conversion research in one hour
TRANSCRIPT
Conversion Research1 hour for Research? Holy Cow!
@OptimiseOrDie• Split Testing, Analytics, UX• Lean, Agile, Growth Optimisation• 100M+ visitors tested• 200+ sites, 26 languages
• Starting Testing? Bad ROI? • Not learning enough?• My job – to transfer skills!
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colinski.tumblr.com
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The Gartner Hype Cycle ™
1 Tool Installed
2 Stupid testing
3
4Peak of Stupidity
5 ROI questioned
6 Statistics debunked
7 Faith crisis
8The Trough of Testing
Slide of
moodiness
------>
Scaled upStupidity
Slop
e of
St
upid
ity
------
>
9 Where, How, Why
10 Data science
11 Testing to learn
12
Innovation Testing
Hacking
Business
Futures
------>
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• Do some Analytics modelling• Understand the shedding of
layers• Narrow your focus and scope• Bank better gains earlier in time
1Test in the Right Places
Is there anything holding you from doing conversion research?
1. Time
2. Client/Company Buy-In
3. Budget
4. Don’t know where to start
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1 Hour Page Analytics
Influence Pages
Entry PointsLanding Pages
Device MixCustomer
MixTraffic Mix
FlowIntent
Marketing -> Site flow
Page or Process
Next StepsAbandonm
entExitsMix of
abandonment
Flow
AdSERP
BannerEmail
CampaignAff
Referrer
Landing Page Conf. PageInteraction
Step
PPCOrganicDisplayEmailSocial
Desktop - Mobile - Tablet
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1 Hour Landing Page Analytics• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What are the key metrics like (e.g. bounce rate, conversion)?https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What is the goal or ecommerce conversion through this page?https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ
• What channel traffic comes to the page?https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig
• What is the mix of tablet / mobile / desktop to the page?https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• What are the resolutions of devices?https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw
• How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q
• What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)
• What is the flow like from this page? (Use the Behaviour Flow Report)
• What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
Custom LPO Report
Goal 1 (Completions) Goal 1 (Conversion Rate)
http://bit.ly/1Mpg3lf
Goal 1 (Completions) Goal 1 (Conversion Rate)
/landing-page/1
/landing-page/2
/landing-page/3
/landing-page/4
/landing-page/5
Goal 1 (Completions) Goal 1 (Conversion Rate)
/landing-page/1
/landing-page/2
/landing-page/3
/landing-page/4
/landing-page/5
- Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great)- Bounce Rate is good for comparing pages & performance
- What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices
Goal 1 (Completions) Goal 1 (Conversion Rate)
- Get into the individual channels - Look at flow composition, where is everything coming from?- Compare Bounce Rate & Conversion Rate for channels- Traffic quality (high traffic low quality vice versa)
Goal 1 (Completions) Goal 1 (Conversion Rate)
- Look at proportion of New & Returning users
- Compare Conversion Rate & Bounce Rate
Goal 1 (Completions) Goal 1 (Conversion Rate)
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iPhone Models in Google Analytics
Screen Resolution320 x 480 = iPhone 4/4S 320 x 568 = iPhone 5/5S 375 x 667 = iPhone 6 414 x 736 = iPhone 6+
https://www.google.com/analytics/web/template?uid=lpVf8LveSqyd3mdsHjdfzQhttps://www.google.com/analytics/web/template?uid=fmUzp_gzRIy7LnvZJjCDOQhttps://www.google.com/analytics/web/template?uid=y7sYIXDhQrmswHAiNo8iLA
Landing Page
Performance Across
Devices Performance Across
Channels
Performance Based on User Type
Bounce Rates
Traffic Composition
Conversion Rates
Sample Sizes
Revenue / Goal
Completions
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1 Hour Landing Page Analytics• How old are the visitors?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ• What are the key metrics like (e.g. bounce rate, conversion)?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ• What is the goal or ecommerce conversion through this page?
https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ• What channel traffic comes to the page?
https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig• What is the mix of tablet / mobile / desktop to the page?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw• What are the resolutions of devices?
https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw• How slow are the landing pages?
https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q• What are the pages right after the landing page?
(Use a landing page report and choose the ‘Entrance Paths’ to show next pages.)• What is the flow like from this page?
(Use the Behaviour Flow Report)• What does it look like on the top devices?
(Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
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2 Hour Plan!
• Form Analytics data • Scroll or Click Maps• Make a horizontal funnel from the landing page
• Check the:– Marketing Creatives / SERP fully– Look at Landing page ZERO!
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Modelling - Intent
All traffic
HearingSight
StoreOther
Step 1
Step 2
Step 3
Goal
Page Page
Page
Page
Hearing
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Modelling – Multiple Funnel Endings
All traffic
InfluenceIntent
Influence
Step 1
Step 2
Step 3
Goal
Page Page
Page
Page
Entry Page
1
2
3
4
1
2
3
4
1
2
3
4
Bounce
Search or
CategoryProduct
PageAdd to basket
View basketCheck
out
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Modelling – Ring Models
Modelling – Horizontal Funnels
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4. If you have 4 hours• Set up a poll or survey (See my tools slides)• Set up an exit (bail) survey• Friends, Family, New Employee user testing• Guerrilla user testing• Snap interviews (Sales, Customer Services)• 5 Second Test
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• Lean Analytics• UX Research• Interviewing• Surveys and Polls!
No Excuses – Do Your Research
- Session Recordings- Reviews / Social- Exit Surveys - Interview Customers- Interview Sales Team
What Else?
