A Brief History of Optimisation

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Conversion Rate Optimisation is becoming increasingly important to online marketeers. But why? And where do you start?

Presentation given at the Content Marketing Association's Digital Breakfast conference on 14 May 2014.

Published in: Marketing, Technology, Design
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  • + Published in 1923 by CLAUDE C HOPKINS
    + Compiled not through guesswork and speculations but from countless testing
    + Imagery, layout, content, research,
    + Wouldn’t change for $10,000
    + What works for one would not work for all
  • Most readily available and useful insights on user behaviour
    You need a baseline to measure against
    Track everything and anything to understand impact (especially change)
  • Belgian Yellow Pages
    * If your goal is pageviews/browsing oriented
  • Pop-ups are hated
    You can make them more likeable / persuasive
    Get users to actually read them
  • Debate between long and short form – test it and find out which style suits your user’s needs
    * Simplifying this page to ensure the next step is prominent
  • Add directions / actions within your content
    * Users are also unlikely to read bulky chunks of text
  • Colour psychology is not always what it may seem
    * Red is usually associated with warning signs but here it worked wonders!
  • A Brief History of Optimisation

    1. 1. @gemmamacnaught A brief history of optimisation (and why you should be doing it)
    2. 2. @gemmamacnaught Gemma MacNaught Head of UX and Conversion Rate Optimisation
    3. 3. @gemmamacnaught 1. Conversion Rate Optimisation today 2. A brief history of optimisation 1. Getting started 2. What could you be missing out on?
    4. 4. @gemmamacnaught Conversion rate optimisation today 1 .
    5. 5. @gemmamacnaught Psychology Perception Usability Imagery Colour Behaviour Target Audience Data Analytics Research Testing Multivariate A/B Marketing Goals Heatmap Clickmap Persuasion Layout Navigation Feedback Competitors Competitors Design Conversion Rate Optimisation (CRO) Content
    6. 6. @gemmamacnaught Psychology Perception Usability Imagery Colour Behaviour Target Audience Data Analytics Research Testing Multivariate A/B Marketing Goals Heatmap Clickmap Persuasion Layout Navigation Feedback Competitors Competitors Design Conversion Rate Optimisation (CRO) User Experience (UX) Content
    7. 7. @gemmamacnaught Where does it apply to? SEO Social PPC Leave Forever Complete Goal Come Back Later Your Content
    8. 8. @gemmamacnaught SEO Social PPC Leave Forever Complete Goal Come Back Later Conversion Rate Optimisation (CRO) User Experience (UX) Your Content
    9. 9. @gemmamacnaught Your Content SEO Social PPC Leave Forever Complete Goal Come Back Later Your New Content Testing Software Conversion Rate Optimisation (CRO)
    10. 10. @gemmamacnaught Content User Experience (UX) Psychology Perception Usability Imagery Colour Behaviour Target Audience Data Analytics Research Testing Multivariate A/B Marketing Goals Heatmap Clickmap Persuasion Layout Navigation Feedback Competitors Competitors Design Conversion Rate Optimisation (CRO) Do your research AND test your solutions
    11. 11. @gemmamacnaught A brief history of optimisation (learning from mistakes) 2 .
    12. 12. @gemmamacnaught AwesomeAwful Scale of optimisation Pretty Good Key Takeaway  Do your research on your target audience.
    13. 13. @gemmamacnaught Key Takeaway AwesomeAwful Scale of optimisation Pretty Good  Target Market: Low cost solution to combat jaundice in developing countries  Ensure your content and the platform it sits on is straightforward. Don’t leave your users guessing!
    14. 14. @gemmamacnaught AwesomeAwful Scale of optimisation Pretty Good  Communicate persuasively to your audience or your content may fall at the last hurdle and be lost in translation Key Takeaway  Usability: Known, trusted, quality  Target Market: Car owners with specific needs Rolls Royce Silver Mist Toyota MR2
    15. 15. @gemmamacnaught Key Takeaway AwesomeAwful Scale of optimisation Pretty Good  Optimisation is not a new concept – age old practices still apply across print and online marketing 1923
    16. 16. @gemmamacnaught  Research your target audience  Make sure it’s user friendly  Communicate clearly and persuasively  Fix it, change it, rework it – most importantly test it! Tick all the boxes
    17. 17. @gemmamacnaught Getting started3 .
    18. 18. @gemmamacnaught Essentials:  Set up your Goals  Map out your funnel  Check devices  New vs returning visitor rates  Demographics  Top traffic sources  Top landing pages  Top exit pages  Your goal conversion rate Analytics Data Goal Completions Unique Visitors Your Conversion Rate100X
    19. 19. @gemmamacnaught Essentials:  Follow the path you would expect users to take before asking them to test your site  Set the scene  Keep your questions and tasks open to allow for natural user behaviour (i.e. ‘what elements do you find persuasive’ rather than ‘what do you think of the headline’)  Use simple language  Target the test to your customer base  Ask users to compare you to a competitor User Testing
    20. 20. @gemmamacnaught Essentials:  Where are your users clicking?  What is visible when they land on the page?  How far are they scrolling?  What elements are attracting their attention?  Is the next step obvious?  Is there anything they are confused by or that they would like to change? Page Analysis
    21. 21. @gemmamacnaught Essentials:  Surveying your existing customers builds a stronger understanding of where you need to improve  Your customer services or sales staff can give valuable insights on common customer queries and problems  Guerrilla user testing is very beneficial when you are researching mobile users  Offer an incentive to users who participate in your research Off-Site Methods
    22. 22. @gemmamacnaught Thinking of skimping on your research? 7 TIMES more likely to achieve a positive result Research driven tests are
    23. 23. @gemmamacnaught Essentials:  Prioritise your testing  Even the smallest change can generate a result  Check the estimated test duration  On low traffic pages – direct a higher percentage of users to the new version for a faster result  Segment by device  Segment by target user Testing
    24. 24. @gemmamacnaught Testing 59% Not Testing 41% 1 out of 5 businesses surveyed last year said that CRO was in their top 3 list of priorities The main reasons given for businesses who are not currently optimising or who have only achieved small ‘wins’ are:  Lack of resources  Lack of expertise  No concrete strategy for testing
    25. 25. @gemmamacnaught Your Goals The benefits Your Marketing Spending Your Market Share Your Customer Base Have an increased completion rate Becomes more valuable grab customers away from your competitors Grows as you…
    26. 26. @gemmamacnaught Here’s some examples of what you could be missing out on 4 . And if you’re still not convinced…
    27. 27. @gemmamacnaught Navigation Category icons replacing the navigation links increased clicks on categories by 90.2% Original New Variation
    28. 28. @gemmamacnaught Pop-Ups A few changes to this pop-up lifted newsletter sign-ups by 565% Original New Variation
    29. 29. @gemmamacnaught Simplification Simplifying this homepage led to a subscriptions increase of 225% Original New Variation
    30. 30. @gemmamacnaught Prominent CTAs Increasing the prominence/persuasiveness of the CTA improved conversions by 591% Original New Variation
    31. 31. @gemmamacnaught Colour These red CTAs increased clicks by 21% (test everything!) Original New Variation
    32. 32. @gemmamacnaught In Summary  Optimisation is not new – but it is increasingly important  Make content understandable, easily accessed and user friendly  Do your research and let it guide you  Test everything!  Can you really afford not to?
    33. 33. @gemmamacnaught Gemma MacNaught Head of UX and Conversion Rate Optimisation

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