Digital Growth Day: September 18, 2014 CONVERSION RATE OPTIMISATION FROM THE GROUND UP So, you've built a website that attracts a fair few visitors each month. Conversion rates are okay, but you know there’s room for improvement. Actually knowing how to make improvements, however, is a very different beast. This session looks at how to turn your thoughts of running a CRO campaign, into building an action plan that will help: -Gather feedback from real customers and learn what they think about your website -Come up with your very first testing ideas -Ensure your results are being tracked accurately -Avoid some of the common pitfalls of running CRO campaigns Tim Allen, Consultant, Distilled

1. CRO
FROM THE GROUND UP
brought to you by...

2. @tallen1985
“Increase traffic”

3. “Increase the number of social
shares”
@tallen1985

4. @tallen1985
“Get 1,000 links”

5. @tallen1985

6. @tallen1985
Earning coverage to drive
more traffic, social shares
and links/placements is
TOUGH..

7. @tallen1985
..and potentially expensive

8. @tallen1985
We spend on:
SEO
Paid Advertising (Google, Bing, or Social
channels)
Email Marketing
plus many more channels

9. What if you spend all this
money but your conversion
rate sucks?
@tallen1985
https://medium.com/@kitinmaki/does-your-conversion-
rate-suck-c9b1077f6990

10. @tallen1985
If you’re selling nuclear
submarines you probably won’t
be selling that many
Craig Bradford
Senior Consultant, Distilled

11. @tallen1985
If You Get 10,000 Visits

12. @tallen1985
Resulting in only 6
transactions

13. @tallen1985
The answer isn’t to get
another 10,000 visits

14. CRO FROM THE GROUND UP
Speaker
photo
goes
here
TIM ALLEN
TIM.ALLEN@DISTILLED.NET
@TALLEN1985

15. @tallen1985
TODAYS SESSION
PLANNING
DISCOVERY
EXPERIMENTS
RESULTS

16. PLANNING

17. HOW LONG IS THIS GOING TO TAKE?
@tallen1985

18. @tallen1985
1. Do your landing pages
generate enough traffic?

19. @tallen1985
http://www.evanmiller.org/ab-testing/sample-size.
html

20. @tallen1985
http://www.evanmiller.org/ab-testing/sample-size.
html

21. @tallen1985

22. @tallen1985
2. How long should I be
running tests for?

23. You should look to run tests for at least two business
cycles and at least 250 conversions (ideally 350+)
@tallen1985
http://www.slideshare.net/sullivac/20-simple-ways-to-fuck-
up-your-ab-testing-measurefest

24. How long is it going to take
to get this many
conversions?
@tallen1985

25. WE DON’T RECEIVE THAT
MUCH TRAFFIC OR
CONVERSION

26. @tallen1985
CONSIDER BOOSTING
NUMBERS BY USING PPC

27. Look at micro conversions
such as:
- video plays
- newsletter sign ups
- social interactions
@tallen1985

28. DISCOVERY

29. CAN’T CONVERT

30. @tallen1985
USE SEGMENTATION

31. @tallen1985
BOUNCE RATE
MEDIUM
BROWSER
DEVICE

32. @tallen1985

33. http://www.paditrack.com @tallen1985

34. WON’T CONVERT

35. “The customer rarely buys what
the business thinks it sells him."
@tallen1985
Peter Drucker

36. @tallen1985
QUALAROO
http://www.qualaroo.com

37. Pro Tip: Ask consumers who have already completed their purchase:
“What was the one thing that nearly
stopped you purchasing today?”
@tallen1985

38. @tallen1985
PROCESSING FEEDBACK

39. GOOGLE CONSUMER
SURVEYS

40. @tallen1985
GOOGLE CONSUMER SURVEYS
WHATS THE ONE THING THAT WOULD STOP YOU
BUYING CURRENCY ONLINE?
Answers:
“Security”
“Is Paypal accepted”
“Knowing my details are safe”
“Being sure my money will arrive safely”
http://www.googleconsumersurveys.com

41. @tallen1985
USER TESTING
http://www.usertesting.com

42. @tallen1985
http://www.nngroup.com/articles/why-you-only-
need-to-test-with-5-users/

43. HYPOTHESIS

44. @tallen1985
“I AM GOING TO ADD A VIDEO TO THE
HOMEPAGE”

45. @tallen1985
WHY?

46. @tallen1985
“I AM GOING TO ADD A VIDEO TO THE
HOMEPAGE BECAUSE CUSTOMERS FIND THE
PRODUCT DIFFICULT TO UNDERSTAND”

47. EXPERIMENTS

48. @tallen1985
Wireframes

49. http://www.balsamiq.com @tallen1985

50. @tallen1985
AVOID GETTING FEEDBACK SUCH AS:
THOSE DESIGNS DON’T USE BRAND
COLOURS
THATS NOT THE FONT WE USE

51. @tallen1985

52. CREATING EXPERIMENTS

53. @tallen1985
WHY USE OPTIMIZELY

54. A FEW TIPS

55. Know the scale of your
changes - this will influence
the way you create your
tests
@tallen1985
http://moz.com/blog/6-things-i-wish-i-knew-before-
using-optimizely

56. @tallen1985

57. @tallen1985

58. @tallen1985
ENSURE YOU ENABLE
ANALYTICS TRACKING
https://www.distilled.net/resources/statistical-significance-
for-cro-6-things-you-need-to-know/

59. @tallen1985
https://www.distilled.net/resources/statistical-significance-
for-cro-6-things-you-need-to-know/

60. GOOGLE ANALYTICS
ALLOWS YOU TO TRACK
THING YOU MAY NOT EVEN
OF THOUGHT OF
@tallen1985

61. TEST YOUR VARIATIONS

62. @tallen1985

63. THINGS NOT TO DO

64. @tallen1985
DON’T CHANGE TRAFFIC
ALLOCATION
https://www.distilled.net/resources/statistical-significance-
for-cro-6-things-you-need-to-know/

65. GET TO EXCITED (OR
DISAPPOINTED) TOO EARLY
@tallen1985

66. @tallen1985
DEFINITELY DON’T TELL
YOUR BOSS (YET)

67. RESULTS

68. CHECK SIGNIFICANCE & AIM
FOR 95% OR HIGHER
@tallen1985

69. @tallen1985
Statistical significance is all
about whether the difference
between two numbers is
meaningful or just a fluke
Tom Capper
https://www.distilled.net/resources/statistical-significance-
for-cro-6-things-you-need-to-know/

70. @tallen1985

71. @tallen1985

72. http://getdatadriven.com/ab-significance- @tallen1985
test

73. SEGMENT OR DIE? HERE’S
HOW I NEARLY DIED...
@tallen1985
http://moz.com/blog/6-things-i-wish-i-knew-before-using-
optimizely

74. @tallen1985

75. ALLOCATE ALL TRAFFIC TO
WINNING VARIATION
@tallen1985

76. SUMMARY

77. DISCOVERY
- SEGMENT DATA TO LOOK FOR CAN’T CONVERT
OPPORTUNITIES
- GATHER AS MUCH USER DATA AS POSSIBLE TO
UNDERSTAND WHY CUSTOMER WON’T CONVERT

78. EXPERIMENTS
- ENSURE ANALYTICS TRACKING IS TURNED ON
- DON’T CHANGE TRAFFIC ALLOCATION ONCE TESTS ARE
LIVE

79. RESULTS
- ONLY ROLL OUT SUCCESSFUL TESTS THAT ACHIEVE
SIGNIFICANCE OF 95% OR MORE
- USE TRAFFIC ALLOCATION TO ROLL OUT VARIATIONS
WHILE WAITING FOR DEVELOPERS TO PERMANENTLY
IMPLEMENT CHANGES

80. THANK YOU
@tallen1985
ANY QUESTIONS?