Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013)
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Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013)

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Slidedeck for the talk given at Lean Startup London. Improving conversions and signup rates is a big deal for startups and this talk aims to help founders get to grips with conversion rate ...

Slidedeck for the talk given at Lean Startup London. Improving conversions and signup rates is a big deal for startups and this talk aims to help founders get to grips with conversion rate optimization

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Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013) Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013) Presentation Transcript

  • CONVERSION RATE OPTIMISATION FOR STARTUPS Lean Startup London 24/9/2013
  • Who Am I? Conversion Optimisation & Web Analytics Consultant / DIGITAL TONIC Founder / Bride Book Organiser / Lean Startup Manchester Founding Organiser / Leanconf @digital_tonicTweet me
  • CONVERSION OPTIMISATION IS NOT
  • CONVERSION OPTIMISATION IS NOT Short Pages vs Long Pages
  • What Is Your Conversion Rate? Conversion Rate = Number of actions________________ Total of unique visitors X 100
  • What Is Your Conversion Rate? Conversion Rate = 10________________ 1000 X 100
  • CONVERSION RATE OPTIMISATION UnderstandYourVisitor Behaviour Hypothesise ways of Persuading more effectively Test & Analyse
  • DOYOU LISTENTOYOUR GUT OR DATA?
  • Why Do Visitors Leave Your Website
  • Why Do Visitors Leave Your Website
  • Why Do Visitors Leave Your Website
  • The Squint Test
  • Conversion Rate Optimisation == The Lean Approach
  • STEP 1: INVESTIGATE Understand User Behaviour
  • Your Analytics
  • Visitor Usage Patterns Clickmaps Heatmaps SessionVideo Replay
  • Visitor Usage Patterns Mouseflow Crazy Egg Ghostrec Inspectlet
  • Gather Qualitative Feedback Qualaroo Webengage Snapengage
  • Live Chat Zopim Olark
  • STEP 2: IDEATE Brainstorm your Hypothesis
  • DON’T BLINDLY FOLLOWTHE BEST PRACTICES Test Everything
  • Everything is an ASSUMPTION Page Layout Header Copy Add / Remove Testimonials Button Colour Video on page
  • Your Hypothesis ________________Change you want to make will lift conversion rates for ________________Signups / Product sale
  • STEP 3: CREATE SetupYour A/BTest (or A/B/C/DTest)
  • The Toolbox
  • STEP 4: COLLATE What have you learnt?
  • Variation outperformed Control by 215% http://visualwebsiteoptimizer.com/ab-split-significance-calculator/ Check for statistical significance
  • WHAT NEXT? SEGMENTYOUR AUDIENCE AND RUNTESTS KEEPTESTING!
  • TESTS FAIL BUTTHERES ALWAYS A WINNER
  • LETS PLAY A GAME Vote for the winning variant
  • Version A
  • Version B
  • VERSION B WON
  • Version A
  • Version B
  • VERSION A WON
  • FURTHER READING
  • Questions? www.digital-tonic.co.uk Tweet @digital_tonic