Conversion Optimization Evangelism: Guide to Building a Team of Believers
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Presented 11/8/17 at PubCon Las Vegas
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Conversion Optimization Evangelism: Guide to Building a Team of Believers
- 1. #pubcon A Conversion Framework: Conversion Optimization Evangelism: Guide to Building a Team of Believers Presented by Grant Tilus November 8th, 2017
- 2. #pubcon Hi, Iâm Grant ⢠Digital Product Optimization â Carlson-Rezidor Hotel Group ⢠Director of Content Marketing â MnSearch.org ⢠2017 US Search Awards Judge ⢠Man with a Beard @GrantTilus
- 3. #pubcon What is Digital Product Optimization?
- 4. #pubcon Carlson-Rezidor Hotel Group More than 1,440 hotels in operation and under development, a global footprint covering 115 countries and territories.
- 5. #pubcon My Path to Optimization and Testing
- 7. #pubcon Growing Interest in Conversion Rate Optimization
- 8. #pubcon Lots of Amazing Examples of Success
- 9. #pubcon Experimentation Has Gone Mainstream
- 10. #pubcon âOur success at Amazon is a function of how many experiments we do per year, per month, per week, per day,â - Jeff Bezos, CEO
- 11. #pubcon The Struggle to Build a Successful Testing Program is Real 25% lack a conversion optimization process 47% donât follow a prioritization framework The 2017 State of Conversion Optimization Report - bit.ly/2yNu7V9 Adobe Digital Marketing Study - adobe.ly/2yNCQGZ
- 12. #pubcon Organizations Want to Mature Merely 24% believe that their digital maturity is advanced 51% are increasing their budgets in optimization The 2017 State of Conversion Optimization Report - bit.ly/2yNu7V9 Adobe Digital Marketing Study - adobe.ly/2yNCQGZ
- 13. #pubcon Thereâs a Lack of Internal Support Only 30% of organization have a single dedicated person 47% of optimizers still work at companies where CRO is not in the budget The 2017 State of Conversion Optimization Report - bit.ly/2yNu7V9
- 14. #pubcon Thereâs a Lack of Professional Experience 58% of optimizers have only been in CRO roles for 0-2 years 23% optimization is nobodyâs primary responsibility The 2017 State of Conversion Optimization Report - bit.ly/2yNu7V9 Adobe Digital Marketing Study - adobe.ly/2yNCQGZ
- 15. #pubcon Across In-House and Agency Folks What Type of CRO Work Do You Do? The 2017 State of Conversion Optimization Report - bit.ly/2yNu7V9
- 16. #pubcon Have You Considered Becoming a Conversion Optimization Evangelist?
- 17. #pubcon Most of Our Colleagues Have Trust Issues Circle of Trust You
- 18. #pubcon Who We Need on Our Side BossClient Teammates
- 19. #pubcon Is This Something You Believe In?
- 20. #pubcon Seven Guiding Principles toSeven Guiding Principles to StartStart Creating Believers in TestingCreating Believers in Testing
- 21. #pubcon 1. Know What Youâre Talking About
- 22. #pubcon âThe best way to sound like you know what you're talking about is to know what you're talking about.â - Harvey Mackay, businessman, author, minnesotan
- 23. #pubcon First You Need to Establish a Framework to Follow
- 25. #pubcon Wider Funnel Optimization Process
- 26. #pubcon Create Your Own Internal Framework Testing Framework Step 1 Step 2 Step 3Step 4 Step 5
- 27. #pubcon Outline Roles and Responsibilities
- 28. #pubcon Create the Necessary Documentation ⢠Testing Calendar ⢠Test Plan Template ⢠Design Mock-up Request ⢠Development Specifications Document ⢠QA Template ⢠Results Analysis Template
- 30. #pubcon 2. Become the Voice for Testing
- 31. #pubcon Research, Data and Testing > Opinions ⢠Become the voice of testing in meetings ⢠Reduce wheel-spinning debates by testing ⢠Promote research to overcome premature and often biased opinions ⢠Say âWe Should Test Thatâ a Lot
- 32. #pubcon Encourage Everyone Learn More About Web Analytics
- 33. #pubcon Showcase Your Research Capabilities Heatmaps User Testing
- 34. #pubcon Keep Saying It Until It Become Second Nature
- 35. #pubcon 3. Show Them How Itâs Done
- 36. #pubcon Assume Your Audience is Clueless
- 37. #pubcon Walk Them Through the Testing Cycle http://online-behavior.com/analytics/cro-processes
- 38. #pubcon Demonstrate To Them How It Will Work ⢠Idea Generation â Process for gathering/submitting ideas â Identifying key areas for testing ⢠Research â Focus your attention on identifying a problem â Complete relevant user experience analysis ⢠Hypothesis â âOn [PAGE], visitors are trying to [ACTION], but [SUMMARY OF OBSTACLE]. By [CHANGE/SOLUTION] we will see an increase in [GOAL].â
- 39. #pubcon Provide as Much Details as Necessary Step 1 Step 2 Step 3 Step 4 Step 5 âIf you canât describe what you are doing as a process, you donât know what youâre doing.â â W. Edwards Deming
- 40. #pubcon Create an Internal Workflow that is Simple
- 41. #pubcon 4. Build Trust One Person at a Time
- 42. #pubcon Seek Out Individuals and Share Your Vision
- 43. #pubcon Explain the Opportunity of Experimentation
- 44. #pubcon Prepare to Overcome Common Concerns Data Management Resources
- 45. #pubcon Have Answers to Frequently Asked Questions ⢠What are the different types of tests? ⢠What is personalization? ⢠Where on the website should we be testing? ⢠How do we measure and declare a winner? ⢠How long does it take to run a test? ⢠How many tests can we run? ⢠Etc.
- 46. #pubcon Make Sure They Got Your Back
- 47. #pubcon Continue to Cultivate Testing Advocates
- 48. #pubcon 5. Speak Their Language
- 49. #pubcon Quality Communication is Essential For You to Succeed
- 50. #pubcon <Do You Even Code?>
- 51. #pubcon What Do You Know About UX & Design?
- 52. #pubcon Are You Fluent in Data Analytics & Statistics?
- 53. #pubcon Understand What Leadership, Product Managers, & Clients Care to Hear
- 54. #pubcon Always Speak In Terms of âWeâ Never âIâ ⢠Give praise to the team ⢠Itâs not about you ⢠Their success is your success ⢠User is the beneficiary
- 55. #pubcon Establish Lines of Communication
- 56. #pubcon 6. Set Appropriate Expectations
- 57. #pubcon Avoid Becoming a False Prophet
- 58. #pubcon Most Wins are Singles and Not HRâs ⢠Winners ⢠Losers ⢠Inconclusive ⢠Follow-ups ⢠Try additional variations MLB Hit Distribution
- 59. #pubcon Expect Your Test to Win, Plan For It to Lose
- 60. #pubcon Focus Everyoneâs Attention on Learning
- 61. #pubcon Explain the Organizations Existing State of Maturity
- 62. #pubcon Help Them Visualize an Example Test Control: Challenger: Hypothesis: By removing the room amount selector, improving the headline and CTA, and deemphasizing the more options menu on the global search element, we will streamline visitors ability to perform a search, thus we will see an increase in the amount of hotel searches performed and reservations booked.
- 63. #pubcon Teach Them About Being Humble https://www.behave.org/ BA
- 64. #pubcon 7. Teach Them How to Fish
- 65. #pubcon Help Them Learn By Doing ⢠Host ideation sessions ⢠Encourage research opportunities ⢠Complete a test plan exercise ⢠Be there to guide them early on bit.ly/TestPlanExercise
- 66. #pubcon Are You Beginning to Believe?Are You Beginning to Believe?
- 67. #pubcon Launching a Testing Program is Hard ⢠Don't think your too far behind to get started â Only 22% have a company-wide approach to testing ⢠It wonât happen overnight ⢠Opportunities for growth Adobe Digital Marketing Study - adobe.ly/2yNCQGZ
- 68. #pubcon You Can Do This! ⢠By taking on that challenge means greater opportunity for those of you who succeed.
- 69. #pubcon Remember These 7 Guiding Principles 1. Know What Youâre Talking About 2. Become the Voice for Testing 3. Show Them How Itâs Done 4. Build Trust One Person at a Time 5. Speak Their Language 6. Set Appropriate Expectations 7. Teach Them How to Fish
- 70. #pubcon Thank You! ⢠twitter.com/granttilus ⢠linkedin.com/in/granttilus/ ⢠gtilus@carlsonrezidor.com
Editor's Notes
- Conversion Optimization Evangelism: Guide to Creating a Team of Believers Evangelizing Conversion Optimization for Gaining Stakeholder Buy-InConversion Optimization Evangelism: A Guide to Gaining AlignmentConversion Optimization Evangelism: How to Spread the Good WordEvangelizing Conversion Optimization: Guide to Spreading the Good WordConversion Optimization Evangelism: Converting Your Team into Believers
- I had digital product optimization on the global digital experience team. Explanation of my role. User research, web strategy, optimization testing. So anything within the digital user experience, from hotel search, offers, property information, booking, meeting and events, loyalty, etc. Throughout the funnel.
- Inbound Marketing (Content, Seo, Paid Amplification, Analytics, Lead Gen.) In-House Search Team of the Year 2013, Content Strategy, Website Strategy, Optimization and Testing
- HTC, Samsung, Adobe, Microsoft, Nuance, Code42, CSS.edu, Rasmussen.edu, , Omron Healthcare.
- conversion rate optimization â topic on google trends. Most practioners today prefer to simply call it conversion optimization.
- Headlines make ab testing and finding huge lifts is easy. Rarely are we promoting our failures. When in reality itâs a lot of hard work. No one is an overnight success. But tiny changes can have a big impact.
- Amazon, Booking.com, Facebook, and Googleâeach conduct more than 10,000 online controlled experiments annually, with many tests engaging millions of users. These organizations have discovered that an âexperiment with everythingâ approach has surprisingly large payoffs.
- And Certain Leaders Embrace It
- Many are Still Having Problems Building a Successful Testing Program
- For Travel and Hospitality Only 18% believe that their digital maturity is advanced Only 26% have a company-wide approach to testing 46% are increasing their budgets in optimization
- The industry is still relatively young and gaining momentum. I started learning about it in 2013 because we had done so will at driving organic traffic through our inbound marketing efforts that test our website to increase our conversion rate was the next step.
- User testing research, data analysis, visitor psychology, ab testing, etc.
- Itâs hard to trust one person. They know very little about what you will be doing. Itâs human nature for them to question themselves and trust that somehow you are going to make something that may have created better.
- We all have a boss (and coworkers) or a client to get on board. But especially the baby on board.
- Technique - a skillful or efficient way of doing or achieving something. Leaders in CRO have to be experts in many things. Youâre in a great position to breakdown silos to help spread the good word in an effort to create new believers.
- Use your âprofessional developmentâ time to learn.
- Identify Roles and Responsibilities to Avoid Confusion and help coworkers understand where they fit
- Know your tools like the back of your hand.
- With battles of opinions over page layouts, UX design, copy and imagery often burdening cross-functional team performance and relations. A great way to introduce the CRO concept, is simply to remove subjectivity by proposing, âletâs test it!â
- Itâs important to keep everyone&apos;s biases in check. And to always do the research. Itâs very tempting sometimes to think you know what is wrong with a page and how to fix it. But thatâs just not how it works. You need to dive into the data to pinpoint the real opportunities. Let the research take credit for the insights.
- they were focusing on growing traffic from every angle, yet blindly growing was actually losing them potential conversions that would have been possible through optimizations. What helped all stakeholders to buy in on this idea was the existing conversion data we had filtered by page type. Actually seeing the conversion rates allowed them to forecast the ROI
- Folks new to CRO are often amazed by heatmaps. Being able to translate the complexity of a heatmap is like reading an X-ray. Others see the visual and are fascinated by the colors and details, but they have no idea what the heck it means. People read in an F pattern, find point of interests or distractions, or false bottoms. For user testing you need to be able to keep an unbiased opinion of the user thoughts and action and be able to present those insights to your team. Surveys also.
- He spoke at MnSearch in 2013 way back in the day block building.
- Explain everything âWhat is optimizationâ âWhat are the pillars of a digital optimization programâ Assume Your Audience is Clueless, let them tell you if they understand or already know about it.
- You should have already done this with major stakeholders in a one on one setting. Including product managers, designers, UX, Developers, etc. To help them understand how it will work within their workstreams.
- Thoroughly explain the process and steps along the way. Work together, âhelp me, help youâ
- Some team members may want to see step by step. Also important for anyone you would be working with (analytics, design, dev) to understand where they fit in. W. Edwards Deming, American engineer, statistician, professor
- Start building trust with colleagues in IT, development, design, UX, analytics, paid, organic, brand, product, leadership, etc. Trust: assured reliance on the character, ability, strength, or truth of someone or something
- Find your sponsor. Talk to members of the team, see who in support of what youâre trying to do and has clout within the organization.
- Itâs your job to transform the organization from looking for a short-term boost to a learning organization looking for long-term innovation and sustained growth through optimization. - Explain opportunity for gains and saved losses - ROI/Opportunity costs
- Identify objections or obstacles and work to overcome them.
- Ask them for initial feedback prior to larger group meeting to gain alignment and vocal support. You need that person to support your message. Get them on board with actively supporting you in meetings or communications.
- Then slowly build your team of believers.
- Avoid communication gaps
- Youâll be working across different teams and departments. Try using strengthsfinders.
- You need to be able to have intelligent conversations with developers. Highly recommend codeacademy. Learning about css, javascript, etc.
- Lynda.com, to learn about web usability, principles of design, etc if you want to be able to talk to designers.
- You need to be able to have intelligent conversations with your analytics team. Talk about goals, tracking, test statistics calculation. When you use Bayesian statistics to evaluate your A/B test, then there is no difficult statistical terminology involved anymore. It just shows you the measured uplift and the probability that B is better than A.
- You need to be able to have intelligent conversations regarding impacting goals that they care about. Talk about primary website metrics and revenues.
- Thereâs no I in team
- No one said that there wouldnât be struggles. Tests lose. Things break. Delays happen. You need to sell the process that leads to the wins.
- Winners, losers, inconclusive. If you thought something was going to happen and it didnât, then youâve learned something important.
- Everyone wants big wins and they want them quickly. Track your win rate to improve. Iterative testing is the way to realize the most gains, but if a âwinâ is realized initially, many times people think thatâs good enough and donât think they need to keep pushing. This isnât a one and done strategy. Itâs isnât optional.
- if you&apos;ve structured it properly, all experiments should teach you something. It&apos;s not just about winning variations.
- Start slow and make consistent progress towards speed and sophistication.
- Lead a WhichTestWon exercise. Butlinâs, the popular UK-based family resorts site. To test the effect of the overlay, over 180 thousand returning mobile visitors saw either the version with or without the overlay. Traffic was split 50/50. Winner: Version B â with the overlay â resulted in an astounding 2,618% lift in newsletter sign-ups, compared to the version without the overlay.
- With battles of opinions over page layouts, UX design, copy and imagery often burdening cross-functional team performance and relations. A great way to introduce the CRO concept, is simply to remove subjectivity by proposing, âletâs test it!â
- Most individuals support that approach and are intrigued by leveraging data to drive decisions. Tests with interesting results quickly get management attention, and an addictive demand for more testing invariably follow.
- Are you beginning to believe that you can go back to your office and start evangelizing conversion optimization and testing?
- #REALTALK At a time when the web is vital to almost all businesses, rigorous online experiments should be standard operating procedure.
- That Mean You, Your Organization or Your Client. After all this evangelism you should be one your way to building a group of believers and on the path to building am optimization program back at your office. Testing has no end.