10 Steps to CRO Success | Benchmark Search Conference 2015

10 Steps to CRO Success

Benchmark Search ConferenceDate: 30/06/15

Alan Reeves Paid Search Director

www.click.co.uk [email protected]

Conversion Rate Optimisation

- CRO can improve your ROI on all search campaigns

- And all other online channels

- Now and forever more

www.click.co.uk

Step 1 - Tool up

Tool up

- Plug and play software

- Easy to use visual editor or custom HTML

- Remove development roadblocks

- Automate data collection and maths

- Easy to create custom segmentations

www.click.co.uk

Step 2 – What to test

What to test

- Google Analytics data

- Usability and/or UX feedback

- Test pages with high traffic

- Make significant changes

- Check your tests with SEO, PPC, Design,

Development

www.click.co.uk

Step 3 – Plan your tests

Plan your tests

- PIE Analysis- Potential- Importance- Ease

- Define testing streams for simultaneous testing

- Agree the KPI for each test

- Create a roadmap for each stream ranked by PIE- Plan tests to mirror your resource

www.click.co.uk

Step 4 – Build your tests

Build your tests

- Build several per stream

- Configure test settings and filters

- Setup tracking for all relevant goals

- Create Google Analytics Segments

www.click.co.uk

Step 5 – Check your tests

Check your tests

- Adjust settings to target only your IP address

- Set test live to review each variant

- Complete thorough checklist

- Check multiple browsers

- Check multiple devices

www.click.co.uk

Check your tests

- Adjust settings to target a low % of users

- Check tracking is working

- Check Analytics filters are working

- Revert settings and flush data when finished

www.click.co.uk

Step 6 – Launch your tests

Launch your tests

- Set tests live at start of the day

- Ensure correct tracking

- Monitor performance

- Update PIE Analysis and roadmap

www.click.co.uk

Step 7 – Be patient

Be patient

- Don’t look too soon

- Define and run to a cycle

- Jumping to a conclusion is a waste of time and can

be costly

www.click.co.uk

Step 8 – Permanent changes

Permanent changes

- Apply or validate learning across the site

- Consider further iterations

- Consider waiting for several winners

- Share learnings with the business

www.click.co.uk

Step 9 – Rinse and repeat

Rinse and repeat

- Keep expanding and updating your roadmap

- Don’t get complacent with your QA

- More tests = more learnings

www.click.co.uk

Step 10 – Build a bank

Build a bank

- Create a knowledge bank

- Help plan future tests

- Keep for your next website

www.click.co.uk

10 Steps to CRO Success

1. Tool up

2. What to test

3. Plan your tests

4. Build your tests

5. Check your tests

6. Launch your tests

7. Be patient

8. Permanent changes

9. Rinse and repeat

10. Build a bank

www.click.co.uk

Any Questions

Alan Reeves Paid Search Director

DDI 0845 205 0270

Email [email protected]

Website www.click.co.uk

uk.linkedin.com/in/alanreeves1