Turn a Profit- Introduction to Conversion Optimisation

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Turn a Profit- Introduction to Conversion Optimisation

  1. 1. TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION
  2. 2. INTRODUCTION ABOUT ME (BJARNE) ‣ Conversion Optimization Strategist ‣ Director of scaleup.com.au ‣ Help business owners scale
  3. 3. INTRODUCTION AGENDA ‣ Create a measurement plan ‣ Set up the right tracking ‣ Identify problems and solutions
  4. 4. WHAT IS CONVERSTION OPTIMIZATION? SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS
  5. 5. WHAT IS CONVERSION OPTIMIZATION? ‣ In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.
  6. 6. CREATE A MEASUREMENT PLAN TURN A PROFIT: INTRODUCTION TO CRO
  7. 7. THE MEASUREMENT PLAN
  8. 8. WHAT IS YOUR MAIN BUSINESS OBJECTIVE? ● Why does your business exist? ● What is the overall purpose? ● What would you ideally like to achieve? STEP 1: DEFINE YOUR MAIN BUSINESS OBJECTIVE
  9. 9. WHAT DRIVES YOU DAY-TO-DAY?
  10. 10. WHAT IS YOUR GOAL FOR EACH OBJECTIVE? ● Having just one goal is ok ● Phrase it in one sentence ● Ok to rewrite and revisit later on STEP 2: DEFINE GOALS FOR EACH BUSINESS OBJECTIVE
  11. 11. CHECK: DO YOU HAVE A SMART GOALS AND OBJECTIVES?
  12. 12. WHAT ARE YOUR KPI’S FOR EACH GOAL? ● Metrics for tracking ● Could be inquiries or sales from the site ● Should be quantitative and measurable STEP 3: DEFINE KEY PERFORMANCE INDICATORS
  13. 13. THE KPI’S SHOULD MATTER!
  14. 14. WHICH TARGETS DO YOU WANT FOR EACH KPI? ● Break it down annually ● Make it specific ● No need for perfection: we can revisit later STEP 4: DEFINE TARGETS FOR EACH KPI
  15. 15. WHO IS ACCOUNTABLE FOR EACH TARGET?
  16. 16. HOW CAN YOU BEST SEGMENT YOUR MARKET? ● Helps you better allocate resources ● Your website analytics software can help with this ● Can be refined over time STEP 5: IDENTIFY SEGMENTS
  17. 17. DIFFERENT WAYS TO SEGMENT
  18. 18. YOUR TASKS FOR THE NEXT 15 MINUTES: ● Create a measurement plan WORKBOOK: Step 1
  19. 19. SET UP THE RIGHT TRACKING TURN A PROFIT: INTRODUCTION TO CRO
  20. 20. WHY SHOULD YOU IMPROVE TRACKING? ● Most websites don’t do it well - if at all(!) ● Tracking are often not aligned with business goals ● Need to have objective performance figures SET UP THE RIGHT TRACKING
  21. 21. HOW DO YOU SET UP TRACKING? ● Install Google Tag Manager (GTM) to simplify the process ● Install tracking codes to your website for various programs ● Tweak the setup to suit your business objectives SET UP THE RIGHT TRACKING
  22. 22. GO TO: https://www.google.com/analytics/tag-manager/
  23. 23. FIRST PROGRAM TO ADD: GOOGLE ANALYTICS ● Free tracking of key data ● Can track websites, mobile apps, and any digitally connected device (like your smart fridge) ● Use GTM to install the code SET UP THE RIGHT TRACKING
  24. 24. GO TO: https://www.google.com.au/analytics/
  25. 25. CUSTOMIZE YOUR SETUP TO SUIT YOUR GOALS ● Use event or goal tracking ● If you use Google Adwords set up conversion tracking ● If you have an eCommerce site use enhanced Google Analytics SET UP THE RIGHT TRACKING
  26. 26. BENEFITS OF ENHANCED ECOMMERCE
  27. 27. GOOGLE PARTNERS: https://www.google.com.au/partners
  28. 28. ADD HOTJAR ● Fills many of the holes in Google Analytics ● Track user recordings and heat maps ● Create surveys and polls on your site SET UP THE RIGHT TRACKING
  29. 29. GO TO: https://www.hotjar.com/
  30. 30. HEATMAP FROM HOTJAR
  31. 31. HEATMAP FROM HOTJAR
  32. 32. YOUR TASKS FOR THE NEXT 15 MINUTES: ● Create a tracking plan WORKBOOK: STEP 2
  33. 33. IDENTIFY PROBLEMS AND SOLUTIONS TURN A PROFIT: INTRODUCTION TO CRO
  34. 34. REMOVE TECHNICAL ERRORS ● Improve loading time ● Make the site mobile responsive ● Note: Mobile responsive is not the same as “mobile friendly” IDENTIFY PROBLEMS AND SOLUTIONS
  35. 35. CHECK YOUR SITES LOADING SPEED: GTMETRIX.COM
  36. 36. CHECK HOW RESPONSIVE YOUR SITE IS TO MOBILE
  37. 37. IDENTIFY YOUR KEY PROBLEMS ● What type of website do you have? ● Where is the final conversion made? ● Where on your site do you have the largest drop-off? IDENTIFY PROBLEMS AND SOLUTIONS
  38. 38. LEAD GENERATING SITES CONVERT FROM THE FRONT
  39. 39. ECOMMERCE SITES CONVERT FROM THE BACK
  40. 40. GOOGLE ANALYTICS - BEHAVIOUR - BEHAVIOR FLOW
  41. 41. COLLECT ADDITIONAL DATA ● Ask your customers for more feedback ● Can create polls or surveys in Hotjar ● Consider best practice IDENTIFY PROBLEMS AND SOLUTIONS
  42. 42. ASK FOR FEEDBACK OVER COFFEE
  43. 43. TIPS FOR SETTING UP A POLL ● No more than 2 questions ● Put it a few pages in ● Let it load after 10 seconds IDENTIFY PROBLEMS AND SOLUTIONS
  44. 44. LEARN “BEST PRACTICE” IDENTIFY PROBLEMS AND SOLUTIONS
  45. 45. DOES IT EXIST? ● Every website and market is different ● Technology and behavior changes ● So does your business! WHAT IS “BEST PRACTICE”?
  46. 46. SHOULD A SITE BE PRETTY?: LINGS CARS
  47. 47. HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT
  48. 48. HOUSE OF CARDS: BIG DATA IMPACTING CULTURE?
  49. 49. WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT
  50. 50. ONE PURPOSE PER PAGE ● Identify one goal for each page ● Remove distractions ● Enhance key areas WHAT IS “BEST PRACTICE”?
  51. 51. SITE TO LEARN FROM: TORKLAW.COM
  52. 52. HOW TO MAKE A SOLID ARGUMENT
  53. 53. FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
  54. 54. GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
  55. 55. R. CIALDINI: INFLUENCE: THE PSYCHOLOGY OF PERSUASION
  56. 56. CONSIDER THE SALES FLOW ● How does one page lead to another? ● Are you gradually warming up visitors? ● Is the first action easy to make? WHAT IS “BEST PRACTICE”?
  57. 57. THE FORGOTTEN SALES FUNNEL
  58. 58. NEIL STRAUSS: THE GAME
  59. 59. LEARN ABOUT CONVERSION ● Study conversionxl.com in detail! ● Analyze your competitors ● Pick up a book or ten LEARN AND REFLECT
  60. 60. THE BEST THINGS IN LIFE IS FREE: CONVERSIONXL.COM
  61. 61. PEEP LAJA - MASTER THE ESSENTIALS CONVERSION OPT.
  62. 62. STUDY SITES IN YOUR MARKET ● There are exceptions to “best practice” ● Identify how similar sites to yours look ● Ask what you can do better HOW TO USE GOOGLE ANALYTICS TO GET SALES
  63. 63. SIMILARWEB.COM - LEARN FROM SITES LIKE YOURS
  64. 64. USEFUL TOOL: SEMRUSH.COM
  65. 65. USEFUL TOOLS: KEYWORDSPY.COM
  66. 66. TOOL: SPYFU.COM
  67. 67. YOUR TASKS FOR THE NEXT 15 MINUTES: ● Fill in the conversion checklist WORKBOOK: STEP 3
  68. 68. EXAMPLES TO LEARN FROM DO NOT DO THIS AT HOME:
  69. 69. TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?
  70. 70. TYPICAL MISTAKE: IS PRIORITY A PLURAL?
  71. 71. TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?
  72. 72. TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?
  73. 73. TYPICAL MISTAKE: NOT DIRECTING ACTION
  74. 74. TYPICAL MISTAKE: CAN I CALL YOU?
  75. 75. TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?
  76. 76. TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?
  77. 77. TYPICAL MISTAKE: WASTING SPACE
  78. 78. TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?
  79. 79. TYPICAL MISTAKE: WHY 6 STEPS TO PAY?
  80. 80. TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?
  81. 81. TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?
  82. 82. TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?
  83. 83. A/B TEST YOUR FINDINGS TIME TO PUT WHAT YOU LEARNED TO THE TEST
  84. 84. TEST WHAT YOU HAVE LEARNED HOW TO TEST ‣ Install an A/B testing software ‣ Create at least one variation based on your research ‣ Test for at least 1,000 impressions
  85. 85. HELPFUL A/B TESTING TOOL: WWW.WVO.COM
  86. 86. EXAMPLE: DROPBOX - A/B TEST - VERSION A
  87. 87. EXAMPLE: DROPBOX - A/B TEST - VERSION B
  88. 88. BOOKS TO GET YOU THINKING I AM NOT DONE WITH YOU YET!
  89. 89. CHRIS GOWARD: YOU SHOULD TEST THAT!
  90. 90. AVINASH KAUSHIK: WEB ANALYTICS 2.0
  91. 91. SEAN ELLIS: GROWTH ENGINES
  92. 92. ERIC RIES: THE LEAN STARTUP
  93. 93. GREG McKEOWN: ESSENTIALISM
  94. 94. UPGRADE YOUR NECKTOP HOW TO READ ONE BOOK A MONTH ● Install Kindle on your phone ● Put it on flight mode? ● Read 5% every day Monday to Friday
  95. 95. WEBSITE EVALUATION: SCALEUP.COM.AU OH NO! I HAVE RAN OUT OF MATERIAL!
  96. 96. FINAL WORDS FROM JERRY SEINFELD

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