Upload
chris-edwards
View
406
Download
0
Embed Size (px)
Citation preview
CONVERSION RATEOPTIMIZATION 101
Make Your Website Convert!
Chris Edwards Co Ownerat CE Squaredhttps://cesquared.com
@ChrisEdwardsCE
WHERE DO YOU START?
CRO is a process of diagnosis hypothesis and testing
@ChrisEdwardsCEcesquared.com
GET INTO THE CRO MINDSET
Don’t be afraid to failKeep an open mind Do more with less Follow the data
LET IT GO!
First
@ChrisEdwardsCEcesquared.com
START WITH A PLANSecond
@ChrisEdwardsCEcesquared.com
DON’T JUST TEST TO TEST
Define your metrics Create goals Start big, refine down
KNOW WHY!
@ChrisEdwardsCEcesquared.com
CREATE A BACKLOG
Plan out future tests Tests can end early Be ready to switch out
WHAT’S NEXT!
@ChrisEdwardsCEcesquared.com
COLLECT QUANTITATIVE DATAThird
@ChrisEdwardsCEcesquared.com
SO MANY TOOLS!
@ChrisEdwardsCEcesquared.com
MOST COMMON
Easy to install Goal & event tracking Widespread use
IT’S FREE!
@ChrisEdwardsCEcesquared.com
MORE ADVANCED
They are directly integrated
into most AB testing tools
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNEL
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNEL
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNELExperiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com
BUILD YOUR FUNNEL
@ChrisEdwardsCEcesquared.com
COLLECT QUALITATIVE DATAFourth
@ChrisEdwardsCEcesquared.com
ON PAGE SURVEYSAsk questions at funnel drop off points
How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
@ChrisEdwardsCEcesquared.com
THE TOOLS
Free Option
Paid
Paid
On Page Survey
@ChrisEdwardsCEcesquared.com
HEATMAPS
Learn What’s Important
Find hot spots How far are users scrolling? What are they reading?
@ChrisEdwardsCEcesquared.com
HEATMAPSHave models look to the product or call to action
@ChrisEdwardsCEcesquared.com
VISITOR RECORDINGS
Watch Your Visitors
See their mouse movements Identify long pauses Identify “lost” visitors Watch how they navigate your site
@ChrisEdwardsCEcesquared.com
THE TOOLSHeatmaps & Visitor Recordings
@ChrisEdwardsCEcesquared.com
THE TOOLS
@ChrisEdwardsCEcesquared.com
UPDATE BACKLOG
Use insights gained from all this data to build up your backlog for A/B Testing
@ChrisEdwardsCEcesquared.com
START TESTINGFinally!
@ChrisEdwardsCEcesquared.com
THE TOOLS
@ChrisEdwardsCEcesquared.com
ADD JAVASCRIPT TO SITE
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
@ChrisEdwardsCEcesquared.com
EASY TO USE WYSIWYG
@ChrisEdwardsCEcesquared.com
EASY TO USE WYSIWYG
@ChrisEdwardsCEcesquared.com
EASY TO USE WYSIWYG Control (A) Variant (B)
@ChrisEdwardsCEcesquared.com
EASY TO USE WYSIWYG Control (A) Variant (B)
21%@ChrisEdwardsCEcesquared.com
WHAT DO YOU TEST FIRSTTesting
@ChrisEdwardsCEcesquared.com
PAGES WITH HIGH TRAFFIC
@ChrisEdwardsCEcesquared.com
PAGES WITH HIGH TRAFFIC
@ChrisEdwardsCEcesquared.com
TEST BUTTONSTest A Test B
vs
@ChrisEdwardsCEcesquared.com
TEST BUTTONSTest A Test B
vs21%@ChrisEdwardsCEcesquared.com
TEST IMAGESTest A Test B
vs
@ChrisEdwardsCEcesquared.com
TEST IMAGESTest A Test B
vs19%@ChrisEdwardsCEcesquared.com
TEST LAYOUTS
@ChrisEdwardsCEcesquared.com
TEST FLOWS
Sign Up FlowsFirst User Experience When To Send Welcome Emails When To Promote Upgrades or Paid Features
@ChrisEdwardsCEcesquared.com
TEST MONEY PAGES
@ChrisEdwardsCEcesquared.com
THINK OUTSIDE THE BOX
Clean Shaven Bearded Hipster
@ChrisEdwardsCEcesquared.com
THINK OUTSIDE THE BOX
Clean Shave Bearded Hipster
49%Hipster Wins!
@ChrisEdwardsCEcesquared.com
DON’T SCREW UPWarning
@ChrisEdwardsCEcesquared.com
STAY FOCUSEDOnly change one element at a time
@ChrisEdwardsCEcesquared.com
LOW TRAFFIC?
Stick to A/B Testing, not A/B/C
@ChrisEdwardsCEcesquared.com
LOW TRAFFIC?
Stick to A/B Testing, not A/B/C
@ChrisEdwardsCEcesquared.com
CALLING TESTS TO EARLY
@ChrisEdwardsCEcesquared.com
DOUBLE CHECK AMAZING
956%Whoa! That seems
almost too good to be true!
IS IT CORRECT?
@ChrisEdwardsCEcesquared.com
QUESTIONS?Thank You
Chris Edwards Co Ownerat CE Squaredhttps://cesquared.com
@ChrisEdwardsCEcesquared.com