7) How to create killer CRO tests
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How to improve the conversion rate of your website through creating killer CRO tests
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7) How to create killer CRO tests
- 1. 1 Conversion Rate Optimisation & How to Create Killer A/B Tests
- 2. WEBSITES CAN AND SHOULD BE BETTER 2
- 4. Not this kind of Hippo…
- 5. WHO SHOULD DECIDE WHAT YOUR WEBSITE LOOKS LIKE? • Web Designer • Developer • Marketing Team • Business Owner • Sales Team
- 6. YOUR MEMBERS! More often than not it’s this guy…
- 7. …IT’S THIS KIND OF HIPPO I DON’T LIKE (THE CAT IS FINE THOUGH) HI – HIGHEST P – PAID P – PERSON’S O – OPINION
- 8. I want to tell you a story… 8
- 11. TO MAKE MORE SALES
- 12. Conversion Rate Optimisation is the process of learning why visitors to your website don’t convert into customers and then improving your website to ensure that they do. Find out what’s wrong, then fix it. 12
- 13. FIND OUT WHAT’S WRONG, THEN FIX IT.
- 14. WHY AREN’T PEOPLE BUYING?! 14
- 15. PART ONE: THE RESEARCH 15
- 16. GOOGLE ANALYTICS ANALYSIS How are people using your site? Which pages on your site are letting you down? What do the stats say? 16
- 17. • People were not engaging with the homepage- it had a bounce rate of 68%. • People left the site quickly- over 55% only stayed on the site for 1-10 seconds. GOOGLE ANALYTICS TOLD US
- 18. COMPETITOR ANALYSIS How does your site compare to your competition? Are there areas in which they are beating you? 18
- 19. • What are other peoples experience? • Include Strapline • Improve Unique Selling Points • Improve Introductory Paragraph • Add awards • Reduce purchase path COMPETITOR ANALYSIS TOLD US
- 20. AUDIENCE ANALYSIS What do your customers say? Do they like your website? Do they find it easy to use? 20
- 21. • What does the bottle remove? • How long the bottle last? • How much the bottle cost? • What does it taste like? AUDIENCE ANALYSIS TOLD US
- 22. USER TESTING ANALYSIS Is your site clear? Do users find it easy/ enjoyable to use? 22
- 23. • What does the product do? • How does the product work? • How does the charity fit in? USER TESTING TOLD US
- 24. EXISTING DOCUMENTATION Does your site say what it should? Is your messaging targeting the right people? 24
- 25. • Limited use of Call to Actions • Confused messaging – not focused enough on selling water bottles THE EXISTING DOCUMENTATION TOLD US
- 26. 26 PART TWO: DESIGNING TESTS HOW WE TAKE ALL OF THAT INFORMATION AND TURN IT INTO SOMETHING USEFUL?
- 27. 8 STEPS TO KILLER WEB PAGES 27
- 28. 1) START WITH THE END IN MIND
- 29. TO SELL WATER BOTTLES
- 31. 2) USABILITY OR PERSUASION?
- 33. 3) WHAT DOES THE BUSINESS/ PRODUCT/ SERVICE DO? – EXACTLY WHAT IT SAYS ON THE TIN!
- 34. FILTER YOUR OWN SAFE DRINKING WATER INSTANTLY FROM ANY SOURCE
- 35. 4) REMOVE EVERYTHING THAT ISN’T ELEPHANT.
- 38. 5) FLIP THE FOCUS TO WHAT PEOPLE WANT TO FIND – NOT WHAT YOU WANT TO SELL!
- 39. 6) USE RESEARCH FINDINGS
- 40. • What does the product do? - User Testing Analysis • How does the product work? – User Testing Analysis • How does the charity fit in? – User Testing Analysis • What does the bottle remove? – Customer Questions • How long the bottle last? – Customer Questions • How much the bottle cost? – Customer Questions • What are other peoples experience? testimonial – Competitor Analysis • Include Strapline – Competitor Analysis • Improve Unique Selling Points – Competitor Analysis • Improve Introductory Paragraph – Competitor Analysis • Add awards – Competitor Analysis • Reduce purchase path – Competitor Analysis QUESTIONS TO ANSWER FROM THE RESEARCH
- 41. 7) HYPOTHESIZE
- 42. 8) SKETCH OUT YOUR DESIGNS AND STAND BACK
- 44. 44 PART THREE: TEST IT!
- 45. Revenue up by 26%
- 46. HAPPY TEAM & HAPPY BENEFICIARIES
- 47. IT LOOKS EASY WHEN IT IS DONE WELL
- 48. “Conversion Rate Optimization (CRO) is the art and science of getting people to act once they arrive on your website” Tim Ash, Author of ‘Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions’ 48
- 49. WHICH KIND OF WEBSITES NEED CRO?
- 50. ARE YOU ASKING YOURSELF… 50 • Why don’t more visitors to my site convert into customers? • How can I make more sales with the same level of traffic?
- 51. THANK YOU! 51
Editor's Notes
- Footprint digital have a fundamental belief that websites can, and should be better. This applies to all websites. No website is perfect, and that presents us with a brilliant opportunity to help any company make their website better for their users.
- I want to tell you all a story of how we made a client’s website generate significantly more business without investing any more into their advertising…
- The client I’m talking about is called lifesaver.
- They create water filtration bottles and other products that can be used in humanitarian disasters or by the Army or even backpackers or hikers. These water bottles filter dirty water, and make it drinkable.
- Lifesavers primary objective was to make more sales.
- We decided that in order for lifesaver to make more sales, they should utilise conversion rate optimisation. As opposed to SEO which is about increasing traffic. CRO is about turning that traffic into leads and sales (conversions). It is
- So, for Lifesaver, we wanted to find out what was wrong, and then fix it for them.
- Lifesaver were stuck with this question in their minds – the product is fantastic and can really help people, so why aren’t people buying?
- We started a process of CRO for Lifesaver to try to answer that question, and get people buying. The first step for CRO is the research phase.
- Our first research step is to perform a google analytics analysis. This…
- These are some of the things that the Google Analytics analysis test told us. This test showed us that engagement was low, especially with the homepage which was why we decided to concentrate our CRO efforts onto fixing the homepage.
- This research provides a direct comparison of your website to your top five competitors. We look at a range of different things to determine what you are doing better than your competitors, and what they are doing better than you in order to entice users to convert.
- The competitor analysis showed us several areas where the lifesaver website was underperforming compared to its competitors. For example, competitors had testimonials, straplines, clear USPs, and awards- all things which were not currently on the lifesaer website.
- Audience analysis focuses on what questions your existing users have already asked you. We go through all of the questions that you have recorded, often via email, and look for reoccurring themes and patterns. If lots of people are asking the same question, then that means that your website is not clear enough or is not providing the information people need to convert.
- These were the four most reoccurring questions that people had already asked lifesaver. Because they had to ask, it meant the information either wasn’t on the site, or wasn’t clear enough. We wanted to change that because if people are asking questions, then they are not converting.
- User testing analysis often shows up the usability issues of a website, because we ask three random people a series of questions that they have to answer whilst using your website. We then transcribe their answers and look for reoccurring themes which then inform our ideas for website improvement.
- User testing showed us that people were confused about what the product actually does, something that you’d expect the website would be shouting about, but it wasn’t. They also couldn’t understand how the product worked and were confused over the charity element of the website.
- Here we look at whether the branding and messaging on your website matches up with the branding and messaging in your other documentation. Its incredibly important for customers and website users to receive coherent messaging in order for you to build a trusting and positive relationship with them. Also, if your messaging doesn’t appear to be speaking to your target audience, then these people are less likely to convert because they may not think the product or service is for them. The right messaging really can improve your conversion rates.
- The biggest problem that we found in the existing documentation was that the messaging was confused. Lifesaver’s main goal was to sell more water bottles, but their messaging was not directed towards doing this, instead they were focused more on the charity aspects which split people’s focus. We needed to realign their messaging through our testing.
- Now I’m going to tell you about the eight steps that we took to create tests for lifesaver. These are the same steps that we take for any CRO process.
- What is the primary objective of the website? Think about what you want the website to do, focus on that, and then work backwards.
- Starting with the end in mind, means that we needed to keep in mind the whole time that everything we did needed to be gauged towards selling more water bottles.
- This is what Lifesaver’s homepage used to look like.
- So, when we design CRO tests we decide at the beginning whether the website needs to improve upon usability or persuasion. Are people not converting because the website is difficult to use, or do they not convert because they are not persuaded by the messaging?
- So what do you think? Is the messaging wrong or is the homepage suffering from usability issues? What do you think of the background image? The other image? The messages?
- We went with persuasion on this website, ad the usability wasn’t a major issue. In order to persuade, we needed to be completely clear on messaging and what the website was actually trying to do, which was to sell water bottles. We worked out exactly what the business’s product did, and whilst this sounds easy, its sometimes a tricky process to define exactly what a website is for. For some websites the messaging is so muddled it can be difficult to find clarity. Clarity is important for CRO because people need to know what they are purchasing!
- This is our description for exactly what lifesaver does. This is what we worked off of when designing the concept tests.
- When we design CRO tests, we remove everything that isn’t elephant. Once, a sculptor was asked how he created such an ornate beautiful elephant sculpture, and his answer was that he removed all of the bits of marble that weren’t elephant, and so an elephant was what he was left with. So, at the start of our concept creation process, we take the page in question, and then remove everything that doesn’t fit in with the message.
- What do you think doesn’t fit in with the message here? What about the background image? The wording? The top strap line? If we were to remove everything that isn’t elephant, we would be left with something a little like this…
- This is what we were left with. What do you think of this- do you think it’s any better? It’s a bit of blank canvas but that allowed us to start applying what we had learnt during the research phase.
- We’ve found that lots of businesses get so excited about their products and services (and rightly so!) that they forget they should be creating a website for what the user wants to find, not what they want to sell. CRO refocuses web design completely on the user.
- During the design process, we use all of the information that we gathered in the research process to create concepts that we think will work better than what was originally on the website.
- So this is the full list of reoccurring questions that we then attempted to answer through our design concepts.
- We hypothesised about the best way to answer these questions, whilst keeping the homepage aesthetically pleasing and ensuring usability remained optimised.
- After that, we drew out our concepts, and stepped back, we like to get a few people involved in this process because fresh eyes and different perspectives can help create even better concepts.
- The concept that we came up with was then turned into a webpage by Lifesaver’s developer, and it looked like this. As you can see, we’ve taken away everything that isn’t elephant, or everything that isn’t about selling water bottles, and tried to answer a lot of the questions that came up during the research process, such as what the product is, how does it work, what does it clean etc.
- The next part, is potentially the most crucial. The testing phase. This is when we find out if all of our hard work will actually result in better conversion rates. Often we do split A/B tests, so 50% of users see the original page whilst the other 50% see the new concept. This split is entirely random to ensure reliability. We use Google Analytics to do this test and it collects the relevant data throughout the process which we can then analyse to decide if the concept page was successful. Do any of you have any guesses about how much the conversion rate for lifesaver improved?
- As you can see, the changes that we made to the Lifesaver homepage helped increase the conversion rate by 26%, which we think is really impressive!
- This improved conversion rate made for very happy clients, and also for very happy beneficiaries who were able to use the lifesaver bottles to turn dirty water into clean drinking water.
- As you can see, CRO is not an easy process, but when its done well it makes it look easy.
- So, what is CRO? Tim Ash- An early pioneer of CRO Computer scientist and cognitive scientist His skills have made him an expert in user centred design, persuasion, and understanding user behaviour.
- Which kind of websotes do you think would need CRO?
- We think that all websites can benefit from CRO because it really helps businesses to understand their customers and how their website is used. Before embarking on a CRO process, a lot of people ask themselves one or both of thee questions. If this is a question that is in somebody’s head, then it is probably a good idea to start the CRO process as quickly as possible.
- Thanks for listening – any questions?