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Little Known Methods to Get Insights …

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

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Little Known Methods to Get Insights …

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  1. Little Known Methods to Get Insights… Process Driven Conversion Rate Optimization Tweet @hidanielg on twitter use #CRO

  2. 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 Tweet @hidanielg on twitter use #CRO

  3. Proper Phone Conduct • Make sure your cell phone is on, and you are tweeting. • @ reply me: @hidanielg • Use the hashtag: #CRO Tweet @hidanielg on twitter use #CRO

  4. Before We Do Anything What To Do First Tweet @hidanielg on twitter use #CRO

  5. Determine the Optimization Objective • What is the goal of this page or project? • Increase email signups? • Reduce shopping cart abandonment? • Document this objective Tweet @hidanielg on twitter use #CRO

  6. Analytics Audit Making Sure You Can #Measure Tweet @hidanielg on twitter use #CRO

  7. Google Analytics Audit • Make sure every page of your site is tagged with the Google Analytics codesnippet • Setup goals in analytics to track: • Completed purchases • Converted leads • Email opt-ins • Items added to cart • Activated users (for SaaS) Tweet @hidanielg on twitter use #CRO

  8. 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 Tweet @hidanielg on twitter use #CRO

  9. Tweet @hidanielg on twitter use #CRO

  10. 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 Tweet @hidanielg on twitter use #CRO

  11. 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 • Detecterrors created by your site or testing tool Tweet @hidanielg on twitter use #CRO

  12. 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. Tweet @hidanielg on twitter use #CRO

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

  14. Insights. How? Tweet @hidanielg on twitter use #CRO

  15. 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! Tweet @hidanielg on twitter use #CRO

  16. How to Get Insights • Become your own customer • Ask your customers questions: • Surveys • on-site polling Tweet @hidanielg on twitter use #CRO

  17. Becoming Your Own Customer Tweet @hidanielg on twitter use #CRO

  18. “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 Tweet @hidanielg on twitter use #CRO

  19. “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… Tweet @hidanielg on twitter use #CRO

  20. Messaging Context & Congruence • Display ad: Tweet @hidanielg on twitter use #CRO

  21. Tweet @hidanielg on twitter use #CRO

  22. Congruence Problem Tweet @hidanielg on twitter use #CRO

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

  24. 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 customersperceive them • Testable ideas for improvement Tweet @hidanielg on twitter use #CRO

  25. 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 Tweet @hidanielg on twitter use #CRO

  26. Identify Real Competitors Tweet @hidanielg on twitter use #CRO

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  32. 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 Tweet @hidanielg on twitter use #CRO

  33. Competitive Analysis Review Competitor Messages & Value Propositions Tweet @hidanielg on twitter use #CRO

  34. 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 Tweet @hidanielg on twitter use #CRO

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

  36. Audit Competitors From... Tweet @hidanielg on twitter use #CRO

  37. Audit Competitors From... • Keywords you’re targeting for SEO • Keywords you’re bidding on in Adwords Tweet @hidanielg on twitter use #CRO

  38. 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.. Tweet @hidanielg on twitter use #CRO

  39. Tweet @hidanielg on twitter use #CRO

  40. Teambox Content Audit Tweet @hidanielg on twitter use #CRO

  41. Example Value Proposition Table Tweet @hidanielg on twitter use #CRO

  42. Example Top Messages Table Tweet @hidanielg on twitter use #CRO

  43. Example Call To Action Table Tweet @hidanielg on twitter use #CRO

  44. On-Site Consumer Surveys Tweet @hidanielg on twitter use #CRO

  45. 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? Tweet @hidanielg on twitter use #CRO

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  48. On-Site Consumer Surveys • Here’s an example… Tweet @hidanielg on twitter use #CRO

  49. Product Page Tweet @hidanielg on twitter use #CRO

  50. 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. Tweet @hidanielg on twitter use #CRO

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