This document outlines 9 lessons for conversion optimization: 1) Mindset of an optimizer 2) Conversion research 3) Google Analytics for CRO 4) Mouse tracking and heatmaps 5) Using website surveys 6) User testing 7) From data to test hypotheses 8) Getting A/B testing right 9) Learning from test results. It discusses gathering data through technical, heuristic, web analytic, mouse tracking and qualitative analyses to form hypotheses and run A/B tests. Key aspects covered include measuring important KPIs in Google Analytics, using heatmaps and surveys to understand user behavior, implementing tests based on ease and opportunity, ensuring sufficient sample sizes, and learning from all test results.

1. Zachary Clinch
Spring 2015

2. There are 9 Conversion Lessons
1. Mindset of an optimizer
2. Conversion Research
3. Google Analytics for CRO
4. Mouse tracking and heatmaps
5. Using Website Surveys
6. User Testing
7. From data to test hypotheses
8. Getting A/B testing right
9. Learning from test results

3. First, lets talk about the

4. What is conversion optimization about?
It’s about GROWTH
&
BETTER MARKETING

5. How
do you
become a
good
optimizer?
TRUTHS
Your opinion
doesn’t matter
You don’t know
what will work
There are no magic
templates for
higher conversions
By accepting these 3 truths…

6. STOP
and START

7. Next up…

8. You don’t just need
You need

9. Step 1:
Technical
Analysis
Step 2:
Heuristic
Analysis
Step 3:
Web
Analytic
Analysis
Step 4:
Mouse
Tracking
Analysis
Step 5:
Qualitative
Research/
Surveys
Step 6:
User
Testing
Step 7:
Sum Up
7 Steps
to
gathering
data

11. What can we learn from Google Analytics?
What people are doing
The impact and performance of every feature,
widget, and page
Where the site is leaking money

12. Remember to measure the important stuff
Mainly? KPI’s or Key Performance Indicators which help you
understand how you are doing against your objectives.

13. Up
next…
Mouse Tracking
Heatmaps

14. What are heat maps?
Heat maps are a graphical
representation of data where
the individual values contained
in a matrix are represented as
colors
Red = lots of action
Blue = no action
There are also colors in between
Example of a heat map

15. Other types of maps include…
• Click maps – aggregated data of where people click
• Attention maps – shows where areas of the page have been viewed
the most
• Scroll map – this shows the scroll depth or how far down people scroll

16. Now, lets talk about

17. 2 ways to survey web traffic
Exit Surveys
Hit them with a popup when they’re
about to leave your site
On-page Surveys
Ask them to fill out a survey as they’re
on a specific page

18. What number is a good amount of responses?
100 responses is a good amount
200 is the ideal number

19. What about

20. You want to include 3 types of tasks
in test protocol

21. Tasks to avoid?
Do you feel this
page is secure?
Would you buy
from this site?

23. 2 criteria that are more important than
others:
Ease of implementation (time/complexity/risk)
&
Opportunity score (a subjective opinion on how
big of a lift you might get)

25. Make sure your sample size is
enough

26. Achieving significance
is not a stopping
rule for a test

27. Learning
from Test
Results

28. Best way to
overcome
doubt and
uncertainty?
Be on
the same
page with
EVERYONE!

29. What happens if a test loses?
Don’t give up!
Learn from the
failure!