Introdoction to key conversion rate optimisation software and tactics. Presented 30th June, 2014 to the UX Design Group of Melbourne

1. UNDERSTANDING CONVERSION
RATE OPTIMISATION
@camdegiorgio
Digital Strategist – Next Digital

2. TONIGHT’S AGENDA
 Why CRO?
 CRO Overview
 CRO Process
 Tools
 CROTactics
 Workshop Activity

3. WHY CRO?
 Websites are no longer ‘static’
 Websites/applications needs to constantly evolve
 CRO allows sites to evolve on-going
 Most importantly CRO activity is measurable and often has large impacts from an
ROI perspective

4. HOW CRO & UX INTERACT
 CRO allows you to test ux concepts in real-time
 Provides data to validation ‘hunches’ or ‘best practice’
 Allows you to take learning's from UX research, and validate through eg. Landing
page tweaks, button variations etc.

5. CRO APPROACH
 Above everything else, we want to adopt a ‘test and optimise’ approach when
looking at CRO for clients
 Everything is validated through testing – ‘the data doesn’t lie’
 Provides massive opportunity to be extremely agile

6. CRO PROCESS

7. CRO RECURRING CYCLE

8. TOOLS

9. OPTIMIZELY

10. VISUALWEBSITE OPTIMIZER

11. WP MARKETING SUITE

12. CRAZY EGG

13. GOOGLE ANALYTICS

14. CRO TACTICS

15. TIPSTO HELP REVIEW CURRENT STATE
 We can use heuristic analysis to base hypothesis from, but its always ideal to use
data
 This goes back to the mantra of ‘data doesn’t lie’
 Example of Nielsen's 10 Heuristics: http://www.nngroup.com/articles/ten-
usability-heuristics/
 Google Analytics: Checkout Funnels

16. CROTACTICS/EXAMPLES
 A/BTesting
 Multi-VariantTesting
 Heat mapping Software (great for insights) such as Crazy Egg
 Key Elements to test
 Call to action buttons
 Copy (text)
 Element removal
 Imagery
 A great approach to use is ‘user centric design/task lead user actions’

17. CROTACTICS/EXAMPLES

18. WORKSHOP TIME

22. WANT TO LEARN MORE?