Converting you to CRO

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A brief insights on Conversion Rate Optimisation process with Live Examples

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  • Already existing user base to convert more often Don’t optimise pages – thought sequences
  • Intelligent enough – Bachelor Thesis Academic research Cycled process based on results No time or need for each step – Focus on 3 the most important steps
  • Finding weakest pages/proceseses/spots All of you have enough data; Don’t have – enough understanding how to digest that data Optimal solution – Data visualisation; no more useless staring at numbers Four 30 seconds reports – It takes 30 sec to.............. Limited in time – follow up post Any person can do that
  • Top Landing pages To create go to....Choose comparison & Bounce rate Not rocket science: Green vs Red
  • Keyword data – UNDERUSED Use it for SEO rather than strategic decisions Size – traffic; Colour – Bounce rate Rachel twice popular & Engaging than Tim. No argue about that
  • Conversion Funnels Which step is loosing your conversions – No rocket science New tool – Paditrack – historical data & advance segments
  • Plenty of quali and quanti data Talk about most beneficial
  • Plenty of quali and quanti data Talk about most beneficial
  • Plenty of quali and quanti data Talk about most beneficial
  • Heatmaps – Visual representation of clicks Scroll reach– quite useless Form Analytics – possible to use GA but....
  • Highlighting important elements: Centre – most popular even on unattractive placement Navigation menus Ads = no clicks
  • Just 1 of many reports Highlights clearly poor elements Type of accident
  • Just 1 of many reports Highlights clearly poor elements Type of accident
  • Just 1 of many reports Highlights clearly poor elements Type of accident
  • Just 1 of many reports Highlights clearly poor elements Type of accident Recommend friend - sharing
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Tools: GWO; VWO; Optimizely; the rest 3 main test types Split – define – complete redesign; adding element; 1 st test Multivariate –define- combination Little things (headlines/images/offers/CTAs) – be aware of time Split path – define – Checkout/lead gen/defined processes
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything Cottages & Castles
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
  • Reason to choose: Not all clients allow Already familiar with tasks – seen user testing and heatmap Less than a month
  • Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
  • Step 2 Gathering data – you seen just a tiny part
  • Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
  • Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
  • Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
  • Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
  • Explain what changed Enquiry screaming Incentive first Phone & e-mail Script Only simple choices left (book a pitch, join a league, etc.) Auto type and centre
  • Talk by itself For those who can’t see = 73.1 % increase in 20 days
  • Talk by itself For those who can’t see = 73.1 % increase in 20 days
  • Thanks for bravery Can fit only 2 – time limitation. Don’t worry – we’ll figure smth out Everybody sending HPs – That’s wrong – too many goals, uncontrolled traffic, impossible to optimise thought sequence.
  • Browser test
  • Never Show 2 prices. If user by any point would not be able to get the discount he would never convert even though price is acceptable
  • Explanation
  • Explanation
  • Explanation
  • Converting you to CRO

    1. 1. Converting you to CRO Conversion Rate Optimisation Kiril Bunin, Attacat Internet Marketing ©Attacat Ltd
    2. 2. CRO defined <ul><li>“ There’s two ways to increase website sales: get more people coming to the site, or simply make better use of those coming to the site already ” </li></ul>
    3. 3. CRO Defined <ul><li>CRO is a process of increasing sales by improving user experience. </li></ul>
    4. 4. CRO Process
    5. 5. Step1 – Observations/Leak Finding Let the data tell the story
    6. 6. Google Analytics – Let data tell the story Poor Performing Landing Pages
    7. 7. Google Analytics – Let data tell the story Analytics Visualisation – Keyword Data
    8. 8. Let data tell the story Conversion Funnels
    9. 9. Leaks found, now gather data
    10. 10. User Testing <ul><li>User Testing – is a technique for evaluating website based on working with an actual or potential user. </li></ul>
    11. 11. DIY User Testing <ul><li>Quality of Insights: High </li></ul><ul><li>Price: Low </li></ul><ul><li>Time/Effort consumption: High </li></ul>
    12. 12. Online Remote User Testing <ul><li>Quality of Insights: Lower </li></ul><ul><li>Price: Medium </li></ul><ul><li>Time/Effort consumption: Moderate </li></ul>
    13. 13. Agency User Testing <ul><li>Quality of Insights: Very High </li></ul><ul><li>Price : Variable </li></ul><ul><li>Time/Effort consumption: Low </li></ul>
    14. 14. Clickstream Data Clickstream - Data capturing mouse clicks & movement, keyword strokes and scroll reach
    15. 15. Heatmaps
    16. 16. Form Analytics
    17. 17. Form Analytics
    18. 18. Form Analytics
    19. 19. Scroll Reach
    20. 20. From what to why - Customer Voice
    21. 21. Entry/Exit Survey <ul><li>Insights: Entire User Experience </li></ul><ul><li>Way of displaying: Pop up on entry, then survey at exit </li></ul><ul><li>Tool: 4 Q </li></ul>
    22. 22. On Page Survey <ul><li>Insights: Specific Page </li></ul><ul><li>Way of displaying: Pop up on page entry right bottom corner </li></ul><ul><li>Tool: Kiss Insights </li></ul>
    23. 23. Happy Customer <ul><li>Insights: Persuasion factors </li></ul><ul><li>Way of displaying: Online survey </li></ul><ul><li>Tool: Survey Monkey </li></ul>
    24. 24. Sales/Customer Support People <ul><li>Insights: Questions/Problems </li></ul><ul><li>Way of displaying: Online survey </li></ul><ul><li>Tool: Survey Monkey </li></ul>
    25. 25. Testing Just a way to prove you’re right!
    26. 26. Split or A/B Testing <ul><li>Type: Splits traffic into 2 pages </li></ul><ul><li>What to Test: Redesigns; New elements; Single changes </li></ul><ul><li>Implementation: Easy </li></ul>
    27. 27. Multivariate Test <ul><li>Type: Creates multiple variations </li></ul><ul><li>What to Test: Combination of small variables (Images, Headlines, CTAs) </li></ul><ul><li>Implementation: Moderate </li></ul>
    28. 28. Split Path Test <ul><li>Type: Splits traffic into 2 paths/funnels </li></ul><ul><li>What to Test: Checkout process; Lead generation process </li></ul><ul><li>Implementation: Difficult </li></ul>
    29. 29. Case Study <ul><li>Leading Football Pitch Provider </li></ul>
    30. 30. Case Study – Football Pitch Provider <ul><li>1. Observations/Leak Finding </li></ul><ul><li>Huge gap in a final step of the funnel – GA </li></ul>
    31. 31. Case Study – Football Centre Provider <ul><li>2. Data Gathering Methods </li></ul><ul><li>UserTesting.com </li></ul><ul><li>Crazy Egg Clickstream Analytics </li></ul>
    32. 32. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>a. Don’t Confuse Your Users </li></ul>
    33. 33. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>b. Incentivise first </li></ul>
    34. 34. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>c. Correct information capture – validation script </li></ul>
    35. 35. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>d. Save their time </li></ul>
    36. 36. Case Study – Football Centre Provider <ul><li>4.Variation Proposal </li></ul>
    37. 37. Case Study – Football Centre Provider <ul><li>5. Split Test </li></ul>
    38. 38. Case Study – Football Centre Provider <ul><li>6. Results </li></ul>73.1% Uplift - £six figure increase in sales
    39. 39. Live Website Optimisation
    40. 45. 5 second Test
    41. 50. And to finish.... <ul><li>Follow up post at Attacat blog </li></ul><ul><li>Twitter #nmbrek </li></ul><ul><li>[email_address] </li></ul><ul><li>LPO Webinar - http://www.attacat.co.uk/about-us/webinars/ </li></ul>
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