Marcel Media CEO Kelly Cutler

1. SEO 3.0:
Conversion Rate Optimization
Presented by:

2. About Kelly Cutler
Kelly Cutler is the CEO of Marcel
Media, a Google Certified
interactive marketing firm
specializing in Search Engine
Marketing.
Kelly’s achievements include
serving as the first woman
president of the Chicago
Entrepreneurs’ Organization,
instructing at the University of
Chicago and DePaul University,
and speaking on industry topics @kfcutler
across the country.
/in/kellycutler
And two kids.
2/8/2012 Slide: 2

3. Agenda
Evolution of Analytics
Conversion Optimization Defined
Key Benefits
The Process
CRO Tools
CRO Case Studies
2/8/2012 Slide: 3

4. Background: Evolution of Web Analytics
Webmasters begin Shifting direction and
Launch of
to “optimize” Launch of new tools focused on
Google Analytics
websites for search Google Adwords CONVERSION
OPTIMIZATION
Mid 1990s 2000 2005 2007 2011-2012
First hosted
web counters
Arrival of Heatmaps
2/8/2012 Slide: 4

5. What is Conversion Rate Optimization, (CRO)?
2/8/2012 Slide: 5

6. Benefits of CRO
• Convert Website Visitors into Customers
• Establish a Stronger, More-Engaged User Base
• Improve User Experience
• Increase Revenue and Profits
• Drive ROI from SEM and other Advertising Programs
• Generate More Repeat Business
• Continuous Optimization
2/8/2012 Slide: 6

7. Expanding Conversion Points
2/8/2012 Slide: 7

8. Conversation Rate Optimization Process
Elements to Consider:
1. Site
Focus/Objectives:
The Call – to – Action
2. Page Layout
3. Navigation
4. Copy
5. Promotions & Offers
6. Checkout Process
7. Imagery
8. Product Selection
Process
9. Security Fields
2/8/2012 Slide: 8

9. CRO Tools
1. Conversion Funnels 2. Form Analytics 3. Heatmaps
• A compliment to web analytics
• Focus on user actions within site
• Data points include:
o engagement tracking
o conversion metrics
2/8/2012 Slide: 9

10. CRO Tools: Conversion Funnel Report
• Percentages of visitors
completing a conversion
• Drop off rates
• Stages where the most
drop off’s occur
2/8/2012 Slide: 10

11. CRO Tools: Form Analytics
Form analytics are complied from aggregate reports that evaluate the user’s
various actions.
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
2/8/2012 Slide: 11

12. CRO Tools: Heatmaps
• 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.
2/8/2012 Slide: 12

13. CRO in Action
Case Studies:
YourLabelsNow.com & Allen Brothers
2/8/2012 Slide: 13

14. CRO in Action
2/8/2012 Slide: 14

15. CRO in Action: YourLabelsNow.com
One Column
2/8/2012 Slide: 15

16. CRO in Action: YourLabelsNow.com
Actions:
• Reorganized the page into two columns
• Reorganized the form into two columns
• Added numbers so user would know each step
• Added images of samples
• Colorized conversion point
2/8/2012 Slide: 16

17. CRO in Action: YourLabelsNow.com
Two Column
New design produced a 23%
increase in conversions
2/8/2012 Slide: 17

18. CRO in Action
2/8/2012 Slide: 18

19. CRO in Action: Allen Brothers
2/8/2012 Slide: 19

20. CRO in Action: Allen Brothers
20% increase in conversions
2/8/2012 Slide: 20

21. CRO in Action: Allen Brothers
2/8/2012 Slide: 21

22. CRO in Action: Allen Brothers
180% increase in CTR
8% increase in conversions
2/8/2012 Slide: 22

23. 2/8/2012 Slide: 23

24. Conversion Rate Optimization (CRO)
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
2/8/2012 Slide: 24

25. Thank You
Questions?
@kfcutler /in/kellycutler kelly@marcelmedia.com
2/8/2012 Slide: 25