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Conversion Research
1 hour for Research? Holy Cow!
@OptimiseOrDi
e
• Split Testing, Analytics, UX
• Lean, Agile, Growth Optimisation
• 100M+ visitors tested
• 200+ sites, 26 languages
• Starting Testing? Bad ROI?
• Not learning enough?
• My job – to transfer skills!
@OptimiseOrDiecolinski.tumblr.com
@OptimiseOrDie
The Gartner Hype Cycle ™
1 Tool Installed
2 Stupid testing
3
4
Peak of Stupidity
5 ROI questioned
6 Statistics debunked
7 Faith crisis
8
The Trough of Testing
Scaled up
Stupidity
9 Where, How, Why
10 Data science
11
Testing to learn
12
Innovation
Testing
@OptimiseOrDie
@OptimiseOrDie
• Do some Analytics modelling
• Understand the shedding of
layers
• Narrow your focus and scope
• Bank better gains earlier in time
1
Test in the Right Places
Is there anything holding you from
doing conversion research?
1. Time
2. Client/Company Buy-In
3. Budget
4. Don’t know where to start
Conversion Research in One Hour
@OptimiseOrDie
1 Hour Page Analytics
Influence Pages
Entry Points
Landing Pages
Device Mix
Customer Mix
Traffic Mix
Flow
Intent
Marketing -> Site
flow
Page or Process
Next Steps
Abandonment
Exits
Mix of abandonment
Flow
Ad
SERP
Banner
Email
Campaign
Aff
Referrer
Landing
Page
Conf. Page
Interaction
Step
PPC
Organic
Display
Email
Social
Desktop - Mobile - Tablet
@OptimiseOrDie
1 Hour Landing Page Analytics
• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What are the key metrics like (e.g. bounce rate, conversion)?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What is the goal or ecommerce conversion through this page?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What channel traffic comes to the page?
https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig
• What is the mix of tablet / mobile / desktop to the page?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• What are the resolutions of devices?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• How slow are the landing pages?
https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q
• What are the pages right after the landing page?
(Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)
• What is the flow like from this page?
(Use the Behaviour Flow Report)
• What does it look like on the top devices?
(Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
Custom LPO Report
Goal 1 (Completions) Goal 1 (Conversion Rate)
http://bit.ly/1Mpg3lf
Goal 1 (Completions) Goal 1 (Conversion Rate)
/landing-page/1
/landing-page/2
/landing-page/3
/landing-page/4
/landing-page/5
Goal 1 (Completions) Goal 1 (Conversion Rate)
/landing-page/1
/landing-page/2
/landing-page/3
/landing-page/4
/landing-page/5
- Look at Goal Completions & Goal Conversion Rate
- Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great)
- Bounce Rate is good for comparing pages & performance
- What is the device mix?
- Compare Conversion Rate across devices
- Compare Bounce Rate across devices
Goal 1 (Completions) Goal 1 (Conversion Rate)
- Get into the individual channels
- Look at flow composition, where is everything coming from?
- Compare Bounce Rate & Conversion Rate for channels
- Traffic quality (high traffic low quality vice versa)
Goal 1 (Completions) Goal 1 (Conversion Rate)
- Look at proportion of New & Returning users
- Compare Conversion Rate & Bounce Rate
Goal 1 (Completions) Goal 1 (Conversion Rate)
@OptimiseOrDie
iPhone Models in Google Analytics
Screen Resolution
320 x 480 = iPhone 4/4S
320 x 568 = iPhone 5/5S
375 x 667 = iPhone 6
414 x 736 = iPhone 6+
https://www.google.com/analytics/web/template?uid=lpVf8LveSqyd3mdsHjdfzQ
https://www.google.com/analytics/web/template?uid=fmUzp_gzRIy7LnvZJjCDOQ
https://www.google.com/analytics/web/template?uid=y7sYIXDhQrmswHAiNo8iLA
Landing Page
Performance
Across
Devices Performance
Across
Channels
Performance
Based on
User Type
Bounce Rates
Traffic
Composition
Conversion
Rates
Sample Sizes
Revenue /
Goal
Completions
@OptimiseOrDie
1 Hour Landing Page Analytics
• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What are the key metrics like (e.g. bounce rate, conversion)?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What is the goal or ecommerce conversion through this page?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What channel traffic comes to the page?
https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig
• What is the mix of tablet / mobile / desktop to the page?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• What are the resolutions of devices?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• How slow are the landing pages?
https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q
• What are the pages right after the landing page?
(Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)
• What is the flow like from this page?
(Use the Behaviour Flow Report)
• What does it look like on the top devices?
(Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
@OptimiseOrDie
2 Hour Plan!
• Form Analytics data
• Scroll or Click Maps
• Make a horizontal funnel from the landing page
• Check the:
– Marketing Creatives / SERP fully
– Look at Landing page ZERO!
@OptimiseOrDie
Modelling - Intent
All traffic
HearingSight
StoreOther
Step 1
Step 2
Step 3
Goal
Page PageHearing
@OptimiseOrDie
Modelling – Multiple Funnel Endings
All traffic
InfluenceIntent
Influence
Step 1
Step 2
Step 3
Goal
Page Page
Entry
Page
1
2
3
4
1
2
3
4
1
2
3
4
Bounce
Search or
Category
Product
Page
Add to
basket
View
basket
Checkout
@OptimiseOrDie
Modelling – Ring Models
Modelling – Horizontal Funnels
@OptimiseOrDie
4. If you have 4 hours
• Set up a poll or survey (See my tools slides)
• Set up an exit (bail) survey
• Friends, Family, New Employee user testing
• Guerrilla user testing
• Snap interviews (Sales, Customer Services)
• 5 Second Test
@OptimiseOrDie
• Lean Analytics
• UX Research
• Interviewing
• Surveys and Polls!
No Excuses – Do Your Research
- Session Recordings
- Reviews / Social
- Exit Surveys
- Interview Customers
- Interview Sales Team
What Else?
Thank You!
Email me sullivac@gmail.com
Slides bit.ly/googfintech
Linkedin linkd.in/pvrg14

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Conversion Research in One Hour

  • 1. Conversion Research 1 hour for Research? Holy Cow!
  • 2. @OptimiseOrDi e • Split Testing, Analytics, UX • Lean, Agile, Growth Optimisation • 100M+ visitors tested • 200+ sites, 26 languages • Starting Testing? Bad ROI? • Not learning enough? • My job – to transfer skills! @OptimiseOrDiecolinski.tumblr.com
  • 4. 1 Tool Installed 2 Stupid testing 3 4 Peak of Stupidity 5 ROI questioned 6 Statistics debunked 7 Faith crisis 8 The Trough of Testing Scaled up Stupidity 9 Where, How, Why 10 Data science 11 Testing to learn 12 Innovation Testing @OptimiseOrDie
  • 5. @OptimiseOrDie • Do some Analytics modelling • Understand the shedding of layers • Narrow your focus and scope • Bank better gains earlier in time 1 Test in the Right Places
  • 6. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
  • 8. @OptimiseOrDie 1 Hour Page Analytics Influence Pages Entry Points Landing Pages Device Mix Customer Mix Traffic Mix Flow Intent Marketing -> Site flow Page or Process Next Steps Abandonment Exits Mix of abandonment Flow
  • 10. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
  • 11. Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1Mpg3lf
  • 12. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5
  • 13. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
  • 14. - What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices Goal 1 (Completions) Goal 1 (Conversion Rate)
  • 15. - Get into the individual channels - Look at flow composition, where is everything coming from? - Compare Bounce Rate & Conversion Rate for channels - Traffic quality (high traffic low quality vice versa) Goal 1 (Completions) Goal 1 (Conversion Rate)
  • 16. - Look at proportion of New & Returning users - Compare Conversion Rate & Bounce Rate Goal 1 (Completions) Goal 1 (Conversion Rate)
  • 17. @OptimiseOrDie iPhone Models in Google Analytics Screen Resolution 320 x 480 = iPhone 4/4S 320 x 568 = iPhone 5/5S 375 x 667 = iPhone 6 414 x 736 = iPhone 6+ https://www.google.com/analytics/web/template?uid=lpVf8LveSqyd3mdsHjdfzQ https://www.google.com/analytics/web/template?uid=fmUzp_gzRIy7LnvZJjCDOQ https://www.google.com/analytics/web/template?uid=y7sYIXDhQrmswHAiNo8iLA
  • 18. Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Revenue / Goal Completions
  • 19. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
  • 20. @OptimiseOrDie 2 Hour Plan! • Form Analytics data • Scroll or Click Maps • Make a horizontal funnel from the landing page • Check the: – Marketing Creatives / SERP fully – Look at Landing page ZERO!
  • 21. @OptimiseOrDie Modelling - Intent All traffic HearingSight StoreOther Step 1 Step 2 Step 3 Goal Page PageHearing
  • 22. @OptimiseOrDie Modelling – Multiple Funnel Endings All traffic InfluenceIntent Influence Step 1 Step 2 Step 3 Goal Page Page Entry Page 1 2 3 4 1 2 3 4 1 2 3 4
  • 25. @OptimiseOrDie 4. If you have 4 hours • Set up a poll or survey (See my tools slides) • Set up an exit (bail) survey • Friends, Family, New Employee user testing • Guerrilla user testing • Snap interviews (Sales, Customer Services) • 5 Second Test
  • 26. @OptimiseOrDie • Lean Analytics • UX Research • Interviewing • Surveys and Polls! No Excuses – Do Your Research
  • 27. - Session Recordings - Reviews / Social - Exit Surveys - Interview Customers - Interview Sales Team What Else?
  • 28. Thank You! Email me sullivac@gmail.com Slides bit.ly/googfintech Linkedin linkd.in/pvrg14

Notes de l'éditeur

  1. So – a boring intro bit about me – don’t worry – it’ll be over quickly. You can have a look at your phones for a couple of minutes or just watch David Lynch’s finger instead.
  2. I’ve been working on this presentation and thinking about it for over two months now. And this is one of the first graphs I wanted to include, because it represents the hype cycle in AB testing. This is what a lot of companies go through with new technology adoption, so I wanted to show you what the AB testing hype cycle would look like [CLICK]
  3. I hope you enjoyed my talk as much I did writing it. All my details are here including the slides, for you to download. Go forth and Optimise!