3. A quick introduction!
• 5 years + obsessing about the Conversion Rate
• Senior conversion optimisation consultant at LBi
• Lead LBi CRO offering for the UK
Skills:
• AB testing
• MVT
• Conversion Rate Optimisation
• Landing Page Optimisation
• User testing
• User Experience Design
• Web Analytics
5. Why bother with conversion?
Companies typically
spend $92 Dollars
getting people to their
site and only $1 to
convert them.
Brian Eisenberg, SES NY 2011
6. What is Conversion Optimization?
Conversion Optimisation –
• Making a website easier to use?
• Improving the conversion rate?
7. What is Conversion Optimization?
Conversion Optimisation –
“Conversion Optimization is the science and art of getting a higher
percentage of your web visitors to take action and becoming a lead
or customer.”
WiderFunnel.com
8. What is Conversion Optimization?
Conversion Optimisation –
Conversion Rate Optimization is the continual process to encourage
a higher percentage of your web visitors to take action, generate a
lead or become a customer.”
9. What is Conversion Optimization?
Conversion Optimisation –
Conversion Rate Optimization is the continual process to encourage
a higher percentage of your web visitors to take action, generate a
lead or become a customer.”
PROCESS
13. Step 1 – Understand your audience
2
What and Analytics
Data/Web Where to Optimize?
High
PIGEONS STARS
Goal: Increase Quality Goal: Monitor Closely
* AB Test to optimise content * Ensure traffic and performance remains high
* Target content based on traffic source
Volume of Traffic to Page
DOGS HIDDEN GEMS
Goal: Reduce & Simplify Goal: Increase traffic & Find more
* Ensure page does not have “prime real-estate” * Increase traffic to page through more targeted
SEO/PPC/Campaigns
* Move page deeper into site
* Promote pages within site structure
* Copy page characteristics to poorer performing
pages
Low
Poor Page Performance Good
14. Step 2
What and Where to Optimize?
High
PIGEONS STARS
Page A
Page A
Volume of Traffic to Page
Page C
DOGS HIDDEN GEMS
Page G
Page F
Page D
Page H
Page E
Low
Poor Page Performance Good
15. Step 2
Segment
• New v’s Returning
• By Channel
• By Browser
• By Channel
• Brand/Non-Brand Traffic
16. Step 2
Segment - A personal experience?
The following screens display the experience on:
First visit
Second visit
Tenth visit Notice what changes…
20. Step 3
User Research
www.whatusersdo.com
www.clicktale.com
www.silverbackapp.com
21. Step 3
User Research
Lab Based Usability Testing
• Usability Test
• UX Expert Evaluation
• Competitor Benchmarking
WY?
• Persona Development
• Surveys
• Ethnographical Study
22. Step 3
User Research - Personas
Max would
say
Buying
Criteria
Goals
Characteristics
Attitude
Research
Sources
29. Step 5
Prioritise
1st Fix User Experience Bugs
2nd Be competitive
3rd List opportunities in highest order that will have the
greatest impact on your goal:
Conversion Rate Optimization is the continual process to encourage
a higher percentage of your web visitors to take action, generate a
lead or become a customer.”
33. Step 7
Be Competitive
• Be like Zappos – www.zappos.com – Digital Rapport
Largest shoe store in America,
Over $1Billiinon in sales
Bought by Aamzon in 2009 for $1.2Billion
35. Why should I buy from you?
You should buy from us
because:…………………………
……
We can also offer you the
following…………………………
…
36. What makes your company
unique?
• Ask your colleagues
• Speak to Customer Service
• Speak to your sales team
• Speak to your customers – why did you buy
from us?
Then;
Add your USP to your website
header
47. Clear Call to Action!
Colour, Shape, Copy 3 x 3 x 3 = 27 combination MVT
Buy Now Winner –
Start Your Order
7% uplift
Start your order
Get it Now
Conversion Tip: Test your C2A’s
Buy Now Text
Colour
Location
Size
Shape
49. Step 10
Design your solution
Where have I come from? - Google ‘Designer Clothing’
Where am I? - ASOS – Discover Fashion Online
What do I do next? - It’s Pay Day! – Shop Men
51. Step 9 – Take Action:
Test & Learn
Optimisation Testing Approaches.
1. AB Testing 2. Multivariate Testing (MVT) 3. Behavioural Targeting (BT)
AB testing involves comparing one MVT allows multiple variations of BT is the reverse of MVT. By
piece of content against another. a page to be tested by testing the targeting segments of website
Visitors get randomly allocated content within the page (it’s very visitors (for example: visitors from
one of the selected designs. much like running tens of AB tests Google) we can measure if
Chose an equal split, or weight at once but without having to build specific messages or content
more traffic to your control page all the page versions.) targeted to the segment improves
(A) to lower any risk of impact. MVT allows you to understand conversion rate.
This technique is very good for which section of the page is
testing large design changes. responsible for driving conversion.
54. Contacts
Contact Details
Phil Guilfoyle
Senior Optimisation Consultant
phil.guilfoyle@lbi.com
@philguilfoyle
Linkedin Phil Guilfoyle
LBi
Truman Brewery
146 Brick Lane
London
E1 6RU
An LBi Group Company
Reception: 020 7063 6465
www.lbi.com