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@PRWD @Mccormick_26 #convcon
TOP OPTIMISATION PITFALLS &
HOW TO LEARN FROM THEM
CHRIS MCCORMICKOptimisation Strategist at PRWD
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
8 KEY OPTIMISATION PITFALLS & HOW TO LEARN FROM THEM
@PRWD @Mccormick_26 #convcon
“TAKING ‘BEST PRACTICE’ TOO
LITERALLY”
@PRWD @Mccormick_26 #convcon
Clear Navigation
High quality product page images
Detailed product descriptions
Clear contact details
Obvious call to actions
@PRWD @Mccormick_26 #convcon
ONE SIZE DOES NOT ALWAYS
FIT ALL
“BEST PRACTICE IS PAST PRACTICE”
@PRWD @Mccormick_26 #convcon
“FORGET EVERYTHING ELSE, IT’S
ALL ABOUT CONVERSION RATE!
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
Average order value
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
“I’VE GOT A GREAT IDEA…LETS TEST
IT”
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
COPYINGCOMPETITORS
@PRWD @Mccormick_26 #convcon
USE DATA & INSIGHT
CUSTOMER FEEDBACK
@PRWD @Mccormick_26 #convcon
“HOW MANY TESTS HAVE YOU GOT
LIVE THIS MONTH?!”
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
“OH NO, THE TEST HAS FAILED!!”
@PRWD @Mccormick_26 #convcon
FEAR OF FAILURE!
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
“YOU NEED TO ITERATE ORINNOVATE”
@PRWD @Mccormick_26 #convcon
TESTING TYPES
@PRWD @Mccormick_26 #convcon
“DID IT WIN?....GREAT, NEXT TEST!”
@PRWD @Mccormick_26 #convcon
WHAT’S BELOW THE SURFACE!?!
@PRWD @Mccormick_26 #convcon
@PRWD @Mccormick_26 #convcon
“IT’S DROPPED….STOP THE TEST!!!”
@PRWD @Mccormick_26 #convcon
CONVERSION HAS DROPPED!
@PRWD @Mccormick_26 #convcon
CONVERSION ROCKETS!
@PRWD @Mccormick_26 #convcon
Minimum 250 conversions per variation
Test duration – Minimum 2 weeks
95% statistical significance
GUIDING PRINCIPLES…
@PRWD @Mccormick_26 #convcon
CONSIDERATION :
DON’T ALWAYS GET GROUND DOWN WITH
AREAS WHICH ARE NOT
CONVERTING WELL
@PRWD @Mccormick_26 #convcon
USE YOUR STRENGTHS TO MAXIMISE SUCCESS
@PRWD @Mccormick_26 #convcon
THANK YOU FOR
LISTENING
CHRIS MCCORMICK
Optimisation Strategist
@Mccormick_26
