cro from the ground up

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CROFROM THE GROUND UP

@tallen1985

“Increase traffic”

@tallen1985

“Increase the number of social shares”

@tallen1985

“Get 1,000 links”

@tallen1985

@tallen1985

Earning coverage to drive more traffic, social shares and links/placements is TOUGH..

@tallen1985

..and potentially expensive

@tallen1985

We spend on:

SEOPaid Advertising (Google, Bing, or Social channels)Email Marketingplus many more channels

@tallen1985

What if you spend all this money but your conversion rate sucks?

https://medium.com/@kitinmaki/does-your-conversion-rate-suck-c9b1077f6990

@tallen1985

If you’re selling nuclear submarines you probably won’t

be selling that many

Craig BradfordSenior Consultant, Distilled

@tallen1985

If You Get 10,000 Visits

@tallen1985

Resulting in only 6 transactions

@tallen1985

The answer isn’t to get another 10,000 visits

Speaker photo goes here

CRO FROM THE GROUND UP

TIM ALLEN

TIM.ALLEN@DISTILLED.NET

@TALLEN1985

@tallen1985

TODAYS SESSION

DISCOVERY

EXPERIMENTS

RESULTS

PLANNING

PLANNING

@tallen1985

HOW LONG IS THIS GOING TO TAKE?

@tallen1985

1. Do your landing pages generate enough traffic?

@tallen1985http://www.evanmiller.org/ab-testing/sample-size.html

@tallen1985http://www.evanmiller.org/ab-testing/sample-size.html

@tallen1985

@tallen1985

2. How long should I be running tests for?

@tallen1985

You should look to run tests for at least two business cycles and at least 250 conversions (ideally 350+)

http://www.slideshare.net/sullivac/20-simple-ways-to-fuck-up-your-ab-testing-measurefest

@tallen1985

How long is it going to take to get this many conversions?

WE DON’T RECEIVE THAT MUCH TRAFFIC OR

CONVERSION

@tallen1985

CONSIDER BOOSTING NUMBERS BY USING PPC

@tallen1985

Look at micro conversions such as:

- video plays- newsletter sign ups- social interactions

DISCOVERY

CAN’T CONVERT

@tallen1985

USE SEGMENTATION

@tallen1985

BOUNCE RATEMEDIUM

BROWSERDEVICE

@tallen1985

@tallen1985http://www.paditrack.com

WON’T CONVERT

@tallen1985

Peter Drucker

“The customer rarely buys what the business thinks it sells him."

@tallen1985

QUALAROO

http://www.qualaroo.com

@tallen1985

Pro Tip: Ask consumers who have already completed their purchase:

“What was the one thing that nearly stopped you purchasing today?”

@tallen1985

PROCESSING FEEDBACK

GOOGLE CONSUMER SURVEYS

@tallen1985

GOOGLE CONSUMER SURVEYS

http://www.googleconsumersurveys.com

WHATS THE ONE THING THAT WOULD STOP YOU BUYING CURRENCY ONLINE?

Answers:

“Security”“Is Paypal accepted”“Knowing my details are safe”“Being sure my money will arrive safely”

@tallen1985

USER TESTING

http://www.usertesting.com

@tallen1985http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

HYPOTHESIS

@tallen1985

“I AM GOING TO ADD A VIDEO TO THE HOMEPAGE”

@tallen1985

WHY?

@tallen1985

“I AM GOING TO ADD A VIDEO TO THE HOMEPAGE BECAUSE CUSTOMERS FIND THE

PRODUCT DIFFICULT TO UNDERSTAND”

EXPERIMENTS

@tallen1985

Wireframes

@tallen1985http://www.balsamiq.com

@tallen1985

AVOID GETTING FEEDBACK SUCH AS:

THOSE DESIGNS DON’T USE BRAND COLOURS

THATS NOT THE FONT WE USE

@tallen1985

CREATING EXPERIMENTS

@tallen1985

WHY USE OPTIMIZELY

A FEW TIPS

@tallen1985

Know the scale of your changes - this will influence the way you create your tests

http://moz.com/blog/6-things-i-wish-i-knew-before-using-optimizely

@tallen1985

@tallen1985

@tallen1985

ENSURE YOU ENABLE ANALYTICS TRACKING

https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/

@tallen1985https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/

@tallen1985

GOOGLE ANALYTICS ALLOWS YOU TO TRACK THING YOU MAY NOT EVEN OF THOUGHT OF

TEST YOUR VARIATIONS

@tallen1985

THINGS NOT TO DO

@tallen1985

DON’T CHANGE TRAFFIC ALLOCATION

https://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/

@tallen1985

GET TO EXCITED (OR DISAPPOINTED) TOO EARLY

@tallen1985

DEFINITELY DON’T TELL YOUR BOSS (YET)

RESULTS

@tallen1985

CHECK SIGNIFICANCE & AIM FOR 95% OR HIGHER

@tallen1985

Statistical significance is all about whether the difference

between two numbers is meaningful or just a fluke

Tom Capperhttps://www.distilled.net/resources/statistical-significance-for-cro-6-things-you-need-to-know/

@tallen1985

@tallen1985

@tallen1985http://getdatadriven.com/ab-significance-test

@tallen1985

SEGMENT OR DIE? HERE’S HOW I NEARLY DIED...

http://moz.com/blog/6-things-i-wish-i-knew-before-using-optimizely

@tallen1985

@tallen1985

ALLOCATE ALL TRAFFIC TO WINNING VARIATION

SUMMARY

DISCOVERY- SEGMENT DATA TO LOOK FOR CAN’T CONVERT

OPPORTUNITIES- GATHER AS MUCH USER DATA AS POSSIBLE TO

UNDERSTAND WHY CUSTOMER WON’T CONVERT

EXPERIMENTS- ENSURE ANALYTICS TRACKING IS TURNED ON

- DON’T CHANGE TRAFFIC ALLOCATION ONCE TESTS ARE LIVE

RESULTS- ONLY ROLL OUT SUCCESSFUL TESTS THAT ACHIEVE

SIGNIFICANCE OF 95% OR MORE- USE TRAFFIC ALLOCATION TO ROLL OUT VARIATIONS WHILE WAITING FOR DEVELOPERS TO PERMANENTLY

IMPLEMENT CHANGES

THANK YOU

@tallen1985

ANY QUESTIONS?