Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014
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Transcript of Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014
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CONVERSION RATE OPTIMISATION 101
LS YORKSHIRE 13/2/2014
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Who Am I?
Conversion Rate Optimisation / Analytics / UX
LEANCONF
Tweet me on @Digital_tonic
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CONVERSION OPTIMISATION IS NOT
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CONVERSION OPTIMISATION IS NOT
Short Pages vs Long Pages
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What Is Your Conversion Rate?
Conversion Rate = Number of actions________________Total of unique visitors
X 100
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What Is Your Conversion Rate?
Conversion Rate = 10________________1000
X 100
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CONVERSION RATE OPTIMISATION
Understand Your Visitor Behaviour
Hypothesise ways of Persuading more effectively
Test & Analyse
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DO YOU LISTEN TO YOUR GUT OR DATA?
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Why Do Visitors Leave Your Website
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Why Do Visitors Leave Your Website
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Why Do Visitors Leave Your Website
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The Squint Test
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Conversion Rate Optimisation == The Lean Approach
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STEP 1: INVESTIGATEUnderstand User Behaviour
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Your Analytics
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Visitor Usage Patterns
Clickmaps Heatmaps Session Video Replay
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Visitor Usage PatternsMouseflow
Crazy Egg
Ghostrec
Inspectlet
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Gather Qualitative Feedback
Qualaroo !
Webengage !
Snapengage
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Live Chat
Zopim !
Olark
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STEP 2: IDEATEBrainstorm your Hypothesis
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DON’T BLINDLY FOLLOW THE BEST PRACTICES
Test Everything
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Everything is an ASSUMPTION
Page Layout !
Header Copy !
Add / Remove Testimonials !
Button Colour !
Video on page
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Your Hypothesis
________________Change you want to make will lift conversion rates for ________________Signups / Product sale
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STEP 3: CREATESetup Your A/B Test (or A/B/C/D Test)
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The Toolbox
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STEP 4: COLLATEWhat have you learnt?
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Variation outperformed Control by 215%
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/Check for statistical significance
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WHAT NEXT?SEGMENT YOUR AUDIENCE AND RUN TESTS
KEEP TESTING!
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TESTS FAILBUT THERES ALWAYS A WINNER
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LETS PLAY A GAMEVote for the winning variant
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Version A
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Version B
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VERSION B WON
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Version A
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Version B
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VERSION A WON
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FURTHER READING
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