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CRO From the Ground Up - Distilled at Digital Growth Day

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Digital Growth Day: September 18, 2014

CONVERSION RATE OPTIMISATION FROM THE GROUND UP
So, you've built a website that attracts a fair few visitors each month. Conversion rates are okay, but you know there’s room for improvement. Actually knowing how to make improvements, however, is a very different beast.

This session looks at how to turn your thoughts of running a CRO campaign, into building an action plan that will help:

-Gather feedback from real customers and learn what they think about your website
-Come up with your very first testing ideas
-Ensure your results are being tracked accurately
-Avoid some of the common pitfalls of running CRO campaigns

Tim Allen, Consultant, Distilled

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CRO From the Ground Up - Distilled at Digital Growth Day

  1. 1. CRO FROM THE GROUND UP brought to you by...
  2. 2. @tallen1985 “Increase traffic”
  3. 3. “Increase the number of social shares” @tallen1985
  4. 4. @tallen1985 “Get 1,000 links”
  5. 5. @tallen1985
  6. 6. @tallen1985 Earning coverage to drive more traffic, social shares and links/placements is TOUGH..
  7. 7. @tallen1985 ..and potentially expensive
  8. 8. @tallen1985 We spend on: SEO Paid Advertising (Google, Bing, or Social channels) Email Marketing plus many more channels
  9. 9. What if you spend all this money but your conversion rate sucks? @tallen1985 https://medium.com/@kitinmaki/does-your-conversion- rate-suck-c9b1077f6990
  10. 10. @tallen1985 If you’re selling nuclear submarines you probably won’t be selling that many Craig Bradford Senior Consultant, Distilled
  11. 11. @tallen1985 If You Get 10,000 Visits
  12. 12. @tallen1985 Resulting in only 6 transactions
  13. 13. @tallen1985 The answer isn’t to get another 10,000 visits
  14. 14. CRO FROM THE GROUND UP Speaker photo goes here TIM ALLEN TIM.ALLEN@DISTILLED.NET @TALLEN1985
  15. 15. @tallen1985 TODAYS SESSION PLANNING DISCOVERY EXPERIMENTS RESULTS
  16. 16. PLANNING
  17. 17. HOW LONG IS THIS GOING TO TAKE? @tallen1985
  18. 18. @tallen1985 1. Do your landing pages generate enough traffic?
  19. 19. @tallen1985 http://www.evanmiller.org/ab-testing/sample-size. html
  20. 20. @tallen1985 http://www.evanmiller.org/ab-testing/sample-size. html
  21. 21. @tallen1985
  22. 22. @tallen1985 2. How long should I be running tests for?
  23. 23. You should look to run tests for at least two business cycles and at least 250 conversions (ideally 350+) @tallen1985 http://www.slideshare.net/sullivac/20-simple-ways-to-fuck- up-your-ab-testing-measurefest
  24. 24. How long is it going to take to get this many conversions? @tallen1985
  25. 25. WE DON’T RECEIVE THAT MUCH TRAFFIC OR CONVERSION
  26. 26. @tallen1985 CONSIDER BOOSTING NUMBERS BY USING PPC
  27. 27. Look at micro conversions such as: - video plays - newsletter sign ups - social interactions @tallen1985
  28. 28. DISCOVERY
  29. 29. CAN’T CONVERT
  30. 30. @tallen1985 USE SEGMENTATION
  31. 31. @tallen1985 BOUNCE RATE MEDIUM BROWSER DEVICE
  32. 32. @tallen1985
  33. 33. http://www.paditrack.com @tallen1985
  34. 34. WON’T CONVERT
  35. 35. “The customer rarely buys what the business thinks it sells him." @tallen1985 Peter Drucker
  36. 36. @tallen1985 QUALAROO http://www.qualaroo.com
  37. 37. Pro Tip: Ask consumers who have already completed their purchase: “What was the one thing that nearly stopped you purchasing today?” @tallen1985
  38. 38. @tallen1985 PROCESSING FEEDBACK
  39. 39. GOOGLE CONSUMER SURVEYS
  40. 40. @tallen1985 GOOGLE CONSUMER SURVEYS WHATS THE ONE THING THAT WOULD STOP YOU BUYING CURRENCY ONLINE? Answers: “Security” “Is Paypal accepted” “Knowing my details are safe” “Being sure my money will arrive safely” http://www.googleconsumersurveys.com
  41. 41. @tallen1985 USER TESTING http://www.usertesting.com
  42. 42. @tallen1985 http://www.nngroup.com/articles/why-you-only- need-to-test-with-5-users/
  43. 43. HYPOTHESIS
  44. 44. @tallen1985 “I AM GOING TO ADD A VIDEO TO THE HOMEPAGE”
  45. 45. @tallen1985 WHY?
  46. 46. @tallen1985 “I AM GOING TO ADD A VIDEO TO THE HOMEPAGE BECAUSE CUSTOMERS FIND THE PRODUCT DIFFICULT TO UNDERSTAND”
  47. 47. EXPERIMENTS
  48. 48. @tallen1985 Wireframes
  49. 49. http://www.balsamiq.com @tallen1985
  50. 50. @tallen1985 AVOID GETTING FEEDBACK SUCH AS: THOSE DESIGNS DON’T USE BRAND COLOURS THATS NOT THE FONT WE USE
  51. 51. @tallen1985
  52. 52. CREATING EXPERIMENTS
  53. 53. @tallen1985 WHY USE OPTIMIZELY
  54. 54. A FEW TIPS
  55. 55. Know the scale of your changes - this will influence the way you create your tests @tallen1985 http://moz.com/blog/6-things-i-wish-i-knew-before- using-optimizely
  56. 56. @tallen1985
  57. 57. @tallen1985
  58. 58. @tallen1985 ENSURE YOU ENABLE ANALYTICS TRACKING https://www.distilled.net/resources/statistical-significance- for-cro-6-things-you-need-to-know/
  59. 59. @tallen1985 https://www.distilled.net/resources/statistical-significance- for-cro-6-things-you-need-to-know/
  60. 60. GOOGLE ANALYTICS ALLOWS YOU TO TRACK THING YOU MAY NOT EVEN OF THOUGHT OF @tallen1985
  61. 61. TEST YOUR VARIATIONS
  62. 62. @tallen1985
  63. 63. THINGS NOT TO DO
  64. 64. @tallen1985 DON’T CHANGE TRAFFIC ALLOCATION https://www.distilled.net/resources/statistical-significance- for-cro-6-things-you-need-to-know/
  65. 65. GET TO EXCITED (OR DISAPPOINTED) TOO EARLY @tallen1985
  66. 66. @tallen1985 DEFINITELY DON’T TELL YOUR BOSS (YET)
  67. 67. RESULTS
  68. 68. CHECK SIGNIFICANCE & AIM FOR 95% OR HIGHER @tallen1985
  69. 69. @tallen1985 Statistical significance is all about whether the difference between two numbers is meaningful or just a fluke Tom Capper https://www.distilled.net/resources/statistical-significance- for-cro-6-things-you-need-to-know/
  70. 70. @tallen1985
  71. 71. @tallen1985
  72. 72. http://getdatadriven.com/ab-significance- @tallen1985 test
  73. 73. SEGMENT OR DIE? HERE’S HOW I NEARLY DIED... @tallen1985 http://moz.com/blog/6-things-i-wish-i-knew-before-using- optimizely
  74. 74. @tallen1985
  75. 75. ALLOCATE ALL TRAFFIC TO WINNING VARIATION @tallen1985
  76. 76. SUMMARY
  77. 77. DISCOVERY - SEGMENT DATA TO LOOK FOR CAN’T CONVERT OPPORTUNITIES - GATHER AS MUCH USER DATA AS POSSIBLE TO UNDERSTAND WHY CUSTOMER WON’T CONVERT
  78. 78. EXPERIMENTS - ENSURE ANALYTICS TRACKING IS TURNED ON - DON’T CHANGE TRAFFIC ALLOCATION ONCE TESTS ARE LIVE
  79. 79. RESULTS - ONLY ROLL OUT SUCCESSFUL TESTS THAT ACHIEVE SIGNIFICANCE OF 95% OR MORE - USE TRAFFIC ALLOCATION TO ROLL OUT VARIATIONS WHILE WAITING FOR DEVELOPERS TO PERMANENTLY IMPLEMENT CHANGES
  80. 80. THANK YOU @tallen1985 ANY QUESTIONS?

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