Master Conversion Optimization
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Condensed version of Peep Laja's "Master the Essentials of Conversion Optimization" to help understand conversion optimization and increase knowledge, while saving time.
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Master Conversion Optimization
- 1. Master the Essentials of Conversion Optimization Written By: Peep Laja Summarized By: Austin Walker
- 2. Conversion Optimization • What is the goal of conversion optimization? • Growth • How do we optimize the website so that the business will grow? • SEO is clogged and difficult
- 3. It’s About Marketing • Figure out which pages cause the biggest drop-offs • Can understand your customers better • Finding where the problem lies, you can identify the what • Most of the world still operates by guessing what might be a good change and hope sales will go up • They don’t use the data
- 4. Use Data to Form Hypotheses • Turn unsupported and baseless opinions into data-informed, educated hypotheses • Know what’s happening and understand why • Set goals, set up measurement, gather data, analyze data, turn data into an insight, test hypotheses, get data from tests, go back to data analysis. Repeat. Repeat. Repeat.
- 5. The Data-Informed Approach • We need better data • Gathering only “must have” data • Avoid analysis paralysis • Two steps/frameworks are extremely important: • Technical analysis • Heuristic analysis
- 6. Technical Analysis • Cross-browser testing • Cross-device testing • Conversion rate per device/browser • Speed analysis
- 7. Heuristic Analysis • Identify “areas of interest” • Check key pages for relevancy, motivation, friction issues
- 8. Expanding Technical Analysis • Bugs are the main conversion killer • Fixing annoying or functionality errors amongst different platforms/interfaces will be a huge improvement • Speed analysis • Page load and interactive time to ensure the user doesn’t have to wait for pages to load • Use Google PageSpeed Insights to list out problems, then resolve these issues • Ping website to understand how long it takes to relay information back and forth from the server to an end-user
- 9. Expanding Heuristic Analysis • Almost like sharing an opinion, but not quite • Can be done quickly • Optimizing using results-based experience • Avoid random comments • Best done in a group • Use screenshots to capture ideas, comments, etc.
- 10. Become a Google Analytics Expert • If you’re skilled, as most marketers aren’t, time to learn is a must • Career depends on it • Need to know impact of ideas, proven through data • Know in advance what you want to analyze – figure out the “what” • Use qualitative research and heuristic analyses are the best for figuring out the “why”
- 11. Measure Important Stuff • You’re ahead of most companies if you only measure what matters • KPI – key performance indicator • Helps you understand how you are doing against objectives • Ex. Conversion rate, revenue per visitor • If you can’t figure out why something is important,
- 12. Mouse Tracking and Heatmaps • Heat Maps • Representation of mouse action or hovering on page • Red is hot, blue is cold • Click Maps • Representation of where people have clicked • Make words or place people want to click, without a link, into one
- 13. Scroll Map • Sees how far a user typically scrolls down a page • Helps to understand where to put priority information • Helps you decide where you need to tweak designs • Can be used to understand what users think is the “must have” information • Watch scroll maps and see where people stop scrolling • Add things like color lines to tell people something is different below
- 14. Website Surveys • On-page Survey – someone fills out a survey while on your site • Both can be useful • Help to derive important data • To ensure that people don’t get frustrated, only do surveys for a short time • Only ask for important, measurable data – help improve KPIs • Exit Survey – as someone is about to leave, you hit them with a popup
- 16. User Testing • Creating protocols • Limit one session to 20 minutes • Ensure key actions are understandable • Identify friction • Use test user mistakes as a way to see what of your website sucks • 5-10 testers is enough
- 17. Data Collection to Test Hypotheses • Placing problems and traffic leaks into 5 buckets for translation and solution: • Test • For traffic leaks, you test different hypotheses to see what is going wrong • Hypothesize • Found problematic page, but not sure where the problem is • Instrument • Reporting in analytics is poor and needs to be re-evaluated
- 18. And These Buckets… • Just Do It • Fix is easy to identify and it just needs to get done; Do it! • Investigate • Some testing needs to be done with particular devices to triangulate the problem
- 19. A/B Testing: : How to Get it Right • It’s time to test the hypotheses • Pick appropriate testing tools for each hypothesis • Get a developer to help • Sample size needs to be big enough • In order to test validity of results, a valid sample size is needed • Can use statistical calculators; all available for free online
- 20. A/B Testing, Cont’d • The more segments tested, the higher sample size needed • Test has to be long enough • Just because the sample size is valid, enough time must be allowed for a full business cycle to get a good representation of data
- 21. Learning From Your Results • First off, be prepared to test. • A lot. Then some more. Then again. • Inconclusive tests happen often and are okay • Usually happens with a wrong hypothesis • Learn from failure