A brief Conversion Rate Optimization Workshop by Ali Raza with various factors being discussed which includes Introduction to Conversion Rate Optimization Why CRO is Important for your website and Business? Understanding Visitors Psychology How to create a compelling and clear value proposition? [Working on your Unique Competitive Edge] How User Experience Can Differentiate ‘CRO’ for Your Business? How Event Based Promotions Increase the ‘CRO’ for Your Business? How Much Important ‘Urgency’ Factor in Your Creatives? How Important is Emotional Resonance? Communicate Value - Why Pay? Testimonials - Case Studies - Proof’s how they can help your business. Remove distraction - Consumer is Lazy! What is A/B testing? How to do A/B testing to determine what is working best for your business? Landing Page A/B Testing Samples Several Case Studies Discussed. Different tools which can help you with Conversion Optimization, A/B Testing and how you can record User Behavior on your website. You can visit my blog at http://aliraza.co Regards

1. ( In the name of ALLAH, the most merciful the most beneficent.)
"Then which of the favors of your Lord will you deny? " Quran 55:37-38

2. Who I’m?
• Ali Raza.
• Lahore School of Economics Grad.
• Google & Microsoft Bing Advertising
Professional
• Official Google Partner
• Director R&D at Adore, Agha’s International
Pvt. Ltd.

3. What is Digital marketing & Search
Engine?
• Digital marketing is marketing that makes use of
electronic devices (computers) such as personal
computers, smartphones, cellphones, tablets TV
and game consoles to engage with stakeholders.
(Wikipedia)
• A web search engine is a software system that is
designed to search for information on the World
Wide Web. The search results are generally
presented in a line of results often referred to as
search engine results pages (SERPs). The
information may be a mix of web pages, images,
and other types of files. (Wikipedia)

4. def (Wikipedia) - Social media are computer-mediated tools that allow people to create, share
or exchange information, ideas, and pictures/videos in virtual communities and networks.
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU
Social Media IS
A big deal
Going where your customers already are or where they want to be
Applicable to most companies in some way or another
Time-consuming
All about THEM
What is Social Media?

5. The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media & Digital Marketing has done is make the traditional two-way word of
mouth marketing accessible and available to everyone with a computer. Tablet, Laptop or
phone.
FROM THIS TO THIS
Word-of-Mouth Goes Virtual

6.  Websitedesign(user experience)
 Searchengineoptimization (SEO)
 Payper click (PPC)
 Social media marketing (SMM)
 Email marketing
 Display advertising (banner ads)
 Affiliate marketing
 Content marketing
 Online reputation management (ORM)
Overview of Digital Marketing
6

7. Slide 7

8. CRO is the methodof
creating an experience fora
website or landing page
visitor with the goalof
increasing the percentageof
visitors that convertinto
customers.
http://en.wikipedia.org/wiki/Conversion_optimization

10. • Reason 1 : Not much has yet been done in
Pakistan Yet
• Reason 2: There is always room for
improvement.
• Reason 3: Paid advertising is only getting
more costly and competitive.
• Reason 4: Optimization is about getting more
of the right kind of customers.

11. • Reason 5: It’s essentially free.
• Reason 6: It lowers your customer acquisition
costs (CAC).
• Reason 7: CRO helps maximize profits.
• Not only that, but your profit is intimately tied to
your conversion rate. Because you aren’t paying
more to acquire these conversions, that profit
goes straight to your bottom line.

12. • Reason 8: It gives you more money to spend on
additional acquisition.
• Reason 9: It makes you more valuable to
affiliates and partners (Competitive Edge to sell
your product)
• Reason 10: CRO circumvents the limited
attention span of the average visitor…
• By giving them what they’re looking for sooner
(before they have a chance to find it somewhere
else).
• Reason 11: It can mean winner take all.

13. • Reason 12: CRO creates momentum.
It creates a powerful flywheel of momentum that
will increase your market share. The better your
conversion rate, the more traffic you can afford, the
more customers you get, and so on. You’re
dominating your market before you know it.
“It’s not just converting anyone. You are looking
for people who will love your product and help
your marketing efforts by telling everyone they
know how great you are.”

14. Is CRO For You?
• All Business's having online
presence.
• Web Masters who are
managing/running websites
for there self or clients.
• Service Provider
• Product Seller
• If you want to build
relationship with your
audience.
• FreeLancers (Can even apply
to proposals, your website
etc,)
• If you are doing re-marketing
for your business.
• If you are a start up
• If you are an SEO, SEM or
Digital Marketing Expert
• Or any sort of online presence,
you need to learn CRO.

15. What is SEO? Can Anyone tell?
How to Rank a Website? Anyone?

17. Tweet this: @chrisgoward#cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
UnderstandingVisitor’sPsychology
HaveueverLearnedAboutYourTarget
Audience?
Never start a marketing
campaign without a dedicated
landing page

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

19. OF MARKETERS
ARE
98%
DOING IT
WRONG

21. • Attention Ratio
• Message Match
So how do we fix marketing?

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

23. Typical
Homepage
Experience

24. Targeted
Landing
Page
Experience

25. project management software for teams
• Project Mgmt Software
• quickbase.intuit.com/

27. Attention
Ratio
80:1

30. Twe
et this: @chrisgoward#cro
07-2013 WiderFunnel Marketing Inc. |
widerfunne
Background
l.com© 20
• Great video content
• Millions of daily outbound emails
• Had hitan optimization plateau
TheGoal
More e-commerce revenue

31. Tweet this: @chrisgoward#cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.co
A B
Which TestChallengerWon?
m

32. Tweet this: @chrisgoward#cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.co
5%
Conversion Rate
Controlled TestResult
m

33. Which NEWTest ChallengerWon?
A B

34. 7%
Conversion Rate
Controlled TestResult

35. TOO. MUCH.
CHOICE & DATA

36. AS ATTENTION
RATIO GOES
DOWN
CONVERSION
RATES GO UP

37. Message Match
The ability of yourdestination
(landing) page to match the
content and messaging of the
upstream call- to-action the
visitorclicked.

38. cheap flights to europe
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40. next day flower delivery
Next Day Flower Deliveries
UK
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wers Get 10% OffA
Beautiful Range Of
Flowers Arranged By Local
Florists

42. project management software for teams
Simple Project Management
www.smartsheet.com/
2,000,000 people tried
Smartsheet®. Nothing
to install. Try it free!

44. Perfect
Message
Match

45. free help desk software
The #1 Free Helpdesk
Tool
www.freshdesk.com/
Ticketing, kbase, forums &
more.
Signup for a free 30-day
trial,now!

47. Perfect
Message
Match

48. What is a landing page?
Top 5 Elementsof CRO in LandingPage

49. 5 Elements of a High-Converting Landing
Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action

50. 1. The Unique
Selling
Proposition
(USP)
Image credit:

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

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

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. 3. The
Benefits
Image credit:

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. 4. The
Proof
Image credit: Blouin

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

60. 5 Elements of a High-Converting
Landing Page
1. Unique Selling Proposition
2. Hero Shot
3. Benefits
4. Proof
5. Call-To-Action

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

62. Let’s see if you
were listening…

63. Call-To-
Action
US
P
Proo
f
Benefit
s
What element is
missing?

64. Tweet this: @chrisgoward#cro
© 2007-2013 WiderFunnel Marketing Inc. | wi
ControlledTestResult
404%
LeadGenLift
derfunnel.com

65. Six Step to Increase Conversions
• 1. Value proposition—This is
the sum of all the costs and
benefits of taking action. What
is the overall perceived benefit
in your customer’s mind? Those
perceived costs and benefits
make up your value proposition.
• 2. Relevance—How closely does
the content on your page match
what your visitors are expecting
to see?
• 3. Clarity—How clear is your
value proposition, main
message, and call-to-action?
• 4. Anxiety—Are there elements
on your page (or missing from
your page) that create
uncertainty in your customer’s
mind?
• 5. Distraction—What is the first
thing you see on the page?
Does it help or hurt your main
purpose? What does the page
offer that is conflicting or off-
target?
• 6. Urgency—Why should your
visitors take action now? What
incentives, offers, tone, and
presentation will move them to
action immediately?

66. Explaining Urgency
• Visitor is lazy

67. Explaining Urgency – Implied Urgency

68. Urgency

69. Re-marketing

71. Checkout Optimization
Once the customer decides to buy from
your site, providing the credit card
information is a major point of friction.
Optimizing cart is one of the vital parts of
funnel optimization steps.
MAYBE ADDON OFFERS?

72. 1. Use your return policies to convert visitors to customers
2. Offer multiple payment options to attract more buyers
3. Provide easy access to customer service
4. Offer a toll-free number and make it visible
5. Be your own mystery shopper
6. Make your site secure and make it known
7. Visit your competitors’ sites often
8. Solicit and welcome feedback
9. Offer special discounts and promote them heavily
Conversion Tips

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

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

75. Attention Ratio
6:1 43
Variant Aor Variant
B?

76. 32
%
Variant Aor Variant
B?

77. 21
%
Variant Aor Variant
B?

78. Best Analytics Tools For CRO
• Google Analytics (not
awesome for paid)
• HotJar (Paid/Free –
Conversion Funnel
Recording)
• Prosper202 (Paid/Free)
• Voluum (Paid – Best for
Mobile Tracking)
• Mixpanel (User Recording)
• CrazyEgg / Heatmap

79. CRO Tools (Cont.)
• Cross Browser Testing
(V.imp)
• Adroll
• Optimizely
• Unbounce

80. “BestPractices”areDead
...until you test them.
Points to Remember

81. In GodWeTrust.
All Others Bring Data.
~Deming
Assume Nothing, Test Everything

82. Conclusion
• Introduction to Web,
Digital Marketing
• Introduction to CRO
• Why CRO?
• IS CRO For you?
• Understanding Visitor
Psychology
• Top 5 Elements of a
Landing Page In CRO
• Six Step to Increase
Conversions
• Explaining Urgency
• Checkout Optimization
• Re-marketing
• A/B Testing
• Must have tools For CRO
• Case studies relevant to
CRO.
• Testing is the Key

83. References :• Google.com
• Google Adwords Library
• Google Partner Resources
• Bing.com
• Wikipedia.com
• Facebook.com
• Youtube.com
• Aarswebs.com
• Aliraza.co
• Neil Patel
• WishPound
• Conversionxl
• Search Engine Land
• Matthew Wood Ward

84. For any help, I’m there,
Questions, Suggestions or Concerns are
Welcome 
Thank you!
• Allah
• My Family & Friends.
• Google & Microsoft. 
• UMT, Code of Pakistan & Taba Foundation
• My Blog : http://www.aliraza.co
• My Company Site : http://www.aarswebs.com