Post on 13-Apr-2017
CONVERSION RATEOPTIMIZATION 101
Make Your Website Convert!
Chris Edwards Co Ownerat CE Squaredhttps://cesquared.com
@ChrisEdwardsCE
WHERE DO YOU START?
CRO is a process of diagnosis hypothesis and testing
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GET INTO THE CRO MINDSET
Don’t be afraid to failKeep an open mind Do more with less Follow the data
LET IT GO!
First
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START WITH A PLANSecond
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DON’T JUST TEST TO TEST
Define your metrics Create goals Start big, refine down
KNOW WHY!
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CREATE A BACKLOG
Plan out future tests Tests can end early Be ready to switch out
WHAT’S NEXT!
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COLLECT QUANTITATIVE DATAThird
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SO MANY TOOLS!
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MOST COMMON
Easy to install Goal & event tracking Widespread use
IT’S FREE!
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MORE ADVANCED
They are directly integrated
into most AB testing tools
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BUILD YOUR FUNNEL
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BUILD YOUR FUNNEL
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BUILD YOUR FUNNELExperiments show in funnel reports automagically
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BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
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BUILD YOUR FUNNEL
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COLLECT QUALITATIVE DATAFourth
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ON PAGE SURVEYSAsk questions at funnel drop off points
How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
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THE TOOLS
Free Option
Paid
Paid
On Page Survey
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HEATMAPS
Learn What’s Important
Find hot spots How far are users scrolling? What are they reading?
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HEATMAPSHave models look to the product or call to action
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VISITOR RECORDINGS
Watch Your Visitors
See their mouse movements Identify long pauses Identify “lost” visitors Watch how they navigate your site
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THE TOOLSHeatmaps & Visitor Recordings
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THE TOOLS
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UPDATE BACKLOG
Use insights gained from all this data to build up your backlog for A/B Testing
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START TESTINGFinally!
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THE TOOLS
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ADD JAVASCRIPT TO SITE
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
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EASY TO USE WYSIWYG
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EASY TO USE WYSIWYG
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EASY TO USE WYSIWYG Control (A) Variant (B)
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EASY TO USE WYSIWYG Control (A) Variant (B)
21%@ChrisEdwardsCEcesquared.com
WHAT DO YOU TEST FIRSTTesting
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PAGES WITH HIGH TRAFFIC
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PAGES WITH HIGH TRAFFIC
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TEST BUTTONSTest A Test B
vs
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TEST BUTTONSTest A Test B
vs21%@ChrisEdwardsCEcesquared.com
TEST IMAGESTest A Test B
vs
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TEST IMAGESTest A Test B
vs19%@ChrisEdwardsCEcesquared.com
TEST LAYOUTS
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TEST FLOWS
Sign Up FlowsFirst User Experience When To Send Welcome Emails When To Promote Upgrades or Paid Features
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TEST MONEY PAGES
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THINK OUTSIDE THE BOX
Clean Shaven Bearded Hipster
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THINK OUTSIDE THE BOX
Clean Shave Bearded Hipster
49%Hipster Wins!
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DON’T SCREW UPWarning
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STAY FOCUSEDOnly change one element at a time
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LOW TRAFFIC?
Stick to A/B Testing, not A/B/C
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LOW TRAFFIC?
Stick to A/B Testing, not A/B/C
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CALLING TESTS TO EARLY
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DOUBLE CHECK AMAZING
956%Whoa! That seems
almost too good to be true!
IS IT CORRECT?
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QUESTIONS?Thank You
Chris Edwards Co Ownerat CE Squaredhttps://cesquared.com
@ChrisEdwardsCEcesquared.com