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Ken Robbins, President Response Mine Interactive 10.17.11 @kenrobbins @acquirecustomer
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The Killer Business Strategy Efficiently acquire high value customers. Allowables Measure Database CRM Report / analyze Test Recognize Segment Score Lifetime Values Communicate Repeat purchase Reward
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more new customers
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5% 4% 3% 2% 1%
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Improving conversion rate - more sales -access to more media for same efficiency
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publicity advertising marketing site call center sale
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Efficiency $2,685 40% Gross Margin
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Efficiency
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+187% Profits
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Improving Conversion marketing website phone
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Landing pages 1.load fast 2.benefits & value to customer 3.clear call to action 4.persuade 5.trust (badges, testimonials, guarantees) 6.prominent phone number
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Horizontal vs. Vertical Forms +26% Copyright response mine interactive 2011. All rights reserved.
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Control Page 16.6% 17.4% +4.4% but only 82% confidence Test Page Copyright response mine interactive 2011. All rights reserved.
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Copyright response mine interactive 2010. All rights reserved.
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7.8% 10.2% Copyright response mine interactive 2011. All rights reserved.
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10.3% 10.2% Copyright response mine interactive 2011. All rights reserved.
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Control Page 58% form completion lift Test Page.9%1.3% Copyright response mine interactive 2011. All rights reserved.
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6.3% Test Page 9.1% Copyright response mine interactive 2011. All rights reserved.
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+88% Copyright response mine interactive 2011. All rights reserved.
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Copyright response mine interactive 2010. All rights reserved.
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9.4%14.4%11.2% Copyright response mine interactive 2011. All rights reserved.
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36.1% 34.4%
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+10% Copyright response mine interactive 2011. All rights reserved.
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Control Page 2.3% Test Page 2.1% Copyright response mine interactive 2011. All rights reserved.
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Control Page 1.8% Test Page 2.7% Copyright response mine interactive 2011. All rights reserved.
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Control PageTest Page +28%
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+50% Copyright response mine interactive 2011. All rights reserved.
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5 questions
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#1 What is our site conversion rate and what would happen to revenues & profits if we increased it 10%, 20%
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#2 How different is conversion rate by traffic source?
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#3 How many pages are entrance pages and how does the conversion rate differ?
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#4 How does / has the conversion rate changed over time?
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#5 Who can I put in charge of this and who will they need to coordinate to implement landing page testing? (IT?, Marketing?, Production? Agency?
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@MktgExperiments @widerfunnel @annatalerico @tim_ash @unbounce @ABTests @pricing @performable @kenrobbins #CRO
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Acquire More Customers Thank You. @kenrobbins 404.233.0332 ken.robbins@responsemine.com TM
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