ilive2014 presentation | viljo vabrit - a bulletproof roadmap to boost your online sales
DESCRIPTION
Viljo believes that to remain competitive you should constantly improve your website. In his presentation he will give an answer to the question “How to identify where your website is leaking money and how to eliminate those leaks”. Viljo is going to walk you through the process you can use to identify and plug the leaks. He will introduce practical tools and guidelines how to identify problematic areas on a website and strategies how to work out treatments and run A/B tests to improve online sales. Viljo will share examples from real online businesses and proven methodology to improve online conversions. The methodology includes many important details that help optimizers to form better test hypothesis and get better results faster.TRANSCRIPT
Bulletproof Roadmap to Boost Your Online Sales
Viljo Vabrit
Online business is a race !
without a finish line
How websites are improved
M&S £150m makeover
Online sales fall 8% in three months
Why is that?
Radical redesign is like flipping a coin
The process of CRO
Investigate>Prioritize>A/B test>Repeat
976 last year200 tests at any given time
What should I optimize? How should I optimize?
Investigate
ResearchXLTM
Technical
Analysis
User
Testing
Heuristic
Analysis
Web Analytics
AnalysisMouse Tracking
Analysis
Insights
Customer
Surveys
Cause and effect
I can guarantee you’ll find:
UX issues and bugs
1# Start with technical analysis:
Conversions per browser
Conversions per device
2# Go check what is wrong
Walk the path of your customers
Technical analysis
Conversions per browser
0.58%
1.18%
Technical analysis
Always look at browser versions
Conversions per device
Technical analysis
Technical analysis
Google analytics speed report Do mobile user testing in a non-wifi environment
Site speed
Get those things fixed for easy gains
Heuristic analysis There is no substitute for human-lead evaluation
What’s wrong with this picture?
Conversion frameworks
Andre Morys, Web Arts AG
Map out “areas of interest” and look for data to confirm
What’s wrong with this picture?
Click map
Map out “areas of interest” and look for data to confirm
Always make sure that a problem is really a problem. Opinions don’t matter.
This damn donkey is not strong enough
Hard to compare features and make a
choice
No CTAs
Web analyti cs
GA is useless with out proper setup
GA health checkVery low bounce rate: code loaded 2x Check referrals: if top referring domain is the domain itself than subdomain tracking not configured Track virtual pageviews for all product, category type pages E-commerce, site search tracking – on and configured? Goal funnels Traffic filtering Event tracking for key objectives (e.g. add to cart, subscription), error messages
Identifying easy winsResolution and Conversion/Bounce Device type and Conversion/Bounce Browser/Category and Conversion/Bounce Landing page routes, bounce and conversion Time of day and Day of week by device type Any funnel reporting (manual and configured) Conversion and bounce by traffic segments Mapping the journey (flow reports or navigation) Performance testing Other Advanced segments Looking for things that are broken - or anomalies
Qualitative data
User testing
5 +5 tests Right target group Tasks that affect KPIs
Tool to use:
Make sure you test also on tablet and mobile
Mouse tracking analysisWhat gets too much attention? What doesn’t get enough?
Where are people clicking – that’s not actually a link? Scrolling reach, do most people see the critical stuff? User session replay videos SessionCam, Clicktale, Crazyegg, Inspectlet •
Surveys
Is there anything holding you back from making a purchase today? Do you have any questions you can’t find answers for?
Exit surveys
Tool to use:
Customer surveysWhat can you tell us about yourself? Why did you buy from companyX? What did you buy? What matters to you the most when buying product/service X? How long was the shopping process? Comparison shopping? How many other sites? Which doubts & hesitations did you have? Which questions did you have, but couldn’t find answers to? What made you buy from us? What can be improved?
What matters for you the most when buying an inflatable bounce
house, waterpark, slide?
42% quality 31% price 29% durability 16% size
Main demographicparents & grandparents (2/3 female, 1/3 male) to occupy children
46% reviews 36% price 19% quality 15% selection
What made you choose this seller over alternative suppliers
Would you recommend inflatables to others? Why?
98% would recommend it to other buyers.
Give them the opportunity to do so!
ResearchXLTM
Technical
Analysis
User
Testing
Heuristic
Analysis
Web Analytics
AnalysisMouse Tracking
Analysis
Insights
Customer
Surveys
Next: Allocate every finding into one of these buckets
Implement no brainers. Test everything else.
Where to start
Ease of implementation (time/complexity/risk). !
Opportunity score (subjective opinion on how big of a lift you might get).
• Imagine you’re a store owner. If you can’t refurnish the whole building where would you invest?
• Footfall and opportunity (low converting high traffic pages)
Where to start
ExampleIssue Bucket Backround Action Rating
Missing value proposition on the homepage
Hypothesize Add a compelling value proposition in the header of your homepage
Work out a value proposition and test different versions
*****
Free trial downloads are not recorded in GA
Instrument Set up event tracking for each trial download, so we could optimize this KPI
Add event tracking to trial downloads
*****The site is underpreforming on Ipad (CR -70%)
JFDI The checkout form is broken on Ipad.
Make the checkout form responsive
*****Content is very hard to read JFDI Font size 11px is to small to
read. It should be increased to improve readability.
Increase font size ***No CTA below the pricing page
Test If people get the the bottom of the page, there is no logical next step. Adding one additional CTA under the pricing table could increase conversions
Add a CTA to the bottom of the page and test different CTA copy.
****
