Conversion Optimization with Greg Ahern, Ometrics

1. May 12 & 13, 2016 | Breckenridge, Colorado

2. May 12 & 13, 2016 | Breckenridge, Colorado
How To Lift Landing Page Conversions
By Greg Ahern
Founder of Ometrics

3. Benefits of CRO
• Google likes pages that align with the ad and convert. This
creates a higher quality score, reduced cost per click and
better cost per acquisition.
• Revitalizes paid advertising and organic campaigns that are
stalled out.
• Reduces conflicts between client and agency and the internal
company politics by offer unbiased factual testing
www.ometrics.com

4. Benefits of CRO
Example: Increasing the value of paid advertising campaign
$1k per month ad spend
A good B2B site gets 20 leads = $50 a lead
25% lift = 24 leads at $41.60 a lead
Google may give you a better quality score reducing CPC
www.ometrics.com

5. Which Test Won?
www.ometrics.com

6. Test Labels in Call-To-Action
“Try It Free” won, 11.9% lift in conversions @ 94% Statistical Confidence
www.ometrics.com

7. Which Test Won?
Sale! vs Deals! vs Clearance!
www.ometrics.com

8. Test Navigation Labels
Sale! vs Deals! vs Clearance!
Control
-7.89% Drop
19.87% Lift
@ 93.87% S.C.
www.ometrics.com

9. Which Test
Won?
Which version had more
Winter Activities clicks?
www.ometrics.com

10. Which Test
Won?
Big font text links won
Winter Activities
Text had 221.84% lift
@ 100% S.C compared to
buttons with image
www.ometrics.com

11. Which Test Won?
Carousel vs Four Static Images
www.ometrics.com

12. Carousels Suck for Conversions
Static images won: lifts ranged from 45.7% to 344.4%
www.ometrics.com

13. A/B Testing – Statistical Confidence
Statistical Confidence or Statistical Significance is:
“The probability of how accurate a test result is.”
i.e. I am 97.50% sure the variation had a lift of 23.79%
There are many algorithms to calculate P (probability) such as:
CHI Squared, Z-Score, Bayesian….
Bottom Line:
• Always test to 90% or greater
• Test for longer that a week even if you have winner
• Test at least 100 users for each variation, ideally over 1000
• Enough conversions so one more does not make a
difference. www.ometrics.com

14. Lifting Conversions Throughout The
Sales Funnel
Awareness – User is interested but has no immediate
need and will often file the information away for a later
time. Good for email nurturing campaigns. Very short
attention span.
Research / Education - Want to learn more – May not
have a need at this time.
Evaluation – Trial / Demo – User is interested and will
spend time now or in near future. Most likely has an
application or problem to solve.
Buy - Ready to buy – user has a problem to solve and is
looking for a solution to be implemented right away.
Awareness
Research
Education
Evaluation
Trial / Demo
Buy
www.ometrics.com

15. Landing Page Basic Layout
www.ometrics.com

16. Landing Page Basic Layout
www.ometrics.com

17. Landing Page Basic Layout
www.ometrics.com

18. Landing Page Basic Layout
www.ometrics.com

19. Landing Page Basic Layout
www.ometrics.com

20. Landing Page Basic Layout
www.ometrics.com

21. Landing Page Basic Layout
14.71%
Conversion Rate
www.ometrics.com

22. A/B Testing – No Form / Gate
41.56%
Conversion Rate
182% Lift @ 100%
Statistical
Confidence (S.C.)
But… no contact
data was collected
www.ometrics.com

23. A/B Testing
14.56%
Conversion Rate
www.ometrics.com

24. A/B Testing – Email Only Form
18.04%
Conversion Rate
23.90% lift @
98.90% S.C.
3% to 5% lift per
field is common
www.ometrics.com

25. A/B Testing - Image
19.98%
Conversion Rate
10.79% lift @
91.41 S.C.
www.ometrics.com

26. A/B Testing - Image
But 80.02% are
leaving the page!
www.ometrics.com

27. Exit Popup
25.43% conversion
rate of users that
were exiting the
landing page
www.ometrics.com

28. Exit Popup – A/B Test Image
Always test….
This image had
a 15.87%
conversion rate.
A 37.59% drop
in conversions!
www.ometrics.com

29. Exit Popup – A/B Test Image
Possible issues are:
• Eye contact is
direct instead of at
the CTA
• Multiple sports
• Different CTA
background design
www.ometrics.com

30. Thank You Page Offers
9.51% lift in
engagement driving
users to shop
50% of the users
clicked the Shop
Now buttons. Some
viewed catalog and
clicked shop.
www.ometrics.com

31. Thank You Page Heat Map
The online catalog
had more clicks
than the PDF
download.
Users are still
interested in
getting mail.
www.ometrics.com

32. Lifting Conversions Throughout The
Sales Funnel
Exit Popup to site 25.43%
Download of catalog 19.98%
(Got contact info)
Total conversions plus engagement 45.41%
Awareness
Consideration
Learn
Evaluation
Trial / Demo
Buy
www.ometrics.com

33. Exit Popup
www.ometrics.com

34. Exit Popup
• Header is same
as ad copy
• Image is looking
at benefits and
CTA
www.ometrics.com

35. Exit Popup – Ask Twice
9.09 % lift in
conversions
Note: Combined
name field
simplifying the
form
www.ometrics.com

36. Exit Popup
The main offer is
for users to get the
2 for 1 coupon.
www.ometrics.com

37. Exit Popup – Ask Twice
10.69% lift in
conversions
www.ometrics.com

38. Lead Popup vs Exit Popup
Lead Popups are
unobtrusive allowing the
user to read the page.
Lead Popups are mobile
friendly
Triggers include:
• Scrolling
• Time on page
• Second visit to site
• Exit of page
www.ometrics.com

39. Lead Popup vs Exit Popup
Unlike full page popup
overlays, Lead Popups
can be re-opened to be
used later in a users
session.
www.ometrics.com

40. Lead Popup On Desktop
www.ometrics.com

41. Lead Popups On Mobile
This Lead Popup had a conversion
rate of 29.78%. Three times that of
the exit popup.
Target: Users in Maui on vacation
Traffic breakout
54% desktop
29% mobile
17% tablet
www.ometrics.com

42. Take Aways
• Design the landing page such that your eyes track to the CTA
• For mobile use larger buttons and large font text links
• Align your ad copy and ad image to the landing page headline and image
• A/B test to at least 90% S.C., more than a week, over 100 visitor per variation, enough
conversions so one more does not make a difference.
• A/B test images, form fields, titles, CTA buttons, benefit bullets
• Simplify pages focusing on one call-to-action
• Increase engagement with thank you page offers
• Use exit popups for desktop users – Try the same CTA or an offer with less commitment.
For Example no phone number or a free download.
• Use Lead Popups when users are exploring the site and for mobile conversions
• Convert users in all stages of the funnel
www.ometrics.com

43. Questions?
Greg Ahern
Greg@Ometrics.com
800-700-8077
@gregahern
Today From 2:30 PM to 4:00 PM
Conversion Rate Optimization site /landing page audits
Free CRO eBook
bit.ly/ometrics-ebook
www.ometrics.com