Conversion Research in One Hour
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Slides to go with a talk on rapid, lightweight research you can do before tackling a landing page, funnel step or lead-gen form. Comes complete with all the Google Analytics reports you'll need to mine useful data to share! Less bullshit, more truth in meetings!
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Conversion Research in One Hour
- 1. Conversion Research 1 hour for Research? Holy Cow!
- 2. @OptimiseOrDi e • Split Testing, Analytics, UX • Lean, Agile, Growth Optimisation • 100M+ visitors tested • 200+ sites, 26 languages • Starting Testing? Bad ROI? • Not learning enough? • My job – to transfer skills! @OptimiseOrDiecolinski.tumblr.com
- 3. @OptimiseOrDie The Gartner Hype Cycle ™
- 4. 1 Tool Installed 2 Stupid testing 3 4 Peak of Stupidity 5 ROI questioned 6 Statistics debunked 7 Faith crisis 8 The Trough of Testing Scaled up Stupidity 9 Where, How, Why 10 Data science 11 Testing to learn 12 Innovation Testing @OptimiseOrDie
- 5. @OptimiseOrDie • Do some Analytics modelling • Understand the shedding of layers • Narrow your focus and scope • Bank better gains earlier in time 1 Test in the Right Places
- 6. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
- 8. @OptimiseOrDie 1 Hour Page Analytics Influence Pages Entry Points Landing Pages Device Mix Customer Mix Traffic Mix Flow Intent Marketing -> Site flow Page or Process Next Steps Abandonment Exits Mix of abandonment Flow
- 9. Ad SERP Banner Email Campaign Aff Referrer Landing Page Conf. Page Interaction Step PPC Organic Display Email Social Desktop - Mobile - Tablet
- 10. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
- 11. Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1Mpg3lf
- 12. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5
- 13. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
- 14. - What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices Goal 1 (Completions) Goal 1 (Conversion Rate)
- 15. - Get into the individual channels - Look at flow composition, where is everything coming from? - Compare Bounce Rate & Conversion Rate for channels - Traffic quality (high traffic low quality vice versa) Goal 1 (Completions) Goal 1 (Conversion Rate)
- 16. - Look at proportion of New & Returning users - Compare Conversion Rate & Bounce Rate Goal 1 (Completions) Goal 1 (Conversion Rate)
- 17. @OptimiseOrDie iPhone Models in Google Analytics Screen Resolution 320 x 480 = iPhone 4/4S 320 x 568 = iPhone 5/5S 375 x 667 = iPhone 6 414 x 736 = iPhone 6+ https://www.google.com/analytics/web/template?uid=lpVf8LveSqyd3mdsHjdfzQ https://www.google.com/analytics/web/template?uid=fmUzp_gzRIy7LnvZJjCDOQ https://www.google.com/analytics/web/template?uid=y7sYIXDhQrmswHAiNo8iLA
- 18. Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Revenue / Goal Completions
- 19. @OptimiseOrDie 1 Hour Landing Page Analytics • How old are the visitors? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What are the key metrics like (e.g. bounce rate, conversion)? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What is the goal or ecommerce conversion through this page? https://www.google.com/analytics/web/template?uid=hab8Ta93SCCffUpjefjtNQ • What channel traffic comes to the page? https://www.google.com/analytics/web/template?uid=Kjb9q8M4QN-fsPe8dOGaig • What is the mix of tablet / mobile / desktop to the page? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • What are the resolutions of devices? https://www.google.com/analytics/web/template?uid=wLMUWs8eTIa3_mmQHOtPkw • How slow are the landing pages? https://www.google.com/analytics/web/template?uid=AavFsgMoRkucYYKnxlB76Q • What are the pages right after the landing page? (Use a landing page report and choose the ‘Entrance Paths’ to show next pages.) • What is the flow like from this page? (Use the Behaviour Flow Report) • What does it look like on the top devices? (Use real devices + Appthwack.com, Crossbrowsertesting.com or Deviceanywhere.com)
- 20. @OptimiseOrDie 2 Hour Plan! • Form Analytics data • Scroll or Click Maps • Make a horizontal funnel from the landing page • Check the: – Marketing Creatives / SERP fully – Look at Landing page ZERO!
- 21. @OptimiseOrDie Modelling - Intent All traffic HearingSight StoreOther Step 1 Step 2 Step 3 Goal Page PageHearing
- 22. @OptimiseOrDie Modelling – Multiple Funnel Endings All traffic InfluenceIntent Influence Step 1 Step 2 Step 3 Goal Page Page Entry Page 1 2 3 4 1 2 3 4 1 2 3 4
- 23. Bounce Search or Category Product Page Add to basket View basket Checkout @OptimiseOrDie Modelling – Ring Models
- 24. Modelling – Horizontal Funnels
- 25. @OptimiseOrDie 4. If you have 4 hours • Set up a poll or survey (See my tools slides) • Set up an exit (bail) survey • Friends, Family, New Employee user testing • Guerrilla user testing • Snap interviews (Sales, Customer Services) • 5 Second Test
- 26. @OptimiseOrDie • Lean Analytics • UX Research • Interviewing • Surveys and Polls! No Excuses – Do Your Research
- 27. - Session Recordings - Reviews / Social - Exit Surveys - Interview Customers - Interview Sales Team What Else?
- 28. Thank You! Email me sullivac@gmail.com Slides bit.ly/googfintech Linkedin linkd.in/pvrg14
Hinweis der Redaktion
- So – a boring intro bit about me – don’t worry – it’ll be over quickly. You can have a look at your phones for a couple of minutes or just watch David Lynch’s finger instead.
- I’ve been working on this presentation and thinking about it for over two months now. And this is one of the first graphs I wanted to include, because it represents the hype cycle in AB testing. This is what a lot of companies go through with new technology adoption, so I wanted to show you what the AB testing hype cycle would look like [CLICK]
- I hope you enjoyed my talk as much I did writing it. All my details are here including the slides, for you to download. Go forth and Optimise!