Post on 12-Apr-2017
The State of Conversion Rate Optimization
Jorden LentzeMax van der Heijden
The State of CRO
The future of CRO
2 usability myths you should avoid
The agenda for today
General insights survey among 150 EMEA customers
Source: Conversions@Google2016 - State of CRO Survey, 2016
# of employees in company? Dedicated CRO department?
% of companies running 6 or more tests per month
How many tests do companies run?
Source: Conversions@Google2016 - State of CRO Survey, 2016
54% of companies with a dedicated CRO
department
16% of companies without a dedicated CRO
department
It is not bad to “fail”
Source: Conversions@Google2016 - State of CRO Survey, 2016
I haven't failed. I've just found 10,000 ways that won't work
“ ” - Thomas Edison
49% of tests are not successful
when running 1-2 A/B tests per month
83% of tests are not successful
when running 21+ A/B tests per month
Mobiel wordt steeds belangrijker
Within 5 years there will be no more CRO specialists
The more experiments you run, the more you will fail
learn
Beware of “Fortune Tellers” and HiPPOs
Prioritization of experiments
Source: Conversions@Google2016 - State of CRO Survey, 2016
What have we learned so far?
The more experiments you run, the more you will learnUse these failures to learn, iterate and improve
Beware of “Fortune Tellers” and HiPPOsUse a combination of data-driven methods to determine what to test and to prioritize accordingly (e.g. PIE model)
2 usability myths
Does your website have an automatic slider?
NOYes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Why do you use an automatic homepage slider?
Why are sliders used?
1. Multiple messages above the fold
2. Politics
3. Monetisation
4. It’s beautiful
What about your customers?
This is what slider do to visitor behavior
Visitors start scrolling right away
because there is so little relevant
content above the fold……...
Source: Conversions@Google2016 - Luke W.
Do not stop optimizing when using homepage sliders
The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders
2. Do not use automatic homepage sliders
3. Be relevant! A/B test and improve them. Make them as user friendly and effective as possible
Have you tested this?
Does your mobile website have a hamburger menu?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Only use hamburger menus at McDonalds
Example of A/B test with Menu
Source: Menu eats hamburger
Why do you have to explain what it does?
If there is important content behind the Hamburger Menu. Why would you want to hide it?
And why put it as far away as possible?
Source http://www.lukew.com/ff/entry.asp?1927
Why are hamburger menus used so often?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016
Why are hamburger menus used so often?
At which websites do you look for ideas?
Why are hamburger menus used so often?
Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015
What have we learned so far?
Think about why you are using sliders and test themIt would be best not the use them. But if you have to, there is a lot you can improve upon
Only use hamburger menus at McDonaldsIf your customers cannot find your products they cannot buy them
What does the future look like?
Combining our view with those of industry experts
Within 5 years there will be no more CRO specialists
Source: Conversions@Google2016 - State of CRO Survey, 2016
Multi-disciplinary teams and specialisationCRO specialist
UX designer
Analyst
Developer
Product specialist
Psychologist
Copywriter
Successful companies will embrace experimentation in its culture and
organization
Netflix did 600 a/b test for a redesign
No more redesigns
Personalization is a buzzword
Personalization is key, but it comes with risks
First get your a/b testing op and running
Then start with segmentation……..
Personalization now
Apply segmentation to gain insights in the behavior of “groups” of people
Use these insights to provide these segments with a different experience
Repeat with this with a different segment or a more specific segment
Page speed is key in 2017
1.9% conversion rate
1.5% conversion rate
180,000
140,000
100,000
60,000
0
20,000
Sess
ions
Sessions Conversion rate (%)
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.61.2 1.5 1.8 2.1
1 second faster = +27% conversion rate
Source: SOASTA Case study (September 1st, 2015)
Confidential & Proprietary
Pixel Home Allo
What will be the impact of artificial intelligence…… on CRO and UX design?
CRO is growing fast
but organizations
lag behind
The future of CRO:a unique experience for each
user
CRO is essential for
making better decisions
30% of A/B tests is successful. This also means that if you do not a/b test, there is a 70% chance that if you implement a change on your website it will have no or a negative impact on
your revenue.
Remember…….
Think big and make
small changes
Analyse customer behavior
and analytics
data
Measure true impact by a/b
testing
Continuous a/b testing
Weekly CRO team
meetings
So use Conversion Rate Optimization to make better business decisions.
CRO is an iterative process that utilizes customer data and behavioral insights to make better business decisions
Source: Peep Laja