go beyond analytics - ignore the averages to boost conversion rates
TRANSCRIPT
#BoostB2B
Presented by Paul Randallwww.evosite.co.uk
@paulrandall
Go beyond analyticsIgnore the averages to boost conversion rates
#BoostB2B
Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.
Established in 2001
Talented team of 30
Over 250 active clients
700+ web solutions delivered
Multi award winning agency
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Who am I?
● Senior UX Architect at Evosite● 10 year background in web industry● Watched hours of usability studies● Looking out for the customer!
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The objectives of today's talk...By the end of this session, you will be able to:
▪ Identify weaknesses on your site
▪ Find areas to improve
▪ Make your website more profitable
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Let’s begin!
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Do you currently look at your website analytics?
1. Not at all2. Once a year3. Once a month4. Once a week5. Every day
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What are you looking at / looking for?
● Visitor numbers?● Conversion rate?● Bounce rate?● Session duration?● Device traffic?
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Identify
Find areas to improve
1 2 3
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Weaknesses can’t be found in averages
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Pay Per Click visitors
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Focus on sanity metrics, not vanity metrics
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Areas to look at in analytics...
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Traffic split by device
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Traffic split by device
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Website Speed
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Website Speed
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Speed
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Landing pages
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Landing pages
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High traffic pages with a high bounce rate
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High traffic pages with a high bounce rate
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Exit pages
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Exit pages
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Checkout dropout
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Checkout dropoff
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Analytics tells you what, but, it doesn’t tell you why?
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Identify Understand
Find areas to improve
Observe user behaviours
1 2 3
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Do you know what customers think of your site?
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49%Percentage of words read on web pages with 111 words or less
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Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'
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If you want a great site, you’ve got to test it.
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Big businesses do these regularly● Facebook
● Apple
● Tesco
● O2
● Airbnb
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Conducting usability tests
1.Identify
2.Test
3.Observe
4.Analyse
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1.Identify a visitor task
1.Identify
2.Test
3.Observe
4.Analyse
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2. Ask open questions
1.Identify
2.Test
3.Observe
4.Analyse
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3. Observe behaviour
1.Identify
2.Test
3.Observe
4.Analyse
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4. Create hypothesis
1.Identify
2.Test
3.Observe
4.Analyse
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Videos tagged by importance
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Videos tagged by importance
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£30Cost of an unmoderated, remote usability test
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5People needed for a test
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Test
Define the best solution
Identify Understand
Find areas to improve
Observe user behaviours
1 2 3
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A/B testing proves which is better!
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Conducting A/B tests
1.Hypothesis
2.Create variation
3.Tracking events
4.Rolling out changes
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Test a hypothesis
1.Hypothesis
2.Create test
3.Tracking events
4.Rolling out changes
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Create a new page variation
1.Hypothesis
2.Create variation
3.Tracking events
4.Rolling out changes
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Track key events
1.Hypothesis
2.Create variation
3.Tracking events
4.Rolling out changes
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Wait for the results!
1.Hypothesis
2.Create variation
3.Tracking events
4.Rolling out changes
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5 minutes...▪ Identify high traffic
pages with a high bounce rate
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30 minutes... ▪ Conduct a usability test for a key task