The data driven process to identify, prioritize, launch and monitor your CRO experiments

What is conversion optimization?

Conversions – Actions you want your visitors to take on your site◦ Signs up to your newsletter◦ Buys a product ◦ Downloads a file◦ Etc.

Conversion optimization – understand your customers, provide them with a better experience on your site and simplify everything so they can convert more.

The Big PictureConversion optimization is about doing better

marketing

Assuming KnowingData

The Big Picture

“Data are just summaries of thousands of stories – tell a few of those stories to

help make the data meaningful.” – Chip & Dan Heath

Data Information Insight

Don’t just assumeIt makes an ass

out of uand me

Mindset of the Optimizer

Rule #1: There is no one size fits all

Mindset of the Optimizer There is no “this always works”

Ego and Bias – not your friends when it comes to optimization

We need to know, not assume

Typical CRO Process

If you can’t describe what you are doing as a process, you don’t know what you’re doing.

– W. Edwards Deming

Determine Business Objective – KPIs,

Metrics to increaseSetup Data Gathering

Insight Phase – Sources of traffic,

patterns, personas

Define Hypotheses

DesignTechnical IntegrationTesting

Learning and Improving Customer

TheoryBack to Step 2

Prioritize Hypotheses – Testing Plan

Conversion Research 101 Experience based assessment

◦ Relevance

◦ Clarity

◦ Value

◦ Friction

◦ Distraction

Conversion Research 101

-Online surveys

-Web traffic surveys

-Live chat transcripts

-Customer support insights

-User testing

Qualitative Research

-Web analytics research

-Mouse tracking analytics

Quantitative Research

Developing a hypothesis With each hypothesis we want to understand:

◦Which problem we’re solving

◦What’s the solution

◦Which metric we are trying to improve with this

Hypothesis Formula

By changing [problem] into [solution] we will increase [metric ]

All hypotheses should come as a result of conversion research: KNOW, don’t GUESS

Prioritizing Experiments Optimizing the optimization process is often just as important as the tests themselves

WiderFunnel uses this PIE Framework:

PIE Framework:

PotentialImportanceEase

T.I.R. Method◦ Time 1 – longest time 5 – shortest time

◦ Impact 1 – lowest impact 5 – highest impact

◦ Resources 1 – most resources 5 – least resources

Multiply these scores together and start working on the projects that have the highest scores as those will have the most lift with the least amount of time and the least amount of resources.

Test It Right Wait until statistical significance

Make sure your sample size is big enough

Sample size calculator: http://www.evanmiller.org/ab-testing/sample-size.html

Don’t call tests too early

Validity Threats History effect

Instrumentation effect

Selection effect

Compatibility issues – broken code

Questions?

andra@marketizator.com