a brief look on conversion rate optimization
TRANSCRIPT
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A brief look on
Conversion Rate Optimization
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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
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Conversion Rate Optimization A/B- Testing
Case Studies and Best Practices TL;DL
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Conversion Rate Optimization
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Generate the most conversions with the same amount of users.
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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
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Tools for conversion rate optimization
A/B- Testing
The human brain Monitoring
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A/B - Testing
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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
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What is A/B- Testing?
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Define the goal
Find bottlenecks
Run test, learn and repeat
Create alternate assumptions
How to do A/B - Testing
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Technical Set Up
Website
Tracking Codes
Testing Codes
Events
Data
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Dos & Don’ts
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Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
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Don’ts
Never ever wait to test the variation after you’ve tested the control.
Don’t conclude too early.
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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.
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Dos
Know how long to run a test before giving up.
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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!
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Case Study
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Starting Situation
7,500 Images each 1.5 MB
Loading times up to 8 seconds
Website Performance
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Assumption
What would happen if we took the time to compress all our existing images?
Website Performance
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Variation
8,63 %
58,69 % Uplift
5,44 %
Control
Results: Clicks to shopping cart
Website Performance
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+7,400 EUR (Profit each month)
Website Performance
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Quick test for every website
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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"
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Best Practices for Publisher
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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
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Good examples for content pages
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The Verge
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The Verge
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Süddeutsche Zeitung
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Süddeutsche Zeitung
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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
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TL;DLtoo long; didn't listen
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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!