Conversion rate optimisation. What's realluy proved to matter? Viacheslav kravchuk

1. Conversion rate optimisation. !
What’s really proved to matter?
Viacheslav Kravchuk!
Atwix

2. Background
CEO of Atwix (www.atwix.com), MCSS, Google
Analytics QI, CSM.

3. The story about conversion rate!
experiments

4. The point of
highest impact

6. Checkout

7. Checkout

8. Tools

9. Battlefields

12. In 5 days…

13. In 5 days…
OneStepChekout!
converted 2.5x better!
vs. Awesome Chekout

14. In 5 days…
OneStepChekout!
converted 2.5x better!
vs. Awesome Chekout

15. Because of a bug!

16. Lesson #1:!
!
Making experiments is
easy. Making the right
conclusions - is not

17. Let’s do it properly

18. Let’s do it properly
You want to prove something?
Do it on your own dime!

19. Let’s do it properly
~ 6 weeks

20. Let’s do it properly
~ 6 weeks
OSC shows 7.5% improvement
Statistical significance: 80%

21. Statistical significance is the probability
that your result is not a false positive !
!
95% is industry standard!
!
Run experiments longer for higher
confidence
http://bit.ly/1qZZCku

23. ~ 6 weeks
OSC shows 2.8% improvement
Statistical significance: 85%

24. Segment for extra insight
- Device type!
- Location of the customers!
- Browser type!
- Any data that Google Analytics offers!

25. How to segment
- Create segments including sessions
with each checkout URL!
- Exclude PayPal express!
- Exclude checkout variation that
customers are redirected to

26. Segmenting converted customers by visited pages
> 50% >
PP Express Orders: Visited PP Express confirmation
OSC Orders: Visited OSC and not visited PP Express
AC Orders: Not visited OSC and not visited PP Express

27. Example: Mobile traffic

28. Interesting observation:!
!
Responsive checkout does
not help non-responsive
website.

29. Conclusion:!
!
Each case is different. Test
checkouts on your store
long enough. It will pay off.

30. Next experiment:
Secure Seal.

31. What researches tell?
2510 US adults were asked in 2013.!
!
About half answered “Don’t know or no
preference”.

32. The other half:

33. CarPartKings Experiment!
(by ConversionIQ)

38. ! Variation 2 (Norton
Secure Seal) won by 15%.

39. Conclusion:!
!
It’s worth testing. Chances
are the seal will help. Even
if it does not mean much.

40. Next experiment:
Checkout fields.

41. Hiding the Fax field helps 6%
so far, hiding Fax & Company
fields helps 0.7% (SS 84%).

42. Experiments in progress:
- Add to cart button color!
- Welcome to checkout text!
- Free shipping order total motivation!
- Secure Seal impact

43. Ideas for experiments
http://bit.ly/1h0Md2i

44. Some takeaways
1. Different stores = different cases. Make your
own tests.!
2. Be careful with conclusions. Verify the
results (for ex. with GA) and try to find out the
reasons.!
3. Conversion rate is not only about UI/UX
(traffic quality, site speed, etc.).

45. Go set up your tests!
vk@atwix.com