9. Amazon – Continual Improvement
Today
Late 2000’s
Mid 2000’s
Early 2000’s
Late 90s
10. How Amazon Has Evolved
Personalisation
(Across Channels)
Automated Optimisation
(Personalisation)
Content Targeting (customer segments)
Testing (Know what users WANT to do and WHY)
Discovery (Know what users did)
19. Discovery Starts With Asking Questions?
What is your conversion at each stage of the conversion funnel?
20. What and Why
Companies who integrated usability testing
and analytics well were more than 2x as
likely to have seen a large increase in sales
as those that didn’t
Conversion rate Optimisation Report 2012
21. Tools To Help With Discovery
What
Quantitative Qualitative
Why
26. Typical Testing Options Roadmap
MVT Testing
A/B n Testing
A/B Testing
Landing Page
Complexity
Time
27. Summary
Site
Audit
Benchmarking Data Analysis
Discovery
Scope Performance
Prioritisation
Design
Test Strategy Roadmap
Execution Test
Report Strategy
31. Testing Trust Elements
• Adding ticks improved
performance by 1.41%
• Replacing ‘VeriSign’ with FTSE
and other associated logo’s
improved performance by
9.87%
• Overall winner improved
performance by 24.54%
34. Best Performing Page – Variant F
• The leading variant
dominated the other
variants from the outset
and ended with a 327.37%
uplift against the control.
• This added $10M+ per
annum
40. Summary
Summary
• What is CRO?
→ Turning more Visitors into Customers
• How is this achieved?
→ Continual incremental changes
• What methods can I employ?
→ Discovery
→ Strategy
→ Test