The behavior of customers changes continuously and a lot of myths exit in regards to what does and does not work for websites. This makes Conversion Rate Optimization even more relevant. This presentation is based on research done among 150 European customers from Google about the state of CRO. Based on this research we also look ahead to see where CRO is going in the years to follow.

1. The State of Conversion Rate Optimization
Jorden Lentze
Max van der Heijden

2. The State of CRO
The future of CRO
2 usability myths
you should avoid
The agenda for today

3. General insights survey among 150 EMEA customers
Source: Conversions@Google2016 - State of CRO Survey, 2016
# of employees in company? Dedicated CRO department?

4. % of companies running 6 or more tests per month
How many tests do companies run?
Source: Conversions@Google2016 - State of CRO Survey, 2016
54%of companies with a dedicated CRO department
16%of companies without a dedicated CRO department

5. It is not bad to “fail”
Source: Conversions@Google2016 - State of CRO Survey, 2016
I haven't failed. I've just found 10,000 ways that won't work“
”- Thomas Edison
49%of tests are not successful when
running 1-2 A/B tests per month
83%of tests are not successful when
running 21+ A/B tests per month

6. Mobiel wordt steeds belangrijker
Within 5 years there will be no more CRO specialists
The more experiments you run,
the more you will fail

7. Beware of “Fortune Tellers” and HiPPOs

8. Prioritization of experiments
Source: Conversions@Google2016 - State of CRO Survey, 2016

9. What have we learned so far?
The more experiments you run, the more you will learn
Use these failures to learn, iterate and improve
Beware of “Fortune Tellers” and HiPPOs
Use a combination of data-driven methods to determine what to test and to prioritize accordingly
(e.g. PIE model)

10. 2 usability myths

11. Does your website have an automatic slider?
NOYes
Source: Conversions@Google2016 - State of CRO Survey, 2016

12. Why do you use an
automatic homepage slider?

13. Why are sliders used?
1. Multiple messages above
the fold
2. Politics
3. Monetisation
4. It’s beautiful

14. What about your customers?

15. This is what slider do to visitor behavior
Visitors start scrolling right away
because there is so little relevant
content above the fold……...
Source: Conversions@Google2016 - Luke W.

16. Do not stop optimizing when using homepage sliders

17. The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders
2. Do not use automatic homepage sliders
3. Be relevant! A/B test and improve them.
Make them as user friendly and
effective as possible

18. Have you tested this?

19. Does your mobile website have a hamburger menu?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016

20. Only use hamburger menus at McDonalds

21. Example of A/B test with Menu
Source: Menu eats hamburger

22. Why do you have to explain what it does?

23. If there is important content behind the
Hamburger Menu. Why would you want to
hide it?

24. And why put it as far away as possible?
Source http://www.lukew.com/ff/entry.asp?1927

25. Why are hamburger menus used so often?
NO
Yes
Source: Conversions@Google2016 - State of CRO Survey, 2016

26. Why are hamburger menus used so often?
At which websites do
you look for ideas?

27. Why are hamburger menus used so often?
Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015

28. Talking about McDonald’s
Source: Hamburger menu

29. What have we learned so far?
Think about why you are using sliders and test them
It would be best not the use them. But if you have to, there is a lot you can improve upon
Only use hamburger menus at McDonalds
If your customers cannot find your products they cannot buy them

30. What does the future look like?
Combining our view with those of industry experts

31. Within 5 years there will be no more CRO specialists

32. Source: Conversions@Google2016 - State of CRO Survey, 2016

33. Multi-disciplinary teams and specialisation
CRO specialist
UX designer
Analyst
Developer
Product specialist
Psychologist
Copywriter

34. Successful companies will embrace experimentation
in its culture and organization

35. Netflix did 600 a/b test for a redesign

36. Personalization is a buzzword

37. Personalization is key, but it comes with risks

38. First get your a/b testing op and running

39. Then start with segmentation……..

40. Personalization now
Apply segmentation to gain insights in the behavior of “groups” of people
Use these insights to provide these segments with a different experience
Repeat with this with a different segment or a more specific segment

41. Page speed is key in 2017
1.9%
conversion rate
1.5%
conversion rate
180,000
140,000
100,000
60,000
0
20,000
Sessions
Sessions Conversion rate (%)
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.61.2 1.5 1.8 2.1
1 second faster = +27% conversion rate
Source: SOASTA Case study (September 1st, 2015)

42. Confidential & Proprietary
Pixel Home Allo
What will be the impact of artificial intelligence…… on
CRO and UX design?

43. CRO is growing
fast but
organizations
lag behind
The future of CRO:
a unique experience for each user
CRO is essential
for making
better decisions

44. 30% of A/B tests is successful.
This also means that if you do not
a/b test, there is a 70% chance that
if you implement a change on your
website it will have no or a
negative impact on your revenue.
Remember…….

45. Think big and
make small
changes
Analyse
customer
behavior and
analytics
data
Measure true
impact by a/b
testing
Continuous a/b
testing
Weekly CRO
team
meetings
So use Conversion Rate Optimization to make better
business decisions.
CRO is an iterative
process that utilizes
customer data and
behavioral insights to
make better business
decisions

46. Source: Peep Laja