The document provides tips for optimization conversion rates on websites. It emphasizes starting by identifying where the biggest drop off occurs in the user journey. It also recommends validating or invalidating assumptions with tests, tracking user behavior through analytics, prioritizing issues to address, and establishing a systematic, repeatable testing process to continually improve conversion rates. Key aspects discussed include testing in different browsers, fixing bugs, event tracking, and using session replays and heat maps to better understand user behavior.

1. CONVERSION OPTIMIZATION
BY: BETH GRUBB

2. WHERE IS THE BIGGEST DROPOFF?
Start There

3. DOES YOUR OPINION MATTER?
You’re Better Off Flipping A Coin

4. Experience isn’t everything
VALIDATE or INVALIDATEVALIDATE or INVALIDATE
Experience isn’t Everything

5. TEST IN DIFFERENT BROWSERS

6. …Ya gotta’ Do Better.
LOAD TIME OVER 10 SECONDS?...

7. FIX THE DAMN BUGS
They are annoying, and it’s probably worth it!

8. “Google Analytics is Your Best Friend”

9. “
”
You need to love…Remember, love
at first site rarely happens. Spend
more time together.
-Match.com

10. Wait…WHAT?

11. “
”
You need to love ANALYTICS!
Remember, love at first site rarely
happens. Spend more time together.
-Peep Laja, founder of ConversionXL
…That’s better!

12. Average User: Is this an accurate portrayal?

13. Sample size must be over 100

14. How Well Are You Doing?
EXAMPLE:
Number of downloads per month,
revenue per visitor
KPI-Key Performance Indicators

15. Event Track Everything…or,
Tell your Developer, “Event Track Everything!”

16. BIG: mouse movement/heat map
BETTER: Scroll map
BEST: Session Replays

17. “
”
Every “MISTAKE” a user makes is
not because they’re stupid,
BUT BECAUSE YOUR WEBSITE
SUCKS!”
-Peep Laja
#AMEN #PREACH

18. ADD THINGS TO BUCKETS
TEST Instrument Hypothesize Just
Do
It
Investigate

19. PRIORITIZE

20. HYPOTHESIZE…THEN TEST
#EfficientLearning #LearnFromFailure

21. YOU CAN DO IT!

22. STATISTICAL SIGNIFICANCE IS IMPORTANT
…unlike this graph
R2: Min. 95%...

23. “
”
Anyone who is not able to
describe their CRO work as a
SYSTEMATIC, REPEATABLE
PROCESS is a complete
AMATEUR.
-Peep Laja
THE END