Conversion Rate Optimization 101

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The document provides an overview of conversion rate optimization and outlines several key steps for setting up an effective CRO process. It recommends starting with establishing goals and a testing backlog. Quantitative data from tools like Google Analytics and KISSmetrics can help identify high traffic pages and funnel drop-off points to target. Qualitative data from surveys and heat maps provides insights. The document then covers setting up A/B tests using tools like Optimizely, with recommendations to test buttons, images, layouts on high traffic "money pages" to improve conversions. It stresses the importance of focusing each test on only one variable and avoiding prematurely ending tests.

Technology

Conversion
Rate
Optimization
101
Dan McGaw
Founder

@EﬃnAmazing

How do I track the data?
How do I setup an A/B test?
When do I know if the test is
conclusive?
@efﬁnamazing

Digital Business Intelligence
@efﬁnamazing

They are directly integrated
into most AB testing tools
@efﬁnamazing

First we need to build our funnel
@efﬁnamazing

KISSmetrics makes this dead simple
@efﬁnamazing

Experiments show in
funnel reports automatically
@efﬁnamazing

How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
What is preventing you from purchasing?
Ask Questions at Funnel Drop off Points

Add Javascript to site
<script src="//cdn.optimizely.com/js/
1488356457.js"></script>
@efﬁnamazing

#convcon @danielmcgaw
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Learn More
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Buy Now

Use there WYSIWYG editor
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21%
@efﬁnamazing

Find The Money Pages…
and Test the Shit Out of Them!
49%in cart adds

Stay Focused
Only change one element at a time

Stick to A/B, not A/B/C tests
Low Trafﬁc?

Multi-Variant Testing
(lots of changes)
You need lots of trafﬁc, like lots!

THANK YOU
www.efﬁnamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw
Founder @EfﬁnAmazing

QUESTIONS
www.efﬁnamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw
Founder @EfﬁnAmazing

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Conversion Rate Optimization 101

1. Conversion Rate Optimization 101 Dan McGaw Founder @EﬃnAmazing

2. WHERE DO YOU START? @efﬁnamazing

3. How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive? @efﬁnamazing

4. 1. THE CRO MINDSET @efﬁnamazing

5. Not hitting goals?

6. Do more with less.

7. Failing is Part of the Game

8. Follow the Data @efﬁnamazing

9. 2. START WITH A PLAN @efﬁnamazing

10. Don’t Just Test to Test

11. Create a Backlog @efﬁnamazing

12. 3. QUANTITATIVE DATA @efﬁnamazing

13. LOTS OF OPTIONS

14. The Standard

15. Digital Business Intelligence @efﬁnamazing

16. They are directly integrated into most AB testing tools @efﬁnamazing

17. First we need to build our funnel @efﬁnamazing

18. KISSmetrics makes this dead simple @efﬁnamazing

19. Experiments show in funnel reports automatically @efﬁnamazing

20. Experiments show in funnel reports automatically @efﬁnamazing

21. 4. QUALITATIVE DATA @efﬁnamazing

22. Qualitative is Important

23. On-page Survey Tools

24. How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing? Ask Questions at Funnel Drop off Points

25. Heat Maps

26. Heat Maps

27. Look at your analytics :)

28. Use these insights to improve backlog

29. 5. START TESTING @efﬁnamazing

30. What is an A/B Test?

31. A/B Testing Tools

32. Add Javascript to site <script src="//cdn.optimizely.com/js/ 1488356457.js"></script> @efﬁnamazing

33. #convcon @danielmcgaw Use their WYSIWYG editor

34. #convcon @danielmcgaw Use their WYSIWYG editor

35. Use their WYSIWYG editor

36. Use their WYSIWYG editor Control (A) Learn More Variant (B) Buy Now