Master the Essentials of Conversion OptimizationSummary by Steve Clough

Mindset of an optimizer It’s about growth

Better marketing

Accept You’re opinion doesn’t matter

You don’t know what will work

There are no magic templates for higher conversions

Data-informed approach Set goals

Set measurement

Gather data

Analyze data

Turn data into insights

Conversion

Steps Technical Analysis

Heuristic Analysis

Web Analytics Analysis

Mouse tracking Analysis

Qualitative Research/Surveys

User Testing

Categorize/Prioritize

Technical Analysis Technical bugs on website are main conversion

killer

Determine your conversion rate for each browser and platform

Make sure your website is optimized for all of them

Optimize site speed

Web Analytics

Google Analytics Averages lie – look at segments, distributions

and comparisons.

Measure the important stuff (KPI)

Identify leaks

Mouse Tracking

Tracking Clicks Heat maps

Click maps

Attention maps

Scroll maps

Form analytics

Website Surveys

Surveys Exit surveys when someone leaves your

webpage

On-page surveys

Both can provide useful information

Remember the end goal is to retrieve actionable data

User Testing

Observe Users The test protocol for users to complete should

include: A specific task, broad task, and funnel completion

Avoid tasks that: Tell the user what to do, ask the user if they would or would not buy, or what their opinion is.

The goal of user testing is to OBSERVE

Converting from data to test hypotheses Allocate data into five categories:

1. Test

2. Instrument

3. Hypothesize

4. Just Do It

5. Investigate

A/B Testing

A/B TestingMake sure you are using a big enough sample

size

Keep statistical significance in mind when testing. 95% confidence level should be benchmark

Determine the duration of the test from traffic data. Ex. High traffic website would need less time to collect adequate sample size

Learn from test results Its ok if your test does not work as planned.

This gives you feedback to improve future tests.

Before testing, make sure everyone is on the same page – testing is about learning

Inconclusive test results are common, learn to analyze the segments.

Ending Points Conversion optimization is a process that is:

1. Systematic

2. Repeatable

Keep an open mind and don’t get discouraged