Top Optimisation Pitfalls & How To Learn From Them - Chris McCormick at Conversion Conference UK 2015

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Having worked for one of the UK's largest retailers, Optimisation Strategist Chris McCormick has vast experience when it comes to conversion optimisation. In this talk, Chris shares discusses some of the most common pitfalls that come with conversion optimisation, with tips on how to overcome them and help you build your own data driven culture.

@PRWD @Mccormick_26 #convcon
TOP OPTIMISATION PITFALLS &
HOW TO LEARN FROM THEM
CHRIS MCCORMICK
Optimisation Strategist at PRWD

@PRWD @Mccormick_26 #convcon
8 KEY OPTIMISATION PITFALLS &
HOW TO LEARN FROM THEM

@PRWD @Mccormick_26 #convcon
“TAKING ‘BEST PRACTICE’ TOO
LITERALLY”

@PRWD @Mccormick_26 #convcon
Clear Navigation
High quality product page images
Detailed product descriptions
Clear contact details
Obvious call to actions

@PRWD @Mccormick_26 #convcon
ONE SIZE DOES
NOT ALWAYS
FIT ALL
“BEST PRACTICE IS PAST PRACTICE”

@PRWD @Mccormick_26 #convcon
“FORGET EVERYTHING ELSE, IT’S
ALL ABOUT CONVERSION RATE!

@PRWD @Mccormick_26 #convcon
Average order
value

@PRWD @Mccormick_26 #convcon
“I’VE GOT A GREAT IDEA…LETS TEST
IT”

@PRWD @Mccormick_26 #convcon
COPYING
COMPETITORS

@PRWD @Mccormick_26 #convcon
USE DATA &
INSIGHT
CUSTOMER
FEEDBACK

@PRWD @Mccormick_26 #convcon
“HOW MANY TESTS HAVE YOU GOT
LIVE THIS MONTH?!”

@PRWD @Mccormick_26 #convcon
“OH NO, THE TEST HAS FAILED!!”

@PRWD @Mccormick_26 #convcon
FEAR OF
FAILURE!

@PRWD @Mccormick_26 #convcon
“YOU NEED TO ITERATE OR
INNOVATE”

@PRWD @Mccormick_26 #convcon
TESTING TYPES

@PRWD @Mccormick_26 #convcon
“DID IT WIN?....GREAT, NEXT TEST!”

@PRWD @Mccormick_26 #convcon
WHAT’S BELOW
THE SURFACE!?!

@PRWD @Mccormick_26 #convcon
“IT’S DROPPED….STOP THE TEST!!!”

@PRWD @Mccormick_26 #convcon
CONVERSION HAS
DROPPED!

@PRWD @Mccormick_26 #convcon
CONVERSION
ROCKETS!

@PRWD @Mccormick_26 #convcon
Minimum 250 conversions per
variation
Test duration – Minimum 2 weeks
95% statistical significance
GUIDING PRINCIPLES…

@PRWD @Mccormick_26 #convcon
CONSIDERATION :
DON’T ALWAYS GET GROUND DOWN WITH
AREAS WHICH ARE NOT
CONVERTING WELL

@PRWD @Mccormick_26 #convcon
USE YOUR STRENGTHS TO MAXIMISE
SUCCESS

@PRWD @Mccormick_26 #convcon
THANK YOU FOR
LISTENING
CHRIS MCCORMICK
Optimisation Strategist
@Mccormick_26

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