Master Conversion Optimization
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The document discusses the essentials of conversion optimization, emphasizing the importance of a data-informed approach to identify issues and test hypotheses for website improvement. It highlights the need for technical and heuristic analyses, effective measurement of key performance indicators (KPIs), and the use of tools like heat maps and user testing to enhance user experience. A/B testing is recommended to validate hypotheses, with an emphasis on proper sample sizes and timing for tests to ensure reliable results.
Master Conversion Optimization
- 1. Master the Essentials of Conversion Optimization Written By: Peep Laja Summarized By: Austin Walker
- 2. Conversion Optimization • What is the goal of conversion optimization? • Growth • How do we optimize the website so that the business will grow? • SEO is clogged and difficult
- 3. It’s About Marketing • Figure out which pages cause the biggest drop-offs • Can understand your customers better • Finding where the problem lies, you can identify the what • Most of the world still operates by guessing what might be a good change and hope sales will go up • They don’t use the data
- 4. Use Data to Form Hypotheses • Turn unsupported and baseless opinions into data-informed, educated hypotheses • Know what’s happening and understand why • Set goals, set up measurement, gather data, analyze data, turn data into an insight, test hypotheses, get data from tests, go back to data analysis. Repeat. Repeat. Repeat.
- 5. The Data-Informed Approach • We need better data • Gathering only “must have” data • Avoid analysis paralysis • Two steps/frameworks are extremely important: • Technical analysis • Heuristic analysis
- 6. Technical Analysis • Cross-browser testing • Cross-device testing • Conversion rate per device/browser • Speed analysis
- 7. Heuristic Analysis • Identify “areas of interest” • Check key pages for relevancy, motivation, friction issues
- 8. Expanding Technical Analysis • Bugs are the main conversion killer • Fixing annoying or functionality errors amongst different platforms/interfaces will be a huge improvement • Speed analysis • Page load and interactive time to ensure the user doesn’t have to wait for pages to load • Use Google PageSpeed Insights to list out problems, then resolve these issues • Ping website to understand how long it takes to relay information back and forth from the server to an end-user
- 9. Expanding Heuristic Analysis • Almost like sharing an opinion, but not quite • Can be done quickly • Optimizing using results-based experience • Avoid random comments • Best done in a group • Use screenshots to capture ideas, comments, etc.
- 10. Become a Google Analytics Expert • If you’re skilled, as most marketers aren’t, time to learn is a must • Career depends on it • Need to know impact of ideas, proven through data • Know in advance what you want to analyze – figure out the “what” • Use qualitative research and heuristic analyses are the best for figuring out the “why”
- 11. Measure Important Stuff • You’re ahead of most companies if you only measure what matters • KPI – key performance indicator • Helps you understand how you are doing against objectives • Ex. Conversion rate, revenue per visitor • If you can’t figure out why something is important,
- 12. Mouse Tracking and Heatmaps • Heat Maps • Representation of mouse action or hovering on page • Red is hot, blue is cold • Click Maps • Representation of where people have clicked • Make words or place people want to click, without a link, into one
- 13. Scroll Map • Sees how far a user typically scrolls down a page • Helps to understand where to put priority information • Helps you decide where you need to tweak designs • Can be used to understand what users think is the “must have” information • Watch scroll maps and see where people stop scrolling • Add things like color lines to tell people something is different below
- 14. Website Surveys • On-page Survey – someone fills out a survey while on your site • Both can be useful • Help to derive important data • To ensure that people don’t get frustrated, only do surveys for a short time • Only ask for important, measurable data – help improve KPIs • Exit Survey – as someone is about to leave, you hit them with a popup
- 16. User Testing • Creating protocols • Limit one session to 20 minutes • Ensure key actions are understandable • Identify friction • Use test user mistakes as a way to see what of your website sucks • 5-10 testers is enough
- 17. Data Collection to Test Hypotheses • Placing problems and traffic leaks into 5 buckets for translation and solution: • Test • For traffic leaks, you test different hypotheses to see what is going wrong • Hypothesize • Found problematic page, but not sure where the problem is • Instrument • Reporting in analytics is poor and needs to be re-evaluated
- 18. And These Buckets… • Just Do It • Fix is easy to identify and it just needs to get done; Do it! • Investigate • Some testing needs to be done with particular devices to triangulate the problem
- 19. A/B Testing: : How to Get it Right • It’s time to test the hypotheses • Pick appropriate testing tools for each hypothesis • Get a developer to help • Sample size needs to be big enough • In order to test validity of results, a valid sample size is needed • Can use statistical calculators; all available for free online
- 20. A/B Testing, Cont’d • The more segments tested, the higher sample size needed • Test has to be long enough • Just because the sample size is valid, enough time must be allowed for a full business cycle to get a good representation of data
- 21. Learning From Your Results • First off, be prepared to test. • A lot. Then some more. Then again. • Inconclusive tests happen often and are okay • Usually happens with a wrong hypothesis • Learn from failure