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Converting you to CRO

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A brief insights on Conversion Rate Optimisation process with Live Examples

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
  • Transcript

    • 1. Converting you to CRO Conversion Rate Optimisation Kiril Bunin, Attacat Internet Marketing ©Attacat Ltd
    • 2. CRO defined
      • “ 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 ”
    • 3. CRO Defined
      • CRO is a process of increasing sales by improving user experience.
    • 4. CRO Process
    • 5. Step1 – Observations/Leak Finding Let the data tell the story
    • 6. Google Analytics – Let data tell the story Poor Performing Landing Pages
    • 7. Google Analytics – Let data tell the story Analytics Visualisation – Keyword Data
    • 8. Let data tell the story Conversion Funnels
    • 9. Leaks found, now gather data
    • 10. User Testing
      • User Testing – is a technique for evaluating website based on working with an actual or potential user.
    • 11. DIY User Testing
      • Quality of Insights: High
      • Price: Low
      • Time/Effort consumption: High
    • 12. Online Remote User Testing
      • Quality of Insights: Lower
      • Price: Medium
      • Time/Effort consumption: Moderate
    • 13. Agency User Testing
      • Quality of Insights: Very High
      • Price : Variable
      • Time/Effort consumption: Low
    • 14. Clickstream Data Clickstream - Data capturing mouse clicks & movement, keyword strokes and scroll reach
    • 15. Heatmaps
    • 16. Form Analytics
    • 17. Form Analytics
    • 18. Form Analytics
    • 19. Scroll Reach
    • 20. From what to why - Customer Voice
    • 21. Entry/Exit Survey
      • Insights: Entire User Experience
      • Way of displaying: Pop up on entry, then survey at exit
      • Tool: 4 Q
    • 22. On Page Survey
      • Insights: Specific Page
      • Way of displaying: Pop up on page entry right bottom corner
      • Tool: Kiss Insights
    • 23. Happy Customer
      • Insights: Persuasion factors
      • Way of displaying: Online survey
      • Tool: Survey Monkey
    • 24. Sales/Customer Support People
      • Insights: Questions/Problems
      • Way of displaying: Online survey
      • Tool: Survey Monkey
    • 25. Testing Just a way to prove you’re right!
    • 26. Split or A/B Testing
      • Type: Splits traffic into 2 pages
      • What to Test: Redesigns; New elements; Single changes
      • Implementation: Easy
    • 27. Multivariate Test
      • Type: Creates multiple variations
      • What to Test: Combination of small variables (Images, Headlines, CTAs)
      • Implementation: Moderate
    • 28. Split Path Test
      • Type: Splits traffic into 2 paths/funnels
      • What to Test: Checkout process; Lead generation process
      • Implementation: Difficult
    • 29. Case Study
      • Leading Football Pitch Provider
    • 30. Case Study – Football Pitch Provider
      • 1. Observations/Leak Finding
      • Huge gap in a final step of the funnel – GA
    • 31. Case Study – Football Centre Provider
      • 2. Data Gathering Methods
      • UserTesting.com
      • Crazy Egg Clickstream Analytics
    • 32. Case Study – Football Pitch Provider
      • 3. Data Analysis Insights:
      • a. Don’t Confuse Your Users
    • 33. Case Study – Football Pitch Provider
      • 3. Data Analysis Insights:
      • b. Incentivise first
    • 34. Case Study – Football Pitch Provider
      • 3. Data Analysis Insights:
      • c. Correct information capture – validation script
    • 35. Case Study – Football Pitch Provider
      • 3. Data Analysis Insights:
      • d. Save their time
    • 36. Case Study – Football Centre Provider
      • 4.Variation Proposal
    • 37. Case Study – Football Centre Provider
      • 5. Split Test
    • 38. Case Study – Football Centre Provider
      • 6. Results
      73.1% Uplift - £six figure increase in sales
    • 39. Live Website Optimisation
    • 40.  
    • 41.  
    • 42.  
    • 43.  
    • 44.  
    • 45. 5 second Test
    • 46.  
    • 47.  
    • 48.  
    • 49.  
    • 50. And to finish....
      • Follow up post at Attacat blog
      • Twitter #nmbrek
      • [email_address]
      • LPO Webinar - http://www.attacat.co.uk/about-us/webinars/