This document provides an overview of conversion rate optimization (CRO) and testing best practices. It discusses starting with a diagnosis and hypothesis, collecting both quantitative and qualitative user data, creating an experiment backlog, and testing elements on high traffic pages like buttons, images, and flows. Tests should be focused on improving goals like signups or purchases. The document cautions testing one element at a time, not ending tests too early, and validating surprising results. The goal is to use data-driven experimentation to improve conversions on websites.

1. CONVERSION RATE
OPTIMIZATION 101
Make Your Website Convert!
Chris Edwards
Co Owner
at CE Squared
https://cesquared.com
@ChrisEdwardsCE

2. WHERE DO YOU START?
CRO is a process of diagnosis
hypothesis and testing
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3. GET INTO THE CRO MINDSET
Don’t be afraid to fail
Keep an open mind
Do more with less
Follow the data
LET IT GO!
First
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4. START WITH A PLAN
Second
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5. DON’T JUST TEST TO TEST
Define your metrics
Create goals
Start big, refine down
KNOW WHY!
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6. CREATE A BACKLOG
Plan out future tests
Tests can end early
Be ready to switch out
WHAT’S NEXT!
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7. COLLECT QUANTITATIVE DATA
Third
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8. SO MANY TOOLS!
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9. MOST COMMON
Easy to install
Goal & event tracking
Widespread use
IT’S FREE!
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10. MORE ADVANCED
They are directly
integrated
into most AB
testing tools
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11. BUILD YOUR FUNNEL
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12. BUILD YOUR FUNNEL
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13. BUILD YOUR FUNNEL
Experiments show in funnel reports automagically
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14. BUILD YOUR FUNNEL
Experiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com

15. BUILD YOUR FUNNEL
Experiments show in funnel reports automagically
@ChrisEdwardsCEcesquared.com

16. BUILD YOUR FUNNEL
Experiments show in funnel reports automagically
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17. BUILD YOUR FUNNEL
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18. COLLECT QUALITATIVE DATA
Fourth
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19. ON PAGE SURVEYS
Ask questions at funnel
drop off points
How can we help?
Are you looking for something we
don't have?
Do you need assistance?
How can we improve?
What is preventing you from
purchasing?
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20. THE TOOLS
Free Option
Paid
Paid
On Page Survey
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21. HEATMAPS
Learn What’s Important
Find hot spots
How far are users scrolling?
What are they reading?
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22. HEATMAPS
Have models look to
the product or call to
action
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23. VISITOR RECORDINGS
Watch Your Visitors
See their mouse movements
Identify long pauses
Identify “lost” visitors
Watch how they navigate your site
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24. THE TOOLSHeatmaps & Visitor Recordings
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25. THE TOOLS
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26. UPDATE BACKLOG
Use insights gained from
all this data to build up
your backlog for A/B
Testing
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27. START TESTING
Finally!
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28. THE TOOLS
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29. ADD JAVASCRIPT TO SITE
<script src="//cdn.optimizely.com/js/
1488356457.js"></script>
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30. EASY TO USE WYSIWYG
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31. EASY TO USE WYSIWYG
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32. EASY TO USE WYSIWYG
Control (A) Variant (B)
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33. EASY TO USE WYSIWYG
Control (A) Variant (B)
21%
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34. WHAT DO YOU TEST FIRST
Testing
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35. PAGES WITH HIGH TRAFFIC
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36. PAGES WITH HIGH TRAFFIC
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37. TEST BUTTONS
Test A Test B
vs
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38. TEST BUTTONS
Test A Test B
vs
21%
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39. TEST IMAGES
Test A Test B
vs
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40. TEST IMAGES
Test A Test B
vs
19%
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41. TEST LAYOUTS
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42. TEST FLOWS
Sign Up Flows
First User Experience
When To Send Welcome Emails
When To Promote Upgrades or Paid
Features
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43. TEST MONEY PAGES
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44. THINK OUTSIDE THE BOX
Clean Shaven Bearded Hipster
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45. THINK OUTSIDE THE BOX
Clean Shave Bearded Hipster
49%
Hipster Wins!
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46. DON’T SCREW UP
Warning
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47. STAY FOCUSED
Only change one element at a time
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48. LOW TRAFFIC?
Stick to A/B
Testing, not A/B/C
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49. LOW TRAFFIC?
Stick to A/B
Testing, not A/B/C
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50. CALLING TESTS TO EARLY
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51. DOUBLE CHECK AMAZING
956%
Whoa! That seems
almost too good to be
true!
IS IT CORRECT?
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52. QUESTIONS?
Thank You
Chris Edwards
Co Owner
at CE Squared
https://cesquared.com
@ChrisEdwardsCEcesquared.com