Got a website? You should be optimizing your conversion rate. Learn how to increase conversion with just small changes to your site without spending more on ads. Get conversion fixes customized to your site with our FREE Conversion Report Card: https://experimentzone.com/giveaways/actionable_conversion_insights/

1. Why You Should Care About
Conversion Rate Optimization

2. Agenda
What we’ll cover
We’ll walk through the first steps to optimizing your site.
▪ What’s conversion rate optimization?
▪ What elements should you include on your site?
▪ What tools can evaluate your visitor’s engagement?
Bonus: Giveaways from Experiment Zone

3. Intro to AJ Davis
Experiment Zone
AJ loves helping brands improve their conversion rates
by improving customer experiences.
Expertise:
- Finding user experience issues & solving them
- Identifying small and large changes that improve
conversion rates
- User research, analytics, and conversion rate
optimization
Reach me
aj@experimentzone.com
LinkedIn

4. CRO
Who it helps? Visitors come to
our site but leave.
How do we get
them what they
need?
We launched a new
site, but we aren’t
making as much
revenue as we had
hoped. There’s a lot of focus
on growing our
ecomm business.
What should we do
next?

5. Conversion Rate Optimization (CRO)
What is it?
Process for improving the customer experience, so visitors
ultimately convert (take a desired action).
This might include:
▪ More people ordering on the site
▪ Increase of visitors filling out a form or submitting a lead
▪ More email sign ups
With existing traffic, you get more visitors to take the action.

6. Conversion optimization
Who should be doing it?
Any website with visitors.
There are steps you can take to improve conversion rates no matter how much
traffic you currently get.
With different levels of traffic, you can also add more CRO tools (such as A/B
testing) to get more granular improvements to conversion.

7. Conversion Rate Optimization (CRO)
What is it?
# of Completed Actions
÷
# Sessions
Conversion Rate %
300 Orders
÷
15,000 Sessions
2.0% Conversion Rate

8. Experience optimization
User Journey
Cart & Checkout
Purchasing
Collection & Product Pages
Browsing
Landing & Collection Pages
Education
Pre-Website & Landing Pages
Discovery

9. A/B Testing
How it works
Benefits
Statistical analysis
instills confidence
that the right decision
is being made.
A
B
50% of Visitors See Variant A
50% of Visitors See Variant B
Order Rate:
5.8%
Order
Rate: 3.2%

10. A/B Testing
Process
generate & design
hypotheses
Iterative + lean
A/B testing
A B
data results &
actionable insights

11. Ingredients for Conversions
Do These
▪ On the landing page / homepage, the website should state
simply and clearly what the website is about.
▪ Tell customers “why” this business early and often.
▪ Always give the visitor a clear action when they are ready to
take it.
▪ Show social proof - review and testimonials
Find examples on our Youtube Channel: Testing the Experience.

12. Ingredients for Conversions
Avoid these
▪ Complex navigation (especially if it reflect the organization
structure)
▪ Long blocks of text.
▪ Large images or video that slow down the page.
▪ Not setting expectations about what will happen next.

13. Ingredients for Conversions
Tools & technology
AB Testing and Personalization Platforms
Analytics Platforms Click tracking Tools

14. Next Steps
Bonus Materials
Giveaways from Experiment Zone:
▪ Get conversion fixes customized to your site with our FREE Conversion
Report Card.
▪ Find the opportunities in your site with our Free CRO Checklist.
Visit us and take advantage of these offers at ExperimentZone.com

15. Next Steps
Visit Us
Do you have more questions?
▪ Find out about what we do at ExperimentZone.com
▪ Sign up for our next webinar at GrowthThroughEmpathy.com
▪ Join our Growth Through Empathy Facebook Group to have
regular advice at your fingertips.
▫ https://www.facebook.com/groups/growththroughempathy/