Conversion Optimisation
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This document discusses optimizing websites through data analysis and testing. It provides a 4-step process: 1) Use analytics to understand user behavior and measure outcomes; 2) Gain customer insights through research; 3) Design and refine the website through iterative testing of elements; 4) Continuously test elements to improve conversions and the user experience. The overall message is that websites should be optimized based on data and testing rather than assumptions to improve key metrics like conversions.
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![optimize |ˈäptəәˌmīz|
verb [ with obj. ]
make the best or most
effective use of (a situation,
opportunity, or resource): to
optimize conversions, the
website should be correctly
adjusted.](https://cdn.statically.io/img/www.slideshare.net/data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Conversion Optimisation
- 1. What, why & how? A process for online optimisation
- 2. optimize |ˈäptəәˌmīz| verb [ with obj. ] make the best or most effective use of (a situation, opportunity, or resource): to optimize conversions, the website should be correctly adjusted.
- 3. What makes a good website?
- 4. Q: What are the elements of a good website?
- 5. 1. Analytics
- 6. Feb 7-13 Mar 7-13 Source: Google Insights for search
- 7. Decisions
- 9. Committee
- 10. HiPPO
- 11. “ We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles David Ogilvy
- 12. Never in the field of marketing endeavor has cause and effect been more measurable or actionable
- 13. The real world looks a lot like this
- 14. The problem with data?
- 15. A better definition? 3 Understanding the impact of your efforts by analysing outcomes Understanding your customers’ behaviour better Continuous improvement through testing
- 16. Analytics: Maturity model Where do you fit? 1. Collecting data & some ad hoc reporting 2. Reporting data regularly 3. Deriving some insights & acting 4. Continuous improvement
- 17. Every metric should be 3 Simple : I get it Relevant: that matters Useful & actionable: let’s fix it
- 20. Behind bounce, conversions and abandonments rates are real people trying to give you money. Our job is to figure out why. For that, we need empathy
- 21. Mixed methods • Mapping the user experience • Expert evaluation & peer analysis • User testing • Ethnographic research • Surveys
- 23. Feeling the user’s pain
- 27. The best online survey ever? KissInsights.com
- 29. The idea came from their photographer who had previously worked in the footwear department at one of their stores. He just instinctively knew to tip over the boots because, in the stores, he watched the customers pick up the boots to look at the tread. Had he not worked there, the team never would've thought to tip the boots over.
- 30. 3. Design
- 31. Sketching
- 32. Workshop rules sketch review decide • No spectators, only participants. • Not a meeting – an activity to produce designs. • No abstract conversations, make ideas tangible by sketching them.
- 33. Create decisions before we make one Lots A few good ones
- 34. Getting the design right and the right design
- 36. How the user experience designer made it...
- 37. What the sales agent wanted...
- 38. How the programmer changed it...
- 39. What marketing asked for...
- 40. Don’t forget to run it by legal...
- 41. ..but there are rules
- 43. 9 rules of form design 1. Ask for as little information as you can 2. If it helps the user to answer a question, explain to them why you’re asking it 3. Maintain a straight path to completion 4. Align the text according to the rules 5. Label the fields in terms your users understand 6. Offer intelligent defaults and examples where necessary 7. Distinguish between primary and secondary actions 8. Offer the user recovery methods when things go wrong 9. When a form is complete, explain what happens next
- 44. 4. Testing
- 45. • What’s wrong • Why it’s wrong • Test alternatives
- 46. What to test Ad copy Site content Email Radical design change (ab) Page elements (mvt)
- 47. "The headline is the most important element. It is the telegram which decides the reader whether to read the copy"
- 48. What works or what works best? “Two for the price of one” OR “Buy one get one free”
- 49. Buy now Add to cart Buy now Add to cart Buy now Add to cart Buy now Add to cart
- 50. Where to test first Top entry pages with high bounce rates. Pages with good traffic and clear purpose & conversions Buy now
- 51. This layout?
- 52. Or this layout?
- 53. Optimizely.com
- 54. 31% conversion rate 12.5% conversion rate
- 55. +22% in sales
- 56. What to test Expectation - does the page people land on match the promise made?
- 57. What to test Clarity of page purpose visual hierarchy, clarity and purpose of content
- 58. What to test Urgency: are we influencing this? Buy now only 3 left Buy now 10% off today
- 59. What to test: trust
- 60. What to test Distractions
- 63. But what’s the impact?
- 65. Last Monday at 5:13 PM we removed CAPTCHA from Sampa. The result: 9.2% improvement on our conversion rate! Marcelo Calbucci http://marcelo.sampa.com/
- 69. What are you optimising for?
- 74. Why mobile? • In the evenings, more searches are done on mobile versus a desktop i.e. the mobile is now used instead of the laptop. • Smartphone penetration around 32%, expected to double year-on-year • Mobile-optimised can increase the chances of an impulsive purchase
- 75. Another case study 30%+ of the email offers are read on smartphones (up from 10% last year). Average order value (AOV) from mobiles are around 1.5 times that of desktop, yet site is not optimized for mobile.
- 77. Approach • Focus on the right data & outcomes (KPIs) • Look for insights • Take action (design) & test • Measure & repeat