Conversion Rate Optimization

1. CONVERSION RATE

1.1. GOALS DIVIDED BY VISITORS

1.1.1. EX: SALES DIVIDED BY UNIQUE VISITORS

1.1.2. CLICKS DIVIDED BY EMAIL OPENS

1.1.3. SUBSCRIPTIONS DIVIDED BY FREEMIUM SIGNUPS

1.1.4. APP DOWNLOADS DIVIDED BY PAGE VIEWS

2. GOAL

2.1. INCREASE THE METRICS/GOALS

2.1.1. WHAT ARE YOU TRYING TO DO?

2.2. GREAT FOR

2.2.1. SITES THAT ALREADY CONVERT

2.2.2. MAKING A PERSUASIVE SITE BEFORE BRINGING IN VISITORS

2.3. NOT GOOD FOR

2.3.1. SITES THAT DONT HAVE A PRODUCT MARKET FIT

2.3.2. SITES THAT JUST WANT TO INFORM

2.3.3. AMBITION-LESS SITES

3. METHOD

3.1. SCIENTIFIC

3.1.1. SCIENTIFIC METHOD

3.1.1.1. HYPOTHESIS

3.1.1.1.1. I GOT AN IDEA FOR WHAT MIGHT HELP SELL!

3.1.1.2. METHOD

3.1.1.2.1. CREATE VERSION B PAGE WITH HYPOTHESIS/PITCH

3.1.1.3. EXPERIMENT

3.1.1.3.1. INVITE VISITORS TO VIEW BOTH VERSIONS IN EQUAL AMOUNTS, MEASURING GOALS

3.1.1.3.2. WAIT FOR CLEAR WINNER

3.1.1.4. RESULTS

3.1.1.4.1. COMPARE GOALS TO SEE WHICH DID BETTER

3.1.1.5. CONCLUSION

3.1.1.5.1. WHY DID ONE VERSION DO BETTER

3.1.1.5.2. TEST AGAIN IF THERE ARE 2 REASON OR POSSIBILITIES

3.1.1.6. DOCUMENTATION / SHARING

3.1.1.6.1. SHARE YOUR FINDINGS UPWARDS OR WITH PEERS

3.1.1.6.2. DOCUMENT IN TESTING LOG DOC OR CREATE SCREENCAPTURE VIDEO OR BEFORE/AFTER IMAGE

3.1.2. CONTROLLED TESTS

3.1.2.1. TEST ONE VARIABLE AT A TIME

3.1.2.2. MUST HAVE A REFERENCE (CONTROL VERSION)

3.1.3. ACTIONS THAT CAN BE MEASURED

3.1.3.1. CLICKS

3.1.3.1.1. PAGE VISIT

3.1.3.1.2. DOWNLOAD

3.1.3.1.3. MEDIA PLAY/VIEW/LISTEN

3.1.3.1.4. BUTTON PRESSED

3.1.3.2. SCROLLS

3.1.3.3. TIME ON PAGE

3.1.3.4. FORM FILLS

3.1.3.4.1. SIGNUPS

3.1.3.4.2. PAYMENT

3.1.3.4.3. ONLINE CALCULATOR

3.2. SPLIT TESTING

3.2.1. AB TEST

3.2.1.1. SPLITTING SCRIPT

3.2.1.2. VWO

3.2.1.3. OPTIMIZELY

3.2.1.4. MAILCHIMP

3.2.2. MULTIVARIATE TEST

3.2.2.1. GOOGLE OPTIMIZE

3.2.2.2. VWO

3.2.2.3. OPTIMIZELY

3.2.2.4. ABTESTING.AI

3.2.3. MULTIPLE TESTS MULTIVARIATE

3.2.3.1. ADOBE TARGET

4. FUNNEL

4.1. GETTING SOMETHING FROM USER/VISITOR

4.1.1. MONEY

4.1.1.1. ONE TIME PURCHASE

4.1.1.2. SUBSCRIPTION OR SAAS

4.1.1.3. START INVESTMENT

4.1.1.4. DONATION

4.1.2. SIGNUP

4.1.2.1. NEWSLETTER

4.1.2.2. VOTE

4.1.2.3. GET NOTIFICATIONS

4.1.2.4. BECOME USER

4.1.2.4.1. FREE

4.1.2.4.2. FREEMIUM

4.1.2.4.3. TRIAL

4.1.3. DOWNLOAD OR INSTALL

4.1.4. SHARE

4.1.5. LIKE OR FOLLOW

4.1.6. RESELL AND PROMOTE

4.1.6.1. AFFILIATE PROGRAM

4.1.6.2. REVSHARE

4.1.6.3. VISIBILITY

4.2. ATTENTION

4.2.1. AD TO GET VIEWER TO VISIT SITE

4.2.1.1. PRODUCT + SOLUTION

4.2.1.2. OPPORTUNITY + IDEA

4.3. INTEREST

4.3.1. LANDING PAGE

4.3.1.1. OPPORTUNITY + IDEA

4.3.1.2. PRODUCT + SOLUTION

4.4. DESIRE

4.4.1. PRODUCT PAGE

4.4.1.1. BENEFITS AND FEATURES

4.5. ACTION

4.5.1. SALES PAGE

4.5.1.1. ITS THE BEST COST X BENEFIT

4.5.1.2. WHY BUY NOW

4.5.1.3. WHY BUY HERE

5. ANALYSIS STAGES

5.1. BEFORE SCRUTINIZING

5.1.1. VIRGIN EYES

5.1.1.1. RECORD AND VERBALIZE YOUR OPINIONS

5.1.1.1.1. GET BITCHY

5.1.1.1.2. WHAT PUTS YOU OFF

5.1.1.1.3. WHAT LOOKS WEIRD?

5.1.2. HEURISTICS

5.1.2.1. SIMILAR CASES

5.1.2.2. HOW DO OTHER FUNNELS LOOKS LIKE

5.1.2.2.1. IS THERE AN OPPORTUNITY?

5.1.2.2.2. HAVE THEY TESTED EVERYTHING?

5.1.2.2.3. IS THERE A NEW TECHNIQUE BEING USED ELSEWHERE?

5.2. AREAS TO IMPROVE

5.2.1. TECHNICAL ERRORS

5.2.1.1. PAGE SPEED

5.2.1.1.1. IMAGES

5.2.1.1.2. UNNECESSARY SCRIPTS

5.2.1.1.3. TEST IT

5.2.1.2. PAGE RENDER

5.2.1.2.1. DEVICES

5.2.1.2.2. BROWSERS

5.2.1.2.3. LANGUAGES

5.2.1.2.4. COUNTRIES

5.2.1.3. SIGNUP AND PAYMENT SCRIPTS

5.2.1.3.1. ALTERNATE PAYMENT METHODS

5.2.1.3.2. SIGNUP FORMS

5.2.1.3.3. DOWNLOAD SERVERS

5.2.2. FLOW

5.2.2.1. LOOK

5.2.2.1.1. COHERENT DESIGN BETWEEN PAGES

5.2.2.2. EMOTIONAL FLOW

5.2.2.2.1. DONT ASK FOR MARRIAGE TOO EARLY

5.2.2.2.2. THE PRICIER THE MORE STAGES

5.2.2.2.3. INSERT GREAT STORY

5.2.3. SIZE OF PAGE

5.2.3.1. LONG = BETTER THAN MANY SMALL PAGES

5.2.3.1.1. AMAZON

5.2.3.2. SHORT = IDEAL FOR SIMPLE PRODUCTS/SERVICES

5.2.4. CONTENT DENSITY

5.2.4.1. BUSY TO BUSY (AMAZON)

5.2.4.2. SIMPLE TO SIMPLE (APPLE)

5.2.4.3. BUSY TO SIMPLE (FASHION STORES)

5.2.5. BENEFIT SEQUENCE

5.2.5.1. NEW

5.2.5.1.1. INNOVATIVE USER INTERFACE

5.2.5.2. SAVINGS

5.2.5.2.1. SAVE ON GAS

5.2.5.3. BELONGING

5.2.5.3.1. JOIN THE TESLA SOCIAL CLUB IN YOUR CITY

5.2.5.4. TECHNICAL SUPREMACY

5.2.5.4.1. MORE HORSE POWER

5.2.6. PUNCHY HEADLINES

5.2.6.1. COPYWRITING

5.2.7. POWER IMAGES

5.2.7.1. GRAPHIC DESIGNER

5.2.7.2. VIDEO

5.2.8. IRRESISTIBLE OFFERS

5.2.8.1. PRICING

5.2.8.1.1. WHY IS THIS THE BEST INVESMENT?

5.2.8.2. SALE

5.2.8.2.1. WHY ON SALE

5.2.8.3. BUNDLING

5.2.8.3.1. GREAT WITH

5.2.8.4. CROSS SELL

5.2.8.4.1. BUT IF YOUR GOAL IS Y, TRY OUR COMPETITORS PRODUCT

5.2.8.5. UPSELL

5.2.8.5.1. GO GOLD FOR AN EXTRA $

5.2.8.6. DELIVERY

5.2.8.6.1. FREE PRODUCT BUT PAID DELIVERY

5.2.8.6.2. PRICEY BUT FREE DELIVERY

5.2.9. TRUST SIGNALS

5.2.9.1. SAFE

5.2.9.1.1. INFO

5.2.9.1.2. PAYMENT DETAILS

5.2.9.2. POPULAR

5.2.9.2.1. # OF USERS, CUSTOMERS, FOLLOWERS, VIEWS, LISTENS, DOWNLOADS

5.2.9.3. LOVED

5.2.9.3.1. RATINGS

5.2.9.3.2. TESTIMONIALS

5.2.9.4. REFUND

5.2.9.4.1. TRIPLE REFUND

5.2.9.5. SERIOUS COMPANY

5.2.9.5.1. BLOGS

5.2.9.5.2. HIRING

5.2.9.5.3. AWARDS AND ASSOCIATIONS

5.2.9.5.4. CAUSES

5.2.9.5.5. TV ADS

5.2.9.5.6. STREET ADDRESS

5.2.9.5.7. SOCIAL MEDIA

5.3. AFTER YOUR ANALYSIS

5.3.1. ORGANIZE SEQUENCE OF TESTS

5.3.1.1. HYPOTHESIS

5.3.1.2. AREA

5.3.1.3. COMPLEXITY TO SETUP

5.3.1.3.1. HTML, COPYWRITING, DESIGN, SCRIPT, MEDIA, EXTERNAL WORK, ACHIEVEMENT, TECHNICAL IMPROVEMENT

5.3.1.4. COST

5.3.1.5. TYPE OF TEST

5.3.1.5.1. AB/MULTIVARIATE/MULTIPLE PAGES

5.3.1.6. FUNNEL LEVEL

5.3.1.6.1. PRE-FUNNEL, TOP OF FUNNEL, MID, OR LOWER

5.3.1.7. POSSIBLE INCREASE

5.3.1.7.1. MINOR

5.3.1.7.2. MAJOR

6. TESTING DEPT

6.1. IMPORTANCE

6.1.1. "FAIL FAST TO SUCCEED SOONER"

6.1.2. BUY IN FROM BOARD AND CEO

6.1.2.1. KEY INGREDIENT FOR GROWTH

6.1.2.2. BUMP IN KPIs

6.1.2.3. SAVES ON TRAFFIC PURCHASE

6.1.2.4. CREATION OF CONVERSION OPTIMIZATION CULTURE

6.1.2.5. INTEGRAL PART OF COMPANY VALUATION

6.1.3. IN-HOUSE

6.1.3.1. TAKES TIME

6.1.3.2. COMPANY SECRET SAUCE

6.1.3.2.1. WHAT WILL OUTSOURCED FIRM DO WITH FINDINGS?

6.1.3.3. ONGOING AND NOT ONE-TIME

6.1.3.4. OUTSOURCED FIRM WILL ONLY HAVE HUNCHES... NO GUARANTEES

6.2. RESOURCES

6.2.1. BUDGET

6.2.1.1. FOR ADS AND TRAFFIC

6.2.1.1.1. EMAIL

6.2.1.1.2. SEARCH

6.2.1.1.3. BANNER ADS

6.2.1.2. FOR SURVEYS AND QUALITATIVE TESTS

6.2.1.2.1. FOCUS GROUPS

6.2.1.2.2. VIDEO ETHNOGRAPHY

6.2.1.2.3. EYE TRACKING

6.2.2. SPECIALIST(s)

6.2.2.1. PROFILE

6.2.2.1.1. EXPERIENCED

6.2.2.1.2. FAST

6.2.2.1.3. CREATIVE

6.2.2.1.4. LOGICAL

6.2.2.1.5. NUMERICAL

6.2.2.1.6. CURIOUS

6.2.2.2. 2 GOOD CRO IS BETTER THAN 1 GREAT CRO

6.2.2.2.1. THEY CAN BOUNCE IDEAS OFF EACH OTHER

6.2.2.2.2. THEY QUESTION EACH OTHER

6.2.2.2.3. THEY CAN FOCUS ON DIFF PARTS OF THE FUNNEL

6.2.2.3. ACCESS TO RESOURCES

6.2.2.3.1. CEO AND MKT DIRECTOR

6.2.2.3.2. DESIGN

6.2.2.3.3. COPYWRITING

6.2.2.3.4. PROGRAMMERS

6.2.2.3.5. OPERATIONS

6.2.2.3.6. MARKETING DEPT

6.2.2.3.7. DATA ANALYST

6.2.3. TOOLS

6.2.3.1. TESTING

6.2.3.1.1. VWO, OPTIMIZELY

6.2.3.1.2. GOOGLE OPTIMIZE

6.2.3.1.3. ADOBE TARGET

6.2.3.1.4. SPLIT TESTING SCRIPT

6.2.3.2. ADS

6.2.3.2.1. GOOGLE, YOUTUBE, BING, LINKEDIN AND FACEBOOK ADS

6.2.3.3. ANALYTICS

6.2.3.3.1. GOOGLE ANALYTICS

6.2.3.3.2. YANDEX

6.2.3.3.3. HOTJAR, CRAZY EGG

6.2.3.3.4. KISS METRICS, MIXPANEL

6.2.3.4. TRACKING

6.2.3.4.1. PROGRAMATIC (SERVER SIDE)

6.2.3.4.2. COOKIES (CLIENT SIDE)

6.2.3.5. MKT AUTOMATION

6.2.3.5.1. ACTIVE CAMPAIGN, GETRESPONSE, MAILCHIMP

6.2.3.5.2. SALES FORCE

6.2.3.5.3. MARKETO

6.2.3.5.4. HUBSPOT

6.2.4. TESTING AREA

6.2.4.1. ALLOTMENT OF TRAFFIC

6.2.4.2. MAILING LIST

6.2.4.3. TIME OR LOCATION

6.2.4.4. SECONDARY (UNASSOCIATED) SITE

6.2.4.5. THIRD PARTY SERVICES

6.2.4.5.1. DISQO

6.2.4.5.2. DSCOUT, USERTESTING

6.2.4.5.3. MECHANICAL TURK

6.2.4.5.4. FIVERR

6.2.4.5.5. REDDIT

6.2.5. LEADS AND CUSTOMERS DB

6.2.5.1. FOR CREATION OF PERSONAS

6.2.5.1.1. IDEAL LEADS PROFILE

6.2.5.1.2. PURCHASE

6.2.5.1.3. USAGE

6.2.5.1.4. EVANGELISM

6.2.5.2. FOR TESTING AND INTERVIEWS

6.3. IDEAS TO TEST COME FROM

6.3.1. INSIDE COMPANY

6.3.1.1. OPERATIONS

6.3.1.1.1. FASTER

6.3.1.1.2. CHEAPER OR FREE

6.3.1.1.3. BETTER

6.3.1.1.4. MORE FEATURES OR BUNDLING

6.3.1.2. DESIGN

6.3.1.2.1. USER EXPERIENCE (UX)

6.3.1.2.2. GRAPHIC DESIGNERS

6.3.1.2.3. PHOTOGRAPHERS

6.3.1.3. CUSTOMER SUPPORT

6.3.1.3.1. 5 STAR REVIEWS

6.3.1.3.2. 1 STAR REVIEWS

6.3.1.4. MARKETING

6.3.1.4.1. NEW HIRES AND INTERNS

6.3.1.4.2. COPYWRITERS AND AD STRATEGISTS

6.3.1.5. PROGRAMMING

6.3.1.5.1. FASTER OR LESS STEPS IN FUNNEL

6.3.1.5.2. PREDICTIVE FUNNELS

6.3.1.5.3. MKT AUTOMATION

6.3.2. OUTSIDE THE COMPANY

6.3.2.1. COMPETITORS

6.3.2.2. OTHER WEBSITES AND SUCCESS STORIES

6.3.2.3. REVIEW SITES

6.3.2.4. BLOGS AND ARTICLES

6.3.2.5. CRO CONSULTANTS

6.3.2.5.1. UPWORK AND FIVERR

6.3.2.5.2. GURUS

6.4. CRO ROUTINE (ALWAYS BE TESTING)

6.4.1. ON DIFFERENT STAGES IN FUNNEL

6.4.1.1. PAGES

6.4.1.2. COMMUNICATION MSGS (EMAIL, SMS ETC)

6.4.1.3. LEAD NURTURING STAGE

6.4.2. CALENDAR DATES

6.4.2.1. HOLIDAYS

6.4.2.2. EVENTS

6.4.3. REPORTS

6.4.3.1. MONTHLY

6.4.3.2. ON END OF TEST

6.4.3.2.1. DOCUMENTATION

6.4.3.2.2. ON FAILURE

6.4.3.2.3. ON SUCCESS