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Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014

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Manuel Da Costa
Manuel Da Costa

Introduction to Conversion Rate Optimisation at LS Yorkshire Leeds in Feb 2014.

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CONVERSION RATE OPTIMISATION 101 LS YORKSHIRE 13/2/2014
Who Am I? Conversion Rate Optimisation / Analytics / UX LEANCONF Tweet me on @Digital_tonic
CONVERSION OPTIMISATION IS NOT
CONVERSION OPTIMISATION IS NOT Short Pages vs Long Pages
What Is Your Conversion Rate? Number of actions ________________ X 100 Conversion Rate = Total of unique visitors
What Is Your Conversion Rate? 10 ________________ X 100 Conversion Rate = 1000
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: INVESTIGATE Understand User Behaviour
Your Analytics
Visitor Usage Patterns Clickmaps Heatmaps Session Video Replay
Visitor Usage Patterns Mouseflow Crazy Egg Ghostrec Inspectlet
Gather Qualitative Feedback Qualaroo ! Webengage ! Snapengage
Live Chat Zopim ! Olark
STEP 2: IDEATE Brainstorm 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 ________________ Signups / Product sale will lift conversion rates for ________________
STEP 3: CREATE Setup Your A/B Test (or A/B/C/D Test)
The Toolbox
STEP 4: COLLATE What have you learnt?
Variation outperformed Control by 215% Check for statistical significance http://visualwebsiteoptimizer.com/ab-split-significance-calculator/
WHAT NEXT? SEGMENT YOUR AUDIENCE AND RUN TESTS KEEP TESTING!
TESTS FAIL BUT THERES ALWAYS A WINNER
LETS PLAY A GAME Vote for the winning variant
Version A
Version B
VERSION B WON
Version A
Version B
VERSION A WON
FURTHER READING
Want The Slide Deck & Videos From This Talk? http://bit.ly/digitaltonictalks Questions / Feedback / Get In Touch manuel@digital-tonic.co.uk @digital_tonic

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