Understanding Conversion Rate Optimisation
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Introdoction to key conversion rate optimisation software and tactics. Presented 30th June, 2014 to the UX Design Group of Melbourne
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Understanding Conversion Rate Optimisation
- 1. UNDERSTANDING CONVERSION RATE OPTIMISATION @camdegiorgio Digital Strategist – Next Digital
- 2. TONIGHT’S AGENDA Why CRO? CRO Overview CRO Process Tools CROTactics Workshop Activity
- 3. WHY CRO? Websites are no longer ‘static’ Websites/applications needs to constantly evolve CRO allows sites to evolve on-going Most importantly CRO activity is measurable and often has large impacts from an ROI perspective
- 4. HOW CRO & UX INTERACT CRO allows you to test ux concepts in real-time Provides data to validation ‘hunches’ or ‘best practice’ Allows you to take learning's from UX research, and validate through eg. Landing page tweaks, button variations etc.
- 5. CRO APPROACH Above everything else, we want to adopt a ‘test and optimise’ approach when looking at CRO for clients Everything is validated through testing – ‘the data doesn’t lie’ Provides massive opportunity to be extremely agile
- 6. CRO PROCESS
- 8. TOOLS
- 9. OPTIMIZELY
- 12. CRAZY EGG
- 13. GOOGLE ANALYTICS
- 14. CRO TACTICS
- 15. TIPSTO HELP REVIEW CURRENT STATE We can use heuristic analysis to base hypothesis from, but its always ideal to use data This goes back to the mantra of ‘data doesn’t lie’ Example of Nielsen's 10 Heuristics: http://www.nngroup.com/articles/ten- usability-heuristics/ Google Analytics: Checkout Funnels
- 16. CROTACTICS/EXAMPLES A/BTesting Multi-VariantTesting Heat mapping Software (great for insights) such as Crazy Egg Key Elements to test Call to action buttons Copy (text) Element removal Imagery A great approach to use is ‘user centric design/task lead user actions’
- 18. WORKSHOP TIME
- 22. WANT TO LEARN MORE?