a brief look on conversion rate optimization

A brief look on

Conversion Rate Optimization

ganztags.

// Est. 2011

// Located in Berlin, Germany

// 7 employees

// "Online Marketing to Increase Revenue"

// Focus on Publishing and E-Commerce

// Everything from label and label maker, cleaning supplies, vacuum cleaner, digital asset management software, identification solutions, garage supplies, access control, visitor management to cars

SEO SEA

Conversion Optimization

Web Analysis

// Est. 1985

// Marketing since 2008, BA Business Communication

// Online Marketing (SEO) since 2011

// Guitar, Singing & Screaming

Lars Antrack

Conversion Rate Optimization A/B- Testing

Case Studies and Best Practices TL;DL

Conversion Rate Optimization

Generate the most conversions with the same amount of users.

E-Commerce The highest possible number of orders.

News and Infosites The highest possible number of page views per session and the highest possible number of orders on a partner’s website.

Company Website The highest possible number of leads / contact requests.

Types of websites

Tools for conversion rate optimization

A/B- Testing

The human brain Monitoring

A/B - Testing

What is A/B- Testing?

“A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment ”

— Wikipedia

What is A/B- Testing?

Define the goal

Find bottlenecks

Run test, learn and repeat

Create alternate assumptions

How to do A/B - Testing

Technical Set Up

Website

Tracking Codes

Testing Codes

Events

Data

Dos & Don’ts

Don’ts

Never ever wait to test the variation after you’ve tested the control.

Don’t conclude too early.

Don’ts

Never ever wait to test the variation after you’ve tested the control.

Don’t conclude too early.

Don’ts

Never ever wait to test the variation after you’ve tested the control.

Don’t conclude too early.

Don’t surprise regular visitors.

Don’t let your gut feeling overrule test results.

Dos

Know how long to run a test before giving up.

Dos

Know how long to run a test before giving up.

Show repeat visitors the same variations.

Make your A/B test consistent across the whole website.

Do many A/B tests.

Start testing today!

Case Study

Starting Situation

7,500 Images each 1.5 MB

Loading times up to 8 seconds

Website Performance

Assumption

What would happen if we took the time to compress all our existing images?

Website Performance

Variation

8,63 %

58,69 % Uplift

5,44 %

Control

Results: Clicks to shopping cart

Website Performance

+7,400 EUR (Profit each month)

Website Performance

Quick test for every website

7-level model

Relevancy

Trust

Orientation

Stimulant

Certainty

Comfort

Valuation

Does this website offer what I was searching for?

Can I trust this website?

What’s the next step? What are my options?

Is this the right option for me?

Is there a catch?

Do I have to learn something new?

André Morys, "Die 7 Ebenen der Konversion"

Best Practices for Publisher

Best Practices for Publisher// Font size should be at least 16px

// Visual Hierarchy (headlines and sub headlines)

// Width should be max. 550px

// Use short paragraphs (3-5 lines)

// Add a date on top

// Add a summary on top

// Highlight important messages

// Only add links / advertisement if relevant to the content

// Use Google Analytics like a pro

Good examples for content pages

The Verge

The Verge

Süddeutsche Zeitung

Süddeutsche Zeitung

Use Google Analytics like a pro// Measure clicks on external links

// Set up "real" goals

// Measure Scroll Depth

// Measure active time on site

// Measure screen time

// Understand bounce rate and avg. session duration

// Block your spam traffic

TL;DLtoo long; didn't listen

TL;DL// Success on the internet = Traffic * Conversion

// A good website is like a good book: specialised on one topic and interesting to other people

// Make sure a computer understands your website

// Start A/B Testing immediately; it isn’t expensive

// Metrics are your friends

That’s it!