CONVERSION RATE OPTIMIZATION 101

Transcription

1 CONVERSION RATE OPTIMIZATION 101 Make Your Website Convert! CHRIS EDWARDS

2 Hi, I am Chris Edwards Data Nerd & Agency Owner Website Developer 18 years WordPress Developer 6 years Google Analytics 13 years Digital Marketer/SEO 11 years Data Nerd my entire life Twitter:

3 WHAT IS THIS? CRO is a process of diagnosis hypothesis and testing

4 First GET INTO THE CRO MINDSET Don t be afraid to fail Keep an open mind Do more with less Follow the data LET IT GO!

5 Second START WITH A PLAN

6 DON T JUST TEST TO TEST Define your metrics Create goals Start big, refine down KNOW WHY!

7 CREATE A BACKLOG Plan out future tests Tests can end early Be ready to switch out WHAT S NEXT!

8 Third COLLECT QUANTITATIVE DATA

9 SO MANY TOOLS!

10 MOST COMMON Easy to install Goal & event tracking Widespread use IT S FREE!

11 MORE ADVANCED They are directly integrated into most AB testing tools

12 BUILD YOUR FUNNEL

13 BUILD YOUR FUNNEL

14 BUILD YOUR FUNNEL Experiments show in funnel reports automagically

15 BUILD YOUR FUNNEL Experiments show in funnel reports automagically

16 BUILD YOUR FUNNEL Experiments show in funnel reports automagically

17 BUILD YOUR FUNNEL Experiments show in funnel reports automagically

18 BUILD YOUR FUNNEL

19 Fourth COLLECT QUALITATIVE DATA

20 ON PAGE SURVEYS 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?

21 THE TOOLS On Page Survey Free Option Paid Paid

22 HEATMAPS Learn What s Important Find hot spots How far are users scrolling? What are they reading?

23 HEATMAPS Have models look to the product or call to action

24 VISITOR RECORDINGS Watch Your Visitors See their mouse movements Identify long pauses Identify lost visitors Watch how they navigate your site

25 THE TOOLS Heatmaps & Visitor Recordings

26 THE TOOLS

27 UPDATE BACKLOG Use insights gained from all this data to build up your backlog for A/B Testing

28 Finally! START TESTING

29 THE TOOLS

30 ADD JAVASCRIPT TO SITE <script src="//cdn.optimizely.com/js/ js"></script>

31 EASY TO USE WYSIWYG

32 EASY TO USE WYSIWYG

33 EASY TO USE WYSIWYG Control (A) Variant (B)

34 EASY TO USE WYSIWYG Control (A) Variant (B) 21%

35 Testing WHAT DO YOU TEST FIRST

36 PAGES WITH HIGH TRAFFIC

37 PAGES WITH HIGH TRAFFIC

38 TEST BUTTONS Test A Test B vs

39 TEST BUTTONS Test A Test B 21% vs

40 TEST IMAGES Test A Test B vs

41 TEST IMAGES Test A Test B 19% vs

42 TEST LAYOUTS

43 TEST FLOWS Sign Up Flows First User Experience When To Send Welcome s When To Promote Upgrades or Paid Features

44 TEST MONEY PAGES

45 THINK OUTSIDE THE BOX Clean Shaven Bearded Hipster

46 THINK OUTSIDE THE BOX 49% Hipster Wins! Clean Shave Bearded Hipster

47 Warning DON T SCREW UP

48 Warning DON T SCREW UP

49 STAY FOCUSED Only change one element at a time

50 LOW TRAFFIC? Stick to A/B Testing, not A/B/C

51 LOW TRAFFIC? Stick to A/B Testing, not A/B/C

52 CALLING TESTS TO EARLY

53 DOUBLE CHECK AMAZING Whoa! That seems almost too good to be true! IS IT CORRECT? 956%

54 Thank You QUESTIONS? Chris Edwards Co Owner at Data Driven Labs