Conversion rate optimization CRO breakfast seminar Stockholm, August 2015
Optimization in Practice
Web Analyst for Nansen
Conversion is when the user does what
you want them to do on your site.
Converison rate optimization (CRO)
is a set of practices for continuously
improving the conversion rate of a
Conversion Rate Optimization
The Funnel CRO is about getting the user to the end of
the journey that you want them to take.
Why we are in love with CRO
● Small changes lead to big gains.
● A rising tide lifts all boats – a better conversion
rate means more ROI on SEM, SEO, etc.
● Happier users, happier clients.
● Helps to clarify and achieve business goals.
HiPPOs vs. Turtlenecks
Why agencies should be in love with CRO
● Value added after a website design is “done”
● Allows you to be proactive with improving the website
● Makes our design work better and more effective
● Imagine if you spent three years testing and learning
about user behavior before doing the next redesign?
● Global pet food retailer.
● No eCommerce, but main
driver of sales through
website is a coupon request.
Case Study: BlueBuffalo.com
● We used Google Analytics to create
a custom dashboard of their funnel.
● We mapped out each step and the
● Coupon conversion rate was lagging
from last year.
It starts with data
● Qualaroo is a tool for
creating unintrusive on-
● Helps to put the “why”
behind the numbers.
● Cheaper than interviews
or live usability testing.
Qualaroo to discover the “why”
● 39% of survey respondents said they came to the site for a
● Only 18% of THOSE visitors actually requested one.
● That means that:
Putting it together
31% of site visitors were looking for and
couldn’t find BB’s most important conversion.
If we communicate the savings benefit at the beginnning of
the funnel, more people will go all the way to the end and
request a coupon.
We recommended putting a big red
coupon button on homepage.
test to save $)
Add a savings message on the brand
Added $7 savings
language to sub-head
Testing a new
variation of the page
was easy using the
WYSIWYG editor in
● Custom CSS
● Custom JS
● Integrates with GA custom dimensions & Crazy Egg
● Track goals by click, pageview, or custom event
Different ways to test
● Multivariate (multiple elements at once)
● Multi-page (for an entire funnel or experience)
● Redirect (create new page and redirect a % of visitors)
Optimizely calculates results and statistical significance.
● We use Excel to aggregate data from multiple conversion types.
● The savings message won!
○ 3.3% lift in test completions
○ 13% lift in conversion rate
○ 10% lift in value per visitor
● Test is paused in Optimizely.
● Winning variations are implemented in the CMS.
● Chain smoking = continuous cycle of improvement
After a test is complete
● Design clarity: guides the user down the desired path
with logical content organization and visual cues.
● Copywriting clarity: avoids business jargon, speaks the
user’s language, tells them what they need to know.
● Color clarity: uses color to emphasize the most
important elements & messages.
● Call-to-action (CTA) clarity: the next step is easy to
understand and easy to find.
What makes your users anxious?
• Hard to find what they want.
• Shipping cost & time.
• Confusing forms.
Want to know what makes your users anxious? Ask them!
Or, talk to your salespeople. Every objection raised by a
prospect in person should be addressed by the website.
Our mattress will help you with your back pain.
How much longer can you afford to live in pain?
● Potential for improvement.
● Importance of page.
● Ease of implementation
(technical & political)
The PIE Framework
Find the pages with the highest bounce rates.
Use HotJar or Google Analytics to
measure funnel drop off.
Funnel drop off
Funnel drop off
sense to find
Why do you rob banks?
“Because that’s where the money is.”
• Landing pages
• eCommerce checkout
• Sign up pages
• Pricing page for SaaS sites
Setting yourself up for success
• Requires buy-in from stakeholders and team collaboration
• Who is responsible for making sure testing happens?
• A willingness to fail is essential. Not every test is a winner!
• Common goal is more important than individual egos.
• Testing requires enough traffic to deliver results (http://www.evanmiller.org/ab-