CONVERSIONOPTIMIZATION

By Kate Wilkins

Mastering the Essentials of

1. Get Your Head In The Game

• Mindset of an Optimizer• It’s all about GROWTH & BETTER MARKETING

• Your opinions don’t matter!!!

• Don’t expect to know it all

• Test, Rinse, Repeat, Learn

Overview of the Conversion Optimization Process

Set GoalsMeasure &

Gather Data

Analyze Data

Turn Data Into

Insights

Turn Insights

Into Hypotheses

Test Your Hypotheses

Get Data From Tests

Back To Data

Analysis

2. A Data Informed Approach

RESEARCH =

GATHERING &

ANALYSIS

Leave your opinions at the door!

Use the ResearchXL Framework to Gather &

Analyze Data

Research XL Framework

1. Technical Analysis

2. Heuristic Analysis

3. Web Analytics Analysis

4. Mouse Tracking Analysis

5. Qualitative Research/Surveys

6. User Testing

7. Sum-up

3. Google Analytics Is Your Best Friend

• You have to be able to measure your ideas with data• This is where Google Analytics becomes your BFF

• You can learn what people are doing and where the site is leaking money

• Be careful: Averages lie! • Look at segments, distributions, and comparisons

4. Mouse Track

• Record what people do with their mouse/trackpad

• Quantify your findings

To Help You Find Problems and Solve Them…

• Use Heat, Click, Attention & Scroll Maps• All use mouse tracking to track site visitors’ behavior

• For Example, if there are a lot of “clicks” on a non-link that looks like a link, either:

• Make it a link, or

• Don’t make it look like a link!

5. Excuse Me, Can I Have 5 Minutes Of Your Time?

3 Key Elements Of A Survey

1.Decide which pages will have the survey

2.Set your own questions

3.Determine the criteria for when to show the survey

6. Testing, Testing. 1, 2, 3…

• Use REAL people in a REAL situation• Also known as: User Testing

• This will give you the most accurate data

• Can be in-person or remote

• OBSERVE the user and LEARN from them

3 Key Types Of Tasks To Test• Specific• $40 Red/White striped TOMS, size 9W

• Broad• Cute Shoes

• Tunnel Completion• Buy a pair of TOMS

Think You’re Optimized Yet?

THINK AGAIN!

7. Allocating Your Findings

• Test• Place Stuff Here for More

Testing

• Instrument• Improve the Analytics

• Hypothesize• Needs More Thought

• Just Do IT• Easy Fixes

• Investigate• Dig Deeper

• Now Prioritize!!!

8. Start Running Tests, Now!

Convinced Yet?

Make sure your sample size is big enough

Bad testing is worse than no testing at all

Test the issues to validate and learn

9. Testing Is About Learning

NOW GO & OPTIMIZE THOSE CONVERSIONS