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Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
Converting you to CRO
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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

Published in: Technology, Business
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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 <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. CRO Defined <ul><li>CRO is a process of increasing sales by improving user experience. </li></ul>
    • 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 <ul><li>User Testing – is a technique for evaluating website based on working with an actual or potential user. </li></ul>
    • 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. 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. 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. 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 <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. 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. 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. 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. Testing Just a way to prove you’re right!
    • 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. 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. 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. Case Study <ul><li>Leading Football Pitch Provider </li></ul>
    • 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. 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. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>a. Don’t Confuse Your Users </li></ul>
    • 33. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>b. Incentivise first </li></ul>
    • 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. Case Study – Football Pitch Provider <ul><li>3. Data Analysis Insights: </li></ul><ul><li>d. Save their time </li></ul>
    • 36. Case Study – Football Centre Provider <ul><li>4.Variation Proposal </li></ul>
    • 37. Case Study – Football Centre Provider <ul><li>5. Split Test </li></ul>
    • 38. Case Study – Football Centre Provider <ul><li>6. Results </li></ul>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.... <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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