Slideshare presentation #3 kw

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  1. 1. CONVERSION OPTIMIZATION By Kate Wilkins Mastering the Essentials of
  2. 2. 1. Get Your Head In The Game Mindset of an Optimizer Its all about GROWTH & BETTER MARKETING Your opinions dont matter!!! Dont expect to know it all Test, Rinse, Repeat, Learn
  3. 3. Overview of the Conversion Optimization Process Set Goals Measure & Gather Data Analyze Data Turn Data Into Insights Turn Insights Into Hypotheses Test Your Hypotheses Get Data From Tests Back To Data Analysis
  4. 4. 2. A Data Informed Approach RESEARCH = GATHERING & ANALYSIS
  5. 5. Leave your opinions at the door! Use the ResearchXL Framework to Gather & Analyze Data
  6. 6. 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
  7. 7. 3. Google Analytics Is Your Best Friend
  8. 8. 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
  9. 9. 4. Mouse Track Record what people do with their mouse/trackpad Quantify your findings
  10. 10. 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 Dont make it look like a link!
  11. 11. 5. Excuse Me, Can I Have 5 Minutes Of Your Time?
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Think Youre Optimized Yet? THINK AGAIN!
  16. 16. 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!!!
  17. 17. 8. Start Running Tests, Now!
  18. 18. 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
  19. 19. 9. Testing Is About Learning
  20. 20. NOW GO & OPTIMIZE THOSE CONVERSIONS