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Principles of Optimization and Growth By Jeremy Epperson

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Search Marketing Expo - SMX
Search Marketing Expo - SMX

From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Conversion Rates & The Law of Diminishing Astonishment. PRESENTATION: Principles of Optimization and Growth - Given by Jeremy Epperson, @Jeremy3Q_CRO - 3Q Digital, Director of Conversion Optimization. #SMX #21C

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#SMX #21C @3qdigital How to Scale Your Conversion Rate Optimization Principles of Optimization and Growth
#SMX #21C @3qdigital How to Scale Your Conversion Rate Optimization Principles of Optimization and Growth
#SMX #21C @3qdigital 1. You have already captured the “low hanging fruit” 2. You built some momentum with testing based on your wins 3. You are looking to take it to the next level Where do you stand today?
#SMX #21C @3qdigital The 6 Principles of Optimization and Growth Growth 1. Strategic Business Alignment 2. Culture of Optimization 3. Customer Focused Approach 4. Data Driven Research 5. Scientific Testing Process 6. High Velocity Testing You must master all these principles to maximize your growth potential
#SMX #21C @3qdigital Company A Company B Embraced the 6 principles of optimization and worked for continual improvement: • 57 Tests in first year of CRO • Took a data driven, customer focused approach • RESULT: 112% Growth in Revenue A Tale of Two Companies Struggled with alignment, silos, and failure to implement: • 4 Tests in first year of CRO • Used opinions and stalled due to disagreements and perfectionism • RESULT: Filed for Bankruptcy
#SMX #21C @3qdigital 1. Improve your inputs to testing with a structured process for research 2. Use iterative testing to transform “losses” into lifts in conversion 3. Accelerate your testing velocity What are the most actionable ways to scale?
#SMX #21C @3qdigital Data Driven Research Methodology
#SMX #21C @3qdigital Data Driven Research Methodology Step 1: Heuristic Analysis Find initial high level issues to guide research Step 2: Quantitative Research Use analytics to pinpoint segments and behaviors Step 3: Qualitative Research Understand motivation and ”why” of the UX Step 4: Hypothesis Development Create data driven hypotheses for prioritizing Qualitative Quantitative Attitudinal Behavioral Motivation Profiles A/B Testing Session Recordings Cross Device Exit Intent Polls User Path/Fallout Analysis Interviews Remote Unmoderated Usability Form Analytics Card Sorting/Tree Testing Intercept Polls/Surveys Heat Maps Moderated Usability True Intent Study Email Surveys Peer Review Sessions
#SMX #21C @3qdigital 1. Put the tools in place to quickly and easily capture data that can be turned into hypotheses 2. Focus on moving fast, NOT being a perfectionist 3. Crowdsource your data points and insights from across the company Tips to scale your research process
#SMX #21C @3qdigital Scientific Testing Process
#SMX #21C @3qdigital A common mistake is giving up on your hypothesis or changing focus before you get to the big wins: “You can have an accurate data point and the proper hypothesis, but still be slightly off on the implementation” The Power of Iterative Testing
#SMX #21C @3qdigital Test Strategy Test Results Iteration 1: Reduced confusion with process level copy to clarify messaging Iteration 2: Localized experience to remove confusion about offices Iteration 3: Removed all content distractions for a “stripped down version” Iterative Testing Case Study Results: 18.2% drop in conversions Results: 4.5% drop in conversions Results: 38% increase in conversions
#SMX #21C @3qdigital High Velocity Testing
#SMX #21C @3qdigital 1. Focus on Minimum Viable Product (MVP) 2. Remove ALL wasted effort, time, and resources from the process 3. Outcomes Focus: Results vs. Research Insights 4. Prioritization Framework and Roadmap Management The Keys to High Velocity Testing
#SMX #21C @3qdigital Voice of Customer Data Actionable Insights Case Study: Research The value proposition and messaging did not align with user motivation: • Misunderstanding about free subscription • No messaging about trial period • Lack of perceived value about video content We captured exit intent polling data to pinpoint why users were abandoning without converting.
#SMX #21C @3qdigital Test Strategy New Variation Focused on minimum viable product (MVP) to test the hypothesis based on research: • Changed headline to highlight “free” to alleviate subscription anxiety • Included “30 days” trial terms to reduce confusion • Displayed popular documentaries above the fold to display content instead of describing it Case Study: Implementation
#SMX #21C @3qdigital Case Study: Results Control WinningVariation +31% Lift
#SMX #21C @3qdigital Analytics Data Actionable Insights Case Study: Research High drop off rate of users that click through to one specific page: • Users were getting lost in the site architecture • Too many options were overwhelming users • No clear path to conversion
#SMX #21C @3qdigital Test Strategy • Remove page leaks that pull users away from the conversion path • Remove usability issues causing distraction from converting Case Study: Implementation
#SMX #21C @3qdigital Hypothesis Results If we remove the page leaks and distractions that pull users away from the conversion path, then we could reduce abandonment. Case Study: Results Increased download conversions by 42% +42% Lift
#SMX #21C @3qdigital Free Whitepaper on 6 Principles of Optimization https://3QDigital.com/jeremysmx/
#SMX #21C @3qdigital LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

More Related Content

Principles of Optimization and Growth By Jeremy Epperson

  • 1. #SMX #21C @3qdigital How to Scale Your Conversion Rate Optimization Principles of Optimization and Growth
  • 2. #SMX #21C @3qdigital How to Scale Your Conversion Rate Optimization Principles of Optimization and Growth
  • 3. #SMX #21C @3qdigital 1. You have already captured the “low hanging fruit” 2. You built some momentum with testing based on your wins 3. You are looking to take it to the next level Where do you stand today?
  • 4. #SMX #21C @3qdigital The 6 Principles of Optimization and Growth Growth 1. Strategic Business Alignment 2. Culture of Optimization 3. Customer Focused Approach 4. Data Driven Research 5. Scientific Testing Process 6. High Velocity Testing You must master all these principles to maximize your growth potential
  • 5. #SMX #21C @3qdigital Company A Company B Embraced the 6 principles of optimization and worked for continual improvement: • 57 Tests in first year of CRO • Took a data driven, customer focused approach • RESULT: 112% Growth in Revenue A Tale of Two Companies Struggled with alignment, silos, and failure to implement: • 4 Tests in first year of CRO • Used opinions and stalled due to disagreements and perfectionism • RESULT: Filed for Bankruptcy
  • 6. #SMX #21C @3qdigital 1. Improve your inputs to testing with a structured process for research 2. Use iterative testing to transform “losses” into lifts in conversion 3. Accelerate your testing velocity What are the most actionable ways to scale?
  • 7. #SMX #21C @3qdigital Data Driven Research Methodology
  • 8. #SMX #21C @3qdigital Data Driven Research Methodology Step 1: Heuristic Analysis Find initial high level issues to guide research Step 2: Quantitative Research Use analytics to pinpoint segments and behaviors Step 3: Qualitative Research Understand motivation and ”why” of the UX Step 4: Hypothesis Development Create data driven hypotheses for prioritizing Qualitative Quantitative Attitudinal Behavioral Motivation Profiles A/B Testing Session Recordings Cross Device Exit Intent Polls User Path/Fallout Analysis Interviews Remote Unmoderated Usability Form Analytics Card Sorting/Tree Testing Intercept Polls/Surveys Heat Maps Moderated Usability True Intent Study Email Surveys Peer Review Sessions
  • 9. #SMX #21C @3qdigital 1. Put the tools in place to quickly and easily capture data that can be turned into hypotheses 2. Focus on moving fast, NOT being a perfectionist 3. Crowdsource your data points and insights from across the company Tips to scale your research process
  • 11. #SMX #21C @3qdigital A common mistake is giving up on your hypothesis or changing focus before you get to the big wins: “You can have an accurate data point and the proper hypothesis, but still be slightly off on the implementation” The Power of Iterative Testing
  • 12. #SMX #21C @3qdigital Test Strategy Test Results Iteration 1: Reduced confusion with process level copy to clarify messaging Iteration 2: Localized experience to remove confusion about offices Iteration 3: Removed all content distractions for a “stripped down version” Iterative Testing Case Study Results: 18.2% drop in conversions Results: 4.5% drop in conversions Results: 38% increase in conversions
  • 13. #SMX #21C @3qdigital High Velocity Testing
  • 14. #SMX #21C @3qdigital 1. Focus on Minimum Viable Product (MVP) 2. Remove ALL wasted effort, time, and resources from the process 3. Outcomes Focus: Results vs. Research Insights 4. Prioritization Framework and Roadmap Management The Keys to High Velocity Testing
  • 15. #SMX #21C @3qdigital Voice of Customer Data Actionable Insights Case Study: Research The value proposition and messaging did not align with user motivation: • Misunderstanding about free subscription • No messaging about trial period • Lack of perceived value about video content We captured exit intent polling data to pinpoint why users were abandoning without converting.
  • 16. #SMX #21C @3qdigital Test Strategy New Variation Focused on minimum viable product (MVP) to test the hypothesis based on research: • Changed headline to highlight “free” to alleviate subscription anxiety • Included “30 days” trial terms to reduce confusion • Displayed popular documentaries above the fold to display content instead of describing it Case Study: Implementation
  • 17. #SMX #21C @3qdigital Case Study: Results Control WinningVariation +31% Lift
  • 18. #SMX #21C @3qdigital Analytics Data Actionable Insights Case Study: Research High drop off rate of users that click through to one specific page: • Users were getting lost in the site architecture • Too many options were overwhelming users • No clear path to conversion
  • 19. #SMX #21C @3qdigital Test Strategy • Remove page leaks that pull users away from the conversion path • Remove usability issues causing distraction from converting Case Study: Implementation
  • 20. #SMX #21C @3qdigital Hypothesis Results If we remove the page leaks and distractions that pull users away from the conversion path, then we could reduce abandonment. Case Study: Results Increased download conversions by 42% +42% Lift
  • 21. #SMX #21C @3qdigital Free Whitepaper on 6 Principles of Optimization https://3QDigital.com/jeremysmx/
  • 22. #SMX #21C @3qdigital LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX