Conversion Rate Optimisation and the art of Testing


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  • Its about - Essentially, in order to drive traffic and optimise conversion rates, every visitor will have a problem which your website needs to solve.You get – Actionable insights that highlight improvements through a monthly report. It an iterative development process that’s repeated to increase your ROI
  • Pretty obvious I agree, but you do need to think about aims more specific than ’to make money’.  Remember, everything on the site is geared towards your goals, so everything on the site must have their own goals that contribute towards these.
  • Could ask audience what sort of questions they should be asking their users?E.g.To help you structure your content to better relate to your customers and better frame your purchase triggers, you want to learn:Why do your customers need your product?What are they missing out on by not having it?What opportunities will the use of your product bring them?What is their main purchase motivation?Have they tried to use a similar product before?After having used your product, what do they think the benefits will be to them?What are they expecting the outcome of using your product to be?How do they plan to use the product?To get a better understanding of what has worked for you and to learn sometimes surprising info about what actually ended up closing the sale, ask existing customers:How did they find out about you?What information on your page were they surprised to learn?What did they like about your ads and landing page?If there were one thing they would change about the ads or landing page, what would it be?Critically, for people who came to your website but didn’t purchase, you’d like to know:Did they find everything they were looking for?Why did they decide not to purchase?After visiting your site, what did they do next?Did they still want the product and choose to buy from a competitor?Or did they decide not to purchase the product at all?What was something you could have done to persuade them to purchase?
  • WireframesMVT/AB TestingAnalytics Test planningSuccess/failure CriteriaScampsHypothesisSolution DesignTest Prioritization
  • Conversion Rate Optimisation and the art of Testing

    1. 1. Conversion Rate Optimisation and theart of testingAmy McInnes - User Experience ConsultantLaura Fealy – Online Marketing ConsultantMay 2013
    2. 2. What’s in it for you?• Conversion Rate Optimisation (CRO)• What it is• Conversions and their killers• Our process• Testing• Understand different methods• When to use which• Example case studies
    3. 3. What CRO is not…It’s not…a single exercise or a one off project to assess how well a site isperforming at a given time.therefore, it’s not…a single session of user testing, an annual survey, around of A/B testing, or the implementation of an analytics solution.CRO is not a one trick pony…It is not a one offprocess.
    4. 4. What CRO is…It is…an on-going cycle; a way of combining different UX elements toproduce a continual testing and analysis process.the key…constantly benchmarking performance.CRO is an iterative process – lather, rinse, repeat,lather, rinse, repeat…
    5. 5. CRO – the nitty gritty…It’s about…the art of increasing the percentage of visitors to your websitethat take action and convert into customers or get…a thorough analysis of your sites performance against your usersbehavior, highlighting key action points, followed by a detailed testingplan…hence benchmarking!Start creating a website that’s customer-driven andrealise your sites true revenue potential.
    6. 6. Essentially, in order to drive trafficand improve conversion rates youneed to optimise your site…but whatdo you optimise?
    7. 7. 7 Conversion Optimisation - 30/05/2013Optimise everything!Firstly, define what the aim of your site is?To make MONEY!• Break it down - Everything on a site will be there to contributetowards the sites aims such as conversion• Without identifying these aims and testing separate elements howcan you say what effects conversion and to what degree?
    8. 8. 8 Conversion Optimisation - 30/05/2013CRO involves• Maximising existing traffic - the process of converting visitors into leads orsales• Identifying barriers - increasing the number of leads by reducing ‘bouncerates’ by identifying ‘barriers’ to conversion – this includes on and offline, ausers entire journey• Widening the conversion funnel - creating more sales but also nurturingthe quality of customer experience impacting on average spend• Reducing churn – keeping customersCRO involves improving a website to provide a positiveexperience for the visitor, increasing the chances of thosevisitors converting into a sale or a lead.
    9. 9. What counts as aconversion?• Purchase• Download• Sign up• Register• Logins• Sharing on socialmedia sites• A ‘like’ or retweet• Viewing a video• Request a call back
    10. 10. 10 Conversion Optimisation - 30/05/2013Conversion killers• Unclear value proposition• Lack of trust• Lack of interest• Confusion• Usability issues• Product specific objections• Users get bored or distracted• Users don’t believe your company or product is any good• Competition• Perceived risk• Prospect is just window shopping• Bad prior experience
    11. 11. How do we do it?With an amalgamation of user research,analytics data and expert intuitioncoupled with a scientific approach
    12. 12. 12 Conversion Optimisation - 30/05/2013Some activities include
    13. 13. 13 Conversion Optimisation - 30/05/2013Our Optimisation ProcessAnalyseDesign & TestOptimise User Research134 2Our Optimisation Process
    14. 14. 1. Analyse
    15. 15. 15 Conversion Optimisation - 30/05/20131. Analyse - What and Where to OptimiseAnalyseDesign & TestOptimiseKPI / Benchmark AssessmentContent AnalysisUser Segment AnalysisFunnel AnalysisAnalytics AnalysisTest planningSuccess/failure CriteriaScampsInterim analysisRealizationTargetingCommunicationUserResearchUsability TestsExpert EvaluationCompetitor BenchmarkingPersona DevelopmentSurveysWireframesMVT/AB TestingAnalytics134 2HypothesisSolution DesignTest PrioritizationAnalytics:• Right tools = measure and test changes• Highlights issues• Doesn’t tell you why or suggest solutions• Pick what are your main goals of the site• Understand what drives these goals (assess all aspects of the siteand understand how they aid the goals)• Use this understanding to build metrics that will allow you tomeasure success or failure - benchmarking
    16. 16. 16 Conversion Optimisation - 30/05/2013Utilise Quantitative DataIdentify who yourusers are?How they interactwith your site.Understand whereand why theymight leave.Pinpoint seasonal fluctuations,are they campaign related orare there furtherissues/potential.Identify where and whypeople leave the conversionprocess to highlight barriers.However, despite how much web analytics can tell you‘what’ the problems are on your site’, it will never tellyou why the problems are there or suggest solutions
    17. 17. 17 Conversion Optimisation - 30/05/2013Incorporating the Qualitative Data• Statistics and numbers are a starting point to brainstorm• Qualitative data brings the real understanding to achieving your maximumprofit potential• Learning more about the customer will not only help you better positionyour product for success, it will also help identify areas of friction that areholding you back• Their wants and needs• How they interact with your site
    18. 18. 2. User Research
    19. 19. 19 Conversion Optimisation - 30/05/20132. User ResearchAnalyseDesign & TestOptimiseKPI / Benchmark AssessmentContent AnalysisUser Segment AnalysisFunnel AnalysisAnalytics AnalysisTest planningSuccess/failure CriteriaScampsInterim analysisRealizationTargetingCommunicationUserResearchUsability TestsExpert EvaluationCompetitor BenchmarkingPersona DevelopmentSurveysWireframesMVT/AB TestingAnalytics134 2HypothesisSolution DesignTest Prioritization
    20. 20. 20 Conversion Optimisation - 30/05/2013Research TechniquesLab Based User TestingPersona Development
    21. 21. 3. Design & Test
    22. 22. 22 Conversion Optimisation - 30/05/20133. Design & TestAnalyseDesign & TestOptimiseKPI / Benchmark AssessmentContent AnalysisUser Segment AnalysisFunnel AnalysisAnalytics AnalysisTest planningSuccess/failure CriteriaScampsInterim analysisRealizationTargetingCommunicationUserResearchUsability TestsExpert EvaluationCompetitor BenchmarkingPersona DevelopmentSurveysWireframesMVT/AB TestingAnalytics134 2HypothesisSolution DesignTest Prioritization
    23. 23. 23 Conversion Optimisation - 30/05/2013Design & Test TechniquesCreative Development &WireframesA/B & Multivariate Test Plans50% 50%Version A20% Conversion RateVersion B38% Conversion RateTraffic
    24. 24. 24 Conversion Optimisation - 30/05/2013Highest Paid Person’s OpinionHiPPOs… why rely on thehighest paid person’s opinion?Say NO to HiPPOs and useyour user’s preferences toshape the development ofyour website. This willultimately lead to highercustomer satisfaction andconversion levels.
    25. 25. 25 Conversion Optimisation - 30/05/2013An introduction to testingAB TestingMVT TestingSegmentationBehavioural TargetingConversionImprovementPotentialHigherLowerTestingTargeting
    26. 26. 26 Conversion Optimisation - 30/05/2013AB testingWhat is it: Testing one page variant against another, or number of other pages.Also known as split testing, you tend to establish results quickly.When to use it: AB testing works well if you want to test the effectiveness ofdifferent layouts or designs, or if you have just one hypothesis you want totest.
    27. 27. 27 Conversion Optimisation - 30/05/2013AB testing – an exampleThe hypothesis: Our lead form takes longer to complete than it should and couldcause some confusion because it’s laid out over two columns.The solution: Run an AB test using the original as a baseline and test a linear formatwith unnecessary headings removed.The result: A 14% improvement in form completions.
    28. 28. 28 Conversion Optimisation - 30/05/2013Multivariate TestingWhat is it: Testing a number of variants on a pagesimultaneously in order to determine whichcombination of content works well. Also known asMVT, it can take longer than an AB test to establisha statistically viable result.When to use it: MVT should be used when you have anumber of elements you want to test on ONE page.It will help you establish how the elements worktogether and indentify an optimal mix forconversion.
    29. 29. 29 Conversion Optimisation - 30/05/2013MVT testing – an exampleThe hypothesis: There are too manyelements on the product page thatdistract from the CTA.The solution: Run a multivariate testhiding and showing various pageelements as well as experimenting withdifferent styles.The result: No improvement or decline…...
    30. 30. 30 Conversion Optimisation - 30/05/2013SegmentationWhat is it: Targeting a specific group of users based ontheir shared behaviour and preferences.Segmentation can be an automated or a manualprocess.When to use it: Segmentation should be used whenyou have distinct groups of users who share similarbehaviors/preferences. You should usesegmentation when you have a suitable amount ofdata on your customer groups. This allows you totailor content to their particular needs. .
    31. 31. 31 Conversion Optimisation - 30/05/2013Segmentation– an exampleThe hypothesis: Different segments of customers will look for different informationon a product page.The solution: Run a segmentation campaign based on the analysis of the multivariatetest. Target new, returning and previously purchased customers with theirpreferred content.The result: A 3% improvement in revenue.FullMidMin
    32. 32. 32 Conversion Optimisation - 30/05/2013Behavioural TargetingWhat is it: Targeting a specific individual based ontheir interactions and preferences. Also known asBT, this is an automated process.When to use it: BT can only be effectivelyimplemented when you have enough data toconfidently provide a user with a tailoredexperience. If you have a high traffic site, stronganalytics and the ability to tie in your CRM data,then BT can help drive incremental growth
    33. 33. 33 Conversion Optimisation - 30/05/2013Behavioural Targeting – An underutilised tacticWhy is BT not used?: The majority ofBT is currently run offsite. Few siteseffectively leverage BT forconversion. This is often down to alack of data or simply not knowingwhere to start.An Example: Amazon is one of the fewexamples that use targeting andtailor their main page for theindividual preferences of thecustomer.
    34. 34. 34 Conversion Optimisation - 30/05/2013Tools and ResourcesNo Budget Some Budget/ Lower sitetrafficHigh budget/high sitetrafficGoogle ContentExperiments (free)Visual Website Optimiser($49+ per month)Maxymiser(usually 4 figure sum)Optimizely($19+ per month)Test and Target(usually 4 figure sum) comparative tool
    35. 35. 35 Conversion Optimisation - 30/05/2013Testing hints and tips – Build• Pick the correct test based on your hypothesis.• Cross browser check the variants. Be cautious ofWYSIWYG solutions.• Ensure all conversion pages are correctly tagged.• Avoid using a container tag solution.• Most solutions cause a flicker and can negatively affect the userexperience.• Know the cost of running the test and monitor as itprogresses.
    36. 36. 36 Conversion Optimisation - 30/05/2013Testing hints and tips – Running• Start of with a low percentage of traffic and if appropriate build to 100%• Monitor performance of variants if using standard testing models.• Remove poor performing variants where and when appropriate.• For arm bandit solutions, monitor to ensure that all variants do get trafficdriven to them at the beginning of the test.• Consolidate variants in analytics to ensureaccurate reporting.• Avoid running simultaneous tests• Try not to look at the results too often....
    37. 37. 37 Conversion Optimisation - 30/05/2013Testing hints and tips – Analysis• Ensure a statistical confidence has been met.• Ensure a suitable percentage of traffic has been exposed to the test.• Do not be disheartened by a negative result.• Use segmentation to identify any targeting opportunities.• Push winning variant live all site visitors.
    38. 38. 4. Optimise
    39. 39. 39 Conversion Optimisation - 30/05/20134. OptimiseAnalyseDesign & TestOptimiseKPI / Benchmark AssessmentContent AnalysisUser Segment AnalysisFunnel AnalysisAnalytics AnalysisTest planningSuccess/failure CriteriaScampsInterim analysisRealizationTargetingCommunicationUserResearchUsability TestsExpert EvaluationCompetitor BenchmarkingPersona DevelopmentSurveysWireframesMVT/AB TestingAnalytics134 2HypothesisSolution DesignTest PrioritizationThis stage is more aboutbriefly congratulatingyourself on the work youhave done and rememberingyou now need to repeat onan on-going basis so you arecontinually improvingconversion over time.
    40. 40. By measuring the changes inAnalytics we can create the nextphase of testing…benchmarking
    41. 41. 41 Conversion Optimisation - 30/05/2013The Benefits• Convert more visitors and increase repeat business• Stay ahead of competition• Be a leader rather than a follower• Increasing conversion rates = increase overall profit• Increased brand perception• Testing gives statistical evidence to back up changesRemember, no matter how good your SEO campaignis at attracting more visitors, a poor site design willnot increase your conversion rates.
    42. 42. 42 Conversion Optimisation - 30/05/2013Only for Ecommerce Sites? No! Any Ecommerce website or brand concerned with lead generation canbenefit from CRO, however there are a couple requirements:– Be able to provide access to web analytics– Have specific measurable goals in place– Have the ability to implement changes based on the resultingrecommendations
    43. 43. When?CRO can start at any time during yourdevelopment cycle from pre-launch tore-development. There’s no time like thepresent.
    44. 44. What platform?With todays Omni-channel presence youcan’t stop on one device…
    45. 45. Key takeaways
    46. 46. 46 Conversion Optimisation - 30/05/2013To summariseConversion rate optimisation is:• NOT a one off exercise• It is NOT a single expensive tool• It is a continual process of improvement combining a number of basicweapons available to everyone:• Benchmark using analytics, surveys and user feedback• Analyse the information to highlight areas for improvement• Test ways to improve these areas and see what effect this has
    47. 47. 47 Conversion Optimisation - 30/05/2013To summariseConversion rate optimisation benefits:• Increase users• Improve the user experience• Maintain a strong / positive brand image• First-mover advantage - Stay one step ahead of the competition• Get to the root of problems and solve them• Eliminate risk and costly guess-work• Increase profit
    48. 48. 48 Conversion Optimisation - 30/05/2013To summariseTesting methods• AB testing - single hypothesis testing• MVT - multiple hypothesis testing• Segmentation - targets a group of users• Behavioural targeting - is for individual usersHints• Dont rush into spending huge volumes on a testing solution• When analysing, try to segment the data to identify trends
    49. 49. Any questions?