Conversion Optimisation


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A course I gave at the Marketing Institute of Ireland in November 2011

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Conversion Optimisation

  1. 1. What, why & how?A process for online optimisation
  2. 2. optimize |ˈäptəәˌmīz|verb [ with obj. ]make the best or mosteffective use of (a situation,opportunity, or resource): tooptimize conversions, thewebsite should be correctlyadjusted.
  3. 3. What makes a good website?
  4. 4. Q: What are the elements of a good website?
  5. 5. 1. Analytics
  6. 6. Feb 7-13 Mar 7-13 Source: Google Insights for search
  7. 7. Decisions
  8. 8. Faith/guesswork
  9. 9. Committee
  10. 10. HiPPO
  11. 11. “ We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles David Ogilvy
  12. 12. Never in the field ofmarketing endeavor hascause and effect beenmore measurable oractionable
  13. 13. The real world looks a lot like this
  14. 14. The problem with data?
  15. 15. A better definition?3 Understanding the impact of your efforts by analysing outcomes Understanding your customers’ behaviour better Continuous improvement through testing
  16. 16. Analytics: Maturity model Where do you fit? 1. Collecting data & some ad hoc reporting 2. Reporting data regularly 3. Deriving some insights & acting 4. Continuous improvement
  17. 17. Every metric should be3 Simple : I get it Relevant: that matters Useful & actionable: let’s fix it
  18. 18. 2. Customer insights
  19. 19. Behind bounce, conversions and abandonmentsrates are real people trying to give you money.Our job is to figure out why.For that, we needempathy
  20. 20. Mixed methods• Mapping the user experience• Expert evaluation & peer analysis• User testing• Ethnographic research• Surveys
  21. 21. Feeling the user’s pain
  22. 22. The best online survey ever?
  23. 23. What’s important?
  24. 24. The idea came from their photographer who hadpreviously worked in the footwear department atone of their stores. He just instinctively knew to tipover the boots because, in the stores, he watchedthe customers pick up the boots to look at thetread. Had he not worked there, the team neverwouldve thought to tip the boots over.
  25. 25. 3. Design
  26. 26. Sketching
  27. 27. Workshop rulessketch review decide • No spectators, only participants. • Not a meeting – an activity to produce designs. • No abstract conversations, make ideas tangible by sketching them.
  28. 28. Create decisions before we make one Lots A few good ones
  29. 29. Getting the design rightand the right design
  30. 30. How the user experience designer made it...
  31. 31. What the sales agent wanted...
  32. 32. How the programmer changed it...
  33. 33. What marketing asked for...
  34. 34. Don’t forget to run it by legal...
  35. 35. ..but there are rules
  36. 36. 9 rules of form design1. Ask for as little information as you can2. If it helps the user to answer a question, explain to them why you’re asking it3. Maintain a straight path to completion4. Align the text according to the rules5. Label the fields in terms your users understand6. Offer intelligent defaults and examples where necessary7. Distinguish between primary and secondary actions8. Offer the user recovery methods when things go wrong9. When a form is complete, explain what happens next
  37. 37. 4. Testing
  38. 38. • What’s wrong• Why it’s wrong• Test alternatives
  39. 39. What to testAd copySite contentEmailRadical design change (ab)Page elements (mvt)
  40. 40. "The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
  41. 41. What works or what works best?“Two for the price of one” OR “Buy one get one free”
  42. 42. Buy now Add to cartBuy now Add to cartBuy now Add to cartBuy now Add to cart
  43. 43. Where to test first Top entry pageswith high bounce rates. Pages with good traffic and clear purpose & conversions Buy now
  44. 44. This layout?
  45. 45. Or this layout?
  46. 46.
  47. 47. 31% conversion rate12.5% conversion rate
  48. 48. +22% in sales
  49. 49. What to testExpectation - does thepage people land on matchthe promise made?
  50. 50. What to testClarity of page purposevisual hierarchy, clarity andpurpose of content
  51. 51. What to testUrgency: are we influencingthis? Buy now only 3 left Buy now 10% off today
  52. 52. What to test: trust
  53. 53. What to test Distractions
  54. 54. But what’s the impact?
  55. 55. Last Monday at 5:13 PM weremoved CAPTCHA from Sampa.The result: 9.2% improvement onour conversion rate!Marcelo Calbucci
  56. 56. Remember this one?
  57. 57. 8.5% conversion rate
  58. 58. 29.3% conversion rate
  59. 59. What are youoptimising for?
  60. 60. Optimising for mobile
  61. 61. Why mobile?• In the evenings, more searches are done on mobile versus a desktop i.e. the mobile is now used instead of the laptop.• Smartphone penetration around 32%, expected to double year-on-year• Mobile-optimised can increase the chances of an impulsive purchase
  62. 62. Another case study30%+ of the email offers are read onsmartphones (up from 10% last year).Average order value (AOV) from mobiles arearound 1.5 times that of desktop, yet site is notoptimized for mobile.
  63. 63. Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat