Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014

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Information about Conversion rate optimisation 101 @ LS Yorkshire Leeds Feb 2014
Business & Mgmt

Published on February 15, 2014

Author: manueldacosta1

Source: slideshare.net

Description

Introduction to Conversion Rate Optimisation at LS Yorkshire Leeds in Feb 2014.

CONVERSION RATE OPTIMISATION 101 LS YORKSHIRE 13/2/2014

Who Am I? Conversion Rate Optimisation / Analytics / UX LEANCONF Tweet me on @Digital_tonic

CONVERSION OPTIMISATION IS NOT

CONVERSION OPTIMISATION IS NOT Short Pages vs Long Pages

What Is Your Conversion Rate? Number of actions ________________ X 100 Conversion Rate = Total of unique visitors

What Is Your Conversion Rate? 10 ________________ X 100 Conversion Rate = 1000

CONVERSION RATE OPTIMISATION Understand Your Visitor Behaviour Hypothesise ways of Persuading more effectively Test & Analyse

DO YOU LISTEN TO YOUR GUT OR DATA?

Why Do Visitors Leave Your Website

Why Do Visitors Leave Your Website

Why Do Visitors Leave Your Website

The Squint Test

Conversion Rate Optimisation == The Lean Approach

STEP 1: INVESTIGATE Understand User Behaviour

Your Analytics

Visitor Usage Patterns Clickmaps Heatmaps Session Video Replay

Visitor Usage Patterns Mouseflow Crazy Egg Ghostrec Inspectlet

Gather Qualitative Feedback Qualaroo ! Webengage ! Snapengage

Live Chat Zopim ! Olark

STEP 2: IDEATE Brainstorm your Hypothesis

DON’T BLINDLY FOLLOW THE BEST PRACTICES Test Everything

Everything is an ASSUMPTION Page Layout ! Header Copy ! Add / Remove Testimonials ! Button Colour ! Video on page

Your Hypothesis Change you want to make ________________ Signups / Product sale will lift conversion rates for ________________

STEP 3: CREATE Setup Your A/B Test (or A/B/C/D Test)

The Toolbox

STEP 4: COLLATE What have you learnt?

Variation outperformed Control by 215% Check for statistical significance http://visualwebsiteoptimizer.com/ab-split-significance-calculator/

WHAT NEXT? SEGMENT YOUR AUDIENCE AND RUN TESTS KEEP TESTING!

TESTS FAIL BUT THERES ALWAYS A WINNER

LETS PLAY A GAME Vote for the winning variant

Version A

Version B

VERSION B WON

Version A

Version B

VERSION A WON

FURTHER READING

Want The Slide Deck & Videos From This Talk? http://bit.ly/digitaltonictalks Questions / Feedback / Get In Touch manuel@digital-tonic.co.uk @digital_tonic

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