Hi, I’m Arnout Hellemans and I will be talking about the 10 things to do before you start a/b testing: there is so much actionable stuff you can fix for more money, I’ll inspire you.
Arnout Hellemans | CW2017 | [email protected] twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Focus on the right metricClicks? CTR? Traffic? Conversions? Conversion rate?
One question: How do you make money?
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Step #1The basics.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
404 pages can be killingPaid channels ending up in nowhere.
Incoming links end up nowhere (seo and referral traffic)
Internal dead ends
How to find 404 pages
Google analytics search on 404 page title
Google webmaster console
Bing webmaster console
Use a crawler like screaming frog or semrush for internal broken links
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #1
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Page not found title search (GA)
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #2
Crawl errors in Google Webmaster Console
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Crawl errors in Bing webmaster tools
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #3
Screaming frog
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #4
Speed; The need for speed.
Gtmetrix.com
Pagespeed insights
Webpagetest.org
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Things to check:Mobile usability, speed and more, responsive might not cut it.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #5
HTTPS for trust
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #6
Speed v2.
HTTP/2
PHP7 and Server tweaking
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #7
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Page title and meta description.
Everyone thinks it’s SEO
but
It’s more, it’s the start of your funnel!
Title and meta description research.
Tips:
Do a site:domainname.com search and check the results.
Combine GA and Screaming frog.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #8
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Google Analytics Ecommerce script.
“Ecommerce tracking allows you to measure the number oftransactions and revenue that your website generates”
Source: Google
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Focus on where you make the money.
Work from margin.
Extra dimensions in all reports.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #9
Form optimisation.
Don’t ask too much. Keep it simple.
Communicate payment methods.
Communicate delivery times and options.
Inline validation.
Measure your errors.
Context of the form.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Inline validation
Inline validation tracking.
Use GA event tracking for the big picture.
Use Hotjar to see it happening.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Inline validation errors in GA
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Drill down in the fields
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Hotjar tags the same as GA
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Tip #10
Google Analytics
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Exclude internal traffic and Spam in Google analytics.
Don’t screw your results by measuring the wrong things.
Internal sessions won’t convert (just testing!)
Google analytics spam happens, and can be huge.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Filter internal traffic
Spam in Google analytics
Google analytics; no internal UTM tagging.
Every click is an extra session (Conversion rate is based on sessions)
You lose the original traffic source.
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Internal UTM tagginghttp://www.easyjet.com/en/holidays/deals/winter-sun-deals/?
utm_medium=referral&utm_source=easyjet.com/en/&utm_campaign=menu&utm_content=Section4Link5
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS
My toolsetGoogle analytics
Google webmaster consoleHotjar
Screaming frog seo spiderSEMrush
NerdydataAnd finally:
My brain
Thanks for joining me!Arnout Hellemans [email protected] Twitter: @hellemans