The document provides an overview of conversion rate optimization and outlines several key steps for setting up an effective CRO process. It recommends starting with establishing goals and a testing backlog. Quantitative data from tools like Google Analytics and KISSmetrics can help identify high traffic pages and funnel drop-off points to target. Qualitative data from surveys and heat maps provides insights. The document then covers setting up A/B tests using tools like Optimizely, with recommendations to test buttons, images, layouts on high traffic "money pages" to improve conversions. It stresses the importance of focusing each test on only one variable and avoiding prematurely ending tests.

1. Conversion
Rate
Optimization
101
Dan McGaw
Founder
@EffinAmazing

2. WHERE DO YOU START?
@effinamazing

3. How do I track the data?
How do I setup an A/B test?
When do I know if the test is
conclusive?
@effinamazing

4. 1. THE CRO MINDSET
@effinamazing

5. Not hitting goals?

6. Do more with less.

7. Failing is Part of the Game

8. Follow the Data @effinamazing

9. 2. START WITH A PLAN
@effinamazing

10. Don’t Just Test to Test

11. Create a Backlog @effinamazing

12. 3. QUANTITATIVE DATA
@effinamazing

13. LOTS OF OPTIONS

14. The Standard

15. Digital Business Intelligence
@effinamazing

16. They are directly integrated
into most AB testing tools
@effinamazing

17. First we need to build our funnel
@effinamazing

18. KISSmetrics makes this dead simple
@effinamazing

19. Experiments show in
funnel reports automatically
@effinamazing

20. Experiments show in
funnel reports automatically
@effinamazing

21. 4. QUALITATIVE DATA
@effinamazing

22. Qualitative is Important

23. On-page Survey Tools

24. How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
What is preventing you from purchasing?
Ask Questions at Funnel Drop off Points

25. Heat Maps

26. Heat Maps

27. Look at your analytics :)

28. Use these insights to improve backlog

29. 5. START TESTING
@effinamazing

30. What is an A/B Test?

31. A/B Testing Tools

32. Add Javascript to site
<script src="//cdn.optimizely.com/js/
1488356457.js"></script>
@effinamazing

33. #convcon @danielmcgaw
Use their WYSIWYG editor

34. #convcon @danielmcgaw
Use their WYSIWYG editor

35. Use their WYSIWYG editor

36. Use their WYSIWYG editor
Control (A)
Learn More
Variant (B)
Buy Now

37. Use there WYSIWYG editor
Control (A) Variant (B)
21%
@effinamazing

38. WHAT DO YOU TEST FIRST?
@effinamazing

39. Find Highest Traffic Pages

40. Find Highest Traffic Pages
@effinamazing

41. Test Buttons
Test A Test B
vs

42. Test Buttons
Test A Test B
vs

43. Test Images

44. 19%

45. Test Layouts

46. Look for Money Pages…

47. Make Him a Hipster

48. Find The Money Pages…
and Test the Shit Out of Them!
49%in cart adds

49. DONT SCREW UP!
@effinamazing

50. Stay Focused
Only change one element at a time

51. Stick to A/B, not A/B/C tests
Low Traffic?

52. Multi-Variant Testing
(lots of changes)
You need lots of traffic, like lots!

53. Calling Tests Too Early

54. THANK YOU
www.effinamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw
Founder @EffinAmazing

55. QUESTIONS
www.effinamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw
Founder @EffinAmazing