Conversion Research in One Hour

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Information about Conversion Research in One Hour

Published on January 27, 2016

Author: sullivac

Source: slideshare.net

1. Conversion Research 1 hour for Research? Holy Cow!

2. @OptimiseOrDi e • Split Testing, Analytics, UX • Lean, Agile, Growth Optimisation • 100M+ visitors tested • 200+ sites, 26 languages • Starting Testing? Bad ROI? • Not learning enough? • My job – to transfer skills! @OptimiseOrDiecolinski.tumblr.com

3. @OptimiseOrDie The Gartner Hype Cycle ™

4. 1 Tool Installed 2 Stupid testing 3 4 Peak of Stupidity 5 ROI questioned 6 Statistics debunked 7 Faith crisis 8 The Trough of Testing Scaled up Stupidity 9 Where, How, Why 10 Data science 11 Testing to learn 12 Innovation Testing @OptimiseOrDie

5. @OptimiseOrDie • Do some Analytics modelling • Understand the shedding of layers • Narrow your focus and scope • Bank better gains earlier in time 1 Test in the Right Places

6. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start

7. @OptimiseOrDie 1 Hour Page Analytics Influence Pages Entry Points Landing Pages Device Mix Customer Mix Traffic Mix Flow Intent Marketing -> Site flow Page or Process Next Steps Abandonment Exits Mix of abandonment Flow

8. Ad SERP Banner Email Campaign Aff Referrer Landing Page Conf. Page Interaction Step PPC Organic Display Email Social Desktop - Mobile - Tablet

9. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)

10. Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1Mpg3lf

11. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5

12. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance

13. - What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices Goal 1 (Completions) Goal 1 (Conversion Rate)

14. - Get into the individual channels - Look at flow composition, where is everything coming from? - Compare Bounce Rate & Conversion Rate for channels - Traffic quality (high traffic low quality vice versa) Goal 1 (Completions) Goal 1 (Conversion Rate)

15. - Look at proportion of New & Returning users - Compare Conversion Rate & Bounce Rate Goal 1 (Completions) Goal 1 (Conversion Rate)

16. @OptimiseOrDie iPhone Models in Google Analytics Screen Resolution 320 x 480 = iPhone 4/4S 320 x 568 = iPhone 5/5S 375 x 667 = iPhone 6 414 x 736 = iPhone 6+ https://www.google.com/analytics/web/template?uid=lpVf8LveSqyd3mdsHjdfzQ https://www.google.com/analytics/web/template?uid=fmUzp_gzRIy7LnvZJjCDOQ https://www.google.com/analytics/web/template?uid=y7sYIXDhQrmswHAiNo8iLA

17. Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Revenue / Goal Completions

18. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)

19. @OptimiseOrDie 2 Hour Plan! • Form Analytics data • Scroll or Click Maps • Make a horizontal funnel from the landing page • Check the: – Marketing Creatives / SERP fully – Look at Landing page ZERO!

20. @OptimiseOrDie Modelling - Intent All traffic HearingSight StoreOther Step 1 Step 2 Step 3 Goal Page PageHearing

21. @OptimiseOrDie Modelling – Multiple Funnel Endings All traffic InfluenceIntent Influence Step 1 Step 2 Step 3 Goal Page Page Entry Page 1 2 3 4 1 2 3 4 1 2 3 4

22. Bounce Search or Category Product Page Add to basket View basket Checkout @OptimiseOrDie Modelling – Ring Models

23. Modelling – Horizontal Funnels

24. @OptimiseOrDie 4. If you have 4 hours • Set up a poll or survey (See my tools slides) • Set up an exit (bail) survey • Friends, Family, New Employee user testing • Guerrilla user testing • Snap interviews (Sales, Customer Services) • 5 Second Test

25. @OptimiseOrDie • Lean Analytics • UX Research • Interviewing • Surveys and Polls! No Excuses – Do Your Research

26. - Session Recordings - Reviews / Social - Exit Surveys - Interview Customers - Interview Sales Team What Else?

27. Thank You! Email me sullivac@gmail.com Slides bit.ly/googfintech Linkedin linkd.in/pvrg14

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