Conversion Rate Optimization - Joomladays 2011

Let's Connect! you can find me as: gxjansen Introductions Who am I? Guido Jansen aka gxjansen And if you liked the show, I'd really appreciate your recommendation on LinkedIn or Twitter :) psychologist helping online businesses through usability and conversion rate optimization and my knowledge of Magento. Intern Extern Projecten Psychology in e-commmerce Persuasion Techniques* Reciprocity Commitment and Consistency Social Proof Authority Liking Scarcity * The six mentioned here are the six "Weapons of influence" from Robert Cialdini In todays show: WTF is CRO? CRO Process Top 10.5 tips Concepts Step-by-step Tools Tips Technical stuff In-depth tool usage WTF is The science and art of improving an online experience to increase the value of visitors and customers. Conversion goals Purchase Registration Downloads Information request Call-me-back request Views Time on site Funnel Improving Increase Input Increase Quality Retention SEO? UO! Search Engine Optimization vs. User Optimization Measure Analysis Testing Improve Indirect Test subjects Feedback forms (user initiated) + Ask about emotions, thought and goals - dependant of user cooperation - socially desirable answers - people actually know verry little about their own behavior Conversion Rate Optimization (CRO) Every site is different Every visitor is different Every visitors acts different on different sites on different times 'large' things not too many variables Measure items and people that cán convert (e.g. exclude the IP-address of your office) Tools There are no laws, only guidelines/ best practices What to test? What is needed? Data Analysis experience Know your own website/ visitors Note: Be aware of data restrictions Significant results Prioritize Start with top 3 quick-wins Evolution, not revolution Conversion goes up! Top 9.5 CRO Tips Visualize your products Demo your products Direct attention The Gutenberg rule 1 2 3 4 5 6 7 8 9 9.5 Choice Paralysis Unconcious/ subliminal suggestions Give confidence Build an ecosystem Individualization/ segmentation Retention Summary CRO Developer? Marketeer? End-user? Experience with... Analytics Adwords A/B/n, MvT testing Who are you? RSS Feed subscription Follow on social networks Submitting a (contact) form Calling Targeting a specific group ... CRO process Conversion Rate Optimization Want more? Q&A .com Let your visitors Imagine Even if you can't smell, taste or touch, you can always visualize! Aesthetic-usability effect Reading Gravity Existing customers are 6x to 8x easier to convert! Trust Logo's Other users Show your number (But don't use a crappy stock photo like this one...) Show your services User statistics What do other customers do? Testimonials Measure all behavior independant of user cooperation emotion/ thought/ goals unknown Direct versus Get proper data Test important items Evolution, not revolution Continues process Don't forget existing customers Use tips as guideline 2010 2011 conversion-rate-experts.com online-persuasion.com 'Psychology of E-commerce' blogseries on gxjansen.com