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Scaling Profits with CRO How to Get 50−100% More Sales & Leads with A/B Testing Presented by: Tom Qiao Founder, Convert Better Poll Results About Me ● Founder of Convert Better (convertbetter.co) ○ CRO Agency (Turn Clicks Into Customers) ● Instructor at IMG Courses (CRO for Beginners: More Profit, Same Traffic) ● Former Lead SEO at Treefrog Inc. (Canadian Digital Marketing Agency) ● Former Private Equity Analyst at CPP Investments (Canada Pension Plan) ● Where I’m from: ● ○ Born in Nanjing, China ○ Grew up in Toronto, Canada ○ Living in Bangkok, Thailand Get in touch: ○ Email: [email protected] ○ LinkedIn: linkedin.com/in/tomqiao/ ○ WeChat: tom_convertbetter 1. Why CRO? (will be your new best friend) 2. What is CRO? (5−min crash course) Table of Contents 3. CRO for B2C Case Study: +35% Add to Cart 4. CRO for B2B Case Study: +119% Leads 5. CRO for SaaS Case Study: +80% Sign Ups 6. Okay, what now? (5 simple steps to get started) 1. Why CRO? (will be your new best friend) First… a story about a whale “DeepSeek Moment” Jan 27, 2025 Estimated $1 trillion market cap loss What did DeepSeek show us? Everyone Else ● Focused on scaling model inputs ○ ● Data, hardware, power Results? ○ Complex ○ Expensive Inputs Process Outputs DeepSeek ● Focused on optimizing model process ○ ● Increase algorithm efficiency Results? ○ Less complex ○ Cost effective I hope today will be your “CRO moment” SEO Focused on scaling organic traffic ● ○ Content, backlinks, schema, user signals Results? ● SEO ○ Often unpredictable and unstable ○ Often expensive (esp. competitive verticals) Traffic Funnel $$$ CRO ● Focused on optimizing conversion funnel ○ CRO ● Increase avg. revenue per user (ARPU) Results? ○ Lower cost of customer acquisition ○ Higher ROI on all marketing channels CRO is just applying the 80/20 rule (Pareto’s law) What Actually Drives Sales (20% of your efforts) ● Price & Shipping ● Headlines ● Social Proof ● Images ● Trust Signals ● Mobile UX ● Call to Action ● Above The Fold Everything Else (80% of your time) ● Long Form Content ○ Blog Posts ○ Product Descriptions ● Backlinks ● Technical SEO ● Website Design ● Website Maintenance How to identify the 20% that drives 80% of sales? Consumer Research CRO Surveys / Polls User Behavior (“Many people think (“Users are seen to X is better than Y”) prefer X over Y”) Educated Guess / User Feedback / A/B and Assumption Reviews Split Testing (“I think X is better than Y”) (“Some users say X is (“Users choose X over Y with better than Y”) statistical significance”) Least Reliable Most Reliable Why invest in CRO? 1. Optimize Customer Acquisition a. Increase sales & profits without additional marketing spend b. Reduce customer acquisition costs (CAC) c. Unlock new customer groups and markets 2. Increase ROAS a. Scale all marketing channels easier and faster b. Unlock new marketing channels like affiliate, influencer, display ads c. Grow organically via cash flow (no funding required) 3. Increase Company Valuation a. Higher profitability = higher valuation multiple b. Create defensible “moat” as advertising costs increase c. Maximize growth potential with lower CAC and higher ROAS 2. What is CRO? (5−min crash course) What is CRO? Textbook Definition My Definition CRO is the process of identifying and scaling the factors that drive 80% of your business (sales, leads) using data-driven methods like A/B testing, heatmaps, and session recordings. Role of SEO & CRO in the Marketing Funnel SEO Awareness SEO Consideration SEO Conversion CRO CRO CRO The CRO Process Problem / Question Repeat Conclusion / Learning “My traffic is not generating sales/leads.” “Why is my conversion rate so low?” Identify the winning variations and draw insights from test results. User Behavior Analysis Hypothesis & A/B Testing Analyze what real users are doing: • Heatmaps • Session recordings • GA4 engagement data Run scientific A/B tests to find what works and what doesn’t with your visitors. What is A/B testing? (and why you need it) 1. It’s a Scientific Process a. Compare A and B using statistical framework b. Avoid type I errors (false positives) c. More reliable than sequential testing (before/after) 2. It’s a Decision-Making Framework a. Ensures we only implement winning variations b. Provides degree of certainty (statistical significance) c. Make decisions based on real-world data, not guesswork 3. It’s Scalable & Repeatable a. Works best with high traffic pages (but can be adapted for lower traffic levels) b. Provides continuous incremental improvements c. High return on investment - can become a revenue driver, not cost center What are CRO factors? CRO factors are variables that can impact the conversion rate a. We must be able to easily change the variable (e.g. domain name cannot be a CRO factor) b. CRO factors can vary from website to website (depends on industry, traffic, user behavior) The most common CRO factors include: a. Call to Action (CTA): button, text link, contact form, phone, email, etc. b. Trust Signals: refund policy, secure payment, money-back guarantee, etc. c. Social Proof: customer reviews, third-party reviews (Trustpilot, BBB, Google), endorsements, etc. d. Headlines: product titles, landing page titles, subheadlines, etc. e. Images: first product image, number of images, image quality, etc. f. Price: discount, promotion, coupon, bundle, buy 1 get 1, etc. g. Shipping: shipping cost, delivery time, free shipping options, etc. h. Payment: checkout process, payment methods, financing options, etc. Example of CRO Factors: Amazon Social Proof Price (financing) Trust Signals Call to Action 3. CRO for B2C (eCommerce) w/ Case Study: +35% Add to Cart CRO Challenges for B2C Low Add to Cart Rate Low Checkout Rate (Abandonment) Low Avg. Order Value The Result? 1. 2. 3. 4. Low Return on Investment (ROAS) High Customer Acquisition Costs Long Cash Conversion Cycle Limited Marketing Options Low Add to Cart Rate Common Reasons: 1. Product Page Issues a. b. Low Add to Cart Rate 2. Pricing & Shipping Issues a. Price is not competitive b. c. 3. Price is not shown in user’s currency No free shipping options Poor Social Signals a. Limited reviews/ratings b. 4. Sales copy (title, description) Images / video Limited social media mentions Poor Trust Signals a. Missing information on refund, b. exchange, money back guarantees Missing information about company (team, offices, phone number Low Checkout Rate Common Reasons: 1. Low Checkout Rate (Cart Abandonment) Unexpected Costs at Checkout a. b. c. 2. Long Checkout Process a. Stick with 1−page (e.g. Shopify) b. c. 3. No guest checkout option Excessive upsell/cross-sells Limited Payment Options a. Lacks user pref. payment method b. 4. Shipping cost / no free shipping Sales tax /duties (tariffs) Credit card processing fees Lacks financing or “pay later” options Poor Trust Signals a. Refund/exchange/shipping policies b. Website/payment security concerns Low Avg. Order Value Common Reasons: 1. Ineffective Upsell/Cross-Sell a. b. Low Avg. Order Value 2. Not visible enough to users Not relevant recommendations Low Trust/Reputation a. User not willing to spend more due to trust concerns, esp. first time buyers 3. Poor Search & Navigation a. Difficult to search for products b. 4. Hard to use navigation menu Lack of Promotion/Urgency a. b. Users don’t perceive a good deal or sense of urgency Place small order even if they have the need or ability to buy more CRO Best Practices for B2C - Checklist 1. Focus on “Reasons to Buy” ❏ Do you know what motivates your target customer to buy? ❏ Do you offer a satisfaction guarantee, after-sales warranty, or refund/exchange policy? ❏ Are the “reasons to buy” shown in key positions? (e.g. header/footer, near “Buy” button, checkout page) ❏ How do your “reasons to buy” compare against competitors? 2. Eliminate Checkout Friction ❏ Are users greeted with unexpected costs at checkout? (e.g. shipping, taxes, extra fees) ❏ Can the entire checkout process be completed in under 1−2 minutes? ❏ Do you offer multiple payment methods and financing options? ❏ Would someone feel comfortable providing their credit card information? 3. Improve Trust/Social Signals ❏ Do you show customer reviews, ratings, or testimonials? ❏ Do you show any third-party ratings? (Trustpilot, BBB, Google, etc.) CRO Best Practices for B2C - Checklist 4. Reduce Cart Abandonment ❏ Do you have a cart abandonment sequence? (e.g. exit intent popup, email reminders) ❏ Do you offer a price match guarantee, extended refund policy, or 24/7 customer service? ❏ Do you offer incentives like free gifts, samples, loyalty points, or first-time buyer discounts? 5. Optimize Search & Discovery ❏ Can users find any product after 2−3 pages? (i.e. category/collection pages) ❏ Are product pages organized in a logical and consistent hierarchy? ❏ Do category pages provide sufficient filter/sort options? ❏ How often do customers use the search bar? Are there any “abandoned” searches? 6. Monitor User Behavior Trends ❏ Do you regularly review heatmaps and session recordings of user activity? ❏ Is there a process to pass user behavior insights back to the marketing team? Case Study: U7BUY +35% Add to Cart CTR U7BUY: eGaming Marketplace Case Study Summary: U7BUY ● Key Challenge ○ ● Low checkout rate Key Insights ○ Competitors used more trust signals than client, including: ■ ○ Users didn’t spend a lot of time on page ■ ● Make a purchase decision within 20−30 seconds Hypothesis ○ ● Satisfaction guarantee, after sales warranty, TrustPilot reviews Adding trust signals to the purchase process will boost checkout rates A/B Tests ○ A/B Test #1: Trust Signal - Game Coins ○ A/B Test #2: Trust Signal - Game Accounts A/B Test #1: Add Trust Signal below CTA - Game Coins Control Variation +35% clicks A/B Test #1 Results: +35% Add to Cart +35% CTR, 95% stat. significance A/B Test #2: Add Trust Signal below CTA - Game Accounts Control Variation +8% clicks A/B Test #2 Results: +8% Add to Cart We always try to replicate the same result on different pages to validate the hypothesis +8% CTR, 97% stat. significance 4. CRO for B2B w/ Case Study: +119% Leads CRO Challenges for B2B Low Traffic / Leads Low Lead Quality The Result? 1. 2. 3. 4. Low Return on Investment (ROAS) Long Lead Times Low Visibility into Sales Pipeline Idle Sales Team Long Sales Process Low Traffic / Leads Common Reasons: 1. Low Traffic / Leads Low Search Volume a. b. 2. High SEO Difficulty a. b. 3. Difficult/expensive to rank Competitors want the same keywords High Cost per Click (CPC) a. b. 4. Niche product/industry Only a few relevant keywords (e.g. [product name] “manufacturer”) Often expensive to run ads Competitors want the same keywords Conversion Funnel Issues a. b. c. High bounce rate Low user engagement (dwell time, scroll depth, pages per session) Call to action (contact form, phone) Low Quality Leads Common Reasons: 1. Low Traffic Quality a. b. c. d. Low Quality Leads 2. Trust Signals a. b. c. 3. Low quality traffic = low quality leads Investigate traffic by source/medium Investigate traffic by country Scale back low conversion rate marketing channels Track record? Years in business? Easy to find company information? (offices, team, licences, etc.) Technical specifications (ISO, etc.) Call to Action / Contact Form a. b. Are CTAs displayed in visible areas? Are contact forms easy to fill out? Long Sales Process Common Reasons: 1. Multiple Stakeholders a. Long Sales Process b. 2. Poor Lead Management a. Low quality follow ups/proposals b. 3. Sourcing/supply chain manager, sometimes VP Ops/CFO Need to satisfy all stakeholders (e.g. spelling errors, lack of customer research/customization) Long response times to inquiries Limited Contact Methods a. No phone number (only email) b. c. No LinkedIn page or sales rep profile No sales rep available during US/EU business hours CRO Best Practices for B2B - Checklist 1. Communicate Your Unique Selling Proposition (USP) ❏ Can you articulate your USP in one sentence? (pref. 10−15 words) ❏ Examples include price, quality, speed (deadline), reliability, reputation, after sales support, etc. ❏ Is your USP visible on every page of your website? 2. Understand Your Target Customer ❏ Have you created any buyer personas? (age, gender, country, company position, preferences) ❏ Use tools like RB2B to collect LinkedIn profiles of your website visitors ❏ Does your USP match your target customer’s requirements? 3. Provide Multiple Contact Methods ❏ Do you have a phone number? Can it be called from the US/EU during their business hours? ❏ Do you have a chatbot or live agent chat? ❏ Consider additional channels based on target country: WhatsApp, FB Messenger, LINE, etc. ❏ What is your response time to inquiries? CRO Best Practices for B2B - Checklist 4. Demonstrate Your Track Record ❏ B2B customers want to know if you can handle their requirements ❏ Do you have relevant and recent case studies of successful clients? ❏ Do you show awards, certifications, or industry recognitions? ❏ Do you use KPI metrics to demonstrate experience or expertise? (e.g. # of clients, # of orders, $ value of orders, # of offices, # of countries, % on time, years in business, etc.) 5. Include Social Proof ❏ Do you show customer testimonials? Previous client logos? ❏ Do you have third-party reviews? (TrustPilot, BBB, Google, etc.) 6. Investigate Lead Abandonment ❏ Use heatmaps and session recordings to investigate lead abandonment (why leads don’t contact) ❏ What pages do leads usually bounce on? What are they doing before that? ❏ Do you regularly test your contact form? Case Study: High Voltage SEO +119% Leads High Voltage SEO: Leading SEO Agency Case Study was featured at Chiang Mai SEO 2024 Case Study Summary: High Voltage SEO ● Key Challenge ○ ● Low number of leads per month Key Insights ○ Engaged users spent a long time on site (over 5 min, 2−5+ pages per session) ■ ○ But engaged users frequently bounced on booking page ■ ● As confirmed by session recordings Hypothesis ○ ● Visited homepage, service pages, blog posts Optimizing the booking page will increase leads A/B Tests ○ Split Test: Booking Page ○ A/B Test #1: Lead Magnet ○ A/B Test #2: Service Page Split Test: Booking Page ● Headline: replaced with benefits-driven headline ● Content: added short sales copy focusing on benefits to users ● Call to Action: increase visibility above the fold Split Test Results: +119% Bookings +119% CTR, 99% stat. significance A/B Test #1: CTA Button Color - Lead Magnet ● CTA Button: increased color contrast for higher visibility A/B Test #1 Results: +78% Sign Ups +78% CTR, 99% stat. significance A/B Test #2: CTA Button Text - Service Page ● CTA Button: changed button text from “Book a Call” to “Get Started” A/B Test #2 Results: +150% Clicks +150% CTR, 91% stat. significance Full Case Study: Case Study: https://convertbetter.co/case-studies/high-voltage-seo/ Featured by VWO: https://vwo.com/success-stories/convert-better/ 5. CRO for SaaS w/ Case Study: +80% Sign Ups CRO Challenges for SaaS Low New User Sign Up Rate Low Paid User Sign Up Rate The Result? 1. 2. 3. Hard to Scale MRR/ARR High User Acquisition Costs Dependent on SEO & Affiliate High Churn Rate Low New User Sign Up Rate Common Reasons: 1. Low New User Sign Up Rate Complex Sign Up Process a. b. c. d. 2. Unclear Value Proposition a. Features not connected to benefits b. 3. Too many steps No 1−click signup option Requires sensitive information Requires credit card No compelling reason to sign up Lack of Social/Trust Signals a. Customer reviews & rating b. c. Awards & recognitions (e.g. G2) About the company (e.g. team, office locations, track record) Low Paid User Sign Up Rate Common Reasons: 1. Low Paid User Sign Up Rate Free Plan/Trial Is Sufficient a. b. 2. Unsatisfied with Features a. b. 3. Missing important key features Product not working as expected Unsatisfied with Pricing/Payment a. b. c. d. 4. Users satisfied with free plan limits Users completed task with free trial Compared to competitors Compared to perceived value Lack of pricing options (e.g. annual, lifetime, pay-per-use, bulk pricing) Lack of payment options Poor Social/Trust Signals a. b. Negative reviews (G2, Trustpilot) Low trust checkout process High Churn Rate Common Reasons: 1. High Churn Rate No Longer Needed a. b. 2. Can’t Afford a. 3. Found better product/deal Found alternative solutions Product/Service Issues a. b. 5. Need to cut costs, reduce budget Switched to Competitors/Alt. a. b. 4. Users completed task already Users not actively using product Difficult to get started or integrate Poor customer experience Billing Issues a. b. Price different from expected Duplicate charges, refunds, disputes CRO Best Practices for SaaS - Checklist 1. Simple Sign Up Process ❏ Can users sign up in under 15 seconds? ❏ Are there 1−click sign up options? (e.g. Google, Facebook, Apple) ❏ Are you asking users for potentially sensitive information? (e.g. job title, # of employees, revenue) ❏ Are you asking users for credit card information? (often a strong obstacle for new users) 2. Connect Benefits to Features ❏ Are benefits to users clearly articulated? (e.g. save money, save time, make more money) ❏ Are there clear reasons to sign up? (e.g. free daily usage, save personal data, earn bonus credits) 3. Include Trust/Social Signals ❏ Are reviews and ratings visible on the homepage and sign up page? ❏ Are awards and recognitions prominently displayed? ❏ Can users easily find out more about the company? (team, offices, track record) CRO Best Practices for SaaS - Checklist 4. Experiment with Pricing & Plans ❏ Consider restricting the Free Plan/Trial (e.g. features, daily limit, credit usage, duration of trial) ❏ Optimize pricing by conducting small price changes with A/B tests (e.g. $39/mo -> $44/mo) 5. Identify Checkout Issues ❏ Does the checkout page have high abandonment rate? ❏ Do you offer multiple pricing options (e.g. monthly, annual, lifetime, pay-per-use, etc.) ❏ Do you offer multiple payment options? (e.g. credit card, PayPal, Apple/Google Pay, bank transfer) ❏ Do you offer a money-back guarantee? 6. Monitor Customer Feedback ❏ Are you collecting customer feedback at every stage of the journey? ❏ Is there a process to respond to and implement customer feedback? Case Study: AMZWatcher +80% Sign Ups Case Study Summary: AMZWatcher ● Key Challenge ○ ● Low sign up rate Key Insights ○ Competitors were all using CTA copy like: ■ ○ But client was using CTA copy: ■ ● “Get My Free Trial” Hypothesis ○ ● Get Started, Start Now, Sign Up Changing the CTA button text will boost sign up rates A/B Tests ○ A/B Test #1: CTA Button Text - Homepage ○ A/B Test #2: CTA Button Text - Pricing Page AMZWatcher: SaaS Tool for Amazon Affiliates A/B Test #1: CTA Button Text - Homepage Control Page Variation Page +80% clicks A/B Test #1 Results: +80% Sign Up Clicks +80% CTR, 97% stat. significance Source: https://convertbetter.co/case-studies/amzwatcher/ A/B Test #2: CTA Button Text - Pricing Page Variation Page +56% clicks Control Page A/B Test #2 Results: +56% Sign Up Clicks +56% CTR, 76% stat. significance We always try to replicate the same result on different pages to validate the hypothesis Source: https://convertbetter.co/case-studies/amzwatcher/ 6. Okay, what now? (5 simple steps you can take) 5 simple steps to get started with CRO 1. 2. 3. Review Your Last Month’s Conversions: a. By source/medium b. By country c. By page d. By device Install Microsoft Clarity (or similar heatmap tool) a. Check heatmaps for top pages b. Watch session recordings to see what users actually do Run a simple User Survey a. 4. Run a simple A/B test in Visual Website Optimizer (VWO) a. 5. Ask questions to validate your assumptions/beliefs about your target customer Test a different color, copy, headline, image, etc. Start a CRO Audit a. Get my free CRO checklist or book an audit with me Ready to Scale Your Sales with CRO? Scan and message me to get your: ● Free CRO Checklist ● Shenzhen SEO Presentation Link ● Exclusive 50% discount on my CRO for Beginners Course (includes Chinese subtitles) ○ Everything you need to start A/B testing on your own
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