conversion rate optimization: l’elefante · 2018. 10. 24. · conversion rate optimization:...
TRANSCRIPT
![Page 1: CONVERSION RATE OPTIMIZATION: L’ELEFANTE · 2018. 10. 24. · CONVERSION RATE OPTIMIZATION: L’ELEFANTE NELLA STANZA #ProWebTech Alessandro Martin Head of CRO a.martin@prowebconsulting.net](https://reader035.vdocuments.net/reader035/viewer/2022071100/5fd8c7f0f631af59543bd3f6/html5/thumbnails/1.jpg)
• Guideline ed esempi
Template PPT
CONVERSION RATE
OPTIMIZATION:
L’ELEFANTENELLA STANZA
#ProWebTech
Alessandro Martin
Head of CRO
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Rifacciamo il sito!
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Qualità
Numero di persone coinvolte
DESIGN BY COMMITEE
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UN CAMMELLO
È UN CAVALLO
disegnato da un comitato
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HIGHESTPAIDPERSONOPINION
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CHAOS REPORT
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dei progetti IT fallisce
Source: Standish Group CHAOS Report 2016
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-26%
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2 ANNI DI LAVORO-8% VENDITE NEI PRIMI 3 mesi
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VS.Redesign completoPiccoli
miglioramenti testabili
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If it can be a test, test it. If we can’t test it, we probably don’t do it
— Stuart Frisby (Director of Design, Booking.com)
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DATI
IPOTESI
TEST
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DATI
IPOTESI
TEST
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DATI
IPOTESI
TEST
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DATI
IPOTESI
TEST
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Avendo osservato […]Ipotizzo che modificando […]Avrò un effetto […] Che misurerò con la metrica […]
DATI
IPOTESI
TEST
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ORIGINAL
VARIATION
DATI
IPOTESI
TEST
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DATI
IPOTESI
TEST
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DATI
IPOTESI
TEST
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VS.DESIGN in
isolamento
FEEDBACK CONTINUO
DAGLI UTENTI
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Risposta corretta Risposta errata
72%
28%
«Cosa significa secondo te l'icona indicata
dalla freccia?»
18%
82%
«Cosa ti aspetti che succeda se fai tap su
questa icona?»
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Pop UP POLLSCome va con la presentazione?
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• «Le informazioni circa i capi sono molto ridotte. Sto
cercando i pantaloni da abbinare ad una felpa che ho da
un paio di anni. Ma non riesco a capire quale siano i
pantaloni della tuta più simili alla mia felpa.»
• «le spese di spedizione sono un pò eccessive»
• «come calzano? va preso un numero in meno o in più?»
C'è qualcosa che ti sta bloccando nel fare l'acquisto oggi?
0
20
40
60
80
100
120
Taglie Funzionalità Prezzi Info sui
prodotti
Spese di
spedizione
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VS.GIOCARE D’azzardo
SPERANDO DI VINCERE
ABBRACCIARE IL FALLIMENTO e
imparare
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in booking.com 9 test su 10 falliscono— Stuart Frisby (Director of Design, Booking.com)
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Validated learning
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VS.PUNTARE TUTTO
SULL’ACQUISIZIONE di traffico
BILANCIARE ACQUISIZIONE ED OTTIMIZZAZIONE
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600K sessioni
0,40%Conversion Rate
100€Scontrino Medio
+20%Incremento CR
(0,48%)
+48€KRevenue/mese
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VS.