Converting you to CRO
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CRO (conversion rate optimization) is a process of increasing sales by improving the user experience on a website. It involves observing user behavior data from tools like Google Analytics to find areas for improvement ("leaks"), gathering additional data through user testing and clickstream analytics, then testing variations through A/B or multivariate testing. An example is described of a football pitch provider that saw a 73.1% uplift in conversions and a six figure increase in sales by streamlining their checkout process based on insights from these CRO techniques.
![And to finish.... Follow up post at Attacat blog Twitter #nmbrek [email_address] LPO Webinar - http://www.attacat.co.uk/about-us/webinars/](https://image.slidesharecdn.com/convertingyoutocro-tim-110414045650-phpapp01/85/Converting-you-to-CRO-50-320.jpg)
Converting you to CRO
- 1. Converting you to CRO Conversion Rate Optimisation Kiril Bunin, Attacat Internet Marketing ©Attacat Ltd
- 2. CRO defined “ There’s two ways to increase website sales: get more people coming to the site, or simply make better use of those coming to the site already ”
- 3. CRO Defined CRO is a process of increasing sales by improving user experience.
- 4. CRO Process
- 5. Step1 – Observations/Leak Finding Let the data tell the story
- 6. Google Analytics – Let data tell the story Poor Performing Landing Pages
- 7. Google Analytics – Let data tell the story Analytics Visualisation – Keyword Data
- 8. Let data tell the story Conversion Funnels
- 9. Leaks found, now gather data
- 10. User Testing User Testing – is a technique for evaluating website based on working with an actual or potential user.
- 11. DIY User Testing Quality of Insights: High Price: Low Time/Effort consumption: High
- 12. Online Remote User Testing Quality of Insights: Lower Price: Medium Time/Effort consumption: Moderate
- 13. Agency User Testing Quality of Insights: Very High Price : Variable Time/Effort consumption: Low
- 14. Clickstream Data Clickstream - Data capturing mouse clicks & movement, keyword strokes and scroll reach
- 15. Heatmaps
- 16. Form Analytics
- 17. Form Analytics
- 18. Form Analytics
- 19. Scroll Reach
- 20. From what to why - Customer Voice
- 21. Entry/Exit Survey Insights: Entire User Experience Way of displaying: Pop up on entry, then survey at exit Tool: 4 Q
- 22. On Page Survey Insights: Specific Page Way of displaying: Pop up on page entry right bottom corner Tool: Kiss Insights
- 23. Happy Customer Insights: Persuasion factors Way of displaying: Online survey Tool: Survey Monkey
- 24. Sales/Customer Support People Insights: Questions/Problems Way of displaying: Online survey Tool: Survey Monkey
- 25. Testing Just a way to prove you’re right!
- 26. Split or A/B Testing Type: Splits traffic into 2 pages What to Test: Redesigns; New elements; Single changes Implementation: Easy
- 27. Multivariate Test Type: Creates multiple variations What to Test: Combination of small variables (Images, Headlines, CTAs) Implementation: Moderate
- 28. Split Path Test Type: Splits traffic into 2 paths/funnels What to Test: Checkout process; Lead generation process Implementation: Difficult
- 29. Case Study Leading Football Pitch Provider
- 30. Case Study – Football Pitch Provider 1. Observations/Leak Finding Huge gap in a final step of the funnel – GA
- 31. Case Study – Football Centre Provider 2. Data Gathering Methods UserTesting.com Crazy Egg Clickstream Analytics
- 32. Case Study – Football Pitch Provider 3. Data Analysis Insights: a. Don’t Confuse Your Users
- 33. Case Study – Football Pitch Provider 3. Data Analysis Insights: b. Incentivise first
- 34. Case Study – Football Pitch Provider 3. Data Analysis Insights: c. Correct information capture – validation script
- 35. Case Study – Football Pitch Provider 3. Data Analysis Insights: d. Save their time
- 36. Case Study – Football Centre Provider 4.Variation Proposal
- 37. Case Study – Football Centre Provider 5. Split Test
- 38. Case Study – Football Centre Provider 6. Results 73.1% Uplift - £six figure increase in sales
- 45. 5 second Test
- 50. And to finish.... Follow up post at Attacat blog Twitter #nmbrek [email_address] LPO Webinar - http://www.attacat.co.uk/about-us/webinars/
Editor's Notes
- #4: Already existing user base to convert more often Don’t optimise pages – thought sequences
- #5: Intelligent enough – Bachelor Thesis Academic research Cycled process based on results No time or need for each step – Focus on 3 the most important steps
- #6: Finding weakest pages/proceseses/spots All of you have enough data; Don’t have – enough understanding how to digest that data Optimal solution – Data visualisation; no more useless staring at numbers Four 30 seconds reports – It takes 30 sec to.............. Limited in time – follow up post Any person can do that
- #7: Top Landing pages To create go to....Choose comparison & Bounce rate Not rocket science: Green vs Red
- #8: Keyword data – UNDERUSED Use it for SEO rather than strategic decisions Size – traffic; Colour – Bounce rate Rachel twice popular & Engaging than Tim. No argue about that
- #9: Conversion Funnels Which step is loosing your conversions – No rocket science New tool – Paditrack – historical data & advance segments
- #10: Plenty of quali and quanti data Talk about most beneficial
- #13: Plenty of quali and quanti data Talk about most beneficial
- #14: Plenty of quali and quanti data Talk about most beneficial
- #15: Heatmaps – Visual representation of clicks Scroll reach– quite useless Form Analytics – possible to use GA but....
- #16: Highlighting important elements: Centre – most popular even on unattractive placement Navigation menus Ads = no clicks
- #17: Just 1 of many reports Highlights clearly poor elements Type of accident
- #18: Just 1 of many reports Highlights clearly poor elements Type of accident
- #19: Just 1 of many reports Highlights clearly poor elements Type of accident
- #20: Just 1 of many reports Highlights clearly poor elements Type of accident Recommend friend - sharing
- #21: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #22: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #23: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #24: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #25: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #26: Tools: GWO; VWO; Optimizely; the rest 3 main test types Split – define – complete redesign; adding element; 1 st test Multivariate –define- combination Little things (headlines/images/offers/CTAs) – be aware of time Split path – define – Checkout/lead gen/defined processes
- #27: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything Cottages & Castles
- #28: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #29: Entry –definition - 4q – generic user experience; brand value; ultimate goals On Page – definition – Kiss metrics – on page tasks Happy Customer – Most valued opinion – survey monkey Sales people – underseen - they know everything
- #30: Reason to choose: Not all clients allow Already familiar with tasks – seen user testing and heatmap Less than a month
- #31: Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
- #32: Step 2 Gathering data – you seen just a tiny part
- #33: Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
- #34: Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
- #35: Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
- #36: Step 1 – finding leaks Insights: final step. Users engage, go through but don’t convert
- #37: Explain what changed Enquiry screaming Incentive first Phone & e-mail Script Only simple choices left (book a pitch, join a league, etc.) Auto type and centre
- #38: Talk by itself For those who can’t see = 73.1 % increase in 20 days
- #39: Talk by itself For those who can’t see = 73.1 % increase in 20 days
- #40: Thanks for bravery Can fit only 2 – time limitation. Don’t worry – we’ll figure smth out Everybody sending HPs – That’s wrong – too many goals, uncontrolled traffic, impossible to optimise thought sequence.
- #42: Browser test
- #43: Never Show 2 prices. If user by any point would not be able to get the discount he would never convert even though price is acceptable
- #44: Explanation
- #45: Explanation
- #47: Explanation