Boost your conversion rate(How to of website optimization)

Hans Bruinsma

LBi’s Client Afternoon4th February 2010

Back to school (only very briefly)

Remember Ansoff?

Product Development

Market Penetration

Market Development Diversification

Exisiting Market

New Market

Existing product/service

New product/service

And how do we improve on what is already there?

PLAN

MEASUREOPTIMIZE

TOTAL QUALITY MANAGEMENT

SIX SIGMA

KAIZEN

PLAN-DO-CHECK-ACT

LEAN

We are fine planning and, to a certain extent, measuring. But what about optimizing?

To Optimize means…

Making changes that lead to an increase of your website’s conversion ratio(s)

Continuous Improvement for your website

• (Drive Traffic)

• Measuring & analyze visitor data

• Implement changes, test(=measure) & choose winners

• Repeat until Conversion rate=100%

Why use Testing for optimization?

• Before and after analysis is flawed

• Full control over elements that need to be tested

• Even expert opinions, best practices & intuition can be wrong

• Content that worked last month may not work this month

• Testing focuses on maximizing conversion

Pre-requisites for testing

• Quantifyable Objectives

• Translated into one or more goals that can be achieved by your website’s visitors

• Measure and monitor goal conversion

• Analists You need people to gain insights from the data

Get Started

• Select Test Solution

• Put together a test team

• Create Test Plan

• Define success/failure

• Test Test (QA)

• Communicate results to stakeholders

Test Design and Planning Process

The Hypothetis Define Goal Which test is best Test Measure &

Analyze

Launching a test

Test Options

• A/B Tests

• Multivariate tests

• Split path tests

• Multi-page multivariate

• Linger/the click/do anything

A/B Tests

• Test layout or element from a web page against one or more variations

Version AVersion B

Visitors

Multi-variate tests

• Discover best combination of page elements

• Maximize conversions

• Find out hot zones

CTA

Image

Title

Copy

Split path tests

• Find winning series of pages

• Optimize experience, not only pages

• Test conversions beyond single page

Goal

Scenario 1

Start

Scenario 2

Landing pagesMicrositesSales funnelsShopping cart pagesCredit card pagesE-tail templatesFormsInteractive pages & templatesWeb-based interfaces

Pag

es

CopyImagesSubtitlesOffersPricingPromotionsRich mediaHeadlinesQuotesCalls to ActionColorsLayout

Customer segmentsSearch trafficDisplay trafficAffiliate trafficNew & repeat visitorsTraffic by geographyWeekend vs. weekdayDemographicBehavioralVisitor Style

Con

tent

Traf

fic

Impacting Conversion

Different visitors, different styles

COMPETITIVE SPONTANEOUS

METHODICAL HUMANISTIC

PACE:

QUICK

Vs.

DELIBIRATE

STYLE OF PROCESSING INFORMATION: LOGICAL vs. EMOTIONAL

Testing in Action

Layout

Source: getelastic.com

Layout

Layout

Funnel: checkout process

Funnel: checkout process

Call to Action

Key Take aways

Start Simple: Learn to walk before you start running

Only test pages with enough traffic

Test BIG changes first

Experiment with the ‘ingredients’

Optimization is not about a single page only - It’s about the whole Journey

Segment. We’re not all the same

“However Beautiful the Strategy, you should

occasionally look at the Results”

Measure what needs to be measured

Adopt test winner and prepare for the next run

Grow and nurture test culture

Laurence VandelanotteStrategy and Planning Director

Laurence.Vandelanotte@lbigroup.be

Direct: +32 (0) 2 730 83 84Mobile: +32 (0)473 41 20 80

LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium

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