Converting you to CRO

Conversion Rate Optimisation

Kiril Bunin, Attacat Internet Marketing

©Attacat Ltd

CRO defined

“There’s two ways to increase website sales: get more people

coming to the site, or simply make better use of those coming to

the site already”

CRO Defined

CRO is a process of increasing sales by improving user experience.

CRO Process

Step1 – Observations/Leak Finding

Let the data tell the story

Google Analytics – Let data tell the storyPoor Performing Landing Pages

Google Analytics – Let data tell the storyAnalytics Visualisation – Keyword Data

Let data tell the storyConversion Funnels

Leaks found, now gather data

User Testing

User Testing – is a technique for evaluating website based on working with an actual or potential user.

DIY User Testing

• Quality of Insights: High• Price: Low• Time/Effort consumption: High

Online Remote User Testing

• Quality of Insights: Lower• Price: Medium• Time/Effort consumption: Moderate

Agency User Testing

• Quality of Insights: Very High• Price: Variable• Time/Effort consumption: Low

Clickstream DataClickstream - Data capturing mouse clicks & movement, keyword strokes and scroll reach

Heatmaps

Form Analytics

Form Analytics

Form Analytics

Scroll Reach

From what to why - Customer Voice

Entry/Exit Survey

• Insights: Entire User Experience• Way of displaying: Pop up on

entry, then survey at exit• Tool: 4 Q

On Page Survey

• Insights: Specific Page• Way of displaying: Pop up on

page entry right bottom corner• Tool: Kiss Insights

Happy Customer

• Insights: Persuasion factors• Way of displaying: Online

survey• Tool: Survey Monkey

Sales/Customer Support People

• Insights: Questions/Problems• Way of displaying: Online

survey• Tool: Survey Monkey

Testing

Just a way to prove you’re right!

Split or A/B Testing

• Type: Splits traffic into 2 pages• What to Test: Redesigns; New

elements; Single changes• Implementation: Easy

Multivariate Test

• Type: Creates multiple variations• What to Test: Combination of

small variables (Images, Headlines, CTAs)

• Implementation: Moderate

Split Path Test

• Type: Splits traffic into 2 paths/funnels

• What to Test: Checkout process; Lead generation process

• Implementation: Difficult

Case Study

Leading Football Pitch Provider

Case Study – Football Pitch Provider

1. Observations/Leak FindingHuge gap in a final step of the funnel – GA

Case Study – Football Centre Provider

2. Data Gathering Methods

• UserTesting.com• Crazy Egg Clickstream Analytics

Case Study – Football Pitch Provider

3. Data Analysis Insights:a. Don’t Confuse Your Users

Case Study – Football Pitch Provider

3. Data Analysis Insights:b. Incentivise first

Case Study – Football Pitch Provider

3. Data Analysis Insights:c. Correct information capture – validation script

Case Study – Football Pitch Provider

3. Data Analysis Insights:d. Save their time

Case Study – Football Centre Provider

4.Variation Proposal

Case Study – Football Centre Provider

5. Split Test

Case Study – Football Centre Provider

6. Results

73.1% Uplift - £six figure increase in sales

Live Website Optimisation

5 second Test

And to finish....

•Follow up post at Attacat blog

•Twitter #nmbrek

•Kiril.bunin@attacat.co.uk

•LPO Webinar - http://www.attacat.co.uk/about-us/webinars/