The behavior of customers changes continuously and a lot of myths exit in regards to what does and does not work for websites. This makes Conversion Rate Optimization even more relevant.
This presentation is based on research done among 150 European customers from Google about the state of CRO. Based on this research we also look ahead to see where CRO is going in the years to follow.
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The State of Conversion Rate Optimization - Google. OrangeValley Event ‘Data-Driven Marketing in de volgende versnelling ‘
1. The State of Conversion Rate Optimization
Jorden Lentze
Max van der Heijden
2. The State of CRO
The future of CRO
2 usability myths
you should avoid
The agenda for today
3. General insights survey among 150 EMEA customers
Source: Conversions@Google2016 - State of CRO Survey, 2016
# of employees in company? Dedicated CRO department?
4. % of companies running 6 or more tests per month
How many tests do companies run?
Source: Conversions@Google2016 - State of CRO Survey, 2016
54%of companies with a dedicated CRO department
16%of companies without a dedicated CRO department
5. It is not bad to “fail”
Source: Conversions@Google2016 - State of CRO Survey, 2016
I haven't failed. I've just found 10,000 ways that won't work“
”- Thomas Edison
49%of tests are not successful when
running 1-2 A/B tests per month
83%of tests are not successful when
running 21+ A/B tests per month
6. Mobiel wordt steeds belangrijker
Within 5 years there will be no more CRO specialists
The more experiments you run,
the more you will fail
9. What have we learned so far?
The more experiments you run, the more you will learn
Use these failures to learn, iterate and improve
Beware of “Fortune Tellers” and HiPPOs
Use a combination of data-driven methods to determine what to test and to prioritize accordingly
(e.g. PIE model)
15. This is what slider do to visitor behavior
Visitors start scrolling right away
because there is so little relevant
content above the fold……...
Source: Conversions@Google2016 - Luke W.
16. Do not stop optimizing when using homepage sliders
17. The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders
2. Do not use automatic homepage sliders
3. Be relevant! A/B test and improve them.
Make them as user friendly and
effective as possible
29. What have we learned so far?
Think about why you are using sliders and test them
It would be best not the use them. But if you have to, there is a lot you can improve upon
Only use hamburger menus at McDonalds
If your customers cannot find your products they cannot buy them
30. What does the future look like?
Combining our view with those of industry experts
40. Personalization now
Apply segmentation to gain insights in the behavior of “groups” of people
Use these insights to provide these segments with a different experience
Repeat with this with a different segment or a more specific segment
43. CRO is growing
fast but
organizations
lag behind
The future of CRO:
a unique experience for each user
CRO is essential
for making
better decisions
44. 30% of A/B tests is successful.
This also means that if you do not
a/b test, there is a 70% chance that
if you implement a change on your
website it will have no or a
negative impact on your revenue.
Remember…….
45. Think big and
make small
changes
Analyse
customer
behavior and
analytics
data
Measure true
impact by a/b
testing
Continuous a/b
testing
Weekly CRO
team
meetings
So use Conversion Rate Optimization to make better
business decisions.
CRO is an iterative
process that utilizes
customer data and
behavioral insights to
make better business
decisions