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Conversion Thursday
Building a Conversion Process
23rd February 2012
Philip Guilfoyle
LBi
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
Building a Conversion
       Process
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
What is Conversion Optimization?

Conversion Optimisation –

• Making a website easier to use?
• Improving the conversion rate?
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
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.”
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
Let’s look at a Conversion
         Process
Step 1

Draw out the full user journey




                   Conversion Tip: Draw/Print out key user journeys
Step 2

Data/Web Analytics
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
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
Step 2

Segment


         •   New v’s Returning
         •   By Channel
         •   By Browser
         •   By Channel
         •   Brand/Non-Brand Traffic
Step 2

Segment - A personal experience?
 The following screens display the experience on:



 First visit
 Second visit
 Tenth visit                 Notice what changes…
1
2
10
Step 3

User Research
                www.whatusersdo.com

                www.clicktale.com

                www.silverbackapp.com
Step 3

User Research
  Lab Based Usability Testing


                                 •   Usability Test
                                 •   UX Expert Evaluation
                                 •   Competitor Benchmarking
                                WY?
                                 •   Persona Development
                                 •   Surveys
                                 •   Ethnographical Study
Step 3

User Research - Personas

   Max would
     say
                             Buying
                             Criteria


         Goals

                           Characteristics




    Attitude
                             Research
                             Sources
Step 3

User Research - Personas
Bring the information
       together
User Experience - Chrome
User Experience - Firefox
User Research & Analytics




   http://www.netmarketshare.com
You now will have some
  areas to focus on.
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.”
Fix User Experience Bugs
Be competitive
Step 7

Be competitive

44% of people state
reason for abandoning
checkout is shipping
costs
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
(Please) Give
 me a reason
 to buy from
     you
Why should I buy from you?

You should buy from us
because:…………………………
……

We can also offer you the
following…………………………
…
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
Develop your solution
Step 8

Develop your solution


         Where have I come from?
              Where am I?
Step 8

Where have I come from?
Step 8

Where am I?




               Conversion Tip: Focus on relevance
Remove Distraction
Remove Distractions
Remove Distraction

                                                 MVT - 32%
                                                 increase in
                                                 conversion




        Conversion Tip: Only provide content the visitor needs, less is more
Simplify & Focus




                   Conversion Tip: ‘Mega Nav’ – a quick win
                    De-cluttering
                    Simplification
                    Focusing Visitor
                    Great Information Architecture
                    Reduces Bounce Rate
Step 9 – Decision:

What do I do next?
Tell your visitor
what you want
  them to do
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
Design your solution
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
Test & Learn
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.
Repeat
Conversion thursday 2012_philip_guilfoyle_v1
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

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Conversion thursday 2012_philip_guilfoyle_v1

  • 1. Conversion Thursday Building a Conversion Process 23rd February 2012 Philip Guilfoyle
  • 2. LBi
  • 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
  • 10. Let’s look at a Conversion Process
  • 11. Step 1 Draw out the full user journey  Conversion Tip: Draw/Print out key user journeys
  • 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…
  • 17. 1
  • 18. 2
  • 19. 10
  • 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
  • 23. Step 3 User Research - Personas
  • 26. User Experience - Firefox
  • 27. User Research & Analytics http://www.netmarketshare.com
  • 28. You now will have some areas to focus on.
  • 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.”
  • 32. Step 7 Be competitive 44% of people state reason for abandoning checkout is shipping costs
  • 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
  • 34. (Please) Give me a reason to buy from you
  • 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
  • 38. Step 8 Develop your solution Where have I come from? Where am I?
  • 39. Step 8 Where have I come from?
  • 40. Step 8 Where am I?  Conversion Tip: Focus on relevance
  • 43. Remove Distraction MVT - 32% increase in conversion  Conversion Tip: Only provide content the visitor needs, less is more
  • 44. Simplify & Focus Conversion Tip: ‘Mega Nav’ – a quick win  De-cluttering  Simplification  Focusing Visitor  Great Information Architecture  Reduces Bounce Rate
  • 45. Step 9 – Decision: What do I do next?
  • 46. Tell your visitor what you want them to do
  • 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