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WooCommerce Meetup Utrecht

An introduction to conversion rate optimization for WooCommerce webshops, including research techniques to discover conversion optimization opportunities.

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Theo van der Zee - ConversionReview @ WooCommerce Meetup 2015
Optimizing
Webshops
WHAT IS CONVERSION
OPTIMIZATION?
ART & SCIENCE OF
OPTIMIZING WEBSITES
A TAILORED BEST PERFORMING
EXPERIENCE - JUST FOR HIM/HER
WHY IS CONVERSION
OPTIMIZATION RELEVANT?
WooCommerce Meetup Utrecht

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WooCommerce Meetup Utrecht

Editor's Notes

  1. [Publiek] Wie durft? Laat publiek aantal punten noemen
  2. Zowel wetenschappelijk proces als een soort ‘kunstvorm’. Met één doel:
  3. Dit is de visie, die wordt uiteindelijk bereikt door segmentatie / targeting / personalisatie, maar in eerste instantie via best practices
  4. De mooiste / snelste / uitgebreidste website van wereld zonder conversies? Nutteloos.
  5. Verschillende platformen, allemaal zelfde doel: platform bieden waarop bezoekers omgezet worden in klanten. Echter, stuk voor stuk niet optimized.
  6. Website is net lekke emmers, bezoekers + geld erin, helft valt weg
  7. Vandaag focus op CR + AOV
  8. Dit geeft de conversie ratio weer van de ‘gemiddelde’ website
  9. 1 site, 30 seconden publiek laten bekijken bekijken. Wie durft? [Doel: basis geven voor wat website reviews zijn, opstapje naar conversion research]
  10. Waar zoek je uit wat je kunt gaan optimaliseren? Blind beginnen is niet handig! Zorg voor een goede basis, voordat je specifieke zaken gaat testen.
  11. Bron 1 problematische afdelingen: Vind conversie bottlenecks. Landing pagina’s, bounce ratio’s, dashboard, demografische gegevens, segmenten?
  12. Bron 2: Heuristic analysis of user scenarios: what do users want at a given time? How to give that to them optimally? Werkt alles technisch? Wat doet competitie?
  13. Bron 3: From CRM, sales data, surveys, etc. Who is buying, what, why, from where, when? Patterns? Predictions?
  14. Nu: verschillende technieken voor valideren bevindingen en/of aanvullende findings. Eerst: Video’s bekijken van gebruikers die over de website surfen
  15. 5 users = 85% usability problems uncovered
  16. Remote user testing (videos of visitors using your website)
  17. Actionable tip: peek.usertesting.com (wel alleen Engelstalig). 3 per maand gratis, das al ongeveer 2/3e van de problemen!
  18. 28 euro per tester, Nederlandstalige gebruikers, gescreend.
  19. Visuele analyze
  20. Hoeveelheid (gesimuleerde) aandacht per gebied. Schild en gezichten trekken onnodig veel aandacht, CTA te weinig. Tool: feng-gui.com (SaaS)
  21. Webwinkels! Zie je menu bovenin? Nee? Bezoeker ook niet = te laag contrast. Tool: Color Contrast Analyzer (Chrome plugin)
  22. Foveal zoom: zoveel zien we scherp van een pagina, de rest wordt ‘berekend’ in ons hoofd. Tool: fotor.com (Tilt shift)
  23. Waar ze dachten dat checkout was. Waar denken jullie? Tool: UsabilityHub.com (click test)
  24. Daar zit ie!
  25. Performance is kritiek voor bezoekers, en tegenwoordig zelfs voor zoekmachines
  26. Check je site hier. Tool: Pingdom.
  27. Richtlijn: load time < 1 seconde. N.B: geen WooCommerce website.
  28. Zorg dat je website op een goede server staat, tegenwoordig zeer betaalbaar. Zonder goede server is goede laadtijd onmogelijk.
  29. Waterfall; welke bestanden? Hoe groot? Asynchroon? Begin met alles nutteloos weg, en optimaliseer noodzakelijke met plugins (caching)
  30. Reviews hoeveel tijd er over is.
  31. Vragen?