The conversion rate optimization process & how to handle it.

1. How to do conversion rate optimization
with backstage access to Omniconvert
How to do conversion rate optimization
with backstage access to Omniconvert

2. The magic about
conversion rate optimization

3. +6%
Monthly incremental increase in conversion rate
=
+90%
more conversions after one year
without paying anything extra for traffic

5. 1. Business Research
2. Technical Review
3. Quantitative Research
4. Qualitative Research
5. UX Audit
6. Insights Generation
7. Hypothesis prioritization
8. Experiments
9. Adjust, learn, implement
10. Repeat from step 1

6. 1 Business research phase
What does conversion mean for your type of business?
(transaction/lead/other)
Have you done optimization before?
What is the level of freedom we will have in order to actually do CRO?
On how many visitors will the decision maker allow us to play?
Who’s your buyer persona? What emotions are triggering his decision?
Are you measuring lifetime value?
Do you use an RFM model or any other retention-oriented segmentation?
Which are your main points of difference?

7. Nothing important has ever
been discovered without proper exploration.

8. 2 Technical review
> What platform does the website run on?
> Is it loading in the A/B testing editor?
> Is it easy to do small front-end testing without a developer?
> Are the devs from the client side my supporters?
> Is the tracking code installed OK?
> Integrations with CRM/ Email system/ CMS/ Analytics system?

9. Our customer Their platform
Sad developers for 20+ hours

10. Research

11. 3 Quantitative Research
> Funnel analysis
- Drop-out rates for TOFU / MOFU / BOFU
> Segmentation
- Geographical
- Behaviour (no of pageviews/ new/ returning)
- Results
- Traffic Source
- Technology - browser / resolutions
= > Insights

12. Low hanging fruits:
> Bad implementation of G analytics
> Devices - mobile vs desktop
> Browser issues
(G Chrome version X - 0% conversion rate)
> Page speed
> Poor traffic sources
(we made that last month: 4000 clicks from mobile & Indonesia => 0,01% conversion rate)

14. 4 Qualitative Research
> Surveys
- Buyer persona & abandonment reasons/ barriers
- Purchase intentions
- NPS for current customers
- Reasons for buying
> Voice of customer
- Chat transcripts
- Support questions
> Heatmap
- Scroll map
- Session recordings
= > Insights

16. If the price is too high...

20. 5 UX Audit
> Navigation Flows
> Battleship View
> Persuasion Slide (Roger Dooley)
> Emotional Audit (Talia Wolf)
=> Insights

23. 6 Insights generation
> Analytics insights
+
> Qualitative research insights >
+
> UX audit insights
Hypothesis

24. 7 Hypothesis prioritization
> Potential
> Importance
> Easyness

25. Hypothesis Optimization plan

26. 8 Experiments
> A/B testing
> Personalization
> Interactions
> Surveys

27. Exit-intent for Avon

28. Recommended for you
See more>

30. Engagement results
+292% more page views
+111% more page views
+73% more page views

31. Statistical significance

32. Bulgarian website
Shoes category
Non-filter users
+16% conversions

33. Czech website
Dresses category
Non-filter users
+8% conversions

34. Greek website
Shoes category
Non-filter users
+8% conversions

35. Control Variation
Product Page
All visitors
+51% conversion rate
99% statistical relevance

36. 8 Adjust, learn, implement
Statistical significance
> Experiment is winning > Decide
> Experiment is losing > Decide
> Experiment has won > Learn > Implement
> Experiment has lost > Learn
Resource: http://abtestguide.com/calc/

37. Experiment
Negative
Learn for the
future
Positive
Implement
Don’t
implement
Monitor if the
Gains are continued

38. 10 Repeat
Repetition is the mother of knowledge.
Start again from step 7.

39. >3 years >12k websites >3,5 BN visits / month

40. A team of 50 people (not all of them are here:)

42. Thank You &
Thank you!
PS: we’re hiring!
CRO newbies/experts, content, marketing people
maria.caciur@omniconvert.com