Step 1 - Find Your Top Optimization Opportunities
LANDING PAGES WITH HIGH BOUNCE
FUNNEL PAGES WITH HIGH EXIT Image source
Start with your most valuable traffic sources ANALYTICS - TOP TRAFFIC SOURCE
Landing pages with high bounce and high entries are optimization gold ANALYTICS - MOST VALUABLE ENTRY POINTS
Funnel pages with high exit are the holes in the leaking bucket ANALYTICS - FUNNEL DROP OFF
ANALYTICS - FUNNEL DROP OFF
Segment Your Traffic For Accurate Analysis
USEFUL SEGMENTS - NEW VISITORS WHO DIDN’T BOUNCE
BEHAVIOR SIMILAR TO CONVERTERS Create a segment about your goal converters (in our case, Free Trial signups)
Map their key metrics
Create a segment to see those who behaved like goal converters but did not convert
You can use this segment in multiple ways 1. Retarget them with a discount or promotional offer 2. Give them higher lead scores in your marketing automation system 3. Show them a right hand side pop-up 4. If you have their email, trigger a specific message if they don’t convert and leave the website 5. If they’ve opted in to browser push-notifications, trigger a message
Step 2 - Ask Some Questions
SAAS Page Question Insights drawn Pricing / Features / Trial- Signup What’s stopping you from signing up with us?
ECOMMERCE Page Question Insights drawn Product page What’s stopping you from adding this product to cart? cart
Step 3 - Easy Usability Testing
EASY USABILITY TESTING Putting 5 to 10 users in front of your website or landing pages and observing them (or hearing them vocalize their thoughts) can teach you far more than most other forms of research. Caveat: these users have to be representative of your target customers.
1) User searches for ‘Returns Policy’ page and then proceeds to follow the steps listed
ASKING THE RIGHT QUESTIONS
Step 4 - Visual Analysis
HEATMAPS Heatmaps can reveal some surprising insights
More people clicked on the top-right “Free Trial” CTA instead of the primary, middle-of-page CTA
What is it that we want our visitors to do, versus what are they doing instead? The goal should be to align our interests and theirs’ to a common outcome. Heatmaps quickly show you the difference.
By now, problems on your pages should have ‘bubbled’ out.
Step 5 - Hypothesis
HOW TO CREATE GREAT HYPOTHESIS Research Hypothesis
Image source: MarketingExperiments.com
The Change: Effect model depends on 1. Presumed problem 2. Proposed solution 3. Anticipated result Image source: MarketingExperiments.com