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CRO presentation by Will Critchlow at IMUK13, talks about what to test, how to test conversion and how to test landing pages and how to test calls to action

CRO presentation by Will Critchlow at IMUK13, talks about what to test, how to test conversion and how to test landing pages and how to test calls to action

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  • 1. hosted by The fully-certified Hubspot Gold Partner
  • 2. Conversion Rate Optimisation How to choose what to test WILL CRITCHLOW
  • 3. Let’s start with conversion rate
  • 4. How many conversions do you get per hundred website visitors? Think about it this way rather than as probability Appeal to more people
  • 5. Doesn’t have to be actual sales You can test against micro-conversions
  • 6. Why’s it worth improving? [Aside from the obvious]
  • 7. It’s a proxy for “how much people like you”
  • 8. You aren’t your customer
  • 9. Having a better conversion rate than the competition is a superpower You can invest more in every other channel
  • 10. What’s this optimisation thing? [Just think of it as “improving”]
  • 11. Research your users and customers
  • 12. Have a theory Requires you to come up with an alternative Stats geeks call this a “hypothesis”
  • 13. Design a test Read Norvig on Experimental Design
  • 14. Deploy a winner (hopefully)
  • 15. Deciding what to change
  • 16. Start with the business model
  • 17. Seek out customer feedback Reviews, comments, support tickets, CRM Some may be hidden
  • 18. Go get some more Qualaroo, Olark
  • 19. Check your analytics data Segment, segment, segment Read everything by Avinash Kaushik
  • 20. How big’s big enough?
  • 21. Rule of thumb. You’re likely to need 100 conversions per variation for A / B testing (and to run for at least a few weeks)
  • 22. Check out Udacity or Berkeley edX for more statistics (But run for at least a few weeks)
  • 23. It’s still worth doing this on smaller sites
  • 24. Focus more on the research than the testing Fivesecondtest, feedbackarmy don’t rely on your own traffic Check out yourself. Install Olark.
  • 25. Might this double my conversion rate? Think bigger Tiny uplifts may not be worth it anyway
  • 26. Leave tests running & use A / A / B / B to avoid statistical pitfalls
  • 27. WILL CRITCHLOW Founder, Distilled will.critchlow@distilled.net @willcritchlow
  • 28. Image credits http://www.flickr.com/photos/-lif-/3468014633/ http://www.flickr.com/photos/stevec77/2424796243/ http://www.flickr.com/photos/angeloangelo/9334045045/ http://www.flickr.com/photos/tk-link/2575598759/ http://www.flickr.com/photos/chrisjohn23/4011247323/ http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final http://www.flickr.com/photos/tim2000s/7750760758/ http://upload.wikimedia.org/wikipedia/commons/3/35/Buffett_%26_Obama.jpg http://www.flickr.com/photos/twtrcon/5278324578/
  • 29. hosted by The fully-certified Hubspot Gold Partner