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Conversion Rate Optimization for Business Growth
A Data Driven Digital Agency
We let Numbers and Science speak
Our solutions are always backed by data.
They’re not just personal opinions.
“They brought value into each stage of the project lifecycle…to drive
user engagement and sales.”
Tania Aidrus
Country Manager – Emerging Markets Google
A few Key Clients
Todays Speakers
Niroshan Samuel
Manager – Web Analytics
& Optimization
Malinda Senanayake
Senior Associate –
Digital Marketing
Duminda Sanjeewa
Senior Web Analyst
Optimization Is Compound Interest For Growth
~Pee Laja, Founder Conversionxl
Go Beyond the Website
The Success Cycle
Growth
Growing the number of users
Revenue
Increasing revenue
Product
Building/ Improving the product for to engage with
expected audience
What Success Really Means
Conversion Rate Optimization for Business Growth
Pick Your Top Metric
• Aligned with your business
• Measure Values for Users
• Is Summable
YouTube:
Number of videos watched
vs
Number of minutes watched
Tactics Vs Processes
Conversion Rate Optimization for Business Growth
Conversion Rate Optimization for Business Growth
Ideation Framework
 Research Papers
 Publications
Literature Review
 Psychology Theories
 Heuristics/Rule of thumb
 Information Architecture
 Visual Architecture
Neuro Persuasion
 Google Analytics
 Mouse tracking
 Eye tracking
 Video tracking
Web Analytics
 Third Party data analysis
 Surveys
 Observation
 Interview
 Content Analysis
 Focus group
Quantitative/Qualitative
Analysis
idea
Literature Review
Ecommerce Travel B2B Lead Gen
 Speed of delivery is the most
influencing factor
 Customers start with experience
type without exact experience in
mind
 Customer doesn't get exited
about the technology but
improving his business
efficiency.
Web Analytics
Ecommerce Travel B2B Lead Gen
 Visitors who watched YouTube
video convert better
 Visitors clicks on the logo
thinking it as a button
 TV buyer take 30+ days to
research
 Human image attacks the
human image before CTA
 Visitors who looked at gallery
convert better
 Only 5% scrolled to bottom of
the page up to the contact form
Quantitative/Qualitative Analysis
Ecommerce Travel B2B Lead Gen
 Return policy is more important
in fashion ecommerce
 Indian travellers prefer Indian
restaurants
 CXO love to engage with
industry news.
Neuro Persuasion
Ecommerce Travel B2B Lead Gen
 Instant gratification works better
“One more step to make this
yours”
 Loss aversion refers to people's
tendency to prefer avoiding
losses to acquiring equivalent
gains: it's better to not lose $5
than to find $5.
 Two call to action works better
than single call to action
Conversion Rate Optimization for Business Growth
There can be lots of great ideas. But it is important to
identify the priorities.
Frameworks for Prioritization
PIE framework ICE framework PXL Framework
There are frameworks which could be used to identify the priorities of an A/B test
PIE Framework
• Potential – How much improvement can be
made on the pages?
• Importance – How valuable is the traffic to the
pages? (amount of traffic, etc.)
• Ease – How complicated will the test be to
implement on the page or template?
ICE Score
• Impact – What will the impact be if
this works?
• Confidence – How confident am I
that this will work?
• Ease – What is the ease of
implementation?
PXL Framework
The key benefits:
• It makes any “potential” or “impact” rating more objective
• It helps to foster a data-informed culture
• It makes “ease of implementation” rating more objective
You need to get the help of a good A/B testing tool to
implement your idea in the site and test.
Conversion Rate Optimization for Business Growth
A/B Testing Tools
There are lots of great A/B testing tools available
Google Optimize
Optimize is the Google’s
solution for A/B testing and
personalization
Key Advantages
• Different experiment types
• It is Free to use • Easy integration with Analytics
• Comprehensive reporting
• Visual editor plus sophisticate code
editing capabilities
• Different targeting options
Limitations of the Free Version
• Limited concurrent testing (3 tests at a time)
• No Google Analytics audience targeting
• Limited multivariate testing (16 variations)
• Pre-selected experiment objectives –
• Google Optimize 360 allows you to go back and change the
experiment objective to see how the experiment would’ve impacted
other Google Analytics goals.
Main Interface
Experiment Window
Editing Interface
Setting up Targeting
Test Results
Test Results
Post-test analysis is an essential component of the A/B
testing lifecycle.
Conversion Rate Optimization for Business Growth
Use Google Analytics to analyze your test results and draw
conclusions.
It allows you to be more confident in your data and decision
making.
What if there are no clear differences between the
variations???
Next Step
If a clear winner is not found, it could be due to the incorrect hypothesis.
BUT…. Don’t come to a conclusion FAST…!
Correct Hypothesis but incorrect
implementation
Segment the test sample and analyze
Use GA to segment the test sample and analyze the test
results within the segment.
Examples:-
• Browser type
• Source type
• Device type
• Campaign type
• New vs. returning
• Men vs. women
• Age range
ReapDigital Case
Studies
Anchoring Effect
Anchoring is a cognitive bias that describes the common human
tendency to rely too heavily on the first piece of information offered
(the "anchor") when making decisions.
Our approach was to set the original price as the anchor and hence
the discounted price will be evaluated compared to the anchor.
22% improvement in conversions
ReapDigital Case Study
Control
Variation
Using Scarcity Principle
ReapDigital Case Study
15% improvement in conversions
Scarcity principle can be used to persuade people
whenever they are looking to buy products which
have lower quantities available.
Instant Gratification
Humans are hardwired to want things -- now. It’s called instant gratification, and it’s a powerful force. It can make people convert,
as long as you’re doing the right things.
We did a test to motivate the users’ selection in an ecommerce site with a positive note. It helped to improve the conversions
30% improvement in
conversions
ReapDigital Case Study
Isolation Effect
Hypothesis of the test was to make
the color of the CTA in the product
pages to stand out from the other
elements of the page.
A different color CTA has improved
CTR and ultimate conversions.
54% improvement in
conversionsReapDigital Case Study
Control Variation – with Green button
Descriptive Call-to-Actions
134% improvement in conversions
Control Variation #1 Variation #2 Variation #3
Removing Distractions
By removing the potential distractions in the important pages such as
checkout page assisted in improving the ultimate conversions.
Visitors’ focus should only go towards the most essential action of the
page.
8% improvement in conversions
ReapDigital Case Study
Control
Variation – Without Menu
Utilizing Analytics Data
By displaying the most visited sub-categories at the top of the category page have assisted users’ navigation and
reduced the bounce rate as well as improved the conversions.
Control Variation
15% improvement in conversions
Conversion Rate Optimization for Business Growth

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Conversion Rate Optimization for Business Growth

  • 2. A Data Driven Digital Agency We let Numbers and Science speak Our solutions are always backed by data. They’re not just personal opinions. “They brought value into each stage of the project lifecycle…to drive user engagement and sales.” Tania Aidrus Country Manager – Emerging Markets Google
  • 3. A few Key Clients
  • 4. Todays Speakers Niroshan Samuel Manager – Web Analytics & Optimization Malinda Senanayake Senior Associate – Digital Marketing Duminda Sanjeewa Senior Web Analyst
  • 5. Optimization Is Compound Interest For Growth ~Pee Laja, Founder Conversionxl
  • 6. Go Beyond the Website
  • 7. The Success Cycle Growth Growing the number of users Revenue Increasing revenue Product Building/ Improving the product for to engage with expected audience What Success Really Means
  • 9. Pick Your Top Metric • Aligned with your business • Measure Values for Users • Is Summable YouTube: Number of videos watched vs Number of minutes watched
  • 13. Ideation Framework  Research Papers  Publications Literature Review  Psychology Theories  Heuristics/Rule of thumb  Information Architecture  Visual Architecture Neuro Persuasion  Google Analytics  Mouse tracking  Eye tracking  Video tracking Web Analytics  Third Party data analysis  Surveys  Observation  Interview  Content Analysis  Focus group Quantitative/Qualitative Analysis idea
  • 14. Literature Review Ecommerce Travel B2B Lead Gen  Speed of delivery is the most influencing factor  Customers start with experience type without exact experience in mind  Customer doesn't get exited about the technology but improving his business efficiency.
  • 15. Web Analytics Ecommerce Travel B2B Lead Gen  Visitors who watched YouTube video convert better  Visitors clicks on the logo thinking it as a button  TV buyer take 30+ days to research  Human image attacks the human image before CTA  Visitors who looked at gallery convert better  Only 5% scrolled to bottom of the page up to the contact form
  • 16. Quantitative/Qualitative Analysis Ecommerce Travel B2B Lead Gen  Return policy is more important in fashion ecommerce  Indian travellers prefer Indian restaurants  CXO love to engage with industry news.
  • 17. Neuro Persuasion Ecommerce Travel B2B Lead Gen  Instant gratification works better “One more step to make this yours”  Loss aversion refers to people's tendency to prefer avoiding losses to acquiring equivalent gains: it's better to not lose $5 than to find $5.  Two call to action works better than single call to action
  • 19. There can be lots of great ideas. But it is important to identify the priorities.
  • 20. Frameworks for Prioritization PIE framework ICE framework PXL Framework There are frameworks which could be used to identify the priorities of an A/B test
  • 21. PIE Framework • Potential – How much improvement can be made on the pages? • Importance – How valuable is the traffic to the pages? (amount of traffic, etc.) • Ease – How complicated will the test be to implement on the page or template?
  • 22. ICE Score • Impact – What will the impact be if this works? • Confidence – How confident am I that this will work? • Ease – What is the ease of implementation?
  • 23. PXL Framework The key benefits: • It makes any “potential” or “impact” rating more objective • It helps to foster a data-informed culture • It makes “ease of implementation” rating more objective
  • 24. You need to get the help of a good A/B testing tool to implement your idea in the site and test.
  • 26. A/B Testing Tools There are lots of great A/B testing tools available
  • 27. Google Optimize Optimize is the Google’s solution for A/B testing and personalization
  • 28. Key Advantages • Different experiment types • It is Free to use • Easy integration with Analytics • Comprehensive reporting • Visual editor plus sophisticate code editing capabilities • Different targeting options
  • 29. Limitations of the Free Version • Limited concurrent testing (3 tests at a time) • No Google Analytics audience targeting • Limited multivariate testing (16 variations) • Pre-selected experiment objectives – • Google Optimize 360 allows you to go back and change the experiment objective to see how the experiment would’ve impacted other Google Analytics goals.
  • 36. Post-test analysis is an essential component of the A/B testing lifecycle.
  • 38. Use Google Analytics to analyze your test results and draw conclusions. It allows you to be more confident in your data and decision making.
  • 39. What if there are no clear differences between the variations???
  • 40. Next Step If a clear winner is not found, it could be due to the incorrect hypothesis. BUT…. Don’t come to a conclusion FAST…! Correct Hypothesis but incorrect implementation Segment the test sample and analyze
  • 41. Use GA to segment the test sample and analyze the test results within the segment. Examples:- • Browser type • Source type • Device type • Campaign type • New vs. returning • Men vs. women • Age range
  • 43. Anchoring Effect Anchoring is a cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered (the "anchor") when making decisions. Our approach was to set the original price as the anchor and hence the discounted price will be evaluated compared to the anchor. 22% improvement in conversions ReapDigital Case Study Control Variation
  • 44. Using Scarcity Principle ReapDigital Case Study 15% improvement in conversions Scarcity principle can be used to persuade people whenever they are looking to buy products which have lower quantities available.
  • 45. Instant Gratification Humans are hardwired to want things -- now. It’s called instant gratification, and it’s a powerful force. It can make people convert, as long as you’re doing the right things. We did a test to motivate the users’ selection in an ecommerce site with a positive note. It helped to improve the conversions 30% improvement in conversions ReapDigital Case Study
  • 46. Isolation Effect Hypothesis of the test was to make the color of the CTA in the product pages to stand out from the other elements of the page. A different color CTA has improved CTR and ultimate conversions. 54% improvement in conversionsReapDigital Case Study Control Variation – with Green button
  • 47. Descriptive Call-to-Actions 134% improvement in conversions Control Variation #1 Variation #2 Variation #3
  • 48. Removing Distractions By removing the potential distractions in the important pages such as checkout page assisted in improving the ultimate conversions. Visitors’ focus should only go towards the most essential action of the page. 8% improvement in conversions ReapDigital Case Study Control Variation – Without Menu
  • 49. Utilizing Analytics Data By displaying the most visited sub-categories at the top of the category page have assisted users’ navigation and reduced the bounce rate as well as improved the conversions. Control Variation 15% improvement in conversions