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).

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mm13 keynote presentation | Peep Laja

  1. 1. 10 rules for winning (and making more money) in 2014 Peep Laja ConversionXL
  2. 2. @peeplaja
  3. 3. 1. Don’t be stupid It pays to be smart. Like $$$. Literally.
  4. 4. “…marketers depend on data for just 11 percent of all decisions.” * Columbia Business School @peeplaja
  5. 5. 241% ROI * A Nucleus Research study @peeplaja
  6. 6. HiPPO? @peeplaja
  7. 7. @peeplaja
  8. 8. Only 28% satisfied with their conversion rate *Econsultancy 2013 @peeplaja
  9. 9. SEO is getting harder. PPC is crazy expensive.
  10. 10. 59% of businesses say conversion rate optimization is crucial to their digital strategy @peeplaja
  11. 11. Avg transaction $50. 100k/mo. 1% - $50,000 2% - $100,000 4% - $200,000 8% - $400,000 12% - $600,000 @peeplaja
  12. 12. • 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
  13. 13. Yes, there are conversion clairvoyants among us
  14. 14. Best practices? @peeplaja
  15. 15. Should you copy competitors? @peeplaja
  16. 16. “Don’t focus on the competition, they’ll never give you money.” – Jeff Bezos, Amazon @peeplaja
  17. 17. 2. Learn how to win over the girl/boy
  18. 18. @peeplaja
  19. 19. @peeplaja
  20. 20. @peeplaja
  21. 21. Understand your visitors who they are, what they want, and how they want it @peeplaja
  22. 22. Customer surveys • Google Docs • SurveyGizmo • Typeform @peeplaja
  23. 23. • 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
  24. 24. Exit / web surveys • Qualaroo • WebEngage • iPerceptions • Google Consumer Surveys @peeplaja
  25. 25. Call people. And talk to people who get calls. @
  26. 26. User testing • 5 to 10 tests • Right target group • Tasks that affect KPIs @peeplaja
  27. 27. 3. Focus on the process …not tactics
  28. 28. Think of yourself as a plumber
  29. 29. @peeplaja
  30. 30. @peeplaja
  31. 31. * Illustrations by WiderFunnel @peeplaja
  32. 32. @peeplaja
  33. 33. 46% of them said #1 opportunity for 2013 is “improving conversions” @peeplaja
  34. 34. Does your organisation have a structured approach to improving conversion rates? @peeplaja
  35. 35. Structured process leads to 2x bigger growth @peeplaja
  36. 36. @peeplaja
  37. 37. @peeplaja
  38. 38. 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
  39. 39. 4. Know where to get the data …and what to do with it
  40. 40. “I’d like to try and improve the actual conversion rates, instead of doing all the testing or gathering feedback.” @peeplaja
  41. 41. Data-driven approach, or go home
  42. 42. Conversion research: Functional testing Heuristics Web analytics Mouse tracking Qualitative research User testing & usability
  43. 43. @peeplaja
  44. 44. 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
  45. 45. Measure everything! @peeplaja
  46. 46. 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
  47. 47. Navigate the site as a user, go through the whole flow @peeplaja
  48. 48. 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
  49. 49. No substitute for human-lead evaluation
  50. 50. Heuristic analysis: Value proposition Clarity Distraction Friction Urgency
  51. 51. @peeplaja
  52. 52. @peeplaja
  53. 53. @peeplaja
  54. 54. @peeplaja
  55. 55. @peeplaja
  56. 56. What’s wrong with this picture? @peeplaja
  57. 57. Jump between site and GA • Compare heuristics report with data • Any mismatch between data and what you see? @peeplaja
  58. 58. Mouse tracking @peeplaja
  59. 59. @peeplaja
  60. 60. 5. Become a master of analytics …or fall behind
  61. 61. Go from “I don’t know” to “I’ll find out” @peeplaja
  62. 62. @peeplaja
  63. 63. Averages lie @peeplaja
  64. 64. 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
  65. 65. 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
  66. 66. You need a buddy @peeplaja
  67. 67. 6. Insight rules
  68. 68. It’s not about this… @peeplaja
  69. 69. Lift in conversions? @peeplaja
  70. 70. Marketing insight! @peeplaja
  71. 71. @peeplaja
  72. 72. @peeplaja
  73. 73. @peeplaja
  74. 74. 7. Learn to avoid change …and experiment instead
  75. 75. Build a culture of experimentation @peeplaja
  76. 76. Start taking bets @peeplaja
  77. 77. 8. Allocate resources to conversion optimization
  78. 78. 88% report lack of resources @peeplaja
  79. 79. • Dedicated people • No C-level buy-in needed • IT involvement minimal @peeplaja
  80. 80. +37% @peeplaja
  81. 81. 9. Test it right
  82. 82. @peeplaja
  83. 83. •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
  84. 84. 10. Learn to prioritize
  85. 85. Ring model: a way to look at the ‘layers’ or ‘levels’ reached Bounce Engage Outcome @peeplaja
  86. 86. PIE model @peeplaja
  87. 87. 90% = 461 orders $87175 23.94% growth in revenue 84.71% proceeded to buy @peeplaja
  88. 88. Remember what conversion optimization is really about:
  89. 89. Doing better marketing @peeplaja
  90. 90. Want my book? Give me your card or email peep@conversionxl.com Thank you! Peep Laja ConversionXL.com peep@conversionxl.com

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