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Conversion Rate Optimisation

How to choose what to test WILL CRITCHLOW

Let’s start with conversion rate

How many conversions do you get per hundred website visitors?

Appeal to more people Think about it this way rather than as probability

Doesn’t have to be actual sales

You can test against micro-conversions

Why’s it worth improving? [Aside from the obvious]

It’s a proxy for “how much people like you”

You aren’t your customer

Having a better conversion rate than the competition is a superpower

You can invest more in every other channel

What’s this optimisation thing? [Just think of it as “improving”]

Research your users and customers

Have a theory

Stats geeks call this a “hypothesis” Requires you to come up with an alternative

Design a test Read Norvig on Experimental Design

Deploy a winner (hopefully)

Deciding what to change

Start with the business model

Seek out customer feedback

Some may be hidden Reviews, comments, support tickets, CRM

Go get some more

Qualaroo, Olark

Check your analytics data

Read everything by Avinash Kaushik Segment, segment, segment

How big’s big enough?

Rule of thumb. You’re likely to need 100

conversions per variation for A / B testing

(and to run for at least a few weeks)

Check out Udacity

or Berkeley edX

for more statistics

(But run for at least a few weeks)

It’s still worth doing this on smaller sites

Focus more on the research than the testing

Check out yourself. Install Olark. Fivesecondtest, feedbackarmy don’t rely on your own traffic

Might this double my conversion rate?

Think bigger

Tiny uplifts may not be worth it anyway

Leave tests running & use A / A / B / B to avoid

statistical pitfalls

WILL CRITCHLOW

Founder, Distilled

[email protected]

@willcritchlow

Image credits http://www.flickr.com/photos/-lif-/3468014633/

http://www.flickr.com/photos/stevec77/2424796243/ http://www.flickr.com/photos/angeloangelo/9334045045/

http://www.flickr.com/photos/tk-link/2575598759/ http://www.flickr.com/photos/chrisjohn23/4011247323/

http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final http://www.flickr.com/photos/tim2000s/7750760758/

http://upload.wikimedia.org/wikipedia/commons/3/35/Buffett_%26_Obama.jpg http://www.flickr.com/photos/twtrcon/5278324578/

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