conversion rate optimisation for startups (lean startup london 24/9/2013)
DESCRIPTION
Slidedeck for the talk given at Lean Startup London. Improving conversions and signup rates is a big deal for startups and this talk aims to help founders get to grips with conversion rate optimizationTRANSCRIPT
CONVERSION RATE OPTIMISATION FOR STARTUPS
Lean Startup London 24/9/2013
Who Am I?
Conversion Optimisation & Web Analytics Consultant / DIGITAL TONIC
Founder / Bride BookOrganiser / Lean Startup Manchester
Founding Organiser / Leanconf
@digital_tonicTweet me
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
Questions?
www.digital-tonic.co.uk
Tweet @digital_tonic