The document discusses strategies for converting clicks into customers, emphasizing the importance of a systematic approach to optimization rather than copying competitors. It outlines steps such as technical and heuristic analysis, examining user behavior through digital analytics, and conducting user testing to identify and solve website issues. The emphasis is on understanding user needs, testing hypotheses, and continuously improving the conversion process with a focus on research and effective communication.

1. What steps are you taking to turn clicks into
customers?
Peep Laja
Founder, Conversion XL
@peeplaja
Jerry Rietveld
Digital Marketing, Optimizely
@jgrietveld
Guest speakerHost

2. How To Win More A/B
Tests and Get Bigger
Impact per Successful
Experiment
Peep Laja, ConversionXL

5. How would
you go
about it?

6. “you can easily sort through
the 100+ techniques”

11. Best practices?

15. Don’t copy your
competitors, they don’t
know what they’re doing
either

16. So you need a systematic
approach. A process.

17. If you can’t
describe what
you’re doing as a
process, you don’t
know what you’re
doing
William Deming

18. How do we optimize
the optimization
program?

19. The discovery of
what matters

20. What are the problems?
Where?

21. 1. Testing
2. Research

22. Yet another guy
with a bunch of
data à

23. Ask the right questions

24. • whose problem are we solving?
• what do they need?
• what do they think they want?
• why?
• how are they choosing / making a decision?
• why?
• what are they thinking when they see our offer?
• how is what well sell clearly different?
• where is the site leaking money?
• what is the problem?
• what are they doing or not on the website?
• what leads more people to do X?

25. …careful with your interpretations

27. Step #1: Technical analysis
• Is shit broken?
• Where?
• Which browsers?
• Which devices?
• Which pages are slow?

29. Step #2: Heuristic analysis
• Relevancy?
• Clarity?
• Motivation?
• Friction?

30. Clarity

32. Visual hierarchy

35. Screw

36. Screw

37. Screw

38. Screw
Uninspiring
headline. Not
enough info
5 bullets is too
much, lack of
focus
My grandma
designs
better sites
Testimonial
credibility
questionable
Too little is
done to get
me to click
Unhelpful
screenshot

42. What’s
wrong with
this picture?

43. Step #3: Digital analytics
• Where are the leaks?
• Which segments?
• What are users doing?
• Which actions correlate
with higher conversions?

44. Measure everything
You’ll need it later

51. How many
different ways are
there?

55. #4: Mouse tracking & form analytics
• Where do they click?
• How far down they scroll?
• Differences between devices?
• Session replays

57. #5: Qualitative surveys
• Buyer groups
• Which problem are they solving?
• How are they deciding?
• What’s holding them back?
• What else do they want to know?

62. #6: User testing
• What’s difficult to understand?
• What’s difficult to do?
• What goes wrong?

65. Now you know what
(most of) the problems
are with your site!

66. • Instrument
• Just Do It
• Test
• Hypothesize
• Investigate

67. 1. Solve big problems with
obvious solutions first

68. 2. Use persuasion, creative
ideas for trickier stuff

69. 3. Test radically different
concepts to move past local
maxima

70. Issue Bucket Background Action Rating
Google Analytics bounce info
is wrong
Instrument Google Analytics script is loaded twice! Line
207 and 506 of the home page bothcontainGA
code, as do all the other pages.
Remove the double entry
★★★★★
Conversions are low for IE9. Investigate Possible cross-browser issues. Conduct cross-browser testing.
★★★
People don’t know how to use
category pages
Hypothesize Too many options, unfamiliar information
architecture & layout.
Re-think the category page
layout
★★★★
Missing value propositionon
the home page
Test Add a compelling value proposition in the
header of your website that states what your
website is about, what can they do here and
why should they do it
Add prominent value
proposition
★★★★★
Content is very hard to read JFDI Font size 11px is too small Increase font size
★★★

72. Full
case
study:
http://conversionxl.com/case-­‐study-­‐how-­‐we-­‐improved-­‐landing-­‐page-­‐conversion/
79.3%
uplift
in
conversions
Peep Laja, ConversionXL @peeplaja

73. Systematic, repeatable,
teachable process

75. This stuff is difficult

76. “Everybody
wanna be a
bodybuilder but
nobody wanna
lift heavy ass
weights”
Ronnie Coleman

77. “Everybody
wants a win, but
nobody wants to
do the heavy ass
conversion
research”
Peep Laja

78. Remember this:
1. Think in terms of processes, not tactics
2. Focus on the discovery of what matters
3. Do the heavy ass lifting

79. Thank you!
Come to ConversionXL Live
March 30th – April 1st 2016

80. Questions?
Start testing: http://app.optimizely.com
Download our testing toolkit: http://optimize.ly/testing-­toolkit
More info and tickets for Conversion XL Live:
http://live.conversionxl.com/