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Conversion Optimisation
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Conversion Optimisation


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A course I gave at the Marketing Institute of Ireland in November 2011

A course I gave at the Marketing Institute of Ireland in November 2011

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  • 1. What, why & how?A process for online optimisation
  • 2. optimize |ˈäptəәˌmīz|verb [ with obj. ]make the best or mosteffective use of (a situation,opportunity, or resource): tooptimize conversions, thewebsite should be correctlyadjusted.
  • 3. What makes a good website?
  • 4. Q: What are the elements of a good website?
  • 5. 1. Analytics
  • 6. Feb 7-13 Mar 7-13 Source: Google Insights for search
  • 7. Decisions
  • 8. Faith/guesswork
  • 9. Committee
  • 10. HiPPO
  • 11. “ We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles David Ogilvy
  • 12. Never in the field ofmarketing endeavor hascause and effect beenmore measurable oractionable
  • 13. The real world looks a lot like this
  • 14. The problem with data?
  • 15. A better definition?3 Understanding the impact of your efforts by analysing outcomes Understanding your customers’ behaviour better Continuous improvement through testing
  • 16. Analytics: Maturity model Where do you fit? 1. Collecting data & some ad hoc reporting 2. Reporting data regularly 3. Deriving some insights & acting 4. Continuous improvement
  • 17. Every metric should be3 Simple : I get it Relevant: that matters Useful & actionable: let’s fix it
  • 18. 2. Customer insights
  • 19. Behind bounce, conversions and abandonmentsrates are real people trying to give you money.Our job is to figure out why.For that, we needempathy
  • 20. Mixed methods• Mapping the user experience• Expert evaluation & peer analysis• User testing• Ethnographic research• Surveys
  • 21. Feeling the user’s pain
  • 22. The best online survey ever?
  • 23. What’s important?
  • 24. The idea came from their photographer who hadpreviously worked in the footwear department atone of their stores. He just instinctively knew to tipover the boots because, in the stores, he watchedthe customers pick up the boots to look at thetread. Had he not worked there, the team neverwouldve thought to tip the boots over.
  • 25. 3. Design
  • 26. Sketching
  • 27. Workshop rulessketch review decide • No spectators, only participants. • Not a meeting – an activity to produce designs. • No abstract conversations, make ideas tangible by sketching them.
  • 28. Create decisions before we make one Lots A few good ones
  • 29. Getting the design rightand the right design
  • 30. How the user experience designer made it...
  • 31. What the sales agent wanted...
  • 32. How the programmer changed it...
  • 33. What marketing asked for...
  • 34. Don’t forget to run it by legal...
  • 35. ..but there are rules
  • 36. 9 rules of form design1. Ask for as little information as you can2. If it helps the user to answer a question, explain to them why you’re asking it3. Maintain a straight path to completion4. Align the text according to the rules5. Label the fields in terms your users understand6. Offer intelligent defaults and examples where necessary7. Distinguish between primary and secondary actions8. Offer the user recovery methods when things go wrong9. When a form is complete, explain what happens next
  • 37. 4. Testing
  • 38. • What’s wrong• Why it’s wrong• Test alternatives
  • 39. What to testAd copySite contentEmailRadical design change (ab)Page elements (mvt)
  • 40. "The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
  • 41. What works or what works best?“Two for the price of one” OR “Buy one get one free”
  • 42. Buy now Add to cartBuy now Add to cartBuy now Add to cartBuy now Add to cart
  • 43. Where to test first Top entry pageswith high bounce rates. Pages with good traffic and clear purpose & conversions Buy now
  • 44. This layout?
  • 45. Or this layout?
  • 46.
  • 47. 31% conversion rate12.5% conversion rate
  • 48. +22% in sales
  • 49. What to testExpectation - does thepage people land on matchthe promise made?
  • 50. What to testClarity of page purposevisual hierarchy, clarity andpurpose of content
  • 51. What to testUrgency: are we influencingthis? Buy now only 3 left Buy now 10% off today
  • 52. What to test: trust
  • 53. What to test Distractions
  • 54. But what’s the impact?
  • 55. Last Monday at 5:13 PM weremoved CAPTCHA from Sampa.The result: 9.2% improvement onour conversion rate!Marcelo Calbucci
  • 56. Remember this one?
  • 57. 8.5% conversion rate
  • 58. 29.3% conversion rate
  • 59. What are youoptimising for?
  • 60. Optimising for mobile
  • 61. Why mobile?• In the evenings, more searches are done on mobile versus a desktop i.e. the mobile is now used instead of the laptop.• Smartphone penetration around 32%, expected to double year-on-year• Mobile-optimised can increase the chances of an impulsive purchase
  • 62. Another case study30%+ of the email offers are read onsmartphones (up from 10% last year).Average order value (AOV) from mobiles arearound 1.5 times that of desktop, yet site is notoptimized for mobile.
  • 63. Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat