Slidedeck for the talk given at Lean Startup London. Improving conversions and signup rates is a big deal for startups and this talk aims to help founders get to grips with conversion rate optimization

1. CONVERSION RATE OPTIMISATION
FOR STARTUPS
Lean Startup London 24/9/2013

2. Who Am I?
Conversion Optimisation & Web Analytics Consultant / DIGITAL TONIC
Founder / Bride Book
Organiser / Lean Startup Manchester
Founding Organiser / Leanconf
@digital_tonicTweet me

3. CONVERSION OPTIMISATION IS NOT

4. CONVERSION OPTIMISATION IS NOT
Short Pages vs Long Pages

5. What Is Your Conversion Rate?
Conversion Rate = Number of actions________________
Total of unique visitors
X 100

6. What Is Your Conversion Rate?
Conversion Rate = 10________________
1000
X 100

7. CONVERSION RATE OPTIMISATION
UnderstandYourVisitor Behaviour
Hypothesise ways of Persuading more effectively
Test & Analyse

8. DOYOU LISTENTOYOUR GUT OR DATA?

9. Why Do Visitors Leave Your Website

10. Why Do Visitors Leave Your Website

11. Why Do Visitors Leave Your Website

12. The Squint Test

15. Conversion Rate Optimisation == The Lean Approach

16. STEP 1: INVESTIGATE
Understand User Behaviour

17. Your Analytics

18. Visitor Usage Patterns
Clickmaps Heatmaps SessionVideo Replay

19. Visitor Usage Patterns
Mouseflow
Crazy Egg
Ghostrec
Inspectlet

20. Gather Qualitative Feedback
Qualaroo
Webengage
Snapengage

21. Live Chat
Zopim
Olark

22. STEP 2: IDEATE
Brainstorm your Hypothesis

23. DON’T BLINDLY FOLLOWTHE BEST PRACTICES
Test Everything

24. Everything is an ASSUMPTION
Page Layout
Header Copy
Add / Remove Testimonials
Button Colour
Video on page

25. Your Hypothesis
________________Change you want to make
will lift conversion rates for ________________Signups / Product sale

26. STEP 3: CREATE
SetupYour A/BTest (or A/B/C/DTest)

27. The Toolbox

29. STEP 4: COLLATE
What have you learnt?

30. Variation outperformed Control by 215%
http://visualwebsiteoptimizer.com/ab-split-significance-calculator/
Check for statistical significance

31. WHAT NEXT?
SEGMENTYOUR AUDIENCE AND RUNTESTS
KEEPTESTING!

32. TESTS FAIL
BUTTHERES ALWAYS A WINNER

33. LETS PLAY A GAME
Vote for the winning variant

34. Version A

35. Version B

36. VERSION B WON

37. Version A

38. Version B

39. VERSION A WON

40. FURTHER READING

41. Questions?
www.digital-tonic.co.uk
Tweet @digital_tonic