How to do conversion rate optimization with backstage access to OmniconvertHow to do conversion rate optimization with backstage access to Omniconvert

The magic about conversion rate optimization

+6% Monthly incremental increase in conversion rate

=

+90% more conversions after one year

without paying anything extra for traffic

1. Business Research2. Technical Review3. Quantitative Research4. Qualitative Research5. UX Audit6. Insights Generation7. Hypothesis prioritization8. Experiments9. Adjust, learn, implement

10. Repeat from step 1

1 Business research phaseWhat does conversion mean for your type of business?

(transaction/lead/other)

Have you done optimization before?

What is the level of freedom we will have in order to actually do CRO?

On how many visitors will the decision maker allow us to play?

Who’s your buyer persona? What emotions are triggering his decision?

Are you measuring lifetime value?

Do you use an RFM model or any other retention-oriented segmentation?

Which are your main points of difference?

Nothing important has ever been discovered without proper exploration.

2 Technical review> What platform does the website run on?

> Is it loading in the A/B testing editor?

> Is it easy to do small front-end testing without a developer?

> Are the devs from the client side my supporters?

> Is the tracking code installed OK?

> Integrations with CRM/ Email system/ CMS/ Analytics system?

Our customer Their platform

Sad developers for 20+ hours

Research

3 Quantitative Research> Funnel analysis

- Drop-out rates for TOFU / MOFU / BOFU> Segmentation

- Geographical- Behaviour (no of pageviews/ new/ returning)- Results- Traffic Source- Technology - browser / resolutions

= > Insights

Low hanging fruits:

> Bad implementation of G analytics

> Devices - mobile vs desktop

> Browser issues(G Chrome version X - 0% conversion rate)

> Page speed

> Poor traffic sources (we made that last month: 4000 clicks from mobile & Indonesia => 0,01% conversion rate)

4 Qualitative Research> Surveys

- Buyer persona & abandonment reasons/ barriers- Purchase intentions- NPS for current customers- Reasons for buying

> Voice of customer- Chat transcripts- Support questions

> Heatmap - Scroll map- Session recordings

= > Insights

If the price is too high...

5 UX Audit> Navigation Flows

> Battleship View

> Persuasion Slide (Roger Dooley)

> Emotional Audit (Talia Wolf)

=> Insights

6 Insights generation> Analytics insights

+

> Qualitative research insights >

+

> UX audit insights

Hypothesis

7 Hypothesis prioritization> Potential

> Importance

> Easyness

Hypothesis Optimization plan

8 Experiments> A/B testing

> Personalization

> Interactions

> Surveys

Exit-intent for Avon

Recommended for you

See more>

Engagement results

+292% more page views

+111% more page views

+73% more page views

Statistical significance

Bulgarian website

Shoes category

Non-filter users

+16% conversions

Czech website

Dresses category

Non-filter users

+8% conversions

Greek website

Shoes category

Non-filter users

+8% conversions

Control Variation

Product Page

All visitors

+51% conversion rate

99% statistical relevance

8 Adjust, learn, implementStatistical significance

> Experiment is winning > Decide

> Experiment is losing > Decide

> Experiment has won > Learn > Implement

> Experiment has lost > Learn

Resource: http://abtestguide.com/calc/

Experiment

NegativeLearn for the future

Positive

Implement

Don’timplement

Monitor if the Gains are continued

10 RepeatRepetition is the mother of knowledge.Start again from step 7.

>3 years >12k websites >3,5 BN visits / month

A team of 50 people (not all of them are here:)

Thank You &let’s meet at Online Marketplace today

or tomorrow!

Thank you!

PS: we’re hiring!

CRO newbies/experts, content, marketing peoplemaria.caciur@omniconvert.com