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How to Conduct Solid, Data-Driven Conversion Research

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A: Form with 9 fields B: Form with 6 fields 14.23% drop in leads Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
Lowest interaction Type ZIP and city
Highest drop-off
Moved to top
Tweaked label copy Tweaked label copy Type ZIP and city
671 conversions ✓ 96% confidence level 19.21% increase in leads Type ZIP and city
14.23% drop in leads 19.21% increase in leads Treatment A Treatment B Type ZIP and city
14.23% drop in leads 19.21% increase in leads Treatment A Treatment B
IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND
Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
Expert Marketer’s Magic Crystal Ball
SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!!
DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
Aagaard’s Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1QEX2gm
Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100> 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
What is the device mix? - Compare Conversion Rate across devices
Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Goal Completions
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
Type URL structure Write down number of users http://bit.ly/1KdiQdM Basic Users / Page Report
Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -24% -92%
Second Page: Where do users go after they hit your landing page?
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
No, here's why: Yes, I looked at: Not yet, but I'm going to look at: Yes, I looked at:No, here’s why: Not yet, but I’m going to look at: 70% 17% 13%
Other Research Tools / Methods
SEE THROUGH THE EYES OF YOUR USERS
DATA-DRIVEN EMPATHY - Andy Crestodina
Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up ProcessX X
A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level 157.67% increase in CTR 52.23% increase in sign-ups
Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
Experts Marketer’s Magic Crystal Ball
DO YOUR HOMEWORK
LIKE A BOSS
Thanks for listening - YOU ROCK!!!

Publié dans : Marketing

How to Conduct Solid, Data-Driven Conversion Research

  1. 1. How to Conduct Solid, Data-Driven Conversion Research MICHAEL AAGAARD
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Michael Aagaard has spent the last 7 years in the trenches helping businesses all over the world make more money online. Today he oversees CRO at Unbounce in Vancouver. MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce @ContentVerve
  4. 4. @unbounce #KissWebinar @ContentVerve
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. @ContentVerve
  7. 7. @ContentVerve
  8. 8. @ContentVerve Control: Treatment: Type ZIP and city
  9. 9. A: Form with 9 fields B: Form with 6 fields @ContentVerve
  10. 10. A: Form with 9 fields B: Form with 6 fields @ContentVerve Type ZIP and city
  11. 11. A: Form with 9 fields B: Form with 6 fields @ContentVerve Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
  12. 12. A: Form with 9 fields B: Form with 6 fields 14.23% drop in leads @ContentVerve Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
  13. 13. @ContentVerve Highest interaction
  14. 14. @ContentVerve Lowest interaction Type ZIP and city
  15. 15. @ContentVerve Highest drop-off
  16. 16. @ContentVerve Moved to top
  17. 17. @ContentVerve Tweaked label copy Tweaked label copy Type ZIP and city
  18. 18. @ContentVerve Control: Treatment B: Type ZIP and city Type ZIP and city
  19. 19. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) @ContentVerve Type ZIP and city
  20. 20. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) @ContentVerve Type ZIP and city
  21. 21. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) ✓ 4 full weeks of data ✓ 671 conversions ✓ 96% confidence level @ContentVerve Type ZIP and city
  22. 22. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) ✓ 4 full weeks of data ✓ 671 conversions ✓ 96% confidence level @ContentVerve 19.21% increase in leads Type ZIP and city
  23. 23. 14.23% drop in leads @ContentVerve 19.21% increase in leads Treatment A Treatment B Type ZIP and city
  24. 24. 14.23% drop in leads @ContentVerve 19.21% increase in leads Treatment A Treatment B
  25. 25. IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND
  26. 26. Is there anything holding you from doing conversion research?
  27. 27. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
  28. 28. Expert Marketer’s Magic Crystal Ball
  29. 29. SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!!
  30. 30. DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL
  31. 31. Landing Page
  32. 32. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  33. 33. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  34. 34. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  35. 35. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  36. 36. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  37. 37. Ad SERP Banner Email Landing Page Conf. Page Interaction Step PPC Organic Display Email Social
  38. 38. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
  39. 39. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
  40. 40. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
  41. 41. Aagaard’s Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1QEX2gm @ContentVerve
  42. 42. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
  43. 43. - What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices Goal 1 (Completions) Goal 1 (Conversion Rate)
  44. 44. - Get into the individual channels - Look at flow composition, where is everything coming from? - Compare Bounce Rate & Conversion Rate for channels - Traffic quality (high traffic low quality vice versa) Goal 1 (Completions) Goal 1 (Conversion Rate)
  45. 45. - Look at proportion of New & Returning users - Compare Conversion Rate & Bounce Rate Goal 1 (Completions) Goal 1 (Conversion Rate)
  46. 46. Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Goal Completions
  47. 47. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
  48. 48. Type URL structure Write down number of users http://bit.ly/1KdiQdM Basic Users / Page Report @ContentVerve
  49. 49. 1. Landing page (URL): 80,280 users 2. Form page (URL): 15,545 users 3. Success (URL): 4,599 users @ContentVerve
  50. 50. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page @ContentVerve
  51. 51. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -81% -70% @ContentVerve
  52. 52. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -24% -92% @ContentVerve
  53. 53. Second Page: Where do users go after they hit your landing page?
  54. 54. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
  55. 55. 1. What are the top 3 questions from potential 2. What do you answer when you get 3. Are there any particular aspects of X that people don’t understand? 4. What aspects of X do people like the most/least? 5. Did I miss anything important? Got something to add? Questions For Customer Success @ContentVerve
  56. 56. 0 20 40 60 80 No, here's why: Yes, I looked at: Not yet, but I'm going to look at: Yes, I looked at:No, here’s why: Not yet, but I’m going to look at: 70% 17% 13%
  57. 57. - - - - - - - - Other Research Tools / Methods
  58. 58. SEE THROUGH THE EYES OF YOUR USERS
  59. 59. DATA-DRIVEN EMPATHY - Andy Crestodina
  60. 60. @ContentVerve
  61. 61. Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up
  62. 62. Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up Process
  63. 63. Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up ProcessX X
  64. 64. JadeLou
  65. 65. @ContentVerve
  66. 66. @ContentVerve
  67. 67. @ContentVerve
  68. 68. @ContentVerve
  69. 69. @ContentVerve
  70. 70. @ContentVerve
  71. 71. @ContentVerve
  72. 72. @ContentVerve
  73. 73. @ContentVerve
  74. 74. @ContentVerve
  75. 75. @ContentVerve
  76. 76. @ContentVerve
  77. 77. @ContentVerve
  78. 78. @ContentVerve
  79. 79. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve
  80. 80. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve 157.67% increase in CTR
  81. 81. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve 157.67% increase in CTR 52.23% increase in sign-ups
  82. 82. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
  83. 83. Experts Marketer’s Magic Crystal Ball
  84. 84. DO YOUR HOMEWORK
  85. 85. LIKE A BOSS
  86. 86. Thanks for listening - YOU ROCK!!! michael.aagaard@unbounce.com
  87. 87. MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce @contentverve michael.aagaard@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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