Taking The Guesswork Out Of Website Optimisation
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The document outlines a structured approach to website conversion rate optimization (CRO), emphasizing the evaluation of website performance, usability issues, and the implementation of testing methodologies like A/B and multivariate testing. It highlights the importance of validated learning in making informed design decisions and details a comprehensive optimization process that includes analysis, prioritization, and continual testing to enhance user experience and conversion rates. Additionally, it addresses industry trends and the need for businesses to adapt to a digital landscape that increasingly values user-centric design and data-driven insights.
![Taking
The
Guesswork
Out
Of
Website
Op6misa6on
(CRO)
[A
business
case
for
Digital
Improvement]
January
2014
Nathan
Raward](https://image.slidesharecdn.com/takingtheguessworkoutofwebsiteoptimisation29-01-14-140128062229-phpapp02/85/Taking-The-Guesswork-Out-Of-Website-Optimisation-1-320.jpg)
![Website
Analysis
(Quan:ta:ve)
• Visualize
user
flows
across
key
journeys
&
conversion
funnels
(Web
Analy6cs)
• Iden6fy
problem
areas;
where
users
bounce,
drop-‐out
or
don’t
convert
1
Bounce:
xx%
Journey
Objec:ve
Grab
apen6on
Browse
Conversion
Objec:ves:
Improve
site
s6ckiness
Step
Home
page
xxx
(?%)
Drop-‐off:
2
?%
Review
/
Filter
Category
Pages
Increase
intent
Product
Pages
xxx
(?%)
?%
Incen6vise
Add
to
basket
xxx
(?%)
?%
xxx
(?%)
3
Facilitate
Checkout
xxx
(?%)
?%
Reassure
Buy
Convert
more
browsers
into
buyers
Purchase
xxx
(?%)
?%
[Simplified
e-‐commerce
view:
many
journeys
will
not
be
so
linear]
Reduce
cart
/
checkout
abandonment](https://image.slidesharecdn.com/takingtheguessworkoutofwebsiteoptimisation29-01-14-140128062229-phpapp02/85/Taking-The-Guesswork-Out-Of-Website-Optimisation-11-320.jpg)
![Rank
&
Priori:se
Website
Changes
HIGH
MEDIUM
LOW
User
Experience
impact
VERY
HIGH
Assessing
the
rela6ve
importance
of
changes
based
on
their
an6cipated
impact
on
user
experience
/
conversions
and
the
effort
required
to
implement
them:
4
n
8
n
n
10
n
n
n
Low
Priority
VERY
DIFFICULT
n
DIFFICULT
4.
MEDIUM
Implementa1on
complexity
9
Prominent
value
prop
5.
Live
Chat
Social
Login
New
template
Accordion
menus
9.
n
n
n
6
Add
reviews
7.
7
Reposi6on
CTA
3.
5
Single
page
checkout
2.
2
1.
8.
3
n
n
Top
10
Changes
6.
n
n
High
Priority
1
CTA
message
10. Improved
copy
n
EASY
[ILLUSTRATIVE]
n
FIX
n
TEST](https://image.slidesharecdn.com/takingtheguessworkoutofwebsiteoptimisation29-01-14-140128062229-phpapp02/85/Taking-The-Guesswork-Out-Of-Website-Optimisation-17-320.jpg)
![Test!
Test!
Test!
|
How
To
Run
Tests
In-‐house
The
Team
Op:misa:on
lead
• Runs
experiment
w/shops
• Manages
tes6ng
roadmap
The
Process
Plan
• Test
page
• CRO
outcomes
Stats
Lead
/
Analyst
• Iden6fies
areas
for
tes6ng
• Analyses
experiment
results
• Hypotheses
• Experiment
design
• Workshop
Web
/
UX
/
UI
Designers
• Creates
mockups
/
concepts
• Develops
test
varia6ons
Tech
/
implementa:on
lead
• Server-‐side
coding
• Deploys
experiments
• [advanced
experiments
only]
Setup
• Develop
crea6ve
elements
• Verify
treatments
• Tracking
Run
• Run
un6l
sign.
result
achieved
• Minimum
of
2
weeks
(ex.
A/B)
• Avoid
seasonality
Analyse
• Analyse
results
• Sense-‐check
findings
• Present
results
• Archive
results
Experiment
design
/
dura:on
is
determined
by:
• Available
sample
(traffic
&
base
CVR%)
• Sta6s6cal
confidence
(probability
of
detec6ng
an
effect
in
the
sample)
typically
90-‐95%
• Rela6ve
effects
(%
difference
between
vars
&
control)
• Number
of
varia6ons
tested
(depth
&
breadth)
Sample
size
calculator:
hpp://visualwebsiteop6mizer.com/ab-‐split-‐test-‐dura6on/](https://image.slidesharecdn.com/takingtheguessworkoutofwebsiteoptimisation29-01-14-140128062229-phpapp02/85/Taking-The-Guesswork-Out-Of-Website-Optimisation-21-320.jpg)
![Some
Recommended
Reading
/
Resources
[Books]
A
selec6on
of
relevant
books,
blogs
&
websites…
[Blog,
ArAcles,
Reports,
Events
&
Templates]
[Blog
&
Reports]
[Blog,
ArAcles
&
Reports]
[Reports
&
Actual
Test
Results]](https://image.slidesharecdn.com/takingtheguessworkoutofwebsiteoptimisation29-01-14-140128062229-phpapp02/85/Taking-The-Guesswork-Out-Of-Website-Optimisation-27-320.jpg)
Taking The Guesswork Out Of Website Optimisation
- 1. Taking The Guesswork Out Of Website Op6misa6on (CRO) [A business case for Digital Improvement] January 2014 Nathan Raward
- 2. Focus of this session… 1. Outline a structured approach to: • Evalua6ng website performance • Isola6ng usability issues • Iden6fying conversion rate improvements 2. Provide an overview of: • Website tes6ng methodologies (A/B & MVT) • How to start an in-‐house tes6ng program 3. Share some Conversion Rate Op6misa6on 6ps: • Key op6misa6on themes • Specific elements for tes6ng
- 3. Taking The Guesswork Out Of Website Op6misa6on… 1. SEO & adver6sing will bring users to your site but will they convert…? 2. Fixing underlying usability issues will improve the conversion baseline 4. An established CRO program can help mi6gate guesswork altogether 3. Running ini6al A/B tests will help to reveal conversion levers Website Op6misa6on relies on validated learning (data, insights & experience) to de-‐risk design decisions and provide a higher probability of success
- 4. Validated learning helps us to avoid these familiar scenarios… “Hi.P.P.O Effect”: Doing what the boss wants – not what’s best for customers “Form over Func:on”: When aesthe6cs become more important than conversions “Paralysis by Analysis”: Relying on data sources that are too subjec6ve or not representa6ve of actual customers www.dilbert.com
- 5. Why Op6mise?: To be compe66ve > mediocre is not good enough… Industry • Online ad spend >$1 billion for the first 6me in Q3 2013. A 25% increase vs 2012 (6) • Mobile adver6sing represented 11% of total • 200% increase in new online store openings vs 2010 (2) Technology • Smart phones & tablets now represent 38% of daily UVs (7) • Shin from apps to responsive / adap6ve design and Paid apps on the decline (9) • Big Data, Cloud Compu6ng etc. (power, scale & flexibility) (1) (2) (3) (4) (5) (6) Users • 94% Australians have internet access (6) & >70% have bought online (3) • $15bn spent online in 2013 (1) • Average Australian carries 2.6 devices (8), while over 3.3M are mobile only users (4) Website Owners / Company • 74% believe UX is key for improving sales (5) • 94% say personalisa6on is cri6cal (5) but only 25% integrate their DB & site (3) • 70% of those conduc6ng A/B tests saw CVR% increase (5) hpp://www.theaustralian.com.au/business/australian-‐shoppers-‐spent-‐15-‐billion-‐online-‐report/story hpp://www.cmo.com.au/mediareleases/16749/new-‐data-‐explains-‐booming-‐australian-‐e-‐commerce/ hpp://econsultancy.com/blog/62132-‐australian-‐ecommerce-‐nine-‐stats-‐you-‐might-‐have-‐missed hpp://www.digitalbusiness.gov.au/2013/07/16/australians-‐cut-‐the-‐cord-‐the-‐rise-‐of-‐mobile-‐only-‐users/ hpp://econsultancy.com/blog/64095-‐100-‐amazing-‐stats-‐from-‐econsultancy-‐s-‐2013-‐reports hpp://iabaustralia.com.au/-‐/media/IAB/Files/OAER%20exe%20summary/PwC%20IAB%20OAER%20Sept %202013%20exe%20summary.ashx (7) (8) (9) hpp://www.iabaustralia.com.au/en/Insights/Resource_Library/IAB_BP_and_Guidelines/-‐/media/ 2444182B69B34BDF9A91C01EBE71A8A9.pdf hpp://nakedsecurity.sophos.com/2013/03/14/devices-‐wozniak-‐infographic/ hpp://techcrunch.com/2013/07/18/paid-‐apps-‐on-‐the-‐decline-‐90-‐of-‐ios-‐apps-‐are-‐free-‐up-‐from-‐80-‐84-‐ during-‐2010-‐2012-‐says-‐flurry
- 6. So what does a good website look like? What Customers want What Companies want Website that is easy and fun to use Best product, price, delivery, service More traffic & customers More sales & conversions Relevant, engaging & targeted content All day, everyday access to support More sales / customer (LTV) Lower CPA & cost-‐to-‐serve Joined-‐up experiences Personalised experiences Best Omni-‐channel experiences Defensible differen6a6on Finding the right balance between what customers and companies want plus the mastery of several founda6onal / transforma6onal approaches: Analy6cs & Insight User-‐Centred Design Sonware Development Flexible & Scalable Platorms Op6misa6on ‘Test & Learn’
- 7. Ok – so what does a website look like?
- 8. Website Op:misa:on Process: How to get to good… Clarify Website Purpose & Proposi6on Define Business Outcomes & Baseline Website Analysis (Quan6ta6ve, Qualita6ve & Capabili6es) Isolate issues & iden6fy improvements Rank & Priori6se Website Changes Design, Iterate & Validate Test! Test! Test! (Op6mise) Learn, Report, Repeat
- 9. Clarify Website Purpose & Proposi:on Objec:ves: • What is the purpose of the site? • What does it do? • Who is it for? • What customer need/s does it serve? • What is the core value proposi6on? Outcomes: • Valida6on of whether the intent of the website & value proposi6ons are communicated clearly and in an appropriate way for the target audiences (& a list of ini6al improvement ideas…)
- 10. Define Business Outcomes & Baseline • • • • Define Success metrics (KPI’s) that directly or indirectly impact business performance Examples; bounce rate, visits, transac6ons, revenue, AOV, CVR% (mul6ple) Develop a scorecard to show performance vs. target & prior week, month & year USE IT! ILLUSTRATIVE
- 11. Website Analysis (Quan:ta:ve) • Visualize user flows across key journeys & conversion funnels (Web Analy6cs) • Iden6fy problem areas; where users bounce, drop-‐out or don’t convert 1 Bounce: xx% Journey Objec:ve Grab apen6on Browse Conversion Objec:ves: Improve site s6ckiness Step Home page xxx (?%) Drop-‐off: 2 ?% Review / Filter Category Pages Increase intent Product Pages xxx (?%) ?% Incen6vise Add to basket xxx (?%) ?% xxx (?%) 3 Facilitate Checkout xxx (?%) ?% Reassure Buy Convert more browsers into buyers Purchase xxx (?%) ?% [Simplified e-‐commerce view: many journeys will not be so linear] Reduce cart / checkout abandonment
- 12. Website Analysis (Qualita:ve) UX Audit: Template-‐based checklists can help Expert (Heuris:cs) Review: iden6fy usability to iden6fy major usability issues issues and opportuni6es for improvement 1 2 3 TECHNICAL: DESIGN: NAVIGATION: 4 5 6 CONTENT: E-‐COMMERCE: AVOIDANCES: simple intui6ve engaging suppor6ve accessible efficient Econsultancy Usage Scenarios & Task Analysis: Define scenarios & step-‐thru tasks to isolate issues Benchmarking: Review compe6tor websites to iden6fy gaps and generate ideas
- 13. Website Analysis (Capabili:es Assessment) To be successful it’s essen6al to have the right mix of: People Processes Platorms A website is only as good as its developers, UX team etc: Without effec:ve process there is no progress: Technology underpins great experiences: • Make sure you have the right skills to deliver • Embed User-‐Centred Design (UCD) prac6ces within agile / waterfall • Device agnos6c (flexible) • Ability to scale & integrate • Performance (load speed) • Data processing • Do a diagnos6c scan • HTML5, CSS3, Jscript etc. • UX, Designers, strategists • Establish a ‘Test & Learn’ culture (fail fast)
- 14. Isolate Issues & Iden:fy Improvements Issues: for immediate remedia6on where the solu6on & benefit is clear (the ‘no-‐brainers’) Improvements: where the benefit needs to be validated (tested!) before implementa6on Usability (fix) • • • Making websites more user-‐friendly & intui6ve to help customers more easily complete key tasks and navigate the site Improvements are logical and can be validated using qualita6ve techniques in test / pre-‐produc6on environments Conversion gains generally moderate Op6misa6on (test) • • • Understanding how content influences user behaviour in order to maximise pre-‐ determined business outcomes Improvements are based on hypotheses that require valida6on using quan6ta6ve techniques in a live environment Conversions gains can be significant
- 15. Apemp6ng to op6mize conversion rates before fixing major usability issues is as pointless as… Fix your website dude!
- 16. No really -‐ apemp6ng to op6mize conversion rates before fixing major usability issues is as pointless as… Fix your website dude!
- 17. Rank & Priori:se Website Changes HIGH MEDIUM LOW User Experience impact VERY HIGH Assessing the rela6ve importance of changes based on their an6cipated impact on user experience / conversions and the effort required to implement them: 4 n 8 n n 10 n n n Low Priority VERY DIFFICULT n DIFFICULT 4. MEDIUM Implementa1on complexity 9 Prominent value prop 5. Live Chat Social Login New template Accordion menus 9. n n n 6 Add reviews 7. 7 Reposi6on CTA 3. 5 Single page checkout 2. 2 1. 8. 3 n n Top 10 Changes 6. n n High Priority 1 CTA message 10. Improved copy n EASY [ILLUSTRATIVE] n FIX n TEST
- 18. Design, Iterate & Validate The extent to which any changes will impact a websites visual design will determine what artefacts, itera6on & level of user valida6on is required: Paper sketch Usability Low fidelity High fidelity Working prototype high usage Implement low Op6misa6on high usage low Test!
- 19. Test! Test! Test! | Think BIG Start Small (A/B) A/B Tes6ng Mul6variate Tes6ng (MVT) vs BUY NOW A (50% traffic) B (50% traffic) BUY NOW 2^3 = 8 varia6ons (12.5% traffic each) • Can be run on websites with moderate traffic • High traffic requirements (depending # vars) • Test 2 varia6ons at a 6me (control vs challenger) • Test poten6ally thousands of varia6ons (treatments) • Good for tes6ng broad concepts / themes • Good for tes6ng granular elements • Planning & resources required = LOW • Planning & resources required = HIGH(ish) • Provides limited insights into why winning version is beper (effects confounded) • Allows individual contribu6on of website elements on CVR% to be measured ALWAYS test vs. the control (original)!
- 20. Test! Test! Test! | A Quick Overview of MVT A brief history of MVT: • 1930’s: Design of Experiments (DoE) stats method developed by Sir Ronald A Fisher Types of MVT: Full factorial • 1950’s: Manufacturing process applica6on developed by Genichi Taguchi • Show all possible test varia6ons • 1990’s: First applied in an online marke6ng • Detect main & context (website experiments) interac6on effects Frac6onal factorial • Show a subset of test varia6ons • Confounding issue • Taguchi method Vendor Profiles: From the big 4 to 00’s players Vendor selec:on criteria: Bought Omniture in 09 who bought Offerma6ca in 07 Service level Full, self or par6al (local support?) Cost Enterprise, PAYG Bought Memetrics & Maxamine in 2008 Deployment Client-‐side, server-‐side Bought Interwoven in 09 who bought Op6most in 07 Methodology Taguchi, Choice modeling, proprietary Interface (ease) HTML, WYSIWYG Bought Widemile in 2009 hpp://www.conversion-‐rate-‐experts.com/split-‐tes6ng-‐sonware/ Integra6on Web Analy6cs, 3rd party s/ware, CRM Segmenta6on Browser, cookie parameters, custom
- 21. Test! Test! Test! | How To Run Tests In-‐house The Team Op:misa:on lead • Runs experiment w/shops • Manages tes6ng roadmap The Process Plan • Test page • CRO outcomes Stats Lead / Analyst • Iden6fies areas for tes6ng • Analyses experiment results • Hypotheses • Experiment design • Workshop Web / UX / UI Designers • Creates mockups / concepts • Develops test varia6ons Tech / implementa:on lead • Server-‐side coding • Deploys experiments • [advanced experiments only] Setup • Develop crea6ve elements • Verify treatments • Tracking Run • Run un6l sign. result achieved • Minimum of 2 weeks (ex. A/B) • Avoid seasonality Analyse • Analyse results • Sense-‐check findings • Present results • Archive results Experiment design / dura:on is determined by: • Available sample (traffic & base CVR%) • Sta6s6cal confidence (probability of detec6ng an effect in the sample) typically 90-‐95% • Rela6ve effects (% difference between vars & control) • Number of varia6ons tested (depth & breadth) Sample size calculator: hpp://visualwebsiteop6mizer.com/ab-‐split-‐test-‐dura6on/
- 22. CRO Tips | Key Op:misa:on Themes Although each company’s website, offerings and users are different, the following themes / hypotheses can be applied to improve most online experiences & conversion rates: Optimisation goal Benefits to users Benefit to company Journeys Help users get from A to B as quickly and effortlessly as possible More streamlined experiences • Lower bounce rates • Lower abandonment Templates Present content in a way that allows it to be easily seen, read and understood Improved presenta6on of content • Higher engagement • Longer sessions Calls to Ac6on Provide clear signposts that help users to navigate through the site and complete desired outcomes Clearer indica6ons of where & what to click • Lower abandonment • Increased CVR% Content Provide relevant and engaging content to increase purchase intent & help virtualise product ownership More relevant, engaging & targeted experiences • Longer sessions • More repeat visits Features Provide features that help users to understand the available op6ons and make informed decisions Beper comprehension of content • Higher engagement • Increased CVR% Offers Incen6vise users with offers that make the decision to complete the desired outcome more appealing Greater perceived value &/or benefits • Increased revenue • X-‐sell, up-‐sell, AOV
- 23. Templates Journeys CRO Tips | Ideas For Tes:ng (ALWAYS vs. control) Streamline user flows (Create simple / linear / logical journeys) • Journey length: try removing any steps that appear redundant • Links: avoid new pages, tabs, windows for more info (use accordions, tool6ps etc.) • SEO Landing Pages: must feed into conversions journeys (to minimise bounces) • Naviga:on: Breadcrumbs / Back & Next / Show ‘n’ / Lazy Loading Minimise path to purchase (Single-‐page checkout & floa6ng cart) • Form length: test a shorter form (above-‐fold) • No. of steps: try 3,4,5 steps with all but 1st step collapsed / inac6ve • No. of fields: try removing redundant fields e.g. addi6onal phone numbers • Guest checkout: allow users to skip account crea6on Design for the fold (768 pixels) • Hero image: test a shorter banner to surface more content • CTA: posi6on main CTAs above the fold • Accordions: try bringing more sec6ons above the fold • Scroll: intersect the fold with content so users know they have to scroll Do more with less (Reduce cluper) • Content volume: test fewer content sec6ons (7 +/-‐ 2) to reduce cogni6ve load • Content density: try using images, bullets, accordions instead of heavy text • Visual hierarchy: try using borders, shading & white space to priori6se content • Product pages: vary posi6on & size of content allocated to copy, images & videos
- 24. Content Call to Ac:on CRO Tips | Ideas For Tes:ng (ALWAYS vs. control) Increase prominence (& visibility rela6ve to other content) • Colour: try more prominent colours that break the standard palepe / theme • Size: try larger bupons to capture more real estate / apen6on • Format: try shapes, shadow, gradients etc. that dis6nguish CTA’s • Posi:on: must be above-‐fold, also test len vs. right in containers • Message: test tailored message for ac6on required vs. generic. Also synonyms • Quan:ty: if mul6ple CTA’s test giving primary CTA more prominence Value Prop (sell the sizzle!) • Keywords: try inser6ng key benefit & USP statements on Home Page & key steps • Tagline: test a concise statement near logo e.g. ‘Australia’s cheapest, largest etc.’ • Wrapper: try USP icons within site-‐wide header that link to ‘About us’ (reassure) • Hero banner: test using hero (first rota6on) to highlight USP’s Copy, images & Video (quality not quan6ty) • Copy length: test varying lengths of copy and use bullets to break up text blocks • Language: try different styles e.g. informa6ve, humorous, emo6ve (human) • People images: test using staff, customers, people using product (vs. just products) • Product images: try more images, 360 rota6on, zoom (before applying site-‐wide) • Video: test different themes e.g. factual vs. humour also professional vs. staff
- 25. Features Simplify the decision making process (increase user intent) • Reviews, endorsements, awards & tes:monials: test the rela6ve impact of each • Comparison tools: try varying the number & order of apributes, icons vs text etc. • Calculators / simula:ons: test displaying typical / pre-‐populated scenarios • Support tools: test the following on vs. off; Click-‐to-‐chat, click-‐to-‐call, Phone No. • Intro / welcome videos: test instead of hero banners to provide company overview • Security badges: test including badges e.g. McAfee, Verisign in cart & checkout • Naviga:on: test including icons / images with text to speed up cogni6on • Sort order: test changing the default sort order of products e.g. lowest-‐highest Offers CRO Tips | Ideas For Tes:ng (ALWAYS vs. control) Increase perceived user benefits • Savings: show ‘% off’ and saving in $ in addi6on to price, test using different fonts • Urgency: add urgency messaging ‘Hurry XXX ending soon’ but don’t overuse it • Benefits: Show product / service benefits in a table to encourage up-‐sell • Compe::on: show incremental value vs. compe6tors in a table or messaging Incen6ves to assist conversions • Free trial: test free access for a limited period (measure % that migrate to paid) • Free download: similar to above but test a par6al download / limited features • Vouchers: test single-‐use or 6me-‐limited vouchers to encourage repeat purchases • Referrals: test referral discounts to encourage users to recruit new customers
- 26. Learn > Report > Repeat ALWAYS: Measure the impact of any changes against the baseline / scorecard etc. ALWAYS: Check that the findings can be explained logically (if not dig deeper) Learn • Consolidate findings • Document what worked & what didn’t • Archive in knowledge base Report • Present results to key stakeholders; hypotheses tested, outcomes & results • Provide overview of next test Repeat • Re-‐priori6se roadmap if based on results further tes6ng is required • Move onto next test!
- 27. Some Recommended Reading / Resources [Books] A selec6on of relevant books, blogs & websites… [Blog, ArAcles, Reports, Events & Templates] [Blog & Reports] [Blog, ArAcles & Reports] [Reports & Actual Test Results]
- 28. Thank You! au.linkedin.com/in/nraward slideshare.net/nraward twiper.com/thecroguy