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Peep Laja, CEO, ConversionXL - How to Turn Data into Insights & Customers

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Everyone's talking about being data-driven conversion optimization, but what does it actually mean? How do you actually do it? ConversionXL Founder Peep Laja delivers the ultimate framework and how-to guide. Visit: http://tractionconf.io

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Peep Laja, CEO, ConversionXL - How to Turn Data into Insights & Customers

  1. 1. How to Turn Data into Insights & Customers Conducting data-driven conversion optimiztion Peep Laja, ConversionXL
  2. 2. Your growth curve
  3. 3. Increase conversion rate 10% / year
  4. 4. Increase conversion rate 15% / year
  5. 5. Had you started years ago…
  6. 6. If you were around back then…
  7. 7. Optimization is compound interest for growth
  8. 8. How would you go about it?
  9. 9. #1 You need a systematic approach. A process.
  10. 10. Best practices?
  11. 11. “you can easily sort through the 100+ techniques”
  12. 12. Don’t copy your competitors, they don’t know what they’re doing either
  13. 13. So you need a systematic approach
  14. 14. If you can’t describe what you’re doing as a process, you don’t know what you’re doing William Deming
  15. 15. The discovery of what matters
  16. 16. 1. Testing 2. Research
  17. 17. Yet another guy with a bunch of data à
  18. 18. Ask the right questions
  19. 19. •  whose problem are we solving? •  what do they need? •  what do they think they want? •  why? •  how are they choosing / making a decision? •  why? •  what are they thinking when they see our offer? •  how is what well sell clearly different? •  where is the site leaking money? •  what is the problem? •  what are they doing or not on the website? •  what leads more people to do X?
  20. 20. …careful with your interpretations
  21. 21. Step #1: Technical analysis •  Is shit broken? •  Where? •  Which browsers? •  Which devices? •  Which pages are slow?
  22. 22. Step #2: Heuristic analysis •  Relevancy? •  Clarity? •  Motivation? •  Friction?
  23. 23. What’s wrong with this picture?
  24. 24. Step #3: Digital analytics •  Where are the leaks? •  Which segments? •  What are users doing? •  Which actions correlate with higher conversions?
  25. 25. Step #3: Digital analytics •  Where are the leaks? •  Which segments? •  What are users doing? •  Which actions correlate with higher conversions?
  26. 26. Measure everything You’ll need it later
  27. 27. #4: Mouse tracking •  Where do they click? •  How far down they scroll? •  Differences between devices? •  Session replays
  28. 28. #5: Qualitative surveys •  Buyer groups •  Which problem are they solving? •  How are they deciding? •  What’s holding them back? •  What else do they want to know?
  29. 29. #6: User testing •  What’s difficult to understand? •  What’s difficult to do? •  What goes wrong?
  30. 30. Now you know what (most of) the problems are with your site!
  31. 31. •  Test •  Instrument •  Hypothesize •  Just Do It •  Investigate ★★★★★ ★★★★ ★★★ ★★ ★
  32. 32. Issue Bucket Background Action Rating Google Analytics bounce info is wrong Instrument Google Analytics script is loaded twice! Line 207 and 506 of the home page both contain GA code, as do all the other pages. Remove the double entry ★★★★★ Conversions are low for IE9. Investigate Possible cross-browser issues. Conduct cross-browser testing. ★★★ People don’t know how to use category pages Hypothesize Too many options, unfamiliar information architecture & layout. Re-think the category page layout ★★★★ Missing value proposition on the home page Test Add a compelling value proposition in the header of your website that states what your website is about, what can they do here and why should they do it Add prominent value proposition ★★★★★ Content is very hard to read JFDI Font size 11px is too small Increase font size ★★★
  33. 33. Systematic, repeatable, teachable process
  34. 34. Iterative testing is where it’s at
  35. 35. It’s about discipline & hard work
  36. 36. “Everybody wanna be a bodybuilder but nobody wanna lift heavy ass weights” Ronnie Coleman
  37. 37. “Everybody wants a lift, but nobody wants to do the heavy ass conversion research” Peep Laja
  38. 38. From Data to Customers: 1. Processes instead of tactics 2. The discovery of what matters is the basis for all 3. Start with questions, then seek data 4. Iterative testing ftw 5. Do the heavy ass lifting
  39. 39. Get my book, free! Email me peep@conversionxl.com

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