CRO From the Ground Up
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Slide deck from Digital Growth Party 2014.
Transcript of CRO From the Ground Up
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CROFROM THE GROUND UP
@tallen1985
“Increase traffic”
@tallen1985
“Increase the number of social shares”
@tallen1985
“Get 1,000 links”
@tallen1985
@tallen1985
Earning coverage to drive more traffic, social shares and links/placements is TOUGH..
@tallen1985
..and potentially expensive
@tallen1985
We spend on:
SEOPaid Advertising (Google, Bing, or Social channels)Email Marketingplus many more channels
@tallen1985
What if you spend all this money but your conversion rate sucks?
https://medium.com/@kitinmaki/does-your-conversion-rate-suck-c9b1077f6990
@tallen1985
If you’re selling nuclear submarines you probably won’t
be selling that many
Craig BradfordSenior Consultant, Distilled
@tallen1985
If You Get 10,000 Visits
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Resulting in only 6 transactions
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The answer isn’t to get another 10,000 visits
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TODAYS SESSION
DISCOVERY
EXPERIMENTS
RESULTS
PLANNING
PLANNING
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HOW LONG IS THIS GOING TO TAKE?
@tallen1985
1. Do your landing pages generate enough traffic?
@tallen1985http://www.evanmiller.org/ab-testing/sample-size.html
@tallen1985http://www.evanmiller.org/ab-testing/sample-size.html
@tallen1985
@tallen1985
2. How long should I be running tests for?
@tallen1985
You should look to run tests for at least two business cycles and at least 250 conversions (ideally 350+)
http://www.slideshare.net/sullivac/20-simple-ways-to-fuck-up-your-ab-testing-measurefest
@tallen1985
How long is it going to take to get this many conversions?
WE DON’T RECEIVE THAT MUCH TRAFFIC OR
CONVERSION
@tallen1985
CONSIDER BOOSTING NUMBERS BY USING PPC
@tallen1985
Look at micro conversions such as:
- video plays- newsletter sign ups- social interactions
DISCOVERY
CAN’T CONVERT
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USE SEGMENTATION
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BOUNCE RATEMEDIUM
BROWSERDEVICE
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@tallen1985http://www.paditrack.com
WON’T CONVERT
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Peter Drucker
“The customer rarely buys what the business thinks it sells him."
@tallen1985
QUALAROO
http://www.qualaroo.com
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Pro Tip: Ask consumers who have already completed their purchase:
“What was the one thing that nearly stopped you purchasing today?”
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PROCESSING FEEDBACK
GOOGLE CONSUMER SURVEYS
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GOOGLE CONSUMER SURVEYS
http://www.googleconsumersurveys.com
WHATS THE ONE THING THAT WOULD STOP YOU BUYING CURRENCY ONLINE?
Answers:
“Security”“Is Paypal accepted”“Knowing my details are safe”“Being sure my money will arrive safely”
@tallen1985
USER TESTING
http://www.usertesting.com
@tallen1985http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
HYPOTHESIS
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“I AM GOING TO ADD A VIDEO TO THE HOMEPAGE”
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WHY?
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“I AM GOING TO ADD A VIDEO TO THE HOMEPAGE BECAUSE CUSTOMERS FIND THE
PRODUCT DIFFICULT TO UNDERSTAND”
EXPERIMENTS
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Wireframes
@tallen1985http://www.balsamiq.com
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AVOID GETTING FEEDBACK SUCH AS:
THOSE DESIGNS DON’T USE BRAND COLOURS
THATS NOT THE FONT WE USE
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CREATING EXPERIMENTS
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WHY USE OPTIMIZELY
A FEW TIPS
@tallen1985
Know the scale of your changes - this will influence the way you create your tests
http://moz.com/blog/6-things-i-wish-i-knew-before-using-optimizely
@tallen1985
@tallen1985
@tallen1985
ENSURE YOU ENABLE ANALYTICS TRACKING
https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/
@tallen1985https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/
@tallen1985
GOOGLE ANALYTICS ALLOWS YOU TO TRACK THING YOU MAY NOT EVEN OF THOUGHT OF
TEST YOUR VARIATIONS
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THINGS NOT TO DO
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DON’T CHANGE TRAFFIC ALLOCATION
https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/
@tallen1985
GET TO EXCITED (OR DISAPPOINTED) TOO EARLY
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DEFINITELY DON’T TELL YOUR BOSS (YET)
RESULTS
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CHECK SIGNIFICANCE & AIM FOR 95% OR HIGHER
@tallen1985
Statistical significance is all about whether the difference
between two numbers is meaningful or just a fluke
Tom Capperhttps://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/
@tallen1985
@tallen1985
@tallen1985http://getdatadriven.com/ab-significance-test
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SEGMENT OR DIE? HERE’S HOW I NEARLY DIED...
http://moz.com/blog/6-things-i-wish-i-knew-before-using-optimizely
@tallen1985
@tallen1985
ALLOCATE ALL TRAFFIC TO WINNING VARIATION
SUMMARY
DISCOVERY- SEGMENT DATA TO LOOK FOR CAN’T CONVERT
OPPORTUNITIES- GATHER AS MUCH USER DATA AS POSSIBLE TO
UNDERSTAND WHY CUSTOMER WON’T CONVERT
EXPERIMENTS- ENSURE ANALYTICS TRACKING IS TURNED ON
- DON’T CHANGE TRAFFIC ALLOCATION ONCE TESTS ARE LIVE
RESULTS- ONLY ROLL OUT SUCCESSFUL TESTS THAT ACHIEVE
SIGNIFICANCE OF 95% OR MORE- USE TRAFFIC ALLOCATION TO ROLL OUT VARIATIONS WHILE WAITING FOR DEVELOPERS TO PERMANENTLY
IMPLEMENT CHANGES
THANK YOU
@tallen1985
ANY QUESTIONS?
