Conversion ThursdayBuilding a Conversion Process23rd February 2012Philip Guilfoyle
LBi
A quick introduction!    •   5 years + obsessing about the Conversion Rate    •   Senior conversion optimisation consultan...
Building a Conversion       Process
Why bother with conversion?            Companies typically             spend $92 Dollars           getting people to their...
What is Conversion Optimization?Conversion Optimisation –• Making a website easier to use?• Improving the conversion rate?
What is Conversion Optimization?Conversion Optimisation –“Conversion Optimization is the science and art of getting a high...
What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encourag...
What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encourag...
Let’s look at a Conversion         Process
Step 1Draw out the full user journey                   Conversion Tip: Draw/Print out key user journeys
Step 2Data/Web Analytics
Step 1 – Understand your audience     2What and AnalyticsData/Web Where to Optimize?  High                                ...
Step 2What and Where to Optimize?  High                                   PIGEONS                             STARS       ...
Step 2Segment         •   New v’s Returning         •   By Channel         •   By Browser         •   By Channel         •...
Step 2Segment - A personal experience? The following screens display the experience on: First visit Second visit Tenth vis...
1
2
10
Step 3User Research                www.whatusersdo.com                www.clicktale.com                www.silverbackapp.com
Step 3User Research  Lab Based Usability Testing                                 •   Usability Test                       ...
Step 3User Research - Personas   Max would     say                             Buying                             Criteria...
Step 3User Research - Personas
Bring the information       together
User Experience - Chrome
User Experience - Firefox
User Research & Analytics   http://www.netmarketshare.com
You now will have some  areas to focus on.
Step 5Prioritise1st      Fix User Experience Bugs2nd      Be competitive3rd      List opportunities in highest order that ...
Fix User Experience Bugs
Be competitive
Step 7Be competitive44% of people statereason for abandoningcheckout is shippingcosts
Step 7Be Competitive    •    Be like Zappos – www.zappos.com – Digital Rapport Largest shoe store in America, Over $1Billi...
(Please) Give me a reason to buy from     you
Why should I buy from you?You should buy from usbecause:………………………………We can also offer you thefollowing……………………………
What makes your companyunique?•   Ask your colleagues•   Speak to Customer Service•   Speak to your sales team•   Speak to...
Develop your solution
Step 8Develop your solution         Where have I come from?              Where am I?
Step 8Where have I come from?
Step 8Where am I?               Conversion Tip: Focus on relevance
Remove Distraction
Remove Distractions
Remove Distraction                                                 MVT - 32%                                              ...
Simplify & Focus                   Conversion Tip: ‘Mega Nav’ – a quick win                    De-cluttering             ...
Step 9 – Decision:What do I do next?
Tell your visitorwhat you want  them to do
Clear Call to Action!Colour, Shape, Copy 3 x 3 x 3 = 27 combination MVT          Buy Now                             Winne...
Design your solution
Step 10Design your solution   Where have I come from?   - Google ‘Designer Clothing’   Where am I?               - ASOS – ...
Test & Learn
Step 9 – Take Action:Test & LearnOptimisation Testing Approaches. 1. AB Testing                       2. Multivariate Test...
Repeat
ContactsContact Details    Phil Guilfoyle    Senior Optimisation Consultant    phil.guilfoyle@lbi.com    @philguilfoyle   ...
Conversion thursday 2012_philip_guilfoyle_v1
Upcoming SlideShare
Loading in …5
×

Conversion thursday 2012_philip_guilfoyle_v1

837 views

Published on

Phil Guilfoyle's slides from Conversion Thursday
23rd February 2012. Building a Conversion Process

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
837
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Conversion thursday 2012_philip_guilfoyle_v1

  1. 1. Conversion ThursdayBuilding a Conversion Process23rd February 2012Philip Guilfoyle
  2. 2. LBi
  3. 3. A quick introduction! • 5 years + obsessing about the Conversion Rate • Senior conversion optimisation consultant at LBi • Lead LBi CRO offering for the UK Skills: • AB testing • MVT • Conversion Rate Optimisation • Landing Page Optimisation • User testing • User Experience Design • Web Analytics
  4. 4. Building a Conversion Process
  5. 5. Why bother with conversion? Companies typically spend $92 Dollars getting people to their site and only $1 to convert them. Brian Eisenberg, SES NY 2011
  6. 6. What is Conversion Optimization?Conversion Optimisation –• Making a website easier to use?• Improving the conversion rate?
  7. 7. What is Conversion Optimization?Conversion Optimisation –“Conversion Optimization is the science and art of getting a higherpercentage of your web visitors to take action and becoming a leador customer.”WiderFunnel.com
  8. 8. What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encouragea higher percentage of your web visitors to take action, generate alead or become a customer.”
  9. 9. What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encouragea higher percentage of your web visitors to take action, generate alead or become a customer.” PROCESS
  10. 10. Let’s look at a Conversion Process
  11. 11. Step 1Draw out the full user journey  Conversion Tip: Draw/Print out key user journeys
  12. 12. Step 2Data/Web Analytics
  13. 13. Step 1 – Understand your audience 2What and AnalyticsData/Web Where to Optimize? High PIGEONS STARS Goal: Increase Quality Goal: Monitor Closely * AB Test to optimise content * Ensure traffic and performance remains high * Target content based on traffic source Volume of Traffic to Page DOGS HIDDEN GEMS Goal: Reduce & Simplify Goal: Increase traffic & Find more * Ensure page does not have “prime real-estate” * Increase traffic to page through more targeted SEO/PPC/Campaigns * Move page deeper into site * Promote pages within site structure * Copy page characteristics to poorer performing pages Low Poor Page Performance Good
  14. 14. Step 2What and Where to Optimize? High PIGEONS STARS Page A Page A Volume of Traffic to Page Page C DOGS HIDDEN GEMS Page G Page F Page D Page H Page E Low Poor Page Performance Good
  15. 15. Step 2Segment • New v’s Returning • By Channel • By Browser • By Channel • Brand/Non-Brand Traffic
  16. 16. Step 2Segment - A personal experience? The following screens display the experience on: First visit Second visit Tenth visit Notice what changes…
  17. 17. 1
  18. 18. 2
  19. 19. 10
  20. 20. Step 3User Research www.whatusersdo.com www.clicktale.com www.silverbackapp.com
  21. 21. Step 3User Research Lab Based Usability Testing • Usability Test • UX Expert Evaluation • Competitor Benchmarking WY? • Persona Development • Surveys • Ethnographical Study
  22. 22. Step 3User Research - Personas Max would say Buying Criteria Goals Characteristics Attitude Research Sources
  23. 23. Step 3User Research - Personas
  24. 24. Bring the information together
  25. 25. User Experience - Chrome
  26. 26. User Experience - Firefox
  27. 27. User Research & Analytics http://www.netmarketshare.com
  28. 28. You now will have some areas to focus on.
  29. 29. Step 5Prioritise1st Fix User Experience Bugs2nd Be competitive3rd List opportunities in highest order that will have the greatest impact on your goal: Conversion Rate Optimization is the continual process to encourage a higher percentage of your web visitors to take action, generate a lead or become a customer.”
  30. 30. Fix User Experience Bugs
  31. 31. Be competitive
  32. 32. Step 7Be competitive44% of people statereason for abandoningcheckout is shippingcosts
  33. 33. Step 7Be Competitive • Be like Zappos – www.zappos.com – Digital Rapport Largest shoe store in America, Over $1Billiinon in sales Bought by Aamzon in 2009 for $1.2Billion
  34. 34. (Please) Give me a reason to buy from you
  35. 35. Why should I buy from you?You should buy from usbecause:………………………………We can also offer you thefollowing……………………………
  36. 36. What makes your companyunique?• Ask your colleagues• Speak to Customer Service• Speak to your sales team• Speak to your customers – why did you buy from us?Then;Add your USP to your websiteheader
  37. 37. Develop your solution
  38. 38. Step 8Develop your solution Where have I come from? Where am I?
  39. 39. Step 8Where have I come from?
  40. 40. Step 8Where am I?  Conversion Tip: Focus on relevance
  41. 41. Remove Distraction
  42. 42. Remove Distractions
  43. 43. Remove Distraction MVT - 32% increase in conversion  Conversion Tip: Only provide content the visitor needs, less is more
  44. 44. Simplify & Focus Conversion Tip: ‘Mega Nav’ – a quick win  De-cluttering  Simplification  Focusing Visitor  Great Information Architecture  Reduces Bounce Rate
  45. 45. Step 9 – Decision:What do I do next?
  46. 46. Tell your visitorwhat you want them to do
  47. 47. Clear Call to Action!Colour, Shape, Copy 3 x 3 x 3 = 27 combination MVT Buy Now Winner – Start Your Order 7% uplift Start your order Get it Now Conversion Tip: Test your C2A’s Buy Now  Text  Colour  Location  Size  Shape
  48. 48. Design your solution
  49. 49. Step 10Design your solution Where have I come from? - Google ‘Designer Clothing’ Where am I? - ASOS – Discover Fashion Online What do I do next? - It’s Pay Day! – Shop Men
  50. 50. Test & Learn
  51. 51. Step 9 – Take Action:Test & LearnOptimisation Testing Approaches. 1. AB Testing 2. Multivariate Testing (MVT) 3. Behavioural Targeting (BT) AB testing involves comparing one MVT allows multiple variations of BT is the reverse of MVT. By piece of content against another. a page to be tested by testing the targeting segments of website Visitors get randomly allocated content within the page (it’s very visitors (for example: visitors from one of the selected designs. much like running tens of AB tests Google) we can measure if Chose an equal split, or weight at once but without having to build specific messages or content more traffic to your control page all the page versions.) targeted to the segment improves (A) to lower any risk of impact. MVT allows you to understand conversion rate. This technique is very good for which section of the page is testing large design changes. responsible for driving conversion.
  52. 52. Repeat
  53. 53. ContactsContact Details Phil Guilfoyle Senior Optimisation Consultant phil.guilfoyle@lbi.com @philguilfoyle Linkedin Phil Guilfoyle LBi Truman Brewery 146 Brick Lane London E1 6RU An LBi Group Company Reception: 020 7063 6465 www.lbi.com

×