A brief look on conversion rate optimization
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Transcript of A brief look on conversion rate optimization
A brief look on
Conversion Rate Optimization
ganztags.
// Est. 2011
// Located in Berlin, Germany
// 7 employees
// "Online Marketing to Increase Revenue"
// Focus on Publishing and E-Commerce
// Everything from label and label maker, cleaning supplies, vacuum cleaner, digital asset management software, identification solutions, garage supplies, access control, visitor management to cars
SEO SEA
Conversion Optimization
Web Analysis
// Est. 1985
// Marketing since 2008, BA Business Communication
// Online Marketing (SEO) since 2011
// Guitar, Singing & Screaming
Lars Antrack
Conversion Rate Optimization A/B- Testing
Case Studies and Best Practices TL;DL
Conversion Rate Optimization
Generate the most conversions with the same amount of users.
E-Commerce The highest possible number of orders.
News and Infosites The highest possible number of page views per session and the highest possible number of orders on a partner’s website.
Company Website The highest possible number of leads / contact requests.
Types of websites
Tools for conversion rate optimization
A/B- Testing
The human brain Monitoring
A/B - Testing
What is A/B- Testing?
“A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment ”
— Wikipedia
What is A/B- Testing?
Define the goal
Find bottlenecks
Run test, learn and repeat
Create alternate assumptions
How to do A/B - Testing
Technical Set Up
Website
Tracking Codes
Testing Codes
Events
Data
Dos & Don’ts
Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
Don’t surprise regular visitors.
Don’t let your gut feeling overrule test results.
Dos
Know how long to run a test before giving up.
Dos
Know how long to run a test before giving up.
Show repeat visitors the same variations.
Make your A/B test consistent across the whole website.
Do many A/B tests.
Start testing today!
Case Study
Starting Situation
7,500 Images each 1.5 MB
Loading times up to 8 seconds
Website Performance
Assumption
What would happen if we took the time to compress all our existing images?
Website Performance
Variation
8,63 %
58,69 % Uplift
5,44 %
Control
Results: Clicks to shopping cart
Website Performance
+7,400 EUR (Profit each month)
Website Performance
Quick test for every website
7-level model
Relevancy
Trust
Orientation
Stimulant
Certainty
Comfort
Valuation
Does this website offer what I was searching for?
Can I trust this website?
What’s the next step? What are my options?
Is this the right option for me?
Is there a catch?
Do I have to learn something new?
André Morys, "Die 7 Ebenen der Konversion"
Best Practices for Publisher
Best Practices for Publisher// Font size should be at least 16px
// Visual Hierarchy (headlines and sub headlines)
// Width should be max. 550px
// Use short paragraphs (3-5 lines)
// Add a date on top
// Add a summary on top
// Highlight important messages
// Only add links / advertisement if relevant to the content
// Use Google Analytics like a pro
Good examples for content pages
The Verge
The Verge
Süddeutsche Zeitung
Süddeutsche Zeitung
Use Google Analytics like a pro// Measure clicks on external links
// Set up "real" goals
// Measure Scroll Depth
// Measure active time on site
// Measure screen time
// Understand bounce rate and avg. session duration
// Block your spam traffic
TL;DLtoo long; didn't listen
TL;DL// Success on the internet = Traffic * Conversion
// A good website is like a good book: specialised on one topic and interesting to other people
// Make sure a computer understands your website
// Start A/B Testing immediately; it isn’t expensive
// Metrics are your friends
That’s it!