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#BoostB2B
Stop your visitors from leaving!Uncover where and why they’re dropping out
Presented by Aran Reekswww.evosite.co.uk
@EvositeAran
#BoostB2B
Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.
Established in 2001
Talented team of 30
Over 250 active clients
700+ web solutions delivered
Multi award winning agency
#BoostB2B
Who am I?
● Head of Client Strategy at Evosite● Web Developer● Developed > 50 eCommerce solutions● Passionate about optimisation
#BoostB2B
Workshop objectives
1. Identify major exit pages
2. Conduct investigation into the causes
3. Implement mechanisms to reduce exit rates
#BoostB2B
How much time do you currently spend looking at Analytics?
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
How much time do you
currently spend looking at Analytics?
1.Never
2.Yearly
3.Monthly
4.Weekly
5.Daily
#BoostB2B
Where do most of your visitors leave?
#BoostB2B
Are there areas you’re happy for visitors to leave?
#BoostB2B
Let’s begin!
#BoostB2B
Identify
Identify major exit pages
1
#BoostB2B
1.Identify your weakest areasWeak areas are those that have:
▪ High bounce rate
▪ High exit rate
▪ Low conversion rate
▪ Low time on page
#BoostB2B
1.Google Analytics: Content Drilldown
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1.Google Analytics: Content Drilldown
/products/xyz
/category/x/yz
/Contact
#BoostB2B
1.Google Analytics: Content Drilldown
#BoostB2B
Vanity metrics!
#BoostB2B
1.Google Analytics: Content Drilldown
High traffic, high bounce
#BoostB2B
1.Google Analytics: Content Drilldown
Let’s focus on what’s important here
#BoostB2B
1.Google Analytics: Content Drilldown
Breakdown by page speed
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1.Google Analytics: Content Drilldown
Breakdown by device
#BoostB2B
1.Google Analytics: Shopping Behaviour
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1.Google Analytics: Shopping Behaviour
Purchase flow dropout points
#BoostB2B
Vanity metrics!
#BoostB2B
1.Google Analytics: Shopping Behaviour
Cart dropout segment
#BoostB2B
1.Google Analytics: Shopping Behaviour
Now let’s look at where these users left
#BoostB2B
1.Google Analytics: Shopping Behaviour
Now let’s look at where these users left
#BoostB2B
The more you segment your weak areas, the clearer the picture
#BoostB2B
Identify Investigate
Identify major exit pages
Look into possible causes
1 2
#BoostB2B
Now we know ‘what’ we need to know ‘why’
#BoostB2B
Heat mapping
#BoostB2B
Conduct an online survey
#BoostB2B
£30Cost of an unmoderated, remote usability test
#BoostB2B
5People needed per usability test
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Create a testable hypothesis
#BoostB2B
A good example of a testable hypothesis
“By adding the dimensions of the product to the page, we believe fewer people will be unsure of the product information and will purchase the product”
#BoostB2B
A bad example of a testable hypothesis
“I’m going to make the add to cart button red.”
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What about these hypotheses?
“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a
result, will be more likely to complete their purchase online.”
#BoostB2B
What about these hypotheses?
“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a
result, will be more likely to complete their purchase online.”
#BoostB2B
What about these hypotheses?
“A larger add to cart button will get more clicks”
#BoostB2B
What about these hypotheses?
“A larger add to cart button will get more clicks”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will boost our conversion rates”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will boost our conversion rates”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost
our sales”
#BoostB2B
What about these hypotheses?
“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost
our sales”
#BoostB2B
Test
Test your solutions
Identify Investigate
Identify major exit pages
Look into possible causes
1 2 3
#BoostB2B
Getting started with A/B testing
#BoostB2B
Creating your first A/B variant
#BoostB2B
17% Increase in conversion
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Retargeting: Bringing them back
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
Remarketing1.Visit website
2.Leave website
3.Surf the web after
4.Targeted ads follow you
5.You’re re-engaged
6.Return to complete goal
#BoostB2B
An example or remarketing...
#BoostB2B
If you’re interested in Remarketing...
adroll.com
#BoostB2B
5 minutes...▪ Identify high traffic
pages with a high bounce rate
#BoostB2B
30 minutes... ▪ Conduct a usability test for a key task
#BoostB2B
30 minutes... ▪ Create and launch your first A/B test using Optimizely
#BoostB2B
17%Improvement on lead capture form
#BoostB2B
194%Improvement on lead capture form