These slides were presented at the Semrush webinar "Get More Out of Your Traffic with Conversion Rate Optimization". Video replay and transcript are available at https://www.semrush.com/webinars/get-more-out-of-your-traffic-with-conversion-rate-optimization/

1. Conversion Rate
Optimization Made Easy
Navah Hopkins

2. Agenda
What is CRO
CRO In Creative
CRO in Targeting
Navah Hopkins
Director of Paid Media
About Me
Worked with thousands international brands
since 2008
International speaker
Pet mom, gamer, and star wars fan

3. What Is CRO

4. What is CRO
Conversion Rate Optimization is:
● Understanding which creative will help which people become and stay customers.
● Leveraging data on user behavior to create/adapt campaigns designed to make converting as
easy as possible.
● Creating easier commitments so you can build a trusted relationship with your customers
(leading to increased customer value).

5. Baseline Rules of Engagement
Testing:
● 1-2 major variables per quarter
● Statistical significance determined on a sliding
scale.
● Success/Fail measures determined at the onset

6. CRO Normally Represents
Post Click
Landing Pages
● How easy is it to convert?
● What does the user do when they’re
“on page”?
● Is it a trustworthy experience?
A/B Tests
● Is there enough data to make an assessment?
● Which variable leads to better ROAS?
● Is the content designed to speak to the targeted
user?

7. On-Site CRO Is Equal Parts Design & Targeting
Based on 3 billion website sessions, 33 thousand pop-ups,
and 94 million sales on Justuno customer sites in 2020

8. CRO In Design

9. CRO In Creative Is About Balancing
“Rules” & Tests

11. Crazyegg.com
Don’t Aliante Your Target Persona With
The Wrong Colors

13. Most Languages Read Left To Right - Factor That Into User
Flow!

14. Landing Pages Are Sales People Delivering On That
Promise Through Feeling & Facts

16. Exit Offers Can Be A Great Way To Keep The Conversation
Going
● Sense of urgency,
but keeping it polite
and on brand
● “My” plants the
seed that they’ve
already opted in
● FOMO!

17. You Miss 100% Of The Shots You Don’t Take

18. You Don’t Always Need A Discount

19. Desktop Does A Better Job of Engaging When There Isn’t
An Offer
● 4177 emails collected
between mobile and
desktop
● 24% who gave an email
bought something

20. Takeaways
Honor Your Customer
Persona
CTAs & Trust Symbols
Should Be At The
Forefront
Lead Capture Can
Happen At All Stages
1 2 3

21. CRO In Targeting

22. Tests Aren’t Just Limited To Creative:
Structure Tests Are Just As Important

23. Understanding Which Levers To Pull In
Each Of Your Markets Is Crucial

24. Before Committing To A Content
Plan/Campaign Structure, Confirm:
Where Your Best
Customers Are
What Motivates Them
Best Way To Reach
Them

25. Leverage Free Tools For Cross-
Department Wins
Audience Planners Google Data Studio Analytics

26. Takeaways
Run Tests In Tier B/C
Markets
Leverage Cross-
Department Learnings
Honor Your Customer
Personas
1 2 3

27. Thanks! Questions?
navah@justuno.com
@navahf