Master the Essentials of Conversion Optimization:

Experts Approach to Optimization

Written By: ConversionXLPresented By: Kyle Curnow

Lesson #1: Mindset of an Optimizer

A. Identify where website flow is being jammed.

B. Separate yourself from your opinion & turn your unsupported, baseless opinion in to a data-informed educated hypothesis

DO NOT optimize for conversions alone, it’s all about growth

Lesson #2: Conversion Research

1. Technical Analysis: Low hanging fruit that can drastically help business. Ex. cross-browser testing, cross-device testing, speed analysis, & conversion rate per device/ browser.

Data is only useful if it can lead to insights. Need better data, not more.

Lesson #2 Cont.

2. Heuristic Analysis: An experience based assessment carried out through a structured & organized manner. Most effective when done in a group and annotations are used.

Lesson #3: Google Analytics for CRO

• Measure important, relevant KPI’s.• Use Google Analytics goal &

event tracking

Check the health of your analytic setup

Lesson #4: Mouse Tracking & Heatmaps

Heat Maps

Attention Maps-Questionable accuracy

-Effective to see what is drawing the attention of the page viewer

Lesson #4: Cont.Click Map

Scroll Map

-Effective to determine how links should be utilized

Lesson #5: Using Website Surveys

2 ways to survey web traffic:- Exit surveys- On-page surveys

Need actionable data from surveys

Lesson #5: Cont.

Survey methods:- 100+ surveys is ideal- Determine most wanted action

for page and develop questions that inquire about user friction- Create different wordings for the

same question

Lesson #6: User Testing

Create test protocol that include:-Specific Tasks- Broad Tasks- Funnel Completion

Lesson #6: Cont.

Best user testing practices:- 5-10 testers - Run test before implementing

major change- 15-20 min. sessions- Do not form questions from

tasks

Lesson #7: From Data to Test Hypothesis

Distribute issues into 5 different buckets: -Test-Instrument-Hypothesize- Just Do It- Investigate

Create spreadsheet with the issues and hypothesize them

And then continue on to rank the issues by their priority

Lesson #8: Getting A/B Testing Right

Bad testing is worse than no testing at all

To ensure a valid test, a sufficient sample is required

Lesson #8: Cont.

Use 95% confidence level

Run cycle of test for 2-4 weeks

Lesson #9: Learning from Test Results

It’s normal for tests to fail, but the key is the underlying takeaways from the results and repeat

Lesson #9: Cont.

Always continue to run tests on your site because there is always room for improvement

Conclusion

Optimization is a systematic & ongoing process that enables your business to adapt to how consumers are behaving