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My journey to DOUBLING sales for my client using CRO

Discussion in 'My Journey Discussions' started by mijamoto, Mar 30, 2016.

  1. mijamoto

    mijamoto Junior Member

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    Hey guys!

    This journey is going to be a little different.
    First I'm not exactly sure if I will be able to double sales for my client, but I'm 100% confident that we can increase them. We will see in the end by how much.
    I don't see CRO (Conversion Rate Optimization) mentioned a lot, but I think it's becoming more and more important to include it in our daily activities.
    With this journey I want to show you how I do it and also exchange some new ideas and tips with you guys.


    A very quick about me
    I'm a long time member of BHW, but wasn't very active here on forums last few years. I was mostly just lurking around and wasn't really participating in discussions. :)
    I run my own SEO agency (local) and it grew to the point where I have the time now to explore new things.
    This is how I got into CRO.


    What is CRO and how it can make you tons of money
    There are two ways to increase sales on your website.

    1. Bring in more traffic.
    2. Make more of the same traffic convert better.

    While there are tons of threads and tips about the first way, there isn't that much about the second.
    And it's really easy to increase conversions once you understand what technical or psychological pain points prevent your traffic from converting more.

    Often times, just changing some photography and text can bring in huge differences.

    But we can't just go out and guess all this. We need to use smart tools that show us exactly what visitors do on our website and then figure out how to make buying even clearer and easier for them.


    Project background
    For this journey I will be improving a campaign for a client of mine. I won't be sharing any "sensitive" details, so the niche and identity can't be figured out.
    However I will share all the changes we make and how much improvement they bring.

    The website will be a simple landing page with the product description and order form.
    The traffic will come from a 50k email list.

    The targeted traffic already knows that they "need" this product, so we won't need a lot of convincing.
    We pretty much just need a place for them to buy.


    Battle plan
    I am willing to sacrifice 5k of the 50k email list to find out winning version of the landing page.

    First I will send emails to 1k people and monitor exactly how they behave on the landing page.
    After the results of first email blast come in, I will apply changes on the page where I see problems and send another 1k emails to the improved version.
    This will be repeated until I send first 5k emails or can't find any more room for improvement.

    Then I will send the remaining 45k to the winning landing page.

    Landing page looks roughly like this (this is a mockup as I can't share real page atm):

    [​IMG]

    First 1k emails will be send today and I will report back with the problems and improvements tomorrow.


    Conclusion
    I'm 100% confident that there is room for conversion improvement on ANY website.
    If you want to increase your sales without buying extra traffic, then you're welcome to tune in to this thread.
    I'm sure there will be some golden nuggets for everyone to pick :)

    Have a great day and check back tomorrow for the first results :)
    -m
     
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  2. NobelNerd

    NobelNerd Power Member

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    Ok so basically you will be doing A/B testing which works for your client but it niche has to be done seperate A/B testing as the one works for real estate wont work for concerts..
     
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  3. Justkulboi

    Justkulboi Regular Member

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    You are right, CRO is rarely discussed here.I will keep following this thread but which tool will you use to monitor things visitors do on the page?
     
  4. secrethq

    secrethq Newbie

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    I personally always just add a high ticket item to the backend.. or in the sales funnel at some point. "If your not selling a $1200 product.. your wasting your traffic" even if the front end is $7 or less.

    2 cents
     
  5. loedown

    loedown Jr. VIP Jr. VIP

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    CRO is something I tweak almost daily. Good luck with this, if you do well maybe you can create a service.
     
  6. krunox123

    krunox123 Registered Member

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    Sounds good. Good luck with your journey!
     
  7. healzer

    healzer Jr. VIP Jr. VIP

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    I'm very much into A/B testing myself, since 2012 actually.
    It's great to see other people doing AB testing these days :D
    Good luck on your journey, will sub to your thread.

    healzer
     
  8. seonest

    seonest Registered Member

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    Best of luck with your journey.
     
  9. mijamoto

    mijamoto Junior Member

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    Hey guys,

    here is an update to what I've done today and first results.
    I will reply all of your previous and new questions tomorrow as I'm in a little hurry right now. :)


    1st UPDATE

    I should mention that product being sold is physical (not digital) and "every" business is required by law to have this.
    It is also a small ticket purchase, so people buy on impulse.
    This will give better context to why numbers are higher than usual. Business know from media that they need this.


    Emails sent
    In the end I decided to test out different emails (subjects).
    That's why I sent out 2 emails today, each going to 1k people.

    Version 1:
    [​IMG]

    Version 2:
    [​IMG]

    I think we got a clear winner here :D

    Plan for tomorrow is to send Version 2 again (to test if todays results were just abnormal) and also create Version 3 as I have some more ideas.


    Landing page A conversion rate
    In total there were 153 UV on the page today (85% from email).
    This resulted in 21 sales or conversion rate of 13.7%.

    This conversion rate would be considered high, but due to the nature of the product and how much traffic is informed, I expected something in the range of 10%.


    Landing page A BIG issue
    We used a software to monitor user behaviour on the landing page (I'll explain more about it tomorrow).

    There are 3 major problems with the landing page at this moment.

    Let me show you where people got stuck and how I plan to solve these issues and make page clearer for them (make them buy more).

    [​IMG]

    1. "More" button:
    It turns out that visitors don't understand how product looks like (the image on the left) and then click "more" button.
    It's confusing them so I decided to completely remove it and just leave "Order" button at the top.

    2. Improving photography of product:
    While photography is very clear, they somehow have problems understanding that this is how product looks like.
    I decided to use a big red arrow that points to it and on top of the arrow I wrote: "This is how end product looks like. We're using highest available materials and follow all the government guidelines while manufacturing it."
    It is MUCH clearer now. :)

    3. The order form is not clear enough:
    While the form is very simple (you choose quantity, size and leave your shipping details), a lot of people still just don't get it how to fill it and leave in frustration.
    I also noticed some of them clicked around in order summary and because nothing happened, they left in confusion.
    I FELT their frustration.

    We also received some emails that order form is not working, altough in reality, they just didn't know how to use it.

    Solution: Making order form even simpler with more tips on how to fill it.
    I also added a way for them to simply order by writting us an email and not using order form at all.

    4. I added one more "Buy now" button at the end of the text, altough the order form is just few pixels away. :)


    Next step
    Tomorrow we're sending emails to 2k people.
    They will come to the new improved version of the landing page and we will be able to measure exactly how much difference these "simple" improvements made.

    Have a great day / night until then and talk to you soon :)
    -m
     
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  10. healzer

    healzer Jr. VIP Jr. VIP

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    Wow this looks like a really detailed journey!
    Can you tell us more about the email list, are they cold leads or opt-ins ?

    Cheers!
    healzer
     
  11. algreg

    algreg Junior Member

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    Are these very easy to rank?
     
  12. healzer

    healzer Jr. VIP Jr. VIP

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  13. mijamoto

    mijamoto Junior Member

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    It's not a classic A/B test per se. I don't have 2 versions of websites running simultaneously and sending 50% traffic to A and 50% to B. What I do is create A version of website, send traffic to it then analyze what could be improved. After that I make B version of website (with improvements included) and send traffic to it, repeating the process until it's good enough to send big batch of traffic to it.

    I agree with you 100%. You have to know where your traffic is coming from. You also need to understand how "educated" they are, so you adjust page accordingly. An order form for 20 year old can be much less intuitive than for 50 year old.

    Thanks for following!
    The main obvious tools are:

    Google analytics - understand where they come from.
    Hotjar - enables you to record visitor on the page and analyze them as if you were standing right behind their back.

    That is all I need to monitor traffic atm. And of course user feedback via email or other channels :)

    Agree with you 100%. In this case however, backend product won't be obvious immediatly. People buy this low ticket item as they need it for their business. We also collect email and can later follow them up with higher ticket products / services.

    Thanks a lot! It's a bit too soon for offering services. I want to repeat success multiple times in different niches first. :)

    Thank you!

    Thanks and looking forward to some advice from you :)

    Thanks a lot!

    Actually it's an email list with business contacts and it's the first contact they have with us. So it's considered cold email list.
    However the product we sell is very hot in media right now, so they're actually aware that they need it. They just need a place to buy.

    Hope that explains it :)

    This particular landing page and campaign doesn't rely on SEO at all.
    All traffic will come from email and it's a quick churn and burn website that will be of no use after the campaing is over.
     
  14. mijamoto

    mijamoto Junior Member

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    Sooo the weekend is over, hope you guys had fun! :)

    2nd UPDATE

    As I mentioned before, I sent 2 versions of emails today.
    2nd version is same as in 1st update (the one with higher conv. rate) and 3rd version is new one.

    Version 2:
    [​IMG]

    Version 3:
    [​IMG]

    As you can see, version 2 is a big winner and version 3 didn't do well at all (compared to 2).
    That's why I'm going to use version 2 as the final version of email that will be sent to 45k people.


    Landing page B conversion rate
    Removing "More" button and adding arrow to show product more clearly turned out to be a GREAT idea!
    The conversion rate today was 16.2%. (it was 13.7% before)

    I also noticed, while watching people behaviour on the website, that they were not confused anymore about product and quickly understood how it looks and what it is.
    On previous recordings from page A, I saw a lot of frustration because it wasn't clear enough.

    This tweak definetly helped and it was very rewarding for so little work. It took me less than 5 minutes to remove the button and add arrow to image. :)
    This particular project is small, but imagine that your website is earning $13,7k per month and you fix small issues like that, increasing it to $16,2k.
    Not a bad increase for 5 minutes of work!

    Landing page B BIG problem
    There is still an issue with order form. It looks like people don't know how to fill it.
    That is why I decided to make a big change and completely redesign the form.

    It will be as step by step as it gets.
    There will be no more confusion left!


    Next step
    Tomorrow I won't be sending out emails, but will be rebuilding the order form from scratch.
    Then next day we will send 2k emails (Version 2) to test the new order form.

    Detailed pictures coming up tomorrow (about the old vs new form) so stay tuned!

    Have a great night,
    -m
     
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  15. Datias

    Datias Registered Member

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    This is a great write-up! And thanks for the tip on Hotjar.

    Keep up the great work, can't wait to see the pics tomorrow.