10 rules for winning (and making more money) in 2014Peep LajaConversionXL

@peeplaja

1. Don’t be stupidIt pays to be smart. Like $$$. Literally.

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“…marketers depend on data for just 11 percent of all

decisions.”

* Columbia Business School

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241% ROI* A Nucleus Research study

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HiPPO?

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$92:$1

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Only 28% satisfied with

their conversion rate

*Econsultancy 2013

SEO is getting harder. PPC is crazy expensive.

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59% of businesses say conversion rate optimization

is crucial to their digital strategy

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Avg transaction $50. 100k/mo.

1% - $50,0002% - $100,0004% - $200,0008% - $400,000

12% - $600,000

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• Schwan’s, Food, 41.7%• ProFlowers, Flowers and gifts, 26.5%• Vitacost.com, Health and nutrition, 24%•Woman Within, Catalog /clothing, 22.4%• Blair, Catalog /clothing, 20.5%• Lands’ End, Catalog /clothing, 19.5%• Doctors Foster and Smith, Pet supplies, 18.6%• Office Depot, Office, 18.4%• Roaman’s, Catalog /clothing, 18.4%• QVC, Jewelry +, 18.3%• Amazon, Multi-category, 16.5%

Yes, there are conversion clairvoyantsamong us

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Best practices?

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Should you copy competitors?

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“Don’t focus on the competition, they’ll never give you money.” – Jeff Bezos, Amazon

2. Learn how to win over the girl/boy

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Understand your visitors who they are, what they want,and how they want it

Customer surveys

•Google Docs•SurveyGizmo•Typeform

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•What can you tell us about yourself?•What did you buy?•What matters to you when buying X?• How long was the shopping process?• Comparison shopping? How many other sites?•Which doubts & hesitations did you have?•Which questions did you have, but couldn’t find answers to?•What made you buy from us?•What can be improved?

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Exit / web surveys

• Qualaroo• WebEngage• iPerceptions• Google Consumer Surveys

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@

Call people. And talk to people who get calls.

User testing•5 to 10 tests•Right target group•Tasks that affect KPIs

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3. Focus on the process …not tactics

Think of yourself as a plumber

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@peeplaja* Illustrations by WiderFunnel

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46% of them said #1 opportunity for 2013 is

“improving conversions”

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Does your organisation have a structured approach to improving conversion rates?

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Structured process leads to 2x bigger growth

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@peeplaja

@peeplaja

Measure

Analyze

Optimize

Test

Data collection, analytics, surveys

User testing, data analysis,heuristics,finding leaks

Design/UX, psychology, neuromarketing, copywriting, remarketing, personalization

Creating hypotheses,setting priorities, running tests

4. Know where to get the data…and what to do with it

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“I’d like to try and improve the actual conversion rates,

instead of doing all the testing or gathering feedback.” 

Data-driven approach, or go home

Conversion research:Functional testingHeuristicsWeb analyticsMouse trackingQualitative researchUser testing & usability

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Slow site kills conversions•Google PageSpeed / Yslow• tools.pingdom.com•Add “_gaq.push(['_setSiteSpeedSampleRate', 100]);”•Do mobile user testing in a non-wifi enivornment

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Measure everything!

GA Health check• Very low bounce rate – code loaded 2x• Top referring domain is the domain itself – subdomain tracking

not configured• Track virtual pageviews for all product, category type pages• Ecommerce, site search tracking – on and configured?• Many different funnels merge into one• Traffic filtering• Event tracking for key objectives (e.g. add to cart), error messages• Outbound, downloads, viewport size• In-page analytics set up?

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Navigate the site as a user, go through the whole flow

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• IE8 = 1.41% revenue• IE8 converts at 20% of IE9

and IE10• Some nasty bugs cause the

problem. Worth fixing?• That 1.41 is worth nearly

6% more revenue

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Browser Segment Conv rateSafari Mobile Traffic 0.79%Internet Explorer Desktop only 1.34%Chrome Desktop only 1.01%Safari Tablet Traffic 1.00%Safari Desktop only 1.28%Firefox Desktop only 1.20%Android Browser Mobile Traffic 0.31%Safari (in-app) Mobile Traffic 0.69%Chrome Mobile Traffic 0.62%Safari (in-app) Tablet Traffic 0.89%Chrome Tablet Traffic 0.84%Opera Desktop only 0.10%Android Browser Tablet Traffic 0.71%Mozilla Compatible Agent Mobile Traffic 0.51%

No substitute for human-lead evaluation

Heuristic analysis:Value propositionClarityDistractionFrictionUrgency

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What’s wrong with this picture?

Jump between site and GA

• Compare heuristics report with data• Any mismatch between data and what you see?

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Mouse tracking

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5. Become a master of analytics…or fall behind

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Go from “I don’t know” to “I’ll find out”

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Averages lie

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Identifying easy wins• Resolution and Conversion/Bounce• Device type and Conversion/Bounce• Browser/Category and Conversion/Bounce• Landing page routes, bounce and conversion• Time of day and Day of Week by device type• Any Funnel reporting (manual or configured)• Conversion and bounce by traffic segments• Mapping the journey (flow reports or navigation)• Performance testing• Other Advanced segments• Looking for things that are broken – or anomalies @peeplaja

Custom reports: download later• Conversions per browser https://www.google.com/analytics/web/template?uid=MfqIH5cwSwCvfJy3aLvBiw • Conversions per device https://www.google.com/analytics/web/template?uid=cr_1cTLXRxOlGxEKNfmRvA \• Search conversions https://www.google.com/analytics/web/template?uid=_hswj04SQZezxbWb0zVgEg • New vs returning https://www.google.com/analytics/web/template?uid=RAgAhuO4QQyM_FO8dkoj8Q • Conversions per keyword https://www.google.com/analytics/web/template?uid=_A-rT5J5QH6jUyrvsKn9Dw • Conversions per location https://

www.google.com/analytics/web/template?uid=bkZdXvq_SMCkW9BmW3Yxhw • Conversions per time of day https://www.google.com/analytics/web/template?uid=_

UMHjLmoSZyOREYOANG67A • Conversions per day of the week https://www.google.com/analytics/web/template?uid=1fA2IQTiSQ-_

Ny_7e8WpDA • Top landing pages https://www.google.com/analytics/web/template?uid=wN5VKxbqSdS212m08xT3Bg • Best converting traffic sources https://

www.google.com/analytics/web/template?uid=D7g5Jvl6R8iaiuGA5icuAg

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You need a buddy

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6. Insight rules

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It’s not about this…

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Lift in conversions?

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Marketing insight!

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7. Learn to avoid change…and experiment instead

Build a culture of experimentation

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Start taking bets

8. Allocate resources to conversion optimization

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88% report lack of resources

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• Dedicated people• No C-level buy-in needed• IT involvement minimal

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+37%

9. Test it right

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•95% confidence or more (250 conversions)•Margin of error under 1%, pay attention to % ranges•Test one part of the website at a time•At least 1 business cycle

10. Learn to prioritize

Ring model: a way to look at the ‘layers’ or ‘levels’ reached

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Bounce

Engage

Outcome

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PIE model

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84.71% proceeded to buy

90% = 461 orders $87175 23.94% growth in revenue

Remember what conversion optimization is really about:

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Doing better marketing

Want my book? Give me your card or email peep@conversionxl.com

Thank you!

Peep LajaConversionXL.compeep@conversionxl.com