boost your conversion rate
Post on 15-Sep-2014
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Boost your conversion rate(How to of website optimization)
Hans Bruinsma
LBi’s Client Afternoon4th February 2010
Back to school (only very briefly)
Remember Ansoff?
Product Development
Market Penetration
Market Development Diversification
Exisiting Market
New Market
Existing product/service
New product/service
And how do we improve on what is already there?
PLAN
MEASUREOPTIMIZE
TOTAL QUALITY MANAGEMENT
SIX SIGMA
KAIZEN
PLAN-DO-CHECK-ACT
LEAN
We are fine planning and, to a certain extent, measuring. But what about optimizing?
To Optimize means…
Making changes that lead to an increase of your website’s conversion ratio(s)
Continuous Improvement for your website
• (Drive Traffic)
• Measuring & analyze visitor data
• Implement changes, test(=measure) & choose winners
• Repeat until Conversion rate=100%
Why use Testing for optimization?
• Before and after analysis is flawed
• Full control over elements that need to be tested
• Even expert opinions, best practices & intuition can be wrong
• Content that worked last month may not work this month
• Testing focuses on maximizing conversion
Pre-requisites for testing
• Quantifyable Objectives
• Translated into one or more goals that can be achieved by your website’s visitors
• Measure and monitor goal conversion
• Analists You need people to gain insights from the data
Get Started
• Select Test Solution
• Put together a test team
• Create Test Plan
• Define success/failure
• Test Test (QA)
• Communicate results to stakeholders
Test Design and Planning Process
The Hypothetis Define Goal Which test is best Test Measure &
Analyze
Launching a test
Test Options
• A/B Tests
• Multivariate tests
• Split path tests
• Multi-page multivariate
• Linger/the click/do anything
A/B Tests
• Test layout or element from a web page against one or more variations
Version AVersion B
Visitors
Multi-variate tests
• Discover best combination of page elements
• Maximize conversions
• Find out hot zones
CTA
Image
Title
Copy
Split path tests
• Find winning series of pages
• Optimize experience, not only pages
• Test conversions beyond single page
Goal
Scenario 1
Start
Scenario 2
Landing pagesMicrositesSales funnelsShopping cart pagesCredit card pagesE-tail templatesFormsInteractive pages & templatesWeb-based interfaces
Pag
es
CopyImagesSubtitlesOffersPricingPromotionsRich mediaHeadlinesQuotesCalls to ActionColorsLayout
Customer segmentsSearch trafficDisplay trafficAffiliate trafficNew & repeat visitorsTraffic by geographyWeekend vs. weekdayDemographicBehavioralVisitor Style
Con
tent
Traf
fic
Impacting Conversion
Different visitors, different styles
COMPETITIVE SPONTANEOUS
METHODICAL HUMANISTIC
PACE:
QUICK
Vs.
DELIBIRATE
STYLE OF PROCESSING INFORMATION: LOGICAL vs. EMOTIONAL
Testing in Action
Layout
Source: getelastic.com
Layout
Layout
Funnel: checkout process
Funnel: checkout process
Call to Action
Key Take aways
Start Simple: Learn to walk before you start running
Only test pages with enough traffic
Test BIG changes first
Experiment with the ‘ingredients’
Optimization is not about a single page only - It’s about the whole Journey
Segment. We’re not all the same
“However Beautiful the Strategy, you should
occasionally look at the Results”
Measure what needs to be measured
Adopt test winner and prepare for the next run
Grow and nurture test culture
Laurence VandelanotteStrategy and Planning Director
Laurence.Vandelanotte@lbigroup.be
Direct: +32 (0) 2 730 83 84Mobile: +32 (0)473 41 20 80
LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium
Contact Us
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