A visitor came to your website. Does he understand what you are offering? Does he know where to click next to get what he came for? Are his expectations met? You have a couple of seconds to attract and keep the visitor on the website. Are you using this time in a smart way? Let me show you how to find out what your visitors expect from you and improve your WordPress website goal conversion rate.

1. How to meet
user expectations
WORKSHOP ON WORDCAMP PRAHA 2015

2. Expectations vs. Reality
 Site owner:
 Expectation: beautiful website $$$$$$$
 Reality: high cost design nice looking website with poor UI $$
 Site visitor:
 Expectation: looking for info/buying great UI paid $$$ and
returning/recommending
 Reality: nice looking site poor UI, can’t find anything comes back
only if $ is cheap and not recommending
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3. 3

4. Solution
Happy
customer
visitor intent your intent
$$$$$
for you
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5. What to do about it?
 Technical issues
 Message communicated
 On-site
 Anywhere else, prior to visit
 Design & Ease of use
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6. How to make it happen?
 Web Analytics tracking
 User behavior recording
 Uptime and speed monitoring
 Clear and consistent messages
 Continuous testing and improvements
 Alignment with overall strategy
 Proper documentation on changes
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7. Technical challenges
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8. Site speed
 Gtmetrix
 WP plugin – GTMetrix for WordPress
 Google PageSpeed Tools
 Tools.pingdom.com
 Webpagetest.org ***
 Mobitest.akamai.com
 Do you have CDN?
Example: ?
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9. 9
Source:
https://blog.kissmetrics.com/loading-time

10. Browser compatibility
 Browserling.com
 Crossbrowsertesting.com
 Browsera.com
 Browseemall.com
 Testingbot.com (with Selenium)
 Litmus.com (for email testing)
 Whenever you can, do the check manually on your hardware
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11. Server & Uptime monitoring
 Uptimerobot.com (with WP plugin)
 Pingdom.com (Real User Monitoring, WP-Pingdom)
 New Relic (with WP plugin)
 Other popular plugins: WP Server, WordPress Server Load
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12. Managing multiple WP websites?
 ManageWP
 MainWP
 InfiniteWP
 Ithemes Sync
 JetPack
 ...
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13. Marketing mambo-jumbo
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15. Consistent messages
 Online ads
 Adwords (and other), media buying
 Social media
 Forums
 Guest posts
 You need to have and communicate same message across all
marketing channels and it needs to match your offer. Don’t be
vague, lie or misrepresent; it will get back to you.
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16. What about your Landing Page?
 Is the message matching the one from the incoming traffic?
 Title, call to action
 Content on the page offering what is promised
 There is no rule about the length of the LP
 Just test
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17. On-site tracking
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18. Web analytics
 Google (Universal) analytics
 KissMetrics
 Mixpanel
 Adobe SiteCatalyst
 ...
 Most of them have WP plugins
 I recommend instalation through Tag Manager (GTM, DTM)
 Event tracking
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19. Behavior on site
 Clicktale
 Mouseflow
 Inspectlet
 Crazyegg ***
 Eyequant ***
 Don’t forget to put notification and opt-out option in the Privacy
Policy and/or Terms of Service file.
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20. Behavior on site
 Get feedback from your visitors:
 Qualaroo.com
 iPerceptions.com
 Proactive/dynamic/automated support:
 Intercom.io
 Some custom/internal event-triggered solution
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21. Usability testing
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22. Real life situations
 Make personas
 Go out and test on real people – coffee/beer breaks
 Lab testing
 Testing services:
 Usertesting.com
 Mechanicalturk.com
 Userlytics.com
 Feedbacks:
 Fivesecondtest.com
 Usabilia.com
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23. Testing-shmesting
 When did you do usability testing: before or after release?
 Are you a HIPPO (Highest Paid Person’s Opinion)? Then make a
decision and don’t wait until it’s too late
 Make this a company culture/mindset
 Grab someone from unrelated project
and let them try/run it out as soon as you
have first scatch-up
 Wear the customer’s shoes and be cruel
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24. Website design and UX
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25. Theme markets
 A nice-looking theme is not always a good theme for your site
 Think about what visitors want to see, not what you want to see
 SEO optimisation – not many are well made so be careful
 There are no rules what is good or bad design
 Trends: flat, 3d, animated headers, etc.
 Genesis framework and themes
 Woo themes
 Themeforest
 Elegant themes
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26. Elements on the website
 Colors:
 http://blog.crazyegg.com/2012/07/11/website-color-palettes/
 http://www.quicksprout.com/the-complete-guide-to-understand-
customer-psychology-chapter-4/
 Popups? Big NO!
 Caroussels? Good for promo offers. Otherwise, only if you must...
 Login with social media accounts? Of course!
 Security symbols, proof of authority
 Auto loaded video? No! How about sound? So 1990s...
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27. Finally: Conversion rate optimisation
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29. What is the first thing
you would change?
 Button? Background color? Photo?
Headline? Call to action?
 Strategy and your business goals FIRST!
 Do the thinking about all the previous steps
 Measure 3 times, cut only once
 Testing and optimisation are not the same
thing
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30. How to do the actual testing?
 Visual Website Optimizer (WP plugin)
 Optimizely (WP plugin)
 Unbounce
 Leadpages
 Google Content experiments – part of the Analytics
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31. How long should it take?
 Depends on:
 Your traffic volume
 Current conversion rate
 Business cycles
 Average time to sale
 Seasonality
 Calculator: https://vwo.com/ab-split-test-duration/
 A word about statistical significance: http://conversionxl.com/statistical-
significance-does-not-equal-validity
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32. Usual split testing myths & lies
 I have most experience/hunch/feeling so why test? HiPPO, hello?
 Statistical significance (magic 95%) is enough to stop the test
 Test result (number, percentage lift) will get us % more money/articles sold
 Test with no lift is failure
 Only websites should be tested
 Trends can be spotted early
 Test results are valid forever
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33. Checklist before testing
 Did you try if all test variations display properly across browsers?
 Are you sure your changes are allowed in all of the countries you are serving?
 Do you need all of those plugins and scripts on the pages? Make them lighter
and faster first
 Do you know how long the test will run and when to stop it?
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34. Useful resources
 People to follow on Twitter:
 @kissmetrics, @cutroni, @peeplaja, @fastbloke, @optimiseordie, @carmenmardiros
 Blogs to follow:
 Unbounce.com, kissmetrics.com, cutroni.com, conversionxl.com, kaushik.net
 Books to read:
 Don’t make me think, Designing for Behavior change, You should test that, 100
things every designer needs to know about people
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35. About me & contact info
 igor.kolosov@gmail.com or igor@optimize.rs
 rs.linkedin.com/in/igorkolosov
 @igorko_hub
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