Steve Keightley, Head of Optimisation, Mezzo Labs - Data-Driven Optimisation
A Brief History of Optimisation and Why You Should Be Doing It
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Transcript of A Brief History of Optimisation and Why You Should Be Doing It
@gemmamacnaught
A brief history of optimisation (and why you should be doing it)
@gemmamacnaught
Gemma MacNaught Head of UX and Conversion Rate Optimisation
@gemmamacnaught
1. Conversion Rate Optimisation today
2. A brief history of optimisation 3. Getting started
4. What could you be missing out on?
@gemmamacnaught
Conversion rate optimisation today
1.
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Psychology
Perception
Usability
Imagery
Colour
Behaviour Target Audience
Data
Analytics
Research
Testing
Multivariate A/B
Marketing
Goals
Heatmap
Clickmap Persuasion
Layout
Navigation
Feedback
Competitors
Competitors
Design
Conversion Rate Optimisation (CRO)
Content
@gemmamacnaught
Psychology
Perception
Usability
Imagery
Colour
Behaviour Target Audience
Data
Analytics
Research
Testing
Multivariate A/B
Marketing
Goals
Heatmap
Clickmap Persuasion
Layout
Navigation
Feedback
Competitors
Competitors
Design
Conversion Rate Optimisation (CRO) User Experience (UX)
Content
@gemmamacnaught
Where does it apply to?
SEO
Social
PPC
Leave Forever
Complete Goal
Come Back Later
Your Content
@gemmamacnaught
SEO
Social
PPC
Leave Forever
Complete Goal
Come Back Later
Conversion Rate Optimisation (CRO) User Experience (UX)
Your Content
@gemmamacnaught
Your Content
SEO
Social
PPC
Leave Forever
Complete Goal
Come Back Later
Your New Content
Testing Software
Conversion Rate Optimisation (CRO)
@gemmamacnaught
Content
User Experience (UX)
Psychology
Perception
Usability
Imagery
Colour
Behaviour Target Audience
Data
Analytics
Research
Testing
Multivariate A/B
Marketing
Goals
Heatmap
Clickmap Persuasion
Layout
Navigation
Feedback
Competitors
Competitors
Design
Conversion Rate Optimisation (CRO)
Do your research AND
test your solutions
@gemmamacnaught
A brief history of optimisation (learning from mistakes)
2.
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Awesome Awful
Scale of optimisation
Pretty Good
Key Takeaway
ü Do your research on your target audience.
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Key Takeaway
Awesome Awful
Scale of optimisation
Pretty Good
ü Target Market: Low cost solution to combat jaundice in developing countries
ü Ensure your content and the platform it sits on is straightforward. Don’t leave your users guessing!
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Awesome Awful
Scale of optimisation
Pretty Good
ü Communicate persuasively to your audience or your content may fall at the last hurdle and be lost in translation
Key Takeaway
ü Usability: Known, trusted, quality
ü Target Market: Car owners with specific needs
Rolls Royce Silver Mist Toyota MR2
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Key Takeaway
Awesome Awful
Scale of optimisation
Pretty Good
ü Optimisation is not a new concept – age old practices still apply across print and online marketing
1923
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ü Research your target audience ü Make sure it’s user friendly
ü Communicate clearly and persuasively
ü Fix it, change it, rework it – most importantly test it!
Tick all the boxes
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Getting started 3.
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Essentials: ü Set up your Goals ü Map out your funnel ü Check devices ü New vs returning visitor rates ü Demographics ü Top traffic sources ü Top landing pages ü Top exit pages ü Your goal conversion rate
Analytics Data
Goal Completions
Unique Visitors Your Conversion Rate 100 X
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Essentials: ü Follow the path you would expect users
to take before asking them to test your site
ü Set the scene ü Keep your questions and tasks open to
allow for natural user behaviour (i.e. ‘what elements do you find persuasive’ rather than ‘what do you think of the headline’)
ü Use simple language ü Target the test to your customer base ü Ask users to compare you to a
competitor
User Testing
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Essentials: ü Where are your users clicking? ü What is visible when they land on the
page? ü How far are they scrolling? ü What elements are attracting their
attention? ü Is the next step obvious? ü Is there anything they are confused by
or that they would like to change?
Page Analysis
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Essentials: ü Surveying your existing customers
builds a stronger understanding of where you need to improve
ü Your customer services or sales staff can give valuable insights on common customer queries and problems
ü Guerrilla user testing is very beneficial when you are researching mobile users
ü Offer an incentive to users who participate in your research
Off-Site Methods
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Thinking of skimping on your research?
7 TIMES more likely to achieve a positive result
Research driven tests are
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Essentials: ü Prioritise your testing ü Even the smallest change can generate
a result ü Check the estimated test duration ü On low traffic pages – direct a higher
percentage of users to the new version for a faster result
ü Segment by device ü Segment by target user
Testing
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Testing 59%
Not Testing 41%
1 out of 5 businesses surveyed last year said that CRO was in their top 3 list of priorities
The main reasons given for businesses who are not currently optimising or who have only achieved small ‘wins’ are: ü Lack of resources ü Lack of expertise ü No concrete strategy for testing
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Your Goals
The benefits
Your Marketing Spending
Your Market Share
Your Customer Base
Have an increased completion rate
Becomes more valuable
grab customers away from your competitors
Grows as you…
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Here’s some examples of what you could be missing out on
4. And if you’re still not convinced…
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Navigation
Category icons replacing the navigation links increased clicks on categories by 90.2%
Original New Variation
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Pop-Ups
A few changes to this pop-up lifted newsletter sign-ups by 565%
Original New Variation
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Simplification
Simplifying this homepage led to a subscriptions increase of 225%
Original New Variation
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Prominent CTAs
Increasing the prominence/persuasiveness of the CTA improved conversions by 591%
Original New Variation
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Colour
These red CTAs increased clicks by 21% (test everything!)
Original New Variation
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In Summary ü Optimisation is not new – but it is increasingly important ü Make content understandable, easily accessed and user friendly ü Do your research and let it guide you ü Test everything!
ü Can you really afford not to?
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Gemma MacNaught Head of UX and Conversion Rate Optimisation