CONVERSION OPTIMIZATION By Kate Wilkins Mastering the Essentials of
Aug 16, 2015
1. Get Your Head In The Game
• Mindset of an Optimizer• It’s all about GROWTH & BETTER MARKETING
• Your opinions don’t matter!!!
• Don’t expect to know it all
• Test, Rinse, Repeat, Learn
Overview of the Conversion Optimization Process
Set GoalsMeasure &
Gather Data
Analyze Data
Turn Data Into
Insights
Turn Insights
Into Hypotheses
Test Your Hypotheses
Get Data From Tests
Back To Data
Analysis
Research XL Framework
1. Technical Analysis
2. Heuristic Analysis
3. Web Analytics Analysis
4. Mouse Tracking Analysis
5. Qualitative Research/Surveys
6. User Testing
7. Sum-up
• You have to be able to measure your ideas with data• This is where Google Analytics becomes your BFF
• You can learn what people are doing and where the site is leaking money
• Be careful: Averages lie! • Look at segments, distributions, and comparisons
To Help You Find Problems and Solve Them…
• Use Heat, Click, Attention & Scroll Maps• All use mouse tracking to track site visitors’ behavior
• For Example, if there are a lot of “clicks” on a non-link that looks like a link, either:
• Make it a link, or
• Don’t make it look like a link!
3 Key Elements Of A Survey
1.Decide which pages will have the survey
2.Set your own questions
3.Determine the criteria for when to show the survey
6. Testing, Testing. 1, 2, 3…
• Use REAL people in a REAL situation• Also known as: User Testing
• This will give you the most accurate data
• Can be in-person or remote
• OBSERVE the user and LEARN from them
3 Key Types Of Tasks To Test• Specific• $40 Red/White striped TOMS, size 9W
• Broad• Cute Shoes
• Tunnel Completion• Buy a pair of TOMS
7. Allocating Your Findings
• Test• Place Stuff Here for More
Testing
• Instrument• Improve the Analytics
• Hypothesize• Needs More Thought
• Just Do IT• Easy Fixes
• Investigate• Dig Deeper
• Now Prioritize!!!
Convinced Yet?
Make sure your sample size is big enough
Bad testing is worse than no testing at all
Test the issues to validate and learn