Conversion Optimisation

Conversion Optimisation

1. What can test:

   • Email mkt
     • Subject lines (split test)
     • Del. days & times (split)
     • CTA
     • Offers & influence sales
   • Display & search adv
     • CTA
     • Headline
     • Versions banner ads (most built in testing)
   • Social Media
     • How incr. engagement
     • Time of day
     • Types media
     • Types msg
   • Landing Pages
     • Heading
     • Copy (Tone, style, layout, length, font size)
     • Offer
     • Images
     • Colour
     • CTA
   • E-commerce
     • Product
     • Check out pages•
     • Conv. rate
     • Product page (images, CTA, shipping info, credibility info)
     • How to incr. basket size Check out process (Funnel analysis)
   • Must u/st where majority cons. dropping off in conversion funnel

2. Types of testing

   • A/B Testing (1 element @ time)
   • Multivariate testing (2 versions , 3 elements => test 8 combinations)

3. Conversion Goals

   • Purchase
   • Sign up
   • More likes

4. How well conv. goals are met

5. Updating & Improving strat. to better achieve goals

6. Most common metrics

   • Amounts of visits per visitor
   • Bounce Rates
   • Dwell time & area
   • Time lag, eg diff per channel
   • Last click response / post click response
   • View through conversion