Unraveling Multimodality with Large Language Models.pdf
Conversion Optimisation
1. What, why & how?
A process for online optimisation
2. optimize |ˈäptəәˌmīz|
verb [ with obj. ]
make the best or most
effective use of (a situation,
opportunity, or resource): to
optimize conversions, the
website should be correctly
adjusted.
15. A better definition?
3
Understanding the impact of your
efforts by analysing outcomes
Understanding your customers’
behaviour better
Continuous improvement
through testing
16. Analytics: Maturity model
Where do you fit?
1. Collecting data & some ad hoc reporting
2. Reporting data regularly
3. Deriving some insights & acting
4. Continuous improvement
17. Every metric should be
3
Simple : I get it
Relevant: that matters
Useful & actionable: let’s fix it
29. The idea came from their photographer who had
previously worked in the footwear department at
one of their stores. He just instinctively knew to tip
over the boots because, in the stores, he watched
the customers pick up the boots to look at the
tread. Had he not worked there, the team never
would've thought to tip the boots over.
32. Workshop rules
sketch review decide
• No spectators, only participants.
• Not a meeting – an activity to produce
designs.
• No abstract conversations, make ideas
tangible by sketching them.
43. 9 rules of form design
1. Ask for as little information as you can
2. If it helps the user to answer a question, explain to them why
you’re asking it
3. Maintain a straight path to completion
4. Align the text according to the rules
5. Label the fields in terms your users understand
6. Offer intelligent defaults and examples where necessary
7. Distinguish between primary and secondary actions
8. Offer the user recovery methods when things go wrong
9. When a form is complete, explain what happens next
65. Last Monday at 5:13 PM we
removed CAPTCHA from Sampa.
The result: 9.2% improvement on
our conversion rate!
Marcelo Calbucci
http://marcelo.sampa.com/
74. Why mobile?
• In the evenings, more searches are done on
mobile versus a desktop i.e. the mobile is
now used instead of the laptop.
• Smartphone penetration around 32%,
expected to double year-on-year
• Mobile-optimised can increase the chances
of an impulsive purchase
75. Another case study
30%+ of the email offers are read on
smartphones (up from 10% last year).
Average order value (AOV) from mobiles are
around 1.5 times that of desktop, yet site is not
optimized for mobile.
76.
77. Approach
• Focus on the right data & outcomes (KPIs)
• Look for insights
• Take action (design) & test
• Measure & repeat