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7 Ways to deliver measurable value before running a single test.
CONVERSION RATE OPTIMIZATION
James ValentineSr. Strategist, Conversion Rate Optimization
Masters, Strategic Communication
B.S., Communication (PR/Visual media)
2015,Westminster College
2012,BYU—Idaho
7+ years of experience working on websites from across the gambit: academic, enterprise, non-profit, and business.
OverviewA/B and Multivariate tests are the basic building blocks of CRO, but there’s often some ground work that can be done before the client catches the vision of the value that comes from using iterative testing to solve problems and improve conversion.
USER JOURNEY
MAPS
VOICE OF CUSTOMER
USABILITY/HEURSTICS
WORKSHOPS & WEBINARS
INFORMATION ARCHTECTURE
IMPROVE TAG MANAGEMENT
7 ways to deliver value before running a single test.
AUDIT LANDING
PAGES
Activity #1
CONDUCT A LANDING PAGE AUDIT.
CONVERSION RATE OPTIMIZATIONDesign/Layout
Site Performance
Audience Awareness
Compare site against ‘best’ practices in areas such as:
Rhetorical Analysis
DESCRIPTION VALUE ADDOffer potential client a review of prominent landing page; evaluate against best practices, generate three to five hypotheses with example test ideas as recommended next steps.
• Establish credibility • Generate testing ideas • Articulate next steps
IMPROVE TAG MANAGEMENT.
Activity #2
TAG MANAGERANALYTICS
CONVERSION PIXELS
TAG MANAGER
ANALYTICS
CONVERSION PIXELS
TESTING TOOL
DESCRIPTION VALUE ADDEffective tag management speeds implementation by reducing dependency on development resources. Help define requirements as appropriate.
• Develop more strategic relationship with client
• Potential partnership/referral kickbacks
• Improve speed and efficiency (process)
• Improve site performance
VALIDATE WEBSITE INFORMATION ARCHITECTURE.
Activity #3
Information Architecture Tools
DESCRIPTION VALUE ADDInformation architecture activities help clients understand how well the site organization makes sense to their customers.
• Establish credibility • Customer insights • Generate keyword
recommendations • Generate test ideas • Identify next steps
CONDUCT AN HEURSTIC EVALUATION.
Activity #4
DESCRIPTION VALUE ADDWebsite usability is the prerequisite to effective CRO. Help clients catch glaring usability issues so customers don’t have to voice them.
• Establish credibility • Present improvement
opportunities/proposed next steps that testing can help solve
CREATE CUSTOMER JOURNEY MAPS.
Activity #5
Discovery Center Visitor Journey MapDIGITAL MEASUREMENT STRATEGY
AWARENESS
SUBMIT NAME TO THE TEMPLE
SCH
EDU
LE
CONFIRMATION
WALK-IN
VISIT
SUMMARY
DiscoveryCenterWebsite
Visit the DiscoveryCenter
VISIT
FS.OR
GP
RO
MO
TE
WORD-OF-
MOUTH
ADD/UPDATE INDIVIDUAL
VIEW TREE
SHARE DCCONTENT
SHARE DCEXPERIENCE
CONSIDER EXPERIENCE RETAIN/LOYALTY
Key Indicators/Blindspots
DESCRIPTION VALUE ADDCreate a visual flow of the customer lifecycle that document touchpoints available to the customer as thoughts/actions.
• Creates shared vision of customer path
• Identify potential pain points in the journey
• Generate test ideas/next steps
OFFER WORKSHOPS AND WEBINARS.
Activity #6
DESCRIPTION VALUE ADDArticulate how CRO can be incorporated into client processes and the potential ROI. Give practical tips to get started.
• Establish credibility • Generate test ideas • Identify next steps
CHAMPION VOICE OF CUSTOMER.
Activity #7
DESCRIPTION VALUE ADDUser feedback is an excellent source of improvement opportunities and testing ideas. Help develop/inform requirements for feedback tracking.
• Focus on customer • Generate test ideas/next
steps • Develop more strategic
relationship with client • Potential partnership/
referral kickbacks
OTHER IDEAS INCLUDE
• Conversion funnel analysis • Web analytics implementation audit • A/B testing tool acquisition support
