Conversion thursday 2012_philip_guilfoyle_v1

Conversion Thursday
Building a Conversion Process
23rd February 2012
Philip Guilfoyle

A quick introduction!
• 5 years + obsessing about the Conversion Rate
• Senior conversion optimisation consultant at LBi
• Lead LBi CRO offering for the UK

Skills:
• AB testing
• MVT
• Conversion Rate Optimisation
• Landing Page Optimisation
• User testing
• User Experience Design
• Web Analytics

Building a Conversion
Process

Why bother with conversion?

Companies typically
spend $92 Dollars
getting people to their
site and only $1 to
convert them.

Brian Eisenberg, SES NY 2011

What is Conversion Optimization?

Conversion Optimisation –

• Making a website easier to use?
• Improving the conversion rate?



“Conversion Optimization is the science and art of getting a higher
percentage of your web visitors to take action and becoming a lead
or customer.”

WiderFunnel.com



Conversion Rate Optimization is the continual process to encourage
a higher percentage of your web visitors to take action, generate a
lead or become a customer.”




PROCESS

Let’s look at a Conversion
Process

Step 1

Draw out the full user journey

 Conversion Tip: Draw/Print out key user journeys

Step 1 – Understand your audience
2

What and Analytics
Data/Web Where to Optimize?
High
PIGEONS STARS
Goal: Increase Quality Goal: Monitor Closely
* AB Test to optimise content * Ensure traffic and performance remains high
* Target content based on traffic source
Volume of Traffic to Page

DOGS HIDDEN GEMS
Goal: Reduce & Simplify Goal: Increase traffic & Find more
* Ensure page does not have “prime real-estate” * Increase traffic to page through more targeted
SEO/PPC/Campaigns
* Move page deeper into site
* Promote pages within site structure
* Copy page characteristics to poorer performing
pages

Low

Poor Page Performance Good

Step 2

What and Where to Optimize?
High
PIGEONS STARS
Page A

Page A
Volume of Traffic to Page

Page C

DOGS HIDDEN GEMS

Page G
Page F
Page D
Page H
Page E
Low

Poor Page Performance Good

Step 2

Segment

• New v’s Returning
• By Channel
• By Browser
• By Channel
• Brand/Non-Brand Traffic

Step 2

Segment - A personal experience?
The following screens display the experience on:

First visit
Second visit
Tenth visit Notice what changes…

Step 3

User Research
www.whatusersdo.com

www.clicktale.com

www.silverbackapp.com

Step 3

User Research
Lab Based Usability Testing

• Usability Test
• UX Expert Evaluation
• Competitor Benchmarking
WY?
• Persona Development
• Surveys
• Ethnographical Study

Step 3

User Research - Personas

Max would
say
Buying
Criteria

Goals

Characteristics

Attitude
Research
Sources

Step 3

User Research - Personas

Bring the information
together

User Research & Analytics

http://www.netmarketshare.com

You now will have some
areas to focus on.

Step 5

Prioritise

1st Fix User Experience Bugs

2nd Be competitive

3rd List opportunities in highest order that will have the
greatest impact on your goal:

Step 7

Be competitive

44% of people state
reason for abandoning
checkout is shipping
costs

Step 7

Be Competitive
• Be like Zappos – www.zappos.com – Digital Rapport

Largest shoe store in America,
Over $1Billiinon in sales
Bought by Aamzon in 2009 for $1.2Billion

(Please) Give
me a reason
to buy from
you

Why should I buy from you?

You should buy from us
because:…………………………
……

We can also offer you the
following…………………………
…

What makes your company
unique?

• Ask your colleagues
• Speak to Customer Service
• Speak to your sales team
• Speak to your customers – why did you buy
from us?

Then;
Add your USP to your website
header

Step 8

Develop your solution

Where have I come from?
Where am I?

Step 8

Where have I come from?

Step 8

Where am I?

 Conversion Tip: Focus on relevance

Remove Distraction

MVT - 32%
increase in
conversion

 Conversion Tip: Only provide content the visitor needs, less is more

Simplify & Focus

Conversion Tip: ‘Mega Nav’ – a quick win
 De-cluttering
 Simplification
 Focusing Visitor
 Great Information Architecture
 Reduces Bounce Rate

Step 9 – Decision:

What do I do next?

Tell your visitor
what you want
them to do

Clear Call to Action!
Colour, Shape, Copy 3 x 3 x 3 = 27 combination MVT

Buy Now Winner –
Start Your Order
7% uplift
Start your order
Get it Now

Conversion Tip: Test your C2A’s
Buy Now  Text
 Colour
 Location
 Size
 Shape

Step 10

Design your solution
Where have I come from? - Google ‘Designer Clothing’
Where am I? - ASOS – Discover Fashion Online
What do I do next? - It’s Pay Day! – Shop Men

Step 9 – Take Action:

Test & Learn
Optimisation Testing Approaches.

1. AB Testing 2. Multivariate Testing (MVT) 3. Behavioural Targeting (BT)

AB testing involves comparing one MVT allows multiple variations of BT is the reverse of MVT. By
piece of content against another. a page to be tested by testing the targeting segments of website
Visitors get randomly allocated content within the page (it’s very visitors (for example: visitors from
one of the selected designs. much like running tens of AB tests Google) we can measure if
Chose an equal split, or weight at once but without having to build specific messages or content
more traffic to your control page all the page versions.) targeted to the segment improves
(A) to lower any risk of impact. MVT allows you to understand conversion rate.
This technique is very good for which section of the page is
testing large design changes. responsible for driving conversion.

Contacts
Contact Details
Phil Guilfoyle
Senior Optimisation Consultant
phil.guilfoyle@lbi.com
@philguilfoyle
Linkedin Phil Guilfoyle

LBi
Truman Brewery
146 Brick Lane
London
E1 6RU
An LBi Group Company
Reception: 020 7063 6465
www.lbi.com

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