little known methods to get insights …

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Little Known Methods to Get Insights…Process Driven Conversion Rate Optimization

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• 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

Proper Phone Conduct

• Make sure your cell phone is on, and you are tweeting.

• @ reply me: @hidanielg

• Use the hashtag: #CRO

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Tweet @hidanielg on twitter use #CRO

Before We Do AnythingWhat To Do First

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Determine the Optimization Objective

• What is the goal of this page or project?– Increase email signups?– Reduce shopping cart abandonment?

• Document this objective

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Analytics AuditMaking Sure You Can #Measure

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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– Email opt-ins– Items added to cart– Activated users (for SaaS)

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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

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Tweet @hidanielg on twitter use #CRO

Setup Custom Reports in GA

• Allows for faster insights• Here I’ll just share mine with you:– Buying Cycle: https://

www.google.com/analytics/web/template?uid=hf4oeIHGQnK_e4WTOXEm2g

– Site Search & Visitor Insights: https://www.google.com/analytics/web/template?uid=xWU17zlmTGujTemd1fQKlw

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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

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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.

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Next…

We want to understand what makes people buy.

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HOW?

Insights.

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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!

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How to Get Insights

• Become your own customer• Ask your customers questions:– Surveys– on-site polling

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Becoming Your Own Customer

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“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

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“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…

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Messaging Context & Congruence

• Display ad:

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Congruence Problem

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Using Surveys to Get InsightsLet’s Dissect a Product/Market Fit Survey…

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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

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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

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Identify Real Competitors

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Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg 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

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Competitive AnalysisReview Competitor Messages & Value Propositions

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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

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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 action4. The special reasons to buy (guarantees, bonus

offering, free shipping, etc.)

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Audit Competitors From...

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Audit Competitors From...

• Keywords you’re targeting for SEO• Keywords you’re bidding on in Adwords

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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..

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Tweet @hidanielg on twitter use #CRO

Teambox Content Audit

• One tool to rule them allValue 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

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Example Value Proposition Table

Competitor Value Prop (on Home Page) Benefits HighlightedTeam Box One tool to rule them all Consolidate Multiple ToolsBase Camp More people in more places manage

more projects with Basecamp (not really their VP…)

Popular, Social Proof

Project Bubble The easiest way to manage your projects Easy to Use

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Example Top Messages TableTop Message Team Box Base Camp Project Bubble Total

Widely used X 1

Everything in one place

X X 2

Schedule & Time Track

x x X 3

Share Tasks & Files X 1

Invoice & get paid online

X 1

Productivity where you are

X 1

Bring your teams conversations to one place

X 1

Simple X 1

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Example Call To Action Table

Call to Action Team Box Base Camp Project Bubble Total

Start Now X x x 3

Start Working Better

X 1

Find Out Why X 1

Start Your Free Trail

X 1

See Plans & Pricing X 1

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On-Site Consumer Surveys

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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?

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Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg on twitter use #CRO

On-Site Consumer Surveys

• Here’s an example…

Product Page

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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.

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Tweet @hidanielg on twitter use #CRO

Tweet @hidanielg on twitter use #CRO

Analyzing All This Research

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Add Everything Learned During Discovery to Master Feedback List

• Here’s an example master feedback list• Add everything you learned in there

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ProductionDrafting your new pages

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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

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Testing

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What do wireframes look like?

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How about Designed Comps?

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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!

Questions?

Email: Daniel@ConverionIQ.com

Follow Me On Twitter: @HiDanielG

Want the Slides? Give me your business card…

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