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Conversion Rate Optimization 101: Make Your WordPress Site Convert!

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You worked hard to drive traffic to your website, so what now? It’s time to get down to the basics of conversion rate optimization on your website. Learn how to collect data, analyze data and optimize your WordPress website using various free marketing tools & plugins. You will discover ways to run simple AB tests, heat maps, basic and advanced analytics tools to generate new conversion opportunities within your current website.
Presented at WordCamp Tampa 2015

Published in: Marketing
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Conversion Rate Optimization 101: Make Your WordPress Site Convert!

  1. 1. CONVERSION RATE
 OPTIMIZATION 101 Make Your Website Convert! Chris Edwards Co Owner at CE Squared https://cesquared.com @ChrisEdwardsCE
  2. 2. WHERE DO YOU START? CRO is a process of diagnosis hypothesis and testing @ChrisEdwardsCEcesquared.com
  3. 3. GET INTO THE CRO MINDSET Don’t be afraid to fail
 Keep an open mind Do more with less Follow the data LET IT GO! First @ChrisEdwardsCEcesquared.com
  4. 4. START WITH A PLAN Second @ChrisEdwardsCEcesquared.com
  5. 5. DON’T JUST TEST TO TEST Define your metrics Create goals Start big, refine down KNOW WHY! @ChrisEdwardsCEcesquared.com
  6. 6. CREATE A BACKLOG Plan out future tests Tests can end early Be ready to switch out WHAT’S NEXT! @ChrisEdwardsCEcesquared.com
  7. 7. COLLECT QUANTITATIVE DATA Third @ChrisEdwardsCEcesquared.com
  8. 8. SO MANY TOOLS! @ChrisEdwardsCEcesquared.com
  9. 9. MOST COMMON Easy to install Goal & event tracking Widespread use IT’S FREE! @ChrisEdwardsCEcesquared.com
  10. 10. MORE ADVANCED They are directly integrated into most AB testing tools @ChrisEdwardsCEcesquared.com
  11. 11. BUILD YOUR FUNNEL @ChrisEdwardsCEcesquared.com
  12. 12. BUILD YOUR FUNNEL @ChrisEdwardsCEcesquared.com
  13. 13. BUILD YOUR FUNNEL Experiments show in funnel reports automagically @ChrisEdwardsCEcesquared.com
  14. 14. BUILD YOUR FUNNEL Experiments show in funnel reports automagically @ChrisEdwardsCEcesquared.com
  15. 15. BUILD YOUR FUNNEL Experiments show in funnel reports automagically @ChrisEdwardsCEcesquared.com
  16. 16. BUILD YOUR FUNNEL Experiments show in funnel reports automagically @ChrisEdwardsCEcesquared.com
  17. 17. BUILD YOUR FUNNEL @ChrisEdwardsCEcesquared.com
  18. 18. COLLECT QUALITATIVE DATA Fourth @ChrisEdwardsCEcesquared.com
  19. 19. ON PAGE SURVEYS Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing? @ChrisEdwardsCEcesquared.com
  20. 20. THE TOOLS Free Option Paid Paid On Page Survey @ChrisEdwardsCEcesquared.com
  21. 21. HEATMAPS Learn What’s Important Find hot spots How far are users scrolling? What are they reading? @ChrisEdwardsCEcesquared.com
  22. 22. HEATMAPS Have models look to the product or call to action @ChrisEdwardsCEcesquared.com
  23. 23. VISITOR RECORDINGS Watch Your Visitors See their mouse movements Identify long pauses Identify “lost” visitors Watch how they navigate your site @ChrisEdwardsCEcesquared.com
  24. 24. THE TOOLSHeatmaps & Visitor Recordings @ChrisEdwardsCEcesquared.com
  25. 25. THE TOOLS @ChrisEdwardsCEcesquared.com
  26. 26. UPDATE BACKLOG Use insights gained from all this data to build up your backlog for A/B Testing @ChrisEdwardsCEcesquared.com
  27. 27. START TESTING Finally! @ChrisEdwardsCEcesquared.com
  28. 28. THE TOOLS @ChrisEdwardsCEcesquared.com
  29. 29. ADD JAVASCRIPT TO SITE <script src="//cdn.optimizely.com/js/ 1488356457.js"></script> @ChrisEdwardsCEcesquared.com
  30. 30. EASY TO USE WYSIWYG @ChrisEdwardsCEcesquared.com
  31. 31. EASY TO USE WYSIWYG @ChrisEdwardsCEcesquared.com
  32. 32. EASY TO USE WYSIWYG Control (A) Variant (B) @ChrisEdwardsCEcesquared.com
  33. 33. EASY TO USE WYSIWYG Control (A) Variant (B) 21% @ChrisEdwardsCEcesquared.com
  34. 34. WHAT DO YOU TEST FIRST Testing @ChrisEdwardsCEcesquared.com
  35. 35. PAGES WITH HIGH TRAFFIC @ChrisEdwardsCEcesquared.com
  36. 36. PAGES WITH HIGH TRAFFIC @ChrisEdwardsCEcesquared.com
  37. 37. TEST BUTTONS Test A Test B vs @ChrisEdwardsCEcesquared.com
  38. 38. TEST BUTTONS Test A Test B vs 21% @ChrisEdwardsCEcesquared.com
  39. 39. TEST IMAGES Test A Test B vs @ChrisEdwardsCEcesquared.com
  40. 40. TEST IMAGES Test A Test B vs 19% @ChrisEdwardsCEcesquared.com
  41. 41. TEST LAYOUTS @ChrisEdwardsCEcesquared.com
  42. 42. TEST FLOWS Sign Up Flows
 First User Experience When To Send Welcome Emails When To Promote Upgrades or Paid Features @ChrisEdwardsCEcesquared.com
  43. 43. TEST MONEY PAGES @ChrisEdwardsCEcesquared.com
  44. 44. THINK OUTSIDE THE BOX Clean Shaven Bearded Hipster @ChrisEdwardsCEcesquared.com
  45. 45. THINK OUTSIDE THE BOX Clean Shave Bearded Hipster 49% Hipster Wins! @ChrisEdwardsCEcesquared.com
  46. 46. DON’T SCREW UP Warning @ChrisEdwardsCEcesquared.com
  47. 47. STAY FOCUSED Only change one element at a time @ChrisEdwardsCEcesquared.com
  48. 48. LOW TRAFFIC? Stick to A/B Testing, not A/B/C @ChrisEdwardsCEcesquared.com
  49. 49. LOW TRAFFIC? Stick to A/B Testing, not A/B/C @ChrisEdwardsCEcesquared.com
  50. 50. CALLING TESTS TO EARLY @ChrisEdwardsCEcesquared.com
  51. 51. DOUBLE CHECK AMAZING 956% Whoa! That seems almost too good to be true! IS IT CORRECT? @ChrisEdwardsCEcesquared.com
  52. 52. QUESTIONS? Thank You Chris Edwards Co Owner at CE Squared https://cesquared.com @ChrisEdwardsCEcesquared.com

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