Summary of main points from Master the Essentials of Conversion Optimization by Peep Laja

1. Master the Essentials of
Conversion Optimization
Summary by Steve Clough

2. Mindset of an optimizer
 It’s about growth
 Better marketing

3. Accept
 You’re opinion doesn’t matter
 You don’t know what will work
 There are no magic templates for higher
conversions

4. Data-informed approach
 Set goals
 Set measurement
 Gather data
 Analyze data
 Turn data into insights

5. Conversion

6. Steps
 Technical Analysis
 Heuristic Analysis
 Web Analytics Analysis
 Mouse tracking Analysis
 Qualitative Research/Surveys
 User Testing
 Categorize/Prioritize

7. Technical Analysis
 Technical bugs on website are main conversion
killer
 Determine your conversion rate for each browser
and platform
 Make sure your website is optimized for all of
them
 Optimize site speed

8. Web Analytics

9. Google Analytics
 Averages lie – look at segments, distributions and
comparisons.
 Measure the important stuff (KPI)
 Identify leaks

10. Mouse Tracking

11. Tracking Clicks
 Heat maps
 Click maps
 Attention maps
 Scroll maps
 Form analytics

12. Website Surveys

13. Surveys
 Exit surveys when someone leaves your webpage
 On-page surveys
 Both can provide useful information
 Remember the end goal is to retrieve actionable
data

14. User Testing

15. Observe Users
 The test protocol for users to complete should
include: A specific task, broad task, and funnel
completion
 Avoid tasks that: Tell the user what to do, ask the
user if they would or would not buy, or what their
opinion is.
 The goal of user testing is to OBSERVE

16. Converting from data to
test hypotheses
 Allocate data into five categories:
1. Test
2. Instrument
3. Hypothesize
4. Just Do It
5. Investigate

17. A/B Testing

18. A/B Testing
 Make sure you are using a big enough sample
size
 Keep statistical significance in mind when testing.
95% confidence level should be benchmark
 Determine the duration of the test from traffic
data. Ex. High traffic website would need less
time to collect adequate sample size

19. Learn from test results
 Its ok if your test does not work as planned. This
gives you feedback to improve future tests.
 Before testing, make sure everyone is on the
same page – testing is about learning
 Inconclusive test results are common, learn to
analyze the segments.

20. Ending Points
 Conversion optimization is a process that is:
1. Systematic
2. Repeatable
 Keep an open mind and don’t get discouraged