Slideshare 3: Master the Essentials of Conversion Optimization

MASTER THE ESSENTIALS OF CONVERSION OPTIMIZATION-PEEP LAJA

SLIDE SHARE #3 BY ASHLEY ENYEART

#1 MINDSET OF AN OPTIMIZER

Its all about growth.

#1 MINDSET OF AN OPTIMIZER

“In my insignificant, unsupported, baseless opinion.”

#1 MINDSET OF AN OPTIMIZER

Set goals-> Set up measurement and gather data->analyze data-> turn data into insights-> turn insights into prioritized hypotheses-> get data from tests-> back to data analysis.

#2 CONVERSION RESEARCH

Step 1. Technical Analysis

Step 2. Heuristic Analysis

Step 3. Web Analytics Analysis

Step 4. Mouse Tracking Analysis

#2 CONVERSION RESEARCH

Step 5. Qualitative Research/Surveys

Step 6. User Testing

Step 7. Sum-up

#3 GOOGLE ANALYTICS FOR CRO

What we can learn:- What people are doing- The impact and

performance of ever feature, widget, and page

- Where the website is leaking money

#3 GOOGLE ANALYTICS FOR CRO

There are useful metrics and useless metrics.

The job of a metric is to provide actionable insight.

#4 MOUSE TRACKING AND HEATMAPS

AKA Hover map. - Based on where the mouse

“hovers”. But does not prove where the customers attention really is.

Very questionable accuracy.

#4 MOUSE TRACKING AND HEATMAPS

Visual of where on the site that people click.

Can also do Google analytics enhanced link attribution.

People may click things that look like links, you can fix that.

#4 MOUSE TRACKING AND HEATMAPS

Shows how far down people scroll on a page.

Makes it easier to prioritize content.

Sprinkle calls to action in your page where your biggest drop-off points are.

#4 MOUSE TRACKING AND HEATMAPS

Record sessions of people using your site.

Very useful for watching people fill out forms on your website step by step.

You can gain a lot of insight about your website with this tool.

#4 MOUSE TRACKING AND HEATMAPS

Which form fields cause the most error messages?

Which form field people hesitate to fill? Hesitation measured in milliseconds.

Which form fields people leave empty, even though they’re required.

#5 USING WEBSITE SURVEYS

Types- Exit Surveys- On-Page Surveys

Survey question should be about that one page.

Start with a yes or no question first then ask them to explain.

#6 USER TESTINGGives a direct input on how real users use your site.

Film the entire process

Doing it remotely by using online user testing tools is the cheapest and fastest way.

3 Types of tasks to include:- A specific task- A broad task- Funnel Competition

#7 FROM DATA TO TEST HYPOTHESIS

1. Test2. Instrument3. Hypothesize 4. Just do it5. Investigate

#7 FROM DATA TO TEST HYPOTHESIS

Prioritize

Start with high prioritize and leave low priority last.

Essentially, follow the money. Start with things that will make a positive impact on your bottom line right away.

#7 FROM DATA TO TEST HYPOTHESIS

Every good test is based on a hypothesis

Testing is validated learning

Learning leads to insight which leads to better hypotheses, and in turns into better results

DON’T TEST WITHOUT A HYPOTHESIS

#8 GETTING A/B TESTING RIGHT

Testing is no joke, you have to test right or it’ll be worse then not testing at all.

Take it seriously and get help from a developer.

You need to make sure your sample size is big enough.

No substitution for experience.

#9 LEARNING FROM TEST RESULTS

Tests lose all the time, its about learning.

“Test is really data collection. Personally, I think the winner/loser vocabulary perhaps induces risk adversity.”

If you cant learn from failure, you’ve designed a crap test.