A brief look on conversion rate optimization
•
0 likes•229 views
A presentation from the Amazon Associates Roadshow about conversion rate optimization. Presented by Lars Antrack.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (6)
Similar to A brief look on conversion rate optimization
Similar to A brief look on conversion rate optimization (20)
Recently uploaded
Recently uploaded (20)
A brief look on conversion rate optimization
- 1. A brief look on Conversion Rate Optimization
- 2. ganztags. // Est. 2011 // Located in Berlin, Germany // 7 employees // "Online Marketing to Increase Revenue" // Focus on Publishing and E-Commerce // Everything from label and label maker, cleaning supplies, vacuum cleaner, digital asset management software, identification solutions, garage supplies, access control, visitor management to cars SEO SEA Conversion Optimization Web Analysis // Est. 1985 // Marketing since 2008, BA Business Communication // Online Marketing (SEO) since 2011 // Guitar, Singing & Screaming Lars Antrack
- 3. Conversion Rate Optimization A/B- Testing Case Studies and Best Practices TL;DL
- 5. Generate the most conversions with the same amount of users.
- 6. E-Commerce The highest possible number of orders. News and Infosites The highest possible number of page views per session and the highest possible number of orders on a partner’s website. Company Website The highest possible number of leads / contact requests. Types of websites
- 7. Tools for conversion rate optimization A/B- Testing The human brain Monitoring
- 9. What is A/B- Testing? “A/B testing is jargon for a randomized experiment with two variants, A and B, which are the control and treatment in the controlled experiment ” — Wikipedia
- 10. What is A/B- Testing?
- 11. Define the goal Find bottlenecks Run test, learn and repeat Create alternate assumptions How to do A/B - Testing
- 12. Technical Set Up Website Tracking Codes Testing Codes Events Data
- 13. Dos & Don’ts
- 14. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early.
- 15. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early.
- 16. Don’ts Never ever wait to test the variation after you’ve tested the control. Don’t conclude too early. Don’t surprise regular visitors. Don’t let your gut feeling overrule test results.
- 17. Dos Know how long to run a test before giving up.
- 18. Dos Know how long to run a test before giving up. Show repeat visitors the same variations. Make your A/B test consistent across the whole website. Do many A/B tests. Start testing today!
- 19. Case Study
- 20. Starting Situation 7,500 Images each 1.5 MB Loading times up to 8 seconds Website Performance
- 21. Assumption What would happen if we took the time to compress all our existing images? Website Performance
- 22. Variation 8,63 % 58,69 % Uplift 5,44 % Control Results: Clicks to shopping cart Website Performance
- 23. +7,400 EUR (Profit each month) Website Performance
- 24. Quick test for every website
- 25. 7-level model Relevancy Trust Orientation Stimulant Certainty Comfort Valuation Does this website offer what I was searching for? Can I trust this website? What’s the next step? What are my options? Is this the right option for me? Is there a catch? Do I have to learn something new? André Morys, "Die 7 Ebenen der Konversion"
- 26. Best Practices for Publisher
- 27. Best Practices for Publisher // Font size should be at least 16px // Visual Hierarchy (headlines and sub headlines) // Width should be max. 550px // Use short paragraphs (3-5 lines) // Add a date on top // Add a summary on top // Highlight important messages // Only add links / advertisement if relevant to the content // Use Google Analytics like a pro
- 28. Good examples for content pages
- 29. The Verge
- 30. The Verge
- 33. Use Google Analytics like a pro // Measure clicks on external links // Set up "real" goals // Measure Scroll Depth // Measure active time on site // Measure screen time // Understand bounce rate and avg. session duration // Block your spam traffic
- 34. TL;DL too long; didn't listen
- 35. TL;DL // Success on the internet = Traffic * Conversion // A good website is like a good book: specialised on one topic and interesting to other people // Make sure a computer understands your website // Start A/B Testing immediately; it isn’t expensive // Metrics are your friends That’s it!