Little Known Methods to Get Insights… Process Driven Conversion Rate Optimization on twitter use #CRO

Daniel Gonzalez Conversion Rate Optimization Advisor Background in Startups, eCommerce, & SaaS The Company WEBSITES ONLY Continuous Improvement Programs 30 Active Clients 7 FTE Denver, CO on twitter use #CRO

Proper Phone Conduct Make sure your cell phone is on, and you are reply Use the hashtag: #CRO on twitter use #CRO

Before We Do Anything What To Do First on twitter use #CRO

Determine the Optimization Objective What is the goal of this page or project? – Increase signups? – Reduce shopping cart abandonment? Document this objective on twitter use #CRO

Analytics Audit Making Sure You Can #Measure on twitter use #CRO

Google Analytics Audit Make sure every page of your site is tagged with the Google Analytics code snippet Setup goals in analytics to track: – Completed purchases – Converted leads – opt-ins – Items added to cart – Activated users (for SaaS) on twitter use #CRO

Setup Funnel Visualizations Funnels should be set up along the main conversion path This is typically the home page, all the way to the confirmation page after a successful conversion on twitter use #CRO

Setup Custom Reports in GA Allows for faster insights Here I’ll just share mine with you: – Buying Cycle: ?uid=hf4oeIHGQnK_e4WTOXEm2g ?uid=hf4oeIHGQnK_e4WTOXEm2g – Site Search & Visitor Insights: ?uid=xWU17zlmTGujTemd1fQKlw ?uid=xWU17zlmTGujTemd1fQKlw on twitter use #CRO

On Validity & Lying Data Lying data – Might make you choose the wrong winner – Might cost you lots of money When running any test: – Avoid traffic spikes from media or seasonality – Avoid running tests over long lengths of time – Detect errors created by your site or testing tool on twitter use #CRO

Run an A/A test Create a new version of the page you are testing Add a comma low on the page Test these 2 pages against each other When you get about 400 conversions & still don’t have 95% confidence you can assume this will continue forever. Stop the test. on twitter use #CRO

Next… We want to understand what makes people buy. on twitter use #CRO

HOW? Insights. on twitter use #CRO

How to Get Insights Ask questions… Of the people that give you money… To find out how to get more of those people to give you more money! on twitter use #CRO

How to Get Insights Become your own customer Ask your customers questions: – Surveys – on-site polling on twitter use #CRO

Becoming Your Own Customer on twitter use #CRO

“Become The Customer” Print every page in the conversion path Start from the search query used – Click your Ad or Metadescription Go all the way to the confirmation page Analyze the thought sequence the customer experiences Record yourself going through the experience on twitter use #CRO

“Become The Customer” Review what visitor sees at each stage – Is messaging consistent through out? – Can messaging be improved later in the funnel? – Can we reduce/prevent buyers remorse? For example… on twitter use #CRO

Messaging Context & Congruence Display ad: on twitter use #CRO

Congruence Problem on twitter use #CRO

Using Surveys to Get Insights Let’s Dissect a Product/Market Fit Survey… on twitter use #CRO

What do we want to learn from surveys? Who are your customers? (persona profiles) Who your customers see as your competitors (positioning) Benefits as your customers perceive them Testable ideas for improvement on twitter use #CRO

What do we want to learn from surveys? Recommendation rate Language customers use to recommend your product (copy & paste onto your page) Objections & fears, causes of anxiety on twitter use #CRO

Identify Real Competitors on twitter use #CRO

Quantify Your Qualitative Research Repeat your survey(s) Quantify responses by changing open response to multiple choice Allow respondents to select 1 benefit or objection as most important Use the most popular benefits/objections to guide your copywriting & messaging on twitter use #CRO

Competitive Analysis Review Competitor Messages & Value Propositions on twitter use #CRO

Content Audit Look at your competitors home pages & landing pages We want to understand what people are seeing in the marketplace Then we quantify (as best we can) the messaging out there Finally we determine how to differentiate ourselves on twitter use #CRO

Content Audit Audit 10 competitors Focus on analyzing these 4 things: 1.The value proposition/headline 2.The top messages (the major messages you know they’re trying to communicate to visitors) 3.The primary calls to action 4.The special reasons to buy (guarantees, bonus offering, free shipping, etc.) on twitter use #CRO

Audit Competitors From... on twitter use #CRO

Audit Competitors From... Keywords you’re targeting for SEO Keywords you’re bidding on in Adwords on twitter use #CRO

How to Do a Content Audit Each site you audit gets two pages: – one for a screen capture of the home page – another for the audit itself Next up - an example audit.. on twitter use #CRO

Teambox Content Audit One tool to rule them all Value Proposition Bring your teams conversations to one place Productivity where you are Integrates with tools you use Top Messages Start Now Start Working Better Primary Call(s) To Action Over 150,000 companies using dropbox BP, Groupon, South West logos Additional Reasons to Believe on twitter use #CRO

Example Value Proposition Table on twitter use #CRO

Example Top Messages Table on twitter use #CRO

Example Call To Action Table on twitter use #CRO

On-Site Consumer Surveys on twitter use #CRO

On-Site Consumer Surveys To uncover user objections, ask live on site – Use Qualaroo – Example questions: Is there any information missing from this page? (product page) Did you decide to buy, if not, why not? on twitter use #CRO

On-Site Consumer Surveys Here’s an example… on twitter use #CRO

Product Page on twitter use #CRO

Did you decide to buy, If not, why not? This comment tells us that the reason she’s chosen not to buy is because there is not enough information about each product in the bundle on this page. on twitter use #CRO

Analyzing All This Research on twitter use #CRO

Add Everything Learned During Discovery to Master Feedback List Here’s an example master feedback list Add everything you learned in there on twitter use #CRO

Production Drafting your new pages on twitter use #CRO

Producing Optimized Pages Review Conversion Feedback Master List Review Optimization Objective Prioritize testing ideas by impact on revenue Write your experiment hypothesis Draft new wireframes and copy – Wireframe to correct usability problems – Write copy to demonstrate benefits & overcome objections on twitter use #CRO

Testing on twitter use #CRO

What do wireframes look like? on twitter use #CRO

How about Designed Comps? on twitter use #CRO

When Testing Your Treatments The MOST important thing Do not run tests just to get a conversion lift; this will hurt you in the long run Run tests that: – Test your specific hypothesis(es) – Maximize your learning around WHY you gout this result! on twitter use #CRO

Questions? Follow Me On Twitter: Want the Slides? Give me your business card… on twitter use #CRO