We need to improve the conversion rate of our website. And perhaps conversion rates of our client websites. So how should we go about it? It's easy to get early wins with a crappy (excuse me: under-optimized) website, but how do you ensure that we keep getting wins month after month, year after year? If you think it's a list of "100 proven tactics" of can find in a blog post - you're wrong. What about following best practices? That won't take you far. How about copying successful competitors and market leaders? That doesn't get results. What you need to do is to identify the very specific problems your very specific website has - by following the data. The way to get both short-term and long-term results is in the right process. Pros use processes, amateurs follow tactics - we all know that (right?). We know we should be data-driven, but what does that actually mean? How in very specific terms - should you do data-driven optimization? You will find out in this talk.
Imposter Syndrome in Marketing & Why You're Not Alone
Peep Laja - How to Figure Out What Really Makes Your Website Work
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HOW TO FIGURE OUT
WHAT REALLY MAKES
YOUR WEBSITE WORK
Conducting conversion research to make
more money
Peep Laja, ConversionXL
@peeplaja
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• whose problem are we solving?
• what do they need?
• what do they think they want?
• why?
• how are they choosing / making a decision?
• why?
• what are they thinking when they see our offer?
• how is what well sell clearly different?
• where is the site leaking money?
• what is the problem?
• what are they doing or not on the website?
• what leads more people to do X?
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Step #3: Digital analytics
• Where are the leaks?
• Which segments?
• What are users doing?
• Which actions correlate
with higher conversions?
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#5: Qualitative surveys
• Buyer groups
• Which problem are they solving?
• How are they deciding?
• What’s holding them back?
• What else do they want to know?
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Issue Bucket Background Action Rating
Google Analytics bounce info is
wrong
Instrument Google Analytics script is loaded twice! Line 207
and 506 of the home page both contain GA code, as
do all the other pages.
Removethe double entry
★★★★★
Conversions are low for IE9. Investigate Possible cross-browser issues. Conduct cross-browser testing.
★★★
People don’t know how to use
category pages
Hypothesize Too many options, unfamiliar information
architecture & layout.
Re-think the category page layout
★★★★
Missing value proposition on the
home page
Test Add a compelling value proposition in the header of
your website that states what your website is about,
what can they do here and why should they do it
Add prominent value proposition
★★★★★
Content is very hard to read JFDI Font size 11px is too small Increase font size
★★★