10 steps to cro success | benchmark search conference 2015
TRANSCRIPT
10 Steps to CRO Success
Benchmark Search ConferenceDate: 30/06/15
Alan Reeves Paid Search Director
www.click.co.uk [email protected]
Conversion Rate Optimisation
- CRO can improve your ROI on all search campaigns
- And all other online channels
- Now and forever more
www.click.co.uk
Step 1 - Tool up
Tool up
- Plug and play software
- Easy to use visual editor or custom HTML
- Remove development roadblocks
- Automate data collection and maths
- Easy to create custom segmentations
www.click.co.uk
Step 2 – What to test
What to test
- Google Analytics data
- Usability and/or UX feedback
- Test pages with high traffic
- Make significant changes
- Check your tests with SEO, PPC, Design,
Development
www.click.co.uk
Step 3 – Plan your tests
Plan your tests
- PIE Analysis- Potential- Importance- Ease
- Define testing streams for simultaneous testing
- Agree the KPI for each test
- Create a roadmap for each stream ranked by PIE- Plan tests to mirror your resource
www.click.co.uk
Step 4 – Build your tests
Build your tests
- Build several per stream
- Configure test settings and filters
- Setup tracking for all relevant goals
- Create Google Analytics Segments
www.click.co.uk
Step 5 – Check your tests
Check your tests
- Adjust settings to target only your IP address
- Set test live to review each variant
- Complete thorough checklist
- Check multiple browsers
- Check multiple devices
www.click.co.uk
Check your tests
- Adjust settings to target a low % of users
- Check tracking is working
- Check Analytics filters are working
- Revert settings and flush data when finished
www.click.co.uk
Step 6 – Launch your tests
Launch your tests
- Set tests live at start of the day
- Ensure correct tracking
- Monitor performance
- Update PIE Analysis and roadmap
www.click.co.uk
Step 7 – Be patient
Be patient
- Don’t look too soon
- Define and run to a cycle
- Jumping to a conclusion is a waste of time and can
be costly
www.click.co.uk
Step 8 – Permanent changes
Permanent changes
- Apply or validate learning across the site
- Consider further iterations
- Consider waiting for several winners
- Share learnings with the business
www.click.co.uk
Step 9 – Rinse and repeat
Rinse and repeat
- Keep expanding and updating your roadmap
- Don’t get complacent with your QA
- More tests = more learnings
www.click.co.uk
Step 10 – Build a bank
Build a bank
- Create a knowledge bank
- Help plan future tests
- Keep for your next website
www.click.co.uk
10 Steps to CRO Success
1. Tool up
2. What to test
3. Plan your tests
4. Build your tests
5. Check your tests
6. Launch your tests
7. Be patient
8. Permanent changes
9. Rinse and repeat
10. Build a bank
www.click.co.uk
Any Questions
Alan Reeves Paid Search Director
DDI 0845 205 0270
Email [email protected]
Website www.click.co.uk
uk.linkedin.com/in/alanreeves1