZ

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Success & CRO

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The Process

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“People tell you who they are, but we ignore it - because we want them to be who we want them to be”

#SMX #22C3 @khalidh

#SMX #22C3 @khalidh

Engagement

•  Startwithsettingspecificmetrics(KPIs)tomeasureuser’sengagement•  Internalmetrics(pageviews,pagespervisit,etc)

•  Externalmetrics(links,socialshares,etc)

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#SMX #22C3 @khalidh

putting it all together

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•  What elements will increase visitors’ trust in the website and on the page

1.Identifytrustelements

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•  What elements will increase visitors’ FUDs in the website and on the page

2.IdentifyFUDelements

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•  What elements will motivate visitors to act right away?

3.IdentifyIncentives

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•  What elements will engage visitors?

3.Identifyengagement

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•  Move from targeting the masses into specific targeting

•  Personalize conversion optimization experience

5.CreatePersonas

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•  What elements do early shoppers need to see?

•  How do we bring them back to the website?

6.Accountforbuyingstages

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•  What elements do help with complex sales?

7.Dealw/complexsales

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Suzan✓ Caring✓ Evalua.ng✓ Worriedaboutdelivery

Mike✓ Logical✓ ReadytoBuy✓ Lookingforagooddeal

Chris✓ Aggressive✓ Justbrowsing✓ Lovestechnology

Jessica✓ Spontaneous✓ Researching✓ Priceconscious

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Identify the problems before making any

changes

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Possible conversion problems on the page

Conversionelement Pageelement Priority

Trust Lackofclearvalueproposition 1

Trust Disconnectinmessaging 2

Trust Lackofcongruentmessaging 5

FUDs Noclearordersteps 3

FUDs Pricingisconfusing 4

Incentives Nouseofurgency 5

Incentives Nouseofscarcity 6

Incentives Pricingdiscountisnotclear 8

Persona–Mikethespontaneous Heavyuseofjargon 7

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Hypothesis

Conversionelement Pageelement Priority

Trust Lackofclearvalueproposition 1

Hypothesis

Copy Design Placement

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The Process

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1st give away!

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FREE COPY OF OUR BOOK The 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

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2nd give away!

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Sign up for a free beta account

www.figpii.com

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