(Tatvic) (CRO Program)

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Conversion Optimization

Program
100k visitors on website/landing page
100k visitors on website/landing page
10k visitors wanted to transact
100k visitors on website/landing page
10k visitors wanted to transact

2K visitors transact!
2000 conversions on the website!
What about these 8000 visitors, who intended but did not transact!
?
Unclear
Value
Proposition
? ?
Unclear Lack of
Value Trust/principles
Proposition of persuasion
? ? ?
Unclear Lack of Unpleasant
Value Trust/principles User
Proposition of persuasion Experience
Persuading these users to take the desired
action on the your website through consistent
data-backed experimentation is called
Conversion Rate Optimization(CRO)
Introducing Tatvic’s
Data backed
Experimentation program
The average site wastes Companies spend $92
75%+ of its traffic due to lack driving traffic for every
of persuasion and “sales- $1 spent on conversion
ability”
Source: Hubspot Source: RedEye
Objectives of the program

Help clients improve


Enable clients to build a
conversion rates onculture
their of
digital properties experimentation

Help clients in building


Culture of experimentation in their organizations
Building the
culture of experimentation
CRO Maturity Model

1 Foundation
2 Transition
3 Advance
4 Mature

Organizations at this In these organizations, By now, the organizations At this stage,


stage typically have an they combine the data have a clear CRO organizations have a full
idea about A/B testing insights along with gut- approach and have a plan of optimization and
and are involved with driven decision to dedicated team to run prioritize CRO to go along
gut-driven tests perform tests the experiments with rich data insights

The CRO Maturity Model Assessment is available at https://forms.gle/3pnR2Du3S1baRzNb7


3P's of the Maturity Model

Responses to the assessment survey are collected for the set of questions grouped under the following 3
levers (3 P’s). These 3 levers determine to drive data-driven CRO maturity.

People Platform Process

- Team Structure & Strength Tool Stack for: - Process for hypothesis
- Sponsors/Decision Makers - Analytics ideation
- Execution Capabilities & - A/B testing - Type of A/B tests
SkillSet - Reporting - Frequency
- Experimentation Culture
Improving the
Conversion rates
Structured approach to the experimentation

Discover Optimize Experiment Review

Create action plan for Configure the selected Continuous monitoring


CRO Audit
areas selected tests of tests

Hypotheses ideation
Qualitative Research Perform quality checks Pre-post KPI analysis
using VoC

Quantitative Research Mockup creation Go-live with the tests Note down the learnings

Prioritize the tests using


Feature Attribution
PIE framework
VoC framework for hypotheses ideation
VoC framework for hypotheses ideation

Data Analysis

Quantitative + Qualitative
Data analysed to come up
with insights and
recommendations.

Element of Value Goal Clarity Persuasion Frustration

What is the value Does the user have clarity How is the digital platform What are roadblocks
proposition that the on how to reach the end persuading the user to faced by the user in the
business is solving for? objective on the digital reach the end objective? path of conversion?
platform?
A few examples of
Experiments conducted
Example: Form Optimization
Original

Recommendation
Royal Enfield

For Royal Enfield, we optimized the test


ride form. Our hypothesis was, Designing
a new intuitive, aesthetically pleasing
Royal Enfield test ride form by optimizing
number of fields will help us in
increasing the leads through the form.
51%
Uplift in the test ride
bookings
Example: CTA Copies

Original
Angel One

Many a times, CTA copies are not action


oriented. They do not clearly tell the users the
next step at hand. Couple of examples are
‘Submit’ & ‘Continue’.

We have observed that having an action


oriented and specific CTA improves the
conversion rate.
Recommendation
17%
Uplift in the number
Of the leads
Example: Interactive/gamification design
Original

Fintech client

One of our fintech came to us with an issue of


users not going to their lead form page.

We did several tests for them, one of them was


adding an interactive slider to the home page,
where we asked users that,

Recommendation “What is their desired loan amount?”

We tested this slider with a variant where


there was no slider.

The slider one proved to be the rocking one.


68%
Uplift in the users
Clicking Apply Now
Team that does heavy lifting for you
Thank you
Impact created for others

50% 35% 55% 66%


Increase in booking of Increase in the leads Increase in the click Increase in booking of
the test rides through rate the test rides

CASE STUDY CASE STUDY CASE STUDY CASE STUDY


Why Tatvic?

Tatvic is a digital authority that


advises and provides cutting-edge
technology.

We transform, accelerate, and


optimize the way enterprises
leverage data with CRO Expertise
and Google Certified Professionals.
BFSI

ECOMMERCE

TRAVEL / BOOKING

NEWS PUBLISHERS

CONTENT
PUBLISHERS

LEAD GENERATION

INTERNATIONAL
“Our Success at Amazon is
function of how many experiments
We do per year, per month,
per week, per day..”

JEFF BEZOS

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