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Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013)

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Slidedeck for the talk given at Lean Startup London. Improving conversions and signup rates is a big deal for startups and this talk aims to help founders get to grips with conversion rate optimization

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Conversion Rate Optimisation For Startups (Lean Startup London 24/9/2013)

  1. 1. CONVERSION RATE OPTIMISATION FOR STARTUPS Lean Startup London 24/9/2013
  2. 2. Who Am I? Conversion Optimisation & Web Analytics Consultant / DIGITAL TONIC Founder / Bride Book Organiser / Lean Startup Manchester Founding Organiser / Leanconf @digital_tonicTweet me
  3. 3. CONVERSION OPTIMISATION IS NOT
  4. 4. CONVERSION OPTIMISATION IS NOT Short Pages vs Long Pages
  5. 5. What Is Your Conversion Rate? Conversion Rate = Number of actions________________ Total of unique visitors X 100
  6. 6. What Is Your Conversion Rate? Conversion Rate = 10________________ 1000 X 100
  7. 7. CONVERSION RATE OPTIMISATION UnderstandYourVisitor Behaviour Hypothesise ways of Persuading more effectively Test & Analyse
  8. 8. DOYOU LISTENTOYOUR GUT OR DATA?
  9. 9. Why Do Visitors Leave Your Website
  10. 10. Why Do Visitors Leave Your Website
  11. 11. Why Do Visitors Leave Your Website
  12. 12. The Squint Test
  13. 13. Conversion Rate Optimisation == The Lean Approach
  14. 14. STEP 1: INVESTIGATE Understand User Behaviour
  15. 15. Your Analytics
  16. 16. Visitor Usage Patterns Clickmaps Heatmaps SessionVideo Replay
  17. 17. Visitor Usage Patterns Mouseflow Crazy Egg Ghostrec Inspectlet
  18. 18. Gather Qualitative Feedback Qualaroo Webengage Snapengage
  19. 19. Live Chat Zopim Olark
  20. 20. STEP 2: IDEATE Brainstorm your Hypothesis
  21. 21. DON’T BLINDLY FOLLOWTHE BEST PRACTICES Test Everything
  22. 22. Everything is an ASSUMPTION Page Layout Header Copy Add / Remove Testimonials Button Colour Video on page
  23. 23. Your Hypothesis ________________Change you want to make will lift conversion rates for ________________Signups / Product sale
  24. 24. STEP 3: CREATE SetupYour A/BTest (or A/B/C/DTest)
  25. 25. The Toolbox
  26. 26. STEP 4: COLLATE What have you learnt?
  27. 27. Variation outperformed Control by 215% http://visualwebsiteoptimizer.com/ab-split-significance-calculator/ Check for statistical significance
  28. 28. WHAT NEXT? SEGMENTYOUR AUDIENCE AND RUNTESTS KEEPTESTING!
  29. 29. TESTS FAIL BUTTHERES ALWAYS A WINNER
  30. 30. LETS PLAY A GAME Vote for the winning variant
  31. 31. Version A
  32. 32. Version B
  33. 33. VERSION B WON
  34. 34. Version A
  35. 35. Version B
  36. 36. VERSION A WON
  37. 37. FURTHER READING
  38. 38. Questions? www.digital-tonic.co.uk Tweet @digital_tonic

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