Presentation about Conversion optimization from Conversion Experts
CONVERSION RATE OPTIMIZATION 101€¦ · CONVERSION RATE OPTIMIZATION 101 Make Your WordPress Site...
Transcript of CONVERSION RATE OPTIMIZATION 101€¦ · CONVERSION RATE OPTIMIZATION 101 Make Your WordPress Site...
![Page 1: CONVERSION RATE OPTIMIZATION 101€¦ · CONVERSION RATE OPTIMIZATION 101 Make Your WordPress Site Convert! Chris Edwards Director of Technology at Effin Amazing @ChrisEdwardsCE.](https://reader036.fdocuments.in/reader036/viewer/2022071023/5fd84bc4c5316f0dd610d389/html5/thumbnails/1.jpg)
CONVERSION RATE OPTIMIZATION 101
Make Your WordPress Site Convert!
Chris Edwards Director of Technologyat Effin Amazing@ChrisEdwardsCE
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WHERE DO YOU START?
CRO is a process of diagnosis hypothesis and testing
#beamazing @ChrisEdwardsCE
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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!#beamazing @ChrisEdwardsCE
First
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START WITH A PLAN
#beamazing @ChrisEdwardsCE
Second
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DON’T JUST TEST TO TEST
#beamazing @ChrisEdwardsCE
Define your metrics Create goals Start big, refine down
KNOW WHY!
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CREATE A BACKLOG
#beamazing @ChrisEdwardsCE
Plan out future tests Tests can end early Be ready to switch out
WHAT’S NEXT!
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COLLECT QUANTITATIVE DATA
#beamazing @ChrisEdwardsCE
Third
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SO MANY TOOLS!
#beamazing @ChrisEdwardsCE
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MOST COMMON
#beamazing @ChrisEdwardsCE
Easy to install Goal & event tracking Widespread use
IT’S FREE!
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MORE ADVANCED
#beamazing @ChrisEdwardsCE
They are directly integrated
into most AB testing tools
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BUILD YOUR FUNNEL
#beamazing @ChrisEdwardsCE
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BUILD YOUR FUNNEL
#beamazing @ChrisEdwardsCE
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BUILD YOUR FUNNEL
#beamazing @ChrisEdwardsCE
Experiments show in funnel reports automagically
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BUILD YOUR FUNNELExperiments show in funnel reports automagically
#beamazing @ChrisEdwardsCE
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BUILD YOUR FUNNELExperiments show in funnel reports automagically
#beamazing @ChrisEdwardsCE
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BUILD YOUR FUNNELExperiments show in funnel reports automagically
#beamazing @ChrisEdwardsCE
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BUILD YOUR FUNNEL
#beamazing @ChrisEdwardsCE
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COLLECT QUALITATIVE DATA
#beamazing @ChrisEdwardsCE
Fourth
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ON PAGE SURVEYS
#beamazing @ChrisEdwardsCE
Ask 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
#beamazing @ChrisEdwardsCE
Free Option
Paid
Paid
On Page Survey
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HEATMAPS
#beamazing @ChrisEdwardsCE
Learn What’s Important
Find hot spots How far are users scrolling? What are they reading?
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HEATMAPS
#beamazing @ChrisEdwardsCE
Have models look to the product or call to action
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VISITOR RECORDINGS
#beamazing @ChrisEdwardsCE
Watch Your Visitors
See their mouse movements Identify long pauses Identify “lost” visitors Watch how they navigate your site
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THE TOOLS
#beamazing @ChrisEdwardsCE
Heatmaps & Visitor Recordings
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THE TOOLS
#beamazing @ChrisEdwardsCE
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UPDATE BACKLOG
#beamazing @ChrisEdwardsCE
Use insights gained from all this data to build up your backlog for A/B Testing
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START TESTING
#beamazing @ChrisEdwardsCE
Finally!
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THE TOOLS
#beamazing @ChrisEdwardsCE
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ADD JAVASCRIPT TO SITE
#beamazing @ChrisEdwardsCE
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
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EASY TO USE WYSIWYG
#beamazing @ChrisEdwardsCE
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EASY TO USE WYSIWYG
#beamazing @ChrisEdwardsCE
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EASY TO USE WYSIWYG
#beamazing @ChrisEdwardsCE
Control (A) Variant (B)
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EASY TO USE WYSIWYG
#beamazing @ChrisEdwardsCE
Control (A) Variant (B)
21%
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WHAT DO YOU TEST FIRST
#beamazing @ChrisEdwardsCE
Testing
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PAGES WITH HIGH TRAFFIC
#beamazing @ChrisEdwardsCE
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PAGES WITH HIGH TRAFFIC
#beamazing @ChrisEdwardsCE
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TEST BUTTONS
#beamazing @ChrisEdwardsCE
Test A Test B
vs
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TEST BUTTONS
#beamazing @ChrisEdwardsCE
Test A Test B
vs21%
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TEST IMAGES
#beamazing @ChrisEdwardsCE
Test A Test B
vs
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TEST IMAGES
#beamazing @ChrisEdwardsCE
Test A Test B
vs19%
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TEST LAYOUTS
#beamazing @ChrisEdwardsCE
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TEST MONEY PAGES
#beamazing @ChrisEdwardsCE
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THINK OUTSIDE THE BOX
#beamazing @ChrisEdwardsCE
Clean Shaven Bearded Hipster
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THINK OUTSIDE THE BOX
#beamazing @ChrisEdwardsCE
Clean Shave Bearded Hipster
49%Hipster Wins!
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DON’T SCREW UP
#beamazing @ChrisEdwardsCE
Warning
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STAY FOCUSED
#beamazing @ChrisEdwardsCE
Only change one element at a time
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LOW TRAFFIC?
#beamazing @ChrisEdwardsCE
Stick to A/B Testing, not A/B/C
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LOW TRAFFIC?
#beamazing @ChrisEdwardsCE
Stick to A/B Testing, not A/B/C
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MULTI-VARIANT TESTING
#beamazing @ChrisEdwardsCE
You need a lot of traffic, and I mean
a lot!
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CALLING TESTS TO EARLY
#beamazing @ChrisEdwardsCE
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DOUBLE CHECK AMAZING
#beamazing @ChrisEdwardsCE
956%Whoa! That seems
almost too good to be true!
IS IT CORRECT?
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QUESTIONS?
#beamazing @ChrisEdwardsCE
Thank You
Chris Edwards Director of Technologyat Effin [email protected]
Slides Posted Athttps://ChrisEdwards.Me/wctpa15