Why does my Conversion Rate Suck?

17th Oct 2013
SEO/PPC
•
–

•
–

•
–

•
–

•
–

•
–

•
–

•
–

@
•

–
•

–
•

–
•

–
•
–
•
–
Insight - Inputs
Opinion

Cherished
notions

Marketing
whims

Cosmic rays
Not ‘on
brand’
enough

Ego

IT
inflexibility

Pa...
Insight - Inputs
Usability
testing

Forms
analytics

Search
analytics

Voice of
Customer
Market
research

Eye tracking

Cu...
•
–

•
–

•
–

•
–

•
–

•
–
•

–
•

–
•

–
•

–
•
–
•
–
@
•
–

•
–

•
–

•
–

•
–

•
–

•
–
–
•
–

•
–

•
–

•
–

•
–

•
–
•
–

•
–

•
–

•
–
–

•
–
–
–
–
•
–

•
–

•
–

•
–

•
–

•
–
•
•

•
•

•

•

24 Jan 2012
•
•
•

•
•
•
•
•
•
•

•
•
•
–

•
–

•
–

•
–

•
–

•
–
–
•
–
–
–
–
–

•
–

•
–

•
–
–
•
–
–
–

•
–
–

•
–

•
–
–
–
•
–
–

•
–
–

•
–
–

•
–
–
–
•
•
•
•
•
•
•
•
•
•
•
•

Invest continually in Analytics instrumentation, tools & people
Use an Agile, iterative, Cross-si...
•
•
•
•
•
•
•

Belron
Dell
Shop Direct
Expedia
Schuh
TSR Group
Soundcloud

• Gov.uk

–
–
–
–
–
–
–

–

Ed Colley
Nazli Yuz...
•
•
•
44
45
46
Photograph your receipts and have them scanned.
Forward expenses for import via email.
Saves lots of time and error prone ...
•
•

•

•
•
•
•
•
•
Is there a way to fix this then?

@

52
More reading. Download the slides! Questions…

Email : sullivac@gmail.com

Twitter : @OptimiseOrDie
: linkd.in/pvrg14
53
RESOURCE PACK

54
RESOURCE PACK
•
•
•
•
•
•

Maturity model
Crowdsourced UX
Collaborative tools
Testing tools for CRO & QA
Belron methodolog...
Level 1

Level 2

Level 3

Level 4

Level 5

Starter Level

Culture

Early maturity

Serious testing

Core business value
...
2 - UX Crowd tools

Som, feedback

Remote UX tools (P=Panel, S=Site recruited, B=Both)
Usertesting (B)
www.usertesting.com...
3 - Collaborative Tools

Oh sh*t

58
3.1 - Join.me

59
3.2 - Pivotal Tracker

60
3.3 – Trello

61
3.4 - Basecamp

62
3.5 - Google Docs and Automation
•
•
•
•
•
•

Lots of people don’t know this
Serious time is getting wasted on pulling and...
3.6 - Cloud Collaboration
• LucidChart

64
3.7 - Cloud Collaboration
• Webnotes

65
3.8 - Cloud Collaboration
• Protonotes

66
3.9 - Cloud Collaboration
• Conceptshare

67
4 – QA and Testing tools
Email testing

www.litmus.com

www.returnpath.com
www.lyris.com

Browser testing

www.crossbrowse...
5 – Methodologies - Lean UX
“The application of UX design methods into product
development, tailored to fit Build-Measure-...
5 - Agile UX / UCD / Collaborative Design
“An integration of User Experience Design and Agile*
Software Development Method...
CRO

71
5 - Lean Conversion Optimisation
“A blend of User Experience Design, Agile PM, Rapid Lean
UX Build-Measure-Learn cycles, t...
5 - Lean CRO

Inspection

Instrument

Immersion

Learn

Identify

Triage &

Measure

Triangulate

Outcome
Streams
73
5 - Triage and Triangulation
“This is where the smarts of CRO are – in identifying the
easiest stuff to test or fix that w...
5 - The Bucket Methodology
“Helps you to stream actions from the insights and prioritisation work.
Forces an action for ev...
5 - Belron example – Funnel replacement
Final
prototype

Usability
issues left

Final changes

Release build

Legal review...
6 - CRO and Testing resources
•
•
•
•
•
•
•

101 Landing page tips
544 Optimisation tips
108 Optimisation tips
32 CRO tips...
END SLIDES
Feel free to steal, re-use, appropriate or otherwise lift
stuff from this deck.
If it was useful to you – email...
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant
Upcoming SlideShare
Loading in …5
×

Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant

1,746 views

Published on

Craig Sullivan, Senior Optimisation Consultant covers the top 10 reasons why your conversion rate might suck. Packed with actionable tips and resources this presentation is for anyone wanting to improve their Conversion Optimisation. Craig covers common problems and topic areas such as issues with Google Analytics setup, inputs, tools, testing, testing cycles, product cycles, Photo UX, how to analyse statistics / Data, segmentation, multiple channel optimisation. The resource pack also include a maturity model, Crowd-sourced UX, collaborative tools, testing tools for CRO & QA, Belron Methodology example, and CRO and testing resources.

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

No Downloads
Views
Total views
1,746
On SlideShare
0
From Embeds
0
Number of Embeds
136
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Why Does My Conversion Rate Suck? Craig Sullivan, Senior Optimisation Consultant

  1. 1. Why does my Conversion Rate Suck? 17th Oct 2013
  2. 2. SEO/PPC
  3. 3. • – • – • – • – • – • – • – • – @
  4. 4. • – • – • – • – • – • –
  5. 5. Insight - Inputs Opinion Cherished notions Marketing whims Cosmic rays Not ‘on brand’ enough Ego IT inflexibility Panic Internal company needs #FAIL Competitor change An article the CEO read Some dumbass consultant Competitor copying Dice rolling Guessing Knee jerk reactons Shiny feature blindness
  6. 6. Insight - Inputs Usability testing Forms analytics Search analytics Voice of Customer Market research Eye tracking Customer contact A/B and MVT testing Big & unstructured data Insight Social analytics Session Replay Web analytics Segmentation Sales and Call Centre Surveys Customer services Competitor evals
  7. 7. • – • – • – • – • – • –
  8. 8. • – • – • – • – • – • – @
  9. 9. • – • – • – • – • – • – • – –
  10. 10. • – • – • – • – • – • –
  11. 11. • – • – • – • – – • – – – –
  12. 12. • – • – • – • – • – • –
  13. 13. • • • • • • 24 Jan 2012
  14. 14. • • • •
  15. 15. • • • • • • • •
  16. 16. • – • – • – • – • – • – –
  17. 17. • – – – – – • – • – • – –
  18. 18. • – – – • – – • – • – – –
  19. 19. • – – • – – • – – • – – –
  20. 20. • • • • • • • • • • • • Invest continually in Analytics instrumentation, tools & people Use an Agile, iterative, Cross-silo, One team project culture Prefer collaborative tools to having lots of meetings Prioritise development based on numbers and insight Practice real continuous product improvement, not SLED Source photos and copy that support persuasion and utility Have cross channel, cross device design, testing and QA Segment their data for valuable insights, every test or change Continually try to reduce cycle (iteration) time in their process Blend ‘long’ design, continuous improvement AND split tests Make optimisation the engine of change, not the slave of ego See the Maturity Model in the resource pack
  21. 21. • • • • • • • Belron Dell Shop Direct Expedia Schuh TSR Group Soundcloud • Gov.uk – – – – – – – – Ed Colley Nazli Yuzak Paul Postance (now with EE) Oliver Paton Stuart McMillan Pete Taylor Eleftherios Diakomichalis & Ole Bahlmann Adam Bailin (now with the BBC) Read the gov.uk principles : www.gov.uk/designprinciples And my personal favourites of 2013 – Airbnb and Expensify
  22. 22. • • •
  23. 23. 44
  24. 24. 45
  25. 25. 46
  26. 26. Photograph your receipts and have them scanned. Forward expenses for import via email. Saves lots of time and error prone manual entry.
  27. 27. • • • • • • • • •
  28. 28. Is there a way to fix this then? @ 52
  29. 29. More reading. Download the slides! Questions… Email : sullivac@gmail.com Twitter : @OptimiseOrDie : linkd.in/pvrg14 53
  30. 30. RESOURCE PACK 54
  31. 31. RESOURCE PACK • • • • • • Maturity model Crowdsourced UX Collaborative tools Testing tools for CRO & QA Belron methodology example CRO and testing resources 55
  32. 32. Level 1 Level 2 Level 3 Level 4 Level 5 Starter Level Culture Early maturity Serious testing Core business value You rock, awesomely Local Heroes Chaotic Good Small team Low hanging fruit Dedicated team Volume opportunities Cross silo team Systematic tests Ninja Team Testing in the DNA A/B testing Basic tools Session replay ________________________________________________________________________ Company wide Ad Hoc Well developed Streamlined Process _____________________ _ Outline process ________________________________________________________________________ +Spread tool use +Funnel +Cross channel _______________________+ Multi variate Guessing optimisation testing Testing focus No segments Call tracking Some segments Micro testing Integrated CRO and analytics Dynamic adaptive targeting Machine learning Segmentation Realtime ________________________________________________________________________ Multichannel + offline + Bounce rates + Funnel fixes ________________________Funnel analysis funnels integration Analytics Low converting focus Big volume landing pages & High loss pages Forms analytics Channel switches Single channel picture +User Centered Design scores tied to UX Cross channel synergy ________________________________________________________________________ ________________________ + All channel view +Regular usability Analytics + Customer sat Insight methods Surveys Contact Centre Low budget usability testing/research Prototyping Session replay Onsite feedback Layered feedback Mini product tests Rapid iterative testing and design of customer Driving offline using online All promotion driven by testing _________________________________________________________________________ Continual 56 Get buyin Scale the testing Mine value Mission _______________________ Prove ROI improvement
  33. 33. 2 - UX Crowd tools Som, feedback Remote UX tools (P=Panel, S=Site recruited, B=Both) Usertesting (B) www.usertesting.com Userlytics (B) www.userlytics.com Userzoom (S) www.userzoom.com Intuition HQ (S) www.intuitionhq.com Mechanical turk (S) www.mechanicalturk.com Loop11 (S) www.loop11.com Open Hallway (S) www.openhallway.com What Users Do (P) www.whatusersdo.com Feedback army (P) www.feedbackarmy.com User feel (P) www.userfeel.com Ethnio (For Recruiting) www.ethnio.com Feedback on Prototypes / Mockups Pidoco Verify from Zurb Five second test Conceptshare Usabilla www.pidoco.com www.verifyapp.com www.fivesecondtest.com www.conceptshare.com www.usabilla.com 57
  34. 34. 3 - Collaborative Tools Oh sh*t 58
  35. 35. 3.1 - Join.me 59
  36. 36. 3.2 - Pivotal Tracker 60
  37. 37. 3.3 – Trello 61
  38. 38. 3.4 - Basecamp 62
  39. 39. 3.5 - Google Docs and Automation • • • • • • Lots of people don’t know this Serious time is getting wasted on pulling and preparing data Use the Google API to roll your own reports straight into Big G Google Analytics + API + Google docs integration = A BETTER LIFE! Hack your way to having more productive weeks Learn how to do this to make completely custom reports 63
  40. 40. 3.6 - Cloud Collaboration • LucidChart 64
  41. 41. 3.7 - Cloud Collaboration • Webnotes 65
  42. 42. 3.8 - Cloud Collaboration • Protonotes 66
  43. 43. 3.9 - Cloud Collaboration • Conceptshare 67
  44. 44. 4 – QA and Testing tools Email testing www.litmus.com www.returnpath.com www.lyris.com Browser testing www.crossbrowsertesting.com www.cloudtesting.com www.multibrowserviewer.com www.saucelabs.com Mobile devices www.perfectomobile.com www.deviceanywhere.com www.mobilexweb.com/emulators www.opendevicelab.com 68
  45. 45. 5 – Methodologies - Lean UX “The application of UX design methods into product development, tailored to fit Build-Measure-Learn cycles.” Positive – – – – – – Lightweight and very fast methods Realtime or rapid improvements Documentation light, value high Low on wastage and frippery Fast time to market, then optimise Allows you to pivot into new areas Negative – Often needs user test feedback to steer the development, as data not enough – Bosses distrust stuff where the outcome isn’t known 69
  46. 46. 5 - Agile UX / UCD / Collaborative Design “An integration of User Experience Design and Agile* Software Development Methodologies” *Sometimes Research Positive – User centric – Goals met substantially – Rapid time to market (especially when using Agile iterations) Negative – Without quant data, user goals can drive the show – missing the business sweet spot – Some people find it hard to integrate with siloed teams – Doesn’t’ work with waterfall IMHO Wireframe Concept Analyse Prototype Test 70
  47. 47. CRO 71
  48. 48. 5 - Lean Conversion Optimisation “A blend of User Experience Design, Agile PM, Rapid Lean UX Build-Measure-Learn cycles, triangulated data sources, triage and prioritisation.” Positive – A blend of several techniques – Multiple sources of Qual and Quant data aids triangulation – CRO analytics focus drives unearned value inside all products Negative – Needs a one team approach with a strong PM who is a Polymath (Commercial, Analytics, UX, Technical) – Only works if your teams can take the pace – you might be surprised though! 72
  49. 49. 5 - Lean CRO Inspection Instrument Immersion Learn Identify Triage & Measure Triangulate Outcome Streams 73
  50. 50. 5 - Triage and Triangulation “This is where the smarts of CRO are – in identifying the easiest stuff to test or fix that will drive the largest uplift.” • • • • • • • • • • Starts with the analytics data Then UX and user journey walkthrough from SERPS -> key paths Then back to analytics data for a whole range of reports: Segmented reporting, Traffic sources, Device viewport and browser, Platform (tablet, mobile, desktop) and many more We use other tools or insight sources to help form hypotheses We triangulate with other data where possible We estimate the potential uplift of fixing/improving something as well as the difficulty (time/resource/complexity/risk) A simple quadrant shows the value clusters We then WORK the highest and easiest scores by… Turning every opportunity spotted into an OUTCOME 74
  51. 51. 5 - The Bucket Methodology “Helps you to stream actions from the insights and prioritisation work. Forces an action for every issue, a counter for every opportunity being lost.”  Test  Instrument If there is an obvious opportunity to shift behaviour, expose insight or increase conversion – this bucket is where you place stuff for testing. If you have traffic and leakage, this is the bucket for that issue. If an issue is placed in this bucket, it means we need to beef up the analytics reporting. This can involve fixing, adding or improving tag or event handling on the analytics configuration. We instrument both structurally and for insight in the pain points we’ve found.  Hypothesise This is where we’ve found a page, widget or process that’s just not working well but we don’t see a clear single solution. Since we need to really shift the behaviour at this crux point, we’ll brainstorm hypotheses. Driven by evidence and data, we’ll create test plans to find the answers to the questions and change the conversion or KPI figure in the desired direction.  Just Do It JFDI (Just Do It) – is a bucket for issues where a fix is easy to identify or the change is a no-brainer. Items marked with this flag can either be deployed in a batch or as part of a controlled test. Stuff in here requires low effort or are micro-opportunities to increase conversion and should be fixed.  Investigate You need to do some testing with particular devices or need more information to triangulate a problem you spotted. If an item is in this bucket, you need to ask questions or do further digging. 75
  52. 52. 5 - Belron example – Funnel replacement Final prototype Usability issues left Final changes Release build Legal review kickoff Instrument analytics Signoff (Legal, Mktng, CCC) Test Plan Marketing review Cust services review kickoff Instrument Contact Centre Offline tagging QA testing End-End testing Launch 90/10% Go live 100% Launch 50/50% Monitor < 1 week Launch 80/20% Monitor Analytics review Washup and actions New hypotheses New test design Rinse and Repeat!
  53. 53. 6 - CRO and Testing resources • • • • • • • 101 Landing page tips 544 Optimisation tips 108 Optimisation tips 32 CRO tips 57 CRO books CRO article list Smashing Mag article : : : : : : : slidesha.re/8OnBRh bit.ly/8mkWOB bit.ly/3Z6GrP bit.ly/4BZjcW bit.ly/dDjDRJ bit.ly/nEUgui bit.ly/8X2fLk 77
  54. 54. END SLIDES Feel free to steal, re-use, appropriate or otherwise lift stuff from this deck. If it was useful to you – email me or tweet me and tell me why – I’d be DELIGHTED to hear! Regards, Craig. 78

×