peep laja - how to figure out what really makes your website work

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HOW TO FIGURE OUT WHAT REALLY MAKES YOUR WEBSITE WORKConducting conversion research to make more money

Peep Laja, ConversionXL

@peeplaja

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Optimization is compound interest for

growth

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How would you go

about it?

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you can easily sort through the 100+ techniques

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Best practices?

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Dont copy your competitors, they dont

know what theyre doing either

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So you need a systematic approach. A

process.

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If you cant describe what

youre doing as a process, you

dont know what youre doing

William Deming

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How do we optimize the optimization

program?

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The discovery of what matters

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What are the problems? Where?

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1. Testing2. Research

Yet another guy with a bunch of

data

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Ask the right questions

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whose problem are we solving? what do they need? what do they think they want? why? how are they choosing / making a decision? why? what are they thinking when they see our offer? how is what well sell clearly different? where is the site leaking money? what is the problem? what are they doing or not on the website? what leads more people to do X?

careful with your interpretations

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Step #1: Technical analysis Is shit broken? Where? Which browsers? Which devices? Which pages are slow?

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Step #2: Heuristic analysis Relevancy? Clarity? Motivation? Friction?

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Clarity

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Visual hierarchy

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Screw

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Screw

Uninspiring headline. Not enough info

5 bullets is too much, lack of

focus

My grandma designs

better sites

Testimonial credibility

questionable

Too little is done to get me

to click

Unhelpful screenshot

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Whats wrong with this picture?

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Step #3: Digital analytics Where are the leaks? Which segments? What are users doing? Which actions correlate

with higher conversions?

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Measure everythingYoull need it later

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How many different ways are there?

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#4: Mouse tracking & form analytics Where do they click? How far down they scroll? Differences between devices? Session replays

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#5: Qualitative surveys Buyer groups Which problem are they solving? How are they deciding? Whats holding them back? What else do they want to know?

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#6: User testing Whats difficult to understand? Whats difficult to do? What goes wrong?

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Now you know what (most of) the problems are with

your site!

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Measurement stuff Just Fix It Test

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Issue Bucket Background Action RatingGoogle Analytics bounce info is wrong

Instrument Google Analytics script is loaded twice! Line 207 and 506 of the home page both contain GA code, as do all the other pages.

Remove the double entry

Conversions are low for IE9. Investigate Possible cross-browser issues. Conduct cross-browser testing.

People dont know how to use category pages

Hypothesize Too many options, unfamiliar information architecture & layout.

Re-think the category page layout

Missing value proposition on the home page

Test Add a compelling value proposition in the header of your website that states what your website is about, what can they do here and why should they do it

Add prominent value proposition

Content is very hard to read JFDI Font size 11px is too small Increase font size

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https://docs.google.com/spreadsheets/d/1DGuw1vkqYZ61plOpTcGHFDvh4MMP4kaRnlTtaXSWrJA/edit

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79.3% uplift in conversionsPeep Laja, ConversionXL @peeplaja

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Systematic, repeatable, teachable process

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This stuff is difficult

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EVERYBODY WANNA BE A BODYBUILDER BUT NOBODY WANNALIFT HEAVY ASS WEIGHTS

RONNIE COLEMAN

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Everybody wants a win, but nobody wants to do the heavy ass conversion researchPeep Laja

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Remember this:

1. Think in terms of processes, not tactics2. Focus on the discovery of what matters

3. Do the heavy ass lifting

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THANK YOU.

EMAIL ME:

[email protected]

Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Best practices?Slide Number 15Slide Number 16Slide Number 17Dont copy your competitors, they dont know what theyre doing eitherSo you need a systematic approach. A process.Slide Number 20Slide Number 21The discovery of what mattersWhat are the problems? Where?1. Testing2. ResearchSlide Number 25Ask the right questionsSlide Number 27careful with your interpretationsSlide Number 29Step #1: Technical analysisSlide Number 31Step #2: Heuristic analysisSlide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide Number 41Slide Number 42Slide Number 43Slide Number 44Slide Number 45Step #3: Digital analyticsMeasure everythingYoull need it laterSlide Number 48Slide Number 49Slide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 57 #4: Mouse tracking & form analyticsSlide Number 59 #5: Qualitative surveysSlide Number 61Slide Number 62Slide Number 63Slide Number 64 #6: User testingSlide Number 66Slide Number 67Slide Number 68Slide Number 69Slide Number 70Slide Number 71Slide Number 7279.3% uplift in conversionsSystematic, repeatable, teachable processSlide Number 75This stuff is difficultSlide Number 77Slide Number 78Remember this:Slide Number 80

peep laja - how to figure out what really makes your website work

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