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mm13 keynote presentation | Peep Laja
 

mm13 keynote presentation | Peep Laja

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In the opening keynote of meshmarketing13, Peep Laja talks about conversion optimization (aka how to make your Website turn visitors into customers).

In the opening keynote of meshmarketing13, Peep Laja talks about conversion optimization (aka how to make your Website turn visitors into customers).

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    mm13 keynote presentation | Peep Laja mm13 keynote presentation | Peep Laja Presentation Transcript

    • 10 rules for winning (and making more money) in 2014 Peep Laja ConversionXL
    • @peeplaja
    • 1. Don’t be stupid It pays to be smart. Like $$$. Literally.
    • “…marketers depend on data for just 11 percent of all decisions.” * Columbia Business School @peeplaja
    • 241% ROI * A Nucleus Research study @peeplaja
    • HiPPO? @peeplaja
    • @peeplaja
    • Only 28% satisfied with their conversion rate *Econsultancy 2013 @peeplaja
    • SEO is getting harder. PPC is crazy expensive.
    • 59% of businesses say conversion rate optimization is crucial to their digital strategy @peeplaja
    • Avg transaction $50. 100k/mo. 1% - $50,000 2% - $100,000 4% - $200,000 8% - $400,000 12% - $600,000 @peeplaja
    • • Schwan’s, Food, 41.7% • ProFlowers, Flowers and gifts, 26.5% • Vitacost.com, Health and nutrition, 24% • Woman Within, Catalog /clothing, 22.4% • Blair, Catalog /clothing, 20.5% • Lands’ End, Catalog /clothing, 19.5% • Doctors Foster and Smith, Pet supplies, 18.6% • Office Depot, Office, 18.4% • Roaman’s, Catalog /clothing, 18.4% • QVC, Jewelry +, 18.3% • Amazon, Multi-category, 16.5% @peeplaja
    • Yes, there are conversion clairvoyants among us
    • Best practices? @peeplaja
    • Should you copy competitors? @peeplaja
    • “Don’t focus on the competition, they’ll never give you money.” – Jeff Bezos, Amazon @peeplaja
    • 2. Learn how to win over the girl/boy
    • @peeplaja
    • @peeplaja
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    • Understand your visitors who they are, what they want, and how they want it @peeplaja
    • Customer surveys • Google Docs • SurveyGizmo • Typeform @peeplaja
    • • What can you tell us about yourself? • What did you buy? • What matters to you when buying X? • How long was the shopping process? • Comparison shopping? How many other sites? • Which doubts & hesitations did you have? • Which questions did you have, but couldn’t find answers to? • What made you buy from us? • What can be improved? @peeplaja
    • Exit / web surveys • Qualaroo • WebEngage • iPerceptions • Google Consumer Surveys @peeplaja
    • Call people. And talk to people who get calls. @
    • User testing • 5 to 10 tests • Right target group • Tasks that affect KPIs @peeplaja
    • 3. Focus on the process …not tactics
    • Think of yourself as a plumber
    • @peeplaja
    • @peeplaja
    • * Illustrations by WiderFunnel @peeplaja
    • @peeplaja
    • 46% of them said #1 opportunity for 2013 is “improving conversions” @peeplaja
    • Does your organisation have a structured approach to improving conversion rates? @peeplaja
    • Structured process leads to 2x bigger growth @peeplaja
    • @peeplaja
    • @peeplaja
    • Data collection, analytics, surveys Measure Creating hypotheses, setting priorities, running tests Test Analyze User testing, data analysis, heuristics, finding leaks Optimize Design/UX, psychology, neuromarketing, copywriting, remarketing, personalization @peeplaja
    • 4. Know where to get the data …and what to do with it
    • “I’d like to try and improve the actual conversion rates, instead of doing all the testing or gathering feedback.” @peeplaja
    • Data-driven approach, or go home
    • Conversion research: Functional testing Heuristics Web analytics Mouse tracking Qualitative research User testing & usability
    • @peeplaja
    • Slow site kills conversions • Google PageSpeed / Yslow • tools.pingdom.com • Add “_gaq.push(['_setSiteSpeedSampleRate', 100]);” • Do mobile user testing in a non-wifi enivornment @peeplaja
    • Measure everything! @peeplaja
    • GA Health check • Very low bounce rate – code loaded 2x • Top referring domain is the domain itself – subdomain tracking not configured • Track virtual pageviews for all product, category type pages • Ecommerce, site search tracking – on and configured? • Many different funnels merge into one • Traffic filtering • Event tracking for key objectives (e.g. add to cart), error messages • Outbound, downloads, viewport size • In-page analytics set up? @peeplaja
    • Navigate the site as a user, go through the whole flow @peeplaja
    • Browser Safari Internet Explorer Chrome Safari Safari Firefox Android Browser Safari (in-app) Chrome Safari (in-app) Chrome Opera Android Browser Mozilla Compatible Agent Segment Mobile Traffic Desktop only Desktop only Tablet Traffic Desktop only Desktop only Mobile Traffic Mobile Traffic Mobile Traffic Tablet Traffic Tablet Traffic Desktop only Tablet Traffic Mobile Traffic Conv rate 0.79% 1.34% 1.01% 1.00% 1.28% 1.20% 0.31% 0.69% 0.62% 0.89% 0.84% 0.10% 0.71% 0.51% • IE8 = 1.41% revenue • IE8 converts at 20% of IE9 and IE10 • Some nasty bugs cause the problem. Worth fixing? • That 1.41 is worth nearly 6% more revenue @peeplaja
    • No substitute for human-lead evaluation
    • Heuristic analysis: Value proposition Clarity Distraction Friction Urgency
    • @peeplaja
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    • What’s wrong with this picture? @peeplaja
    • Jump between site and GA • Compare heuristics report with data • Any mismatch between data and what you see? @peeplaja
    • Mouse tracking @peeplaja
    • @peeplaja
    • 5. Become a master of analytics …or fall behind
    • Go from “I don’t know” to “I’ll find out” @peeplaja
    • @peeplaja
    • Averages lie @peeplaja
    • Identifying easy wins • Resolution and Conversion/Bounce • Device type and Conversion/Bounce • Browser/Category and Conversion/Bounce • Landing page routes, bounce and conversion • Time of day and Day of Week by device type • Any Funnel reporting (manual or configured) • Conversion and bounce by traffic segments • Mapping the journey (flow reports or navigation) • Performance testing • Other Advanced segments • Looking for things that are broken – or anomalies @peeplaja
    • Custom reports: download later • • • • • • • • • • Conversions per browser https://www.google.com/analytics/web/template?uid=MfqIH5cwSwCvfJy3aLvBiw Conversions per device https://www.google.com/analytics/web/template?uid=cr_1cTLXRxOlGxEKNfmRvA Search conversions https://www.google.com/analytics/web/template?uid=_hswj04SQZezxbWb0zVgEg New vs returning https://www.google.com/analytics/web/template?uid=RAgAhuO4QQyM_FO8dkoj8Q Conversions per keyword https://www.google.com/analytics/web/template?uid=_A-rT5J5QH6jUyrvsKn9Dw Conversions per location https://www.google.com/analytics/web/template?uid=bkZdXvq_SMCkW9BmW3Yxhw Conversions per time of day https://www.google.com/analytics/web/template?uid=_UMHjLmoSZyOREYOANG67A Conversions per day of the week https://www.google.com/analytics/web/template?uid=1fA2IQTiSQ_Ny_7e8WpDA Top landing pages https://www.google.com/analytics/web/template?uid=wN5VKxbqSdS212m08xT3Bg Best converting traffic sources https://www.google.com/analytics/web/template?uid=D7g5Jvl6R8iaiuGA5icuAg @peeplaja
    • You need a buddy @peeplaja
    • 6. Insight rules
    • It’s not about this… @peeplaja
    • Lift in conversions? @peeplaja
    • Marketing insight! @peeplaja
    • @peeplaja
    • @peeplaja
    • @peeplaja
    • 7. Learn to avoid change …and experiment instead
    • Build a culture of experimentation @peeplaja
    • Start taking bets @peeplaja
    • 8. Allocate resources to conversion optimization
    • 88% report lack of resources @peeplaja
    • • Dedicated people • No C-level buy-in needed • IT involvement minimal @peeplaja
    • +37% @peeplaja
    • 9. Test it right
    • @peeplaja
    • •95% confidence or more (250 conversions) •Margin of error under 1%, pay attention to % ranges •Test one part of the website at a time •At least 1 business cycle @peeplaja
    • 10. Learn to prioritize
    • Ring model: a way to look at the ‘layers’ or ‘levels’ reached Bounce Engage Outcome @peeplaja
    • PIE model @peeplaja
    • 90% = 461 orders $87175 23.94% growth in revenue 84.71% proceeded to buy @peeplaja
    • Remember what conversion optimization is really about:
    • Doing better marketing @peeplaja
    • Want my book? Give me your card or email peep@conversionxl.com Thank you! Peep Laja ConversionXL.com peep@conversionxl.com