In the opening keynote of meshmarketing13, Peep Laja talks about conversion optimization (aka how to make your Website turn visitors into customers).

1. 10 rules for
winning (and making
more money) in 2014
Peep Laja
ConversionXL

2. @peeplaja

3. 1. Don’t be stupid
It pays to be smart. Like $$$. Literally.

4. “…marketers depend on data
for just 11 percent of all
decisions.”
* Columbia Business School
@peeplaja

5. 241% ROI
* A Nucleus Research study
@peeplaja

6. HiPPO?
@peeplaja

7. @peeplaja

8. Only 28%
satisfied with
their conversion
rate
*Econsultancy 2013
@peeplaja

9. SEO is getting harder.
PPC is crazy expensive.

10. 59% of businesses say
conversion rate optimization
is crucial to their digital
strategy
@peeplaja

11. Avg transaction $50. 100k/mo.
1% - $50,000
2% - $100,000
4% - $200,000
8% - $400,000
12% - $600,000
@peeplaja

12. • Schwan’s, Food, 41.7%
• ProFlowers, Flowers and gifts, 26.5%
• Vitacost.com, Health and nutrition, 24%
• Woman Within, Catalog /clothing, 22.4%
• Blair, Catalog /clothing, 20.5%
• Lands’ End, Catalog /clothing, 19.5%
• Doctors Foster and Smith, Pet supplies, 18.6%
• Office Depot, Office, 18.4%
• Roaman’s, Catalog /clothing, 18.4%
• QVC, Jewelry +, 18.3%
• Amazon, Multi-category, 16.5%
@peeplaja

13. Yes, there are
conversion
clairvoyants
among us

14. Best practices?
@peeplaja

15. Should you copy competitors?
@peeplaja

16. “Don’t focus on
the competition,
they’ll never give
you money.”
– Jeff Bezos, Amazon
@peeplaja

18. 2. Learn how to
win over the
girl/boy

19. @peeplaja

20. @peeplaja

22. @peeplaja

23. Understand your visitors
who they are,
what they want,
and how they want it
@peeplaja

24. Customer surveys
• Google Docs
• SurveyGizmo
• Typeform
@peeplaja

25. • What can you tell us about yourself?
• What did you buy?
• What matters to you when buying X?
• How long was the shopping process?
• Comparison shopping? How many other sites?
• Which doubts & hesitations did you have?
• Which questions did you have, but couldn’t find answers to?
• What made you buy from us?
• What can be improved?
@peeplaja

26. Exit / web surveys
• Qualaroo
• WebEngage
• iPerceptions
• Google Consumer Surveys
@peeplaja

27. Call people.
And talk to
people who
get calls.
@

28. User testing
• 5 to 10 tests
• Right target group
• Tasks that affect KPIs
@peeplaja

30. 3. Focus on the
process
…not tactics

31. Think of
yourself as
a plumber

32. @peeplaja

33. @peeplaja

34. * Illustrations by WiderFunnel
@peeplaja

35. @peeplaja

36. 46% of them said #1
opportunity for 2013 is
“improving conversions”
@peeplaja

37. Does your organisation have a structured
approach to improving conversion rates?
@peeplaja

38. Structured process leads to 2x bigger growth
@peeplaja

39. @peeplaja

40. @peeplaja

41. Data collection, analytics, surveys
Measure
Creating hypotheses,
setting priorities,
running tests
Test
Analyze
User testing,
data analysis,
heuristics,
finding leaks
Optimize
Design/UX, psychology, neuromarketing,
copywriting, remarketing, personalization
@peeplaja

42. 4. Know where to get
the data
…and what to do with it

43. “I’d like to try and improve the
actual conversion rates,
instead of doing all the testing
or gathering feedback.”
@peeplaja

44. Data-driven approach,
or go home

45. Conversion research:
Functional testing
Heuristics
Web analytics
Mouse tracking
Qualitative research
User testing & usability

46. @peeplaja

47. Slow site kills conversions
• Google PageSpeed / Yslow
• tools.pingdom.com
• Add “_gaq.push(['_setSiteSpeedSampleRate', 100]);”
• Do mobile user testing in a non-wifi enivornment
@peeplaja

48. Measure everything!
@peeplaja

49. GA Health check
• Very low bounce rate – code loaded 2x
• Top referring domain is the domain itself – subdomain tracking
not configured
• Track virtual pageviews for all product, category type pages
• Ecommerce, site search tracking – on and configured?
• Many different funnels merge into one
• Traffic filtering
• Event tracking for key objectives (e.g. add to cart), error messages
• Outbound, downloads, viewport size
• In-page analytics set up?
@peeplaja

50. Navigate the
site as a user,
go through
the whole
flow
@peeplaja

51. Browser
Safari
Internet Explorer
Chrome
Safari
Safari
Firefox
Android Browser
Safari (in-app)
Chrome
Safari (in-app)
Chrome
Opera
Android Browser
Mozilla Compatible Agent
Segment
Mobile Traffic
Desktop only
Desktop only
Tablet Traffic
Desktop only
Desktop only
Mobile Traffic
Mobile Traffic
Mobile Traffic
Tablet Traffic
Tablet Traffic
Desktop only
Tablet Traffic
Mobile Traffic
Conv rate
0.79%
1.34%
1.01%
1.00%
1.28%
1.20%
0.31%
0.69%
0.62%
0.89%
0.84%
0.10%
0.71%
0.51%
• IE8 = 1.41% revenue
• IE8 converts at 20% of IE9
and IE10
• Some nasty bugs cause the
problem. Worth fixing?
• That 1.41 is worth nearly
6% more revenue
@peeplaja

52. No substitute for
human-lead
evaluation

53. Heuristic
analysis:
Value proposition
Clarity
Distraction
Friction
Urgency

54. @peeplaja

55. @peeplaja

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58. @peeplaja

59. What’s
wrong with
this picture?
@peeplaja

60. Jump between site and GA
• Compare heuristics report with data
• Any mismatch between data and what you see?
@peeplaja

61. Mouse tracking
@peeplaja

62. @peeplaja

63. 5. Become a master
of analytics
…or fall behind

64. Go from “I
don’t know” to
“I’ll find out”
@peeplaja

65. @peeplaja

66. Averages lie
@peeplaja

67. Identifying easy wins
• Resolution and Conversion/Bounce
• Device type and Conversion/Bounce
• Browser/Category and Conversion/Bounce
• Landing page routes, bounce and conversion
• Time of day and Day of Week by device type
• Any Funnel reporting (manual or configured)
• Conversion and bounce by traffic segments
• Mapping the journey (flow reports or navigation)
• Performance testing
• Other Advanced segments
• Looking for things that are broken – or anomalies
@peeplaja

68. Custom reports: download later
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Conversions per browser https://www.google.com/analytics/web/template?uid=MfqIH5cwSwCvfJy3aLvBiw
Conversions per device https://www.google.com/analytics/web/template?uid=cr_1cTLXRxOlGxEKNfmRvA
Search conversions https://www.google.com/analytics/web/template?uid=_hswj04SQZezxbWb0zVgEg
New vs returning https://www.google.com/analytics/web/template?uid=RAgAhuO4QQyM_FO8dkoj8Q
Conversions per keyword https://www.google.com/analytics/web/template?uid=_A-rT5J5QH6jUyrvsKn9Dw
Conversions per location
https://www.google.com/analytics/web/template?uid=bkZdXvq_SMCkW9BmW3Yxhw
Conversions per time of day
https://www.google.com/analytics/web/template?uid=_UMHjLmoSZyOREYOANG67A
Conversions per day of the week https://www.google.com/analytics/web/template?uid=1fA2IQTiSQ_Ny_7e8WpDA
Top landing pages https://www.google.com/analytics/web/template?uid=wN5VKxbqSdS212m08xT3Bg
Best converting traffic sources
https://www.google.com/analytics/web/template?uid=D7g5Jvl6R8iaiuGA5icuAg
@peeplaja

69. You need a buddy
@peeplaja

70. 6. Insight rules

71. It’s not about this…
@peeplaja

72. Lift in conversions?
@peeplaja

73. Marketing insight!
@peeplaja

74. @peeplaja

75. @peeplaja

76. @peeplaja

77. 7. Learn to avoid
change
…and experiment instead

78. Build a culture of
experimentation
@peeplaja

79. Start taking bets
@peeplaja

80. 8. Allocate resources
to conversion
optimization

81. 88% report lack
of resources
@peeplaja

82. • Dedicated people
• No C-level buy-in needed
• IT involvement minimal
@peeplaja

83. +37%
@peeplaja

84. 9. Test it right

85. @peeplaja

86. •95% confidence or more (250
conversions)
•Margin of error under 1%, pay
attention to % ranges
•Test one part of the website at a
time
•At least 1 business cycle
@peeplaja

87. 10. Learn to
prioritize

88. Ring model: a way to look at the
‘layers’ or ‘levels’ reached
Bounce
Engage
Outcome
@peeplaja

89. PIE model
@peeplaja

90. 90% = 461 orders
$87175
23.94% growth in revenue
84.71% proceeded to buy
@peeplaja

91. Remember what
conversion
optimization is
really about:

92. Doing
better marketing
@peeplaja

93. Want my book? Give me
your card or email
peep@conversionxl.com
Thank you!
Peep Laja
ConversionXL.com
peep@conversionxl.com