Turning Data into Customers - Conversion Hotel - Peep Laja
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This document outlines a process for structuring conversion optimization efforts. It recommends beginning with technical and heuristic analysis to identify problems on a website. Next steps include digital analytics to find leaks, mouse tracking to see where users click, and qualitative surveys and user testing to understand user problems and decision-making. The process advocates solving big problems first, using persuasion for trickier issues, and testing radically different concepts. It stresses the need for a systematic, repeatable approach and emphasizes doing the necessary research to discover what really matters for improving conversions.
Turning Data into Customers - Conversion Hotel - Peep Laja
- 1. How to Turn Data into Customers Structuring your conversion optimization efforts Peep Laja, ConversionXL
- 4. How would you go about it?
- 5. “you can easily sort through the 100+ techniques”
- 10. Best practices?
- 14. Don’t copy your competitors, they don’t know what they’re doing either
- 15. So you need a systematic approach. A process.
- 16. If you can’t describe what you’re doing as a process, you don’t know what you’re doing William Deming
- 17. How do we optimize the optimization program?
- 18. The discovery of what matters
- 19. What are the problems? Where?
- 21. Yet another guy with a bunch of data
- 23. • whose problem are we solving? • what do they need? • what do they think they want? • why? • how are they choosing / making a decision? • why? • what are they thinking when they see our offer? • how is what well sell clearly different? • where is the site leaking money? • what is the problem? • what are they doing or not on the website? • what leads more people to do X?
- 24. …careful with your interpretations
- 26. Step #1: Technical analysis • Is shit broken? • Where? • Which browsers? • Which devices? • Which pages are slow?
- 28. Step #2: Heuristic analysis • Relevancy? • Clarity? • Motivation? • Friction?
- 29. Clarity
- 31. Visual hierarchy
- 34. Screw
- 35. Screw
- 36. Screw
- 37. Screw Uninspiring headline. Not enough info 5 bullets is too much, lack of focus My grandma designs better sites Testimonial credibility questionable Too little is done to get me to click Unhelpful screenshot
- 42. Step #3: Digital analytics • Where are the leaks? • Which segments? • What are users doing? • Which actions correlate with higher conversions?
- 43. Measure everything You’ll need it later
- 50. How many different ways are there?
- 54. #4: Mouse tracking & form analytics • Where do they click? • How far down they scroll? • Differences between devices? • Session replays
- 56. #5: Qualitative surveys • Buyer groups • Which problem are they solving? • How are they deciding? • What’s holding them back? • What else do they want to know?
- 61. #6: User testing • What’s difficult to understand? • What’s difficult to do? • What goes wrong?
- 64. Now you know what (most of) the problems are with your site!
- 65. • Instrument • Just Do It • Test • Hypothesize • Investigate
- 66. 1. Solve big problems with obvious solutions first
- 67. 2. Use persuasion, creative ideas for trickier stuff
- 68. 3. Test radically different concepts to move past local maxima
- 69. Issue Bucket Background Action Rating Google Analytics bounce wrong Instrument Google Analytics script is loaded twice! 506 of the home page both contain GA all the other pages. Remove the double entry ★★★★★ Conversions are low for Investigate Possible cross-browser issues. Conduct cross-browser ★★★ People don’t know how category pages Hypothesize Too many options, unfamiliar architecture & layout. Re-think the category ★★★★ Missing value home page Test Add a compelling value proposition in your website that states what your what can they do here and why should Add prominent value ★★★★★ Content is very hard to JFDI Font size 11px is too small Increase font size ★★★
- 71. Full case study: http://conversionxl.com/case-study-how-we-improved-landing-page-conversion/ 79.3% uplift in conversions Peep Laja, ConversionXL @peeplaja
- 74. This shit is difficult
- 75. “Everybody wanna be a bodybuilder but nobody wanna lift heavy ass weights” Ronnie Coleman
- 76. “Everybody wants a win, but nobody wants to do the heavy ass conversion research” Peep Laja
- 77. Remember this: 1. Think in terms of processes, not tactics 2. Focus on the discovery of what matters 3. Do the heavy ass lifting
- 78. Thank you! Come to ConversionXL Live March 30th – April 1st 2016