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, C...
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
@peeplaja
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 shoppin...
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 t...
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.”
@peepla...
Data-driven approach,
or go home
Conversion research:
Functional testing
Heuristics
Web analytics
Mouse tracking
Qualitative research
User testing & usabil...
@peeplaja
Slow site kills conversions
• Google PageSpeed / Yslow
• tools.pingdom.com
• Add “_gaq.push(['_setSiteSpeedSampleRate', 10...
Measure everything!

@peeplaja
GA Health check
• Very low bounce rate – code loaded 2x
• Top referring domain is the domain itself – subdomain tracking
n...
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)
Chrom...
No substitute for
human-lead
evaluation
Heuristic
analysis:
Value proposition
Clarity
Distraction
Friction
Urgency
@peeplaja
@peeplaja
@peeplaja
@peeplaja
@peeplaja
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 Conver...
Custom reports: download later
•
•
•
•
•
•
•
•
•
•

Conversions per browser https://www.google.com/analytics/web/template?...
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 websi...
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.co...
mm13 keynote presentation | Peep Laja
mm13 keynote presentation | Peep Laja
mm13 keynote presentation | Peep Laja
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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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