14:20 Conversie optimalisatie: De stand van zaken in de markt (Google - Jorden Lentze) Het gedrag van mensen verandert continue en er bestaan veel mythes over wat wel en niet zou werken voor een website. Dit maakt conversie optimalisatie nog relevanter. In deze presentatie staat Jorden ook stil bij een recent onderzoek onder 150 Europese klanten van Google over de volwassenheid van conversie optimalisatie. Op basis hiervan geeft Jorden zijn beeld over waar volgend jaar de kansen liggen.

1. The State of Conversion Rate Optimization
Jorden Lentze

2. The State of CRO
The future of CRO
2 usability myths
you should avoid
The agenda for today

3. General insights survey among 150 EMEA
customers
Source: Conversions@Google2016 - State of CRO Survey, 2016
# of employees in company? Dedicated CRO department?

4. % of companies running 6 or more tests per month
How many tests do companies run?
Source: Conversions@Google2016 - State of CRO Survey, 2016
54%of companies with a dedicated CRO department
16%of companies without a dedicated CRO department

5. It is not bad to “fail”
Source: Conversions@Google2016 - State of CRO Survey, 2016
I haven't failed. I've just found 10,000 ways that won't work“
”- Thomas Edison
49%of tests are not successful when
running 1-2 A/B tests per month
83%of tests are not successful when
running 21+ A/B tests per month

6. Confidential + Proprietary
Mobiel wordt steeds belangrijker
Within 5 years there will be no more CRO
specialists
The more experiments you run,
the more you will fail
learn

7. Beware of “Fortune Tellers” and HiPPOs

8. Prioritization of experiments
Source: Conversions@Google2016 - State of CRO Survey, 2016

9. What have we learned so far?
The more experiments you run, the more you will learn
Use these failures to learn, iterate and improve
Beware of “Fortune Tellers” and HiPPOs
Use a combination of data-driven methods to determine what to test and to prioritize accordingly
(e.g. PIE model)

10. 2 usability myths

11. Does your website have an automatic slider?
NOYes

12. Why do you use an
automatic homepage slider?

13. Why are sliders used?
1. Multiple messages above
the fold
2. Politics
3. Monetisation
4. It’s beautiful

14. What about your customers?

15. This is what slider do to visitor behavior
Visitors start scrolling right away
because there is so much “crap”
above the fold……...

16. Do not stop optimizing when using homepage sliders

17. The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders
2. Do not use automatic homepage sliders
3. Be relevant! A/B test and improve them.
Make them as user friendly and
effective as possible

18. Have you tested this?

19. Does your mobile website have a hamburger menu?
NO
Yes

20. Only use hamburger menus at McDonalds

21. Example of A/B test with Menu

22. Why do you have to explain what it does?

23. If there is important content behind the
Hamburger Menu. Why would you want to
hide it?

24. And why put it as far away as possible?
Source http://www.lukew.com/ff/entry.asp?1927

25. Why are hamburger menus used so often?
NO
Yes

26. Why are hamburger menus used so often?
At which websites do
you look for ideas?

27. Why are hamburger menus used so often?
Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015

28. Talking about McDonald’s

29. What have we learned so far?
Think about why you are using sliders and test them
It would be best not the use them. But if you have to, there is a lot you can improve upon
Only use hamburger menus at McDonalds
If your customers cannot find your products they cannot buy them

30. What does the future look like?
Combining our view with those of industry experts

31. Confidential + Proprietary
Within 5 years there will be no more CRO
specialists

32. Source: Conversions@Google2016 - State of CRO Survey, 2016

33. Multi-disciplinary teams and specialisation
CRO specialist
UX designer
Analyst
Developer
Product specialist
Psychologist
Copywriter

34. Confidential + Proprietary
Successful companies will embrace
experimentation in its culture and organization

35. Confidential + Proprietary
Netflix did 600 a/b test for a redesign

36. Confidential + Proprietary
Personalization is a buzzword

37. Confidential + Proprietary
Personalization is key, but it comes with risks

38. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
First get your a/b testing op and running

39. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Then start with segmentation……..

40. Personalization now
Apply segmentation to gain insights in the behavior of “groups” of people
Use these insights to provide these segments with a different experience
Repeat with this with a different segment or a more specific segment

41. Confidential & Proprietary
Pixel Home Allo
Artificial intelligence…...

42. CRO is growing
fast but
organizations
lag behind
The future of CRO:
a unique experience for each user
CRO is
essential for
making better
decisions

43. Proprietary + Confidential
30% of A/B tests is successful.
This also means that if you do
not a/b test, there is a 70%
chance that if you implement a
change on your website it will
have no or a negative impact on
your revenue.

44. Conversion Rate Optimization
CRO is an iterative
process that utilizes
customer data and
behavior to make
better business
decisions
Think big and
make small
changes
Analyse
customer
behavior and
analytics
data
Measure true
impact by a/b
testing
Continuous a/b testing
Weekly CRO
team meetings

45. Proprietary + Confidential
Source: Peep Laja

47. Appendix

48. Why should you care about page speed?

49. Top predictors of bounce rate according to new study using AI
DOM load
Full page load time
# of page elements
Front-end load time
# of scripts
Back-end load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”

50. Full load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
(the amount of time it takes for everything on the page to load)
6.9s 4.5s
Non-bounced sessions
Bounced sessions

51. If you know that speed matters……..
1.9%
conversion rate
1.5%
conversion rate
180,000
140,000
100,000
60,000
0
20,000
Sessions
Sessions Conversion rate (%)
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.61.2 1.5 1.8 2.1
1 second faster = +27% conversion rate
Source: SOASTA Case study (September 1st, 2015)

52. Then why are websites slow……..?
Only 14 sites pass benchmark
14 sites ranked “GOOD”
GOOD POOR CRITICAL
Source: https://www.thinkwithgoogle.com/intl/en-gb/articles/mastering-mobile-emea-performance-summit.html

53. The biggest CRO challenges
Source: Event survey

54. How to improve the User Experience?

55. Data used for finding experiments
Source: Conversions@Google2016 - State of CRO Survey, 2016

56. The need for speed
Top predictors of conversion rate
# of elements
# of images on page
# of scripts
Front-end load time
Full page load time
Back-end load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”

57. Number of images per page
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
Converted Unconverted
19 31

58. Teams and specialisation
People from different, specialized disciplines will work together in teams
A holistic approach towards optimization is essential
As the industry matures it will be more about people, less about technology
People from different, specialized disciplines will work together in teams
Combine methodologies and techniques when doing CRO
As the industry matures it will be more about people, less about technology

59. Cultural and Organizational changes
Experimentation needs to be deeply routed in a company's culture
With a long-term focus in place, agility is still key
Focus on hiring and training the right people

60. Personalization in the future
Ethical, transparent approaches to personalization are needed, focusing on
long term value
The focus will be on users, both online and offline
New technology will allow companies to bring more value to the user

61. Just one more thing……...

62. Why are there almost no copywriters in CRO teams?

63. Google confidential | Do not distribute
Why are sliders evil?
1. Performance: loading 5 visuals
2. Carrousels look like banners
3. Only first slide triggers interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!
Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/

64. Google confidential | Do not distribute
But if you have to

65. Google confidential | Do not distribute
But if you have to
Easily to see which slides there are and
what they are about
Slider does not move but changes only
on refresh
It’s clear at which slide is activ
Image is clickable
Double
navigation

66. Google confidential | Do not distribute
But if you have to - no sliders on mobile
Do not use slider on
mobile
Product sliders are a
good alternative for
homepage sliders

67. Sliders are evil

68. Google confidential | Do not distribute
Sliders
Why?

69. Google confidential | Do not distribute
Sliders are evil

70. Google confidential | Do not distribute
Why are sliders used?
1. Multiple messages above
the fold
2. Provide a mix of
messaging in one place
3. Politics
4. Monetisation

71. Google confidential | Do not distribute
Why are sliders evil?
1. Lower page speed: loading 5 visuals
2. Carrousels look like banners
3. The first slide triggers most
interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!

72. Google confidential | Do not distribute
Why are sliders evil?
Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/
1. Lower page speed: loading 5 visuals
2. Carrousels look like banners
3. The first slide triggers most
interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!

73. Google confidential | Do not distribute
This is what sliders do to visitor behavior
Visitors start scrolling right away
because there is so much “crap”
above the fold……...
Source: http://blog.chartbeat.com/2013/08/12/scroll-behavior-across-the-web/

74. Google confidential | Do not distribute
But if you have to

75. Google confidential | Do not distribute
But if you have to
Easily to see which slides there are and
what they are about
Slider does not change automatically
but changes only on page refresh
It’s clear at which slide is activ
Image is clickable
Double
navigation

76. Google confidential | Do not distribute
But if you have to - no sliders on mobile
Do not use slider on
mobile
Product sliders are a
good alternative for
homepage sliders

77. Google confidential | Do not distribute
But if you have to on mobile……..
Use “user initiated” image
sliders where you let people
swipe to see your different
offers.

78. Google confidential | Do not distribute
The right way to do it - give focus

79. Google confidential | Do not distribute
But if you have toThe right way to do it - keep visitor in control

80. Google confidential | Do not distribute
The Double Slider……...double the evil!

81. Google confidential | Do not distribute
Reading materials
Reading about it will not make it better. Plz remove all automatic homepage sliders

82. Google confidential | Do not distribute
Should you use a slider?
http://shouldiuseacarousel.com/
Don't use automatic images sliders or carousels. Ignore the fad
http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/
http://www.clickz.com/clickz/column/2164452/rotating-banners
http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-the-scourge-of-home-page-design
https://erikrunyon.com/2013/07/carousel-interaction-stats/
But if you have toThe right way to do it?