UPDATE: The original version of this presentation was deleted from Slideshare by accident. Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.

1. CONVERSION RATE OPTIMIZATION
because it’s effing awesome
Georgiana Laudi
Director of Marketing, Unbounce
@ggiiaa
slide deck inspired by Oli Gardner

2. are you social?
#MTLGG
@MTLGirlGeeks
@unbounce
@ggiiaa
Presentation Slides bit.ly/mtlgg-cro

3. MOST
MARKETING
IS
BROKEN

4. marketers are
DISRESPECTING
the click

5. OF MARKETERS ARE
98%
DOING IT WRONG

6. Yesterday’s home runs,
DON’T WIN
TODAY’S GAMES.
~ Babe Ruth

7. So, how do we fix
marketing?

8. provide better experiences.

9. CONVERSION
RATE
OPTIMIZATION

10. CRO is the method of
creating an experience for a
website or landing page
visitor with the goal of
increasing the percentage of
visitors that convert into
customers.
http://en.wikipedia.org/wiki/Conversion_optimization

11. if content is king
~ John Munsell, CEO of Bizzuka
CONVERSION
IS QUEEN

12. Never start a marketing
campaign without a
dedicated landing page
Otherwise known as the
NSAMCWADLP principle

13. why?

14. 1. Attention Ratio
2. Message Match

15. Attention Ratio
The ratio of interactive elements
(links) on a page, to the number of
campaign conversion goals (which
is always one).

16. Typical
Homepage
Experience

17. Targeted
Landing Page
Experience

18. 3% Purchase rate 30% Purchase rate
6 flavors24 flavors

19. project management software for teams
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21. Attention
Ratio
80:1

24. TOO. MUCH. CHOICE.

27. CONVERSION RATES
GO UP
AS ATTENTION RATIO
GOES DOWN

28. Message Match
The ability of your destination
(landing) page to match the content
and messaging of the upstream call-
to-action the visitor clicked.

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31. project management software for teams
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35. project management software for teams
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37. Perfect
Message Match

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40. Perfect
Message Match

41. THE TOPHER GRACE EFFECT

42. how?

43. 1. Landing Pages
2. A/B Testing

44. Landing Page
A single web page that appears in
response to clicking on a search
result or an online advertisement
or promotion.

45. Where would I use a landing page?
Paid Marketing:
PPC
Social Ads
CPC
CPM
Content Marketing:
Blog Subscriptions
Newsletter Signups
Ebooks
Whitepapers
Guest Posts
Local Event Registration:
Meetups
Seminars
Conferences
QR Code Destination
Online Event Registration:
Webinars
"Whiteboard Fridays"
“Hangouts On Air”
Launches/Early Access :
Product
App
Company
Ecommerce:
Product Pages
Long Sales Letters
Pay Walls
Free Gifts
Services:
Consultant/Agency Services
Portfolios
Quote Requests
Appointment Bookings/Service Calls
Mobile Apps:
Downloads
Additional Product Promotion
Ratings/Reviews
Social Media Marketing:
Contests
Sweepstakes
Giveaways
Customer Onboarding:
Demos
Surveys
Recruiting:
Job Postings
Email Marketing Campaigns (for all of the above)

46. 5 Elements of
High-Converting
Landing Pages

47. 1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page

48. 1. The Unique Selling
Proposition (USP)
Image credit: smallmeasure.com

49. “You get fresh, hot pizza
delivered to your door in
30 minutes or less – or
it’s free.”

50. 1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page

51. 2. The Hero Shot
Image credit: Au bout de la route

52. 5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

53. 3. The Benefits
Image credit: Nutrella

54. 5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

55. 4. The Proof
Image credit: Blouin News

56. 5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

57. 5. The Call-To-Action
(Conversion Goal)
Image credit: PatioTuerca

58. 5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action

59. Benefits
USP
Call-to-Action
Hero Shot
Proof

60. Let’s see if you were
listening…

61. Call-To-Action
USP
Proof
Benefits
What element is missing?

62. A/B Testing
The act of running a simultaneous
experiment between two or more
pages to see which performs or
converts the best.

63. A/B Testing Terminology
Control - A page that acts as the benchmark to measure the
success of your test
Variant - A version of a control page that has some changes to the
page elements
Element - A discrete unit on the page: a block of text, a form, a
button, an image
Test - A hypothesis that one version of an element will increase the
conversion rate of the page
Conversion - When a visitor takes the desired action on the page

64. yawn

65. 100%
Traffic
50%
Traffic
50%
Traffic
(Control)
Variant A
(Challenger)
Variant B
Increase
+ 2%
Conversion Rate
3%
Conversion Rate
5%
=
=
How A/B Testing Works

66. (Control)
Variant A
(Challenger)
Variant B
Conversion Rate
3%
Conversion Rate
5%
+ 2%Increase
=
=
Conversions
100
Conversions
167
($100/conv.)
$10,000
($100/conv.)
$16,700
+ 67%Lift
The Math of CRO
+ $6,700

67. Which test won?

68. 23%
Variant A or Variant B?

69. Attention Ratio 6:1
43%
Variant A or Variant B?

70. 13%
Variant A or Variant B?

71. 32%
Variant A or Variant B?

72. 21%
Variant A or Variant B?

73. I understand the results I don’t understand the results
Conversion
Improvement
Woo Hoo! You’re a split testing
genius. Make some notes & start
your next test! (Pass)
Really? Ok, run another test to figure
out the next step.
(Pass *kinda*)
Conversion
Decline
Good save! Stop the test, make
some notes & try a new hypothesis
(Pass)
Seriously, a kitten just died because
of you…
(Fail)
Dealing with the Data

74. You should always have time to
UNDERSTAND YOUR
CUSTOMERS.
If you don’t
SOMEONE ELSE WILL.
~ Jonatan Littke, CEO and co-founder of Lookback

75. Build, Publish & A/B Test Landing Pages Without I.T.
shameless plug:

76. Great CRO Resources
The Unbounce Blog unbounce.com/blog
!
The ConversionXL Blog coversionxl.com
!
The Landing Page Conversion Course thelandingpagecourse.com
!
The Ultimate Guide to A/B Testing
get.unbounce.com/the-ultimate-guide-to-ab-testing
!
Unbounce Guides & Webinars unbounce.com/resources

77. Start creating
better marketing experiences
try.unbounce.com/mtlgg
Georgiana Laudi
@ggiiaa
Slides bit.ly/mtlgg-cro