Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013)

CONVERSION RATE OPTIMISATION FOR STARTUPS

Lean Startup London 24/9/2013

Who Am I?

Conversion Optimisation & Web Analytics Consultant / DIGITAL TONIC

Founder / Bride BookOrganiser / Lean Startup Manchester

Founding Organiser / Leanconf

@digital_tonicTweet me

CONVERSION OPTIMISATION IS NOT

CONVERSION OPTIMISATION IS NOT

Short Pages vs Long Pages

What Is Your Conversion Rate?

Conversion Rate = Number of actions________________Total of unique visitors

X 100

What Is Your Conversion Rate?

Conversion Rate = 10________________1000

X 100

CONVERSION RATE OPTIMISATION

Understand Your Visitor Behaviour

Hypothesise ways of Persuading more effectively

Test & Analyse

DO YOU LISTEN TO YOUR GUT OR DATA?

Why Do Visitors Leave Your Website

Why Do Visitors Leave Your Website

Why Do Visitors Leave Your Website

The Squint Test

Conversion Rate Optimisation == The Lean Approach

STEP 1: INVESTIGATEUnderstand User Behaviour

Your Analytics

Visitor Usage Patterns

Clickmaps Heatmaps Session Video Replay

Visitor Usage PatternsMouseflow

Crazy Egg

Ghostrec

Inspectlet

Gather Qualitative Feedback

Qualaroo

Webengage

Snapengage

Live Chat

Zopim

Olark

STEP 2: IDEATEBrainstorm your Hypothesis

DON’T BLINDLY FOLLOW THE BEST PRACTICES

Test Everything

Everything is an ASSUMPTION

Page Layout

Header Copy

Add / Remove Testimonials

Button Colour

Video on page

Your Hypothesis

________________Change you want to make will lift conversion rates for ________________Signups / Product sale

STEP 3: CREATESetup Your A/B Test (or A/B/C/D Test)

The Toolbox

STEP 4: COLLATEWhat have you learnt?

Variation outperformed Control by 215%

http://visualwebsiteoptimizer.com/ab-split-significance-calculator/Check for statistical significance

WHAT NEXT?SEGMENT YOUR AUDIENCE AND RUN TESTS

KEEP TESTING!

TESTS FAILBUT THERES ALWAYS A WINNER

LETS PLAY A GAMEVote for the winning variant

Version A

Version B

VERSION B WON

Version A

Version B

VERSION A WON

FURTHER READING

Questions?

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