conversion rate optimisation 101 @ ls yorkshire leeds feb 2014
DESCRIPTION
Introduction to Conversion Rate Optimisation at LS Yorkshire Leeds in Feb 2014.TRANSCRIPT
CONVERSION RATE OPTIMISATION 101
LS YORKSHIRE 13/2/2014
Who Am I?
Conversion Rate Optimisation / Analytics / UX
LEANCONF
Tweet me on @Digital_tonic
CONVERSION OPTIMISATION IS NOT
CONVERSION OPTIMISATION IS NOT
Short Pages vs Long Pages
What Is Your Conversion Rate?
Conversion Rate = Number of actions________________Total of unique visitors
X 100
What Is Your Conversion Rate?
Conversion Rate = 10________________1000
X 100
CONVERSION RATE OPTIMISATION
Understand Your Visitor Behaviour
Hypothesise ways of Persuading more effectively
Test & Analyse
DO YOU LISTEN TO YOUR GUT OR DATA?
Why Do Visitors Leave Your Website
Why Do Visitors Leave Your Website
Why Do Visitors Leave Your Website
The Squint Test
Conversion Rate Optimisation == The Lean Approach
STEP 1: INVESTIGATEUnderstand User Behaviour
Your Analytics
Visitor Usage Patterns
Clickmaps Heatmaps Session Video Replay
Visitor Usage PatternsMouseflow
Crazy Egg
Ghostrec
Inspectlet
Gather Qualitative Feedback
Qualaroo !
Webengage !
Snapengage
Live Chat
Zopim !
Olark
STEP 2: IDEATEBrainstorm your Hypothesis
DON’T BLINDLY FOLLOW THE BEST PRACTICES
Test Everything
Everything is an ASSUMPTION
Page Layout !
Header Copy !
Add / Remove Testimonials !
Button Colour !
Video on page
Your Hypothesis
________________Change you want to make will lift conversion rates for ________________Signups / Product sale
STEP 3: CREATESetup Your A/B Test (or A/B/C/D Test)
The Toolbox
STEP 4: COLLATEWhat have you learnt?
Variation outperformed Control by 215%
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/Check for statistical significance
WHAT NEXT?SEGMENT YOUR AUDIENCE AND RUN TESTS
KEEP TESTING!
TESTS FAILBUT THERES ALWAYS A WINNER
LETS PLAY A GAMEVote for the winning variant
Version A
Version B
VERSION B WON
Version A
Version B
VERSION A WON
FURTHER READING
http://bit.ly/digitaltonictalks
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