The document discusses various techniques for conversion optimization, including setting goals and measuring key metrics, conducting technical, heuristic and analytics-based research, using Google Analytics to identify opportunities, implementing A/B testing, and learning from test results even when hypotheses are not validated. Some specific techniques covered are mouse tracking and heatmaps to understand user behavior, on-page surveys, remote user testing, prioritizing high-impact opportunities, and ensuring tests are properly designed and sample sizes are sufficient. The overall goal is to follow a continuous process of gathering data, generating hypotheses, testing ideas, and using results to further optimize conversions and business performance.

1. MASTER THE
ESSENTIALS OF
CONVERSION
OPTIMIZATION
-PEEP LAJA
SLIDE SHARE #3 BY ASHLEY ENYEART

2. #1 MINDSET OF AN
OPTIMIZER
Its all about
growth.

3. #1 MINDSET OF AN
OPTIMIZER
“In my insignificant,
unsupported,
baseless opinion.”

4. #1 MINDSET OF AN
OPTIMIZER
Set goals->
Set up measurement and gather
data->
analyze data->
turn data into insights->
turn insights into prioritized
hypotheses->
get data from tests->
back to data analysis.

5. #2 CONVERSION
RESEARCH
Step 1. Technical Analysis
Step 2. Heuristic Analysis
Step 3. Web Analytics Analysis
Step 4. Mouse Tracking Analysis

6. #2 CONVERSION
RESEARCH
Step 5. Qualitative Research/Surveys
Step 6. User Testing
Step 7. Sum-up

7. #3 GOOGLE
ANALYTICS FOR CRO
What we can learn:
- What people are doing
- The impact and
performance of ever
feature, widget, and page
- Where the website is
leaking money

8. #3 GOOGLE
ANALYTICS FOR CRO
There are useful metrics
and useless metrics.
The job of a metric is to
provide actionable insight.

9. #4 MOUSE TRACKING
AND HEATMAPS
AKA Hover map.
- Based on where the mouse
“hovers”. But does not
prove where the customers
attention really is.
Very questionable accuracy.

10. #4 MOUSE TRACKING
AND HEATMAPS
Visual of where on the site that
people click.
Can also do Google analytics
enhanced link attribution.
People may click things that look
like links, you can fix that.

11. #4 MOUSE TRACKING
AND HEATMAPS
Shows how far down people scroll on
a page.
Makes it easier to prioritize content.
Sprinkle calls to action in your page
where your biggest drop-off points
are.

12. #4 MOUSE TRACKING
AND HEATMAPS
Record sessions of people using
your site.
Very useful for watching people fill
out forms on your website step by
step.
You can gain a lot of insight about
your website with this tool.

13. #4 MOUSE TRACKING
AND HEATMAPS
Which form fields cause the
most error messages?
Which form field people
hesitate to fill? Hesitation
measured in milliseconds.
Which form fields people leave
empty, even though they’re
required.

14. #5 USING WEBSITE
SURVEYS
Types
- Exit Surveys
- On-Page Surveys
Survey question should be about that one
page.
Start with a yes or no question first then
ask them to explain.

15. #6 USER TESTING
Gives a direct input on how real
users use your site.
Film the entire process
Doing it remotely by using online
user testing tools is the cheapest
and fastest way.
3 Types of tasks to include:
- A specific task
- A broad task
- Funnel Competition

16. #7 FROM DATA TO
TEST HYPOTHESIS
1. Test
2. Instrument
3. Hypothesize
4. Just do it
5. Investigate

17. #7 FROM DATA TO
TEST HYPOTHESIS
Prioritize
Start with high prioritize and
leave low priority last.
Essentially, follow the money.
Start with things that will
make a positive impact on
your bottom line right away.

18. #7 FROM DATA TO
TEST HYPOTHESIS
Every good test is based on a
hypothesis
Testing is validated learning
Learning leads to insight which
leads to better hypotheses, and
in turns into better results
DON’T TEST WITHOUT A
HYPOTHESIS

19. #8 GETTING A/B
TESTING RIGHT
Testing is no joke, you have to test
right or it’ll be worse then not testing at
all.
Take it seriously and get help from a
developer.
You need to make sure your sample
size is big enough.
No substitution for experience.

20. #9 LEARNING FROM
TEST RESULTS
Tests lose all the time, its about
learning.
“Test is really data collection.
Personally, I think the winner/loser
vocabulary perhaps induces risk
adversity.”
If you cant learn from failure,
you’ve designed a crap test.