Ken Robbins, President Response Mine

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Presentation transcript:

Ken Robbins, President Response Mine

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

more new customers

5% 4% 3% 2% 1%

Improving conversion rate - more sales -access to more media for same efficiency

publicity advertising marketing site call center sale

Efficiency $2,685 40% Gross Margin

Efficiency

+187% Profits

Improving Conversion marketing website phone

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

Horizontal vs. Vertical Forms +26% Copyright response mine interactive All rights reserved.

Control Page 16.6% 17.4% +4.4% but only 82% confidence Test Page Copyright response mine interactive All rights reserved.

Copyright response mine interactive All rights reserved.

7.8% 10.2% Copyright response mine interactive All rights reserved.

10.3% 10.2% Copyright response mine interactive All rights reserved.

Control Page 58% form completion lift Test Page.9%1.3% Copyright response mine interactive All rights reserved.

6.3% Test Page 9.1% Copyright response mine interactive All rights reserved.

+88% Copyright response mine interactive All rights reserved.

Copyright response mine interactive All rights reserved.

9.4%14.4%11.2% Copyright response mine interactive All rights reserved.

36.1% 34.4%

+10% Copyright response mine interactive All rights reserved.

Control Page 2.3% Test Page 2.1% Copyright response mine interactive All rights reserved.

Control Page 1.8% Test Page 2.7% Copyright response mine interactive All rights reserved.

Control PageTest Page +28%

+50% Copyright response mine interactive All rights reserved.

5 questions

#1 What is our site conversion rate and what would happen to revenues & profits if we increased it 10%, 20%

#2 How different is conversion rate by traffic source?

#3 How many pages are entrance pages and how does the conversion rate differ?

#4 How does / has the conversion rate changed over time?

#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?

@pricing #CRO

Acquire More Customers Thank TM