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Applying Optimization Fundamentals For Major Gains

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This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: CRO is about research and process, not tactics and hacks. In this session, you’ll learn the tools and what it takes to evaluate campaigns & come up with clever solutions that impact the bottom line.

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Applying Optimization Fundamentals For Major Gains

  1. 1. APPLYING OPTIMIZATION FUNDAMENTALS F O R M A J O R G A I N S
  2. 2. …OR 6 TIPS TO SUPERCHARGE Y O U R O P T I M I Z A T I O N P R O G R A M
  3. 3. TIP 1: FOCUS ON PROCESS… NOT ‘HACKS’ @jtrondeau
  4. 4. @jtrondeau WHAT WE MUST REALLY?
  5. 5. Results: No Statistical Difference Confidence: N/A Takeaway: The extra field increased lead quality - so keep it!
  6. 6. Results: 31.3% Lift In Opt-Ins Confidence: 95%
  7. 7. Source: Unbounce
  8. 8. @jtrondeau WHAT WE NEED: PROCE SS
  9. 9. TIP 2: MEASURE MULTIPLE METRICS @jtrondeau (THAT MATTER)
  10. 10. @jtrondeau It all starts with identifying goals & KPIs!
  11. 11. @jtrondeau Top Funnel Mid Funnel Bottom Funnel Engagement metrics, not directly connected with business goals. Robust metrics, directly connected to business goals. Generally associated with lead generation or ‘relationship’ changing metrics.
  12. 12. @jtrondeau Page Goals Business Goals Immediate Conversion Clicks Opt-Ins RPV Sales AOV
  13. 13. @jtrondeau
  14. 14. @jtrondeau Protip: Just because a top funnel metric increased at x% doesn’t mean a deep funnel metric will increase at that rate (or increase at all).
  15. 15. @jtrondeau
  16. 16. @jtrondeau Results: 2.01% Drop in Product Views 4.43% Drop in Add-to-Carts 10.59% Drop in Orders
  17. 17. BENEFITS OF TESTING MULTIPLE METRICS @jtrondeau #1 GET THE FULL STORY MORE USEFUL METRICS, MORE INSIGHTS #2 CAN GET INSIGHTS ON LOW SAMPLES IF THERE IS CONSISTENCY BETWEEN PAGES/METRICS YOU MIGHT BE ABLE TO CALL A TEST EARLIER #3 BETTER ITERATIONS TESTING IS AN ITERATIVE PROCESS, THE MORE DATA YOU HAVE THE MORE YOU CAN IMPROVE.
  18. 18. @jtrondeau NO STATISTICAL DIFFERENCE
  19. 19. @jtrondeau
  20. 20. @jtrondeau
  21. 21. @jtrondeau
  22. 22. WHAT CAN I LEARN? @jtrondeau DESPITE THE SMALLER SAMPLE SIZE FOR THE DEEPER FUNNEL CONVERSION… …THE CONSISTENCY IN ACTIONS OVER 3 PAGES AND 8 DAYS MADE US CONFIDENT THAT THIS TEST WAS COMPLETE.
  23. 23. TIP 3: ANALYTICS TO IDENTIFY PAGES @jtrondeau
  24. 24. @jtrondeau
  25. 25. HOME CATEGORY PRODUCT CART THANK YOU EVALUATING YOUR FUNNEL WILL HIGHLIGHT YOUR PROBLEM AREAS DETAILED FUNNEL ANALYSIS IS YOUR TEST’S BACKBONE
  26. 26. 0 25 50 75 100 125 HOME CATEGORY PRODUCT CART THANK YOU UniqueViews(In1,000’s) Page Viewed
  27. 27. PROTIP @jtrondeau WE CAN SURMISE A LOT FROM QUANTITATIVE DATA… …WE DEVELOP HYPOTHESES WHEN WE EVALUATE QUALITATIVE DATA. (WE’LL TALK ABOUT THIS LATER)
  28. 28. @jtrondeau
  29. 29. PICK PAGES THAT MATTER @jtrondeau #1 HIGH VALUE PAGES WITH A HIGH BOUNCE RATE BOUNCES ARE BAD NEWS BEARS #2 DEEP FUNNEL PAGES PEOPLE JUMPED THROUGH YOUR HOOPS, BRING THEM HOME #3 FUNNEL VALLEYS CHECK THE PREVIOUS PAGE TO FIND OUT WHY NO ONE IS MOVING DOWN THE FUNNEL
  30. 30. OR MY PERSONAL FAVORITE @jtrondeau High Visit, High Bounced Pages
  31. 31. TIP 4: FIX WHAT’S BROKEN… @jtrondeau
  32. 32. TIP 4: …AND TEST WHAT’S AMBIGUOUS @jtrondeau
  33. 33. @jtrondeau
  34. 34. @jtrondeau Just Fix It Test/Optimize
  35. 35. TIP 5: SCHEDULE A FINITE STOP TIME @jtrondeau
  36. 36. @jtrondeau LIFT LOSS NULL
  37. 37. @jtrondeau
  38. 38. @jtrondeau Results: 6.49% Increase In Sales Confidence: 95%
  39. 39. @jtrondeau
  40. 40. @jtrondeau Results: Decreased Add To Cart Clicks by 6.6% For New Visitors. Confidence: 95%
  41. 41. @jtrondeau NO STATISTICAL DIFFERENCE
  42. 42. @jtrondeau LIFT LOSS
  43. 43. @jtrondeau “Netflix considers 90% of what they try to be wrong” -- Mike Moran “80% of the time you/we are wrong about what a customer wants” -- Avinash Kaushik Microsoft’s statistic from thousands of controlled experiments: only 10-30% of experiments move the metrics they were designed to improve” — Ronny Kohavi
  44. 44. @jtrondeau FACTORS THAT IMPACT TEST TIMING #1 LIFT PERCENTAGE WHAT WAS THE LIFT OR LOSS #2 CONFIDENCE RATE 95% OR BETTER #3 NUMBER OF VARIANTS 2 OR MORE #4 NUMBER OF VARIANTS TESTED POPULATION PER DAY
  45. 45. @jtrondeau WORK BACKWARD #1 PICK TIME PERIOD 1-6 WEEKS #2 RECORD UNIQUE TRAFFIC WHAT’S THE TRAFFIC FOR THE TIME PERIOD #3 NUMBER OF VARIANTS DIVIDE TRAFFIC BY VARIANTS #4 DESIRED CONFIDENCE 95% #4 CALCULATE LIFT PERCENTAGE CAN YOU GET X LIFT? IF YES, DO IT!
  46. 46. @jtrondeau IF YES, THEN SCHEDULE(AND STICK TO IT!)
  47. 47. TIP 6: FOCUS ON THE USER @jtrondeau
  48. 48. CONVERSION RATE OPTIMIZATION ISN’T ABOUT INCREASING CONVERSION IT’S ABOUT CREATING MEETING USER EXPECTATIONS
  49. 49. WE NEED DETAILED USER RESEARCH @jtrondeau #1 HEATMAPS SEE WHERE PEOPLE ARE CLICKING/SCROLLING #2 USER SURVEYS GET INFORMATION FROM YOUR BEST USERS #3 SESSION RECORDINGS WATCH EXACTLY HOW PEOPLE INTERACT ON YOUR SITE #4 USABILITY TESTS GET SITE TESTERS AND ASK FOR FEEDBACK
  50. 50. QUALITATIVE DATA = COMPETITIVE EDGE @jtrondeau
  51. 51. @jtrondeau EXAMPLE OF A HEATMAP
  52. 52. @jtrondeau EXAMPLE OF A SCROLL MAP
  53. 53. @jtrondeau HOW A HEATMAP INCREASED SALES
  54. 54. @jtrondeau We Saw a 40.9% Increase In DM Lab Sales When We Added A Link To Our Sales Page
  55. 55. @jtrondeau EXAMPLE OF A SESSION RECORDING
  56. 56. @jtrondeau LESSONS LEARNED
  57. 57. @jtrondeau EXAMPLE OF A SURVEY
  58. 58. @jtrondeau SOME SWEET SURVEY TIPS #1 ASK A SINGLE QUESTION IF ASKING FOR MORE, THEN SET TIME CONSTRAINTS #2 OPEN ENDED = POWER YOU’LL GET LESS RESPONSES, BUT BETTER DATA #3 KNOW IT’S A SEGMENT THE TYPE OF PEOPLE WHO ANSWER SURVEYS AREN’T AN ACCURATE REPRESENTATION OF THE WHOLE
  59. 59. @jtrondeau • Was it was easy to find what you were looking for? • Were the words/vocab used to define categories/sub-categories clear to you? • Do you have any suggestions to improve our website navigation? • Does our website look credible to you? • Is our pricing clear? • Is there anything else you’d like to know before signing up with us? • Will you shop with us again? Why/why not? • Do you think the form has any confusing/unnecessary input fields?
  60. 60. @jtrondeau EXAMPLE OF A USER TEST
  61. 61. @jtrondeau MY FAVORITE TYPE OF QUAL. DATA COMMON CUSTOMER SERVICE QUESTIONS AND COMMON SALES QUESTIONS
  62. 62. @jtrondeau QUICK RECAP #1 CLEAN YOUR DATA MAKE SURE YOU TRUST WHAT’S IN GA #2 GET A TESTING TECH VWO, OPTIMIZELY, ETC… #3 GET A QUALITATIVE SOURCE HEATMAPS, SURVEYS, CUSTOMER DATA, ETC… #4 I.D. PROBLEM PAGES & WHY #5 RUN TEST & REPORT
  63. 63. @jtrondeau • Email: justin.rondeau@digitalmarketer.com • Twitter: @jtrondeau • Website: digitalmarketer.com Justin Rondeau Director of Optimization, Digital Marketer THANKS! QUESTIONS?
  • granttilus

    Feb. 22, 2016
  • AitzazShah

    Jan. 11, 2016

This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: CRO is about research and process, not tactics and hacks. In this session, you’ll learn the tools and what it takes to evaluate campaigns & come up with clever solutions that impact the bottom line.

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