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#INBOUND16
HOW TO FIGURE OUT
WHAT REALLY MAKES
YOUR WEBSITE WORK
Conducting conversion research to make
more money
Peep Laja, ConversionXL
@peeplaja
#INBOUND16
0
20000
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60000
80000
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Year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Flat 1% / year
#INBOUND16
0
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Year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
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50000
100000
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Year 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Flat 1% / year 10% / year 15% / year
#INBOUND16
Optimization
is compound
interest for
growth
#INBOUND16
#INBOUND16
#INBOUND16
How would
you go
about it?
#INBOUND16
• “you can easily sort
through the 100+
techniques”
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
Best practices?
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
Don’t copy your
competitors, they don’t
know what they’re
doing either
#INBOUND16
So you need a
systematic approach. A
process.
#INBOUND16
If you can’t
describe what
you’re doing as
a process, you
don’t know what
you’re doing
William Deming
#INBOUND16
How do we
optimize the
optimization
program?
#INBOUND16
The discovery of
what matters
#INBOUND16
What are the problems?
Where?
#INBOUND16
1. Testing
2. Research
Yet another guy
with a bunch of
data 
#INBOUND16
Ask the right questions
#INBOUND16
• 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?
…careful with your interpretations
#INBOUND16
#INBOUND16
Step #1: Technical analysis
• Is shit broken?
• Where?
• Which browsers?
• Which devices?
• Which pages are slow?
#INBOUND16
#INBOUND16
Step #2: Heuristic analysis
• Relevancy?
• Clarity?
• Motivation?
• Friction?
#INBOUND16
Clarity
#INBOUND16
#INBOUND16
Visual hierarchy
#INBOUND16
#INBOUND16
#INBOUND16
Screw
#INBOUND16
Screw
#INBOUND16
Screw
#INBOUND16
Screw
Uninspiring
headline. Not
enough info
5 bullets is too
much, lack of
focus
My grandma
designs
better sites
Testimonial
credibility
questionable
Too little is
done to get me
to click
Unhelpful
screenshot
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
What’s wrong
with this
picture?
#INBOUND16
Step #3: Digital analytics
• Where are the leaks?
• Which segments?
• What are users doing?
• Which actions correlate
with higher conversions?
#INBOUND16
Measure everything
You’ll need it later
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
How many different
ways are there?
#INBOUND16
#INBOUND16
#INBOUND16
#INBOUND16
#4: Mouse tracking & form analytics
• Where do they click?
• How far down they scroll?
• Differences between devices?
• Session replays
#INBOUND16
#INBOUND16
#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?
#INBOUND16
#INBOUND16
#INBOUND16
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#INBOUND16
#6: User testing
• What’s difficult to understand?
• What’s difficult to do?
• What goes wrong?
#INBOUND16
#INBOUND16
#INBOUND16
Now you know
what (most of) the
problems are with
your site!
#INBOUND16
• Measurement stuff
• Just Fix It
• Test
#INBOUND16
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
★★★
#INBOUND16
https://docs.google.com/spreadsheets/d/1DGuw1vkqYZ61plOpTcGHFDvh4MMP4kaRnlTtaXS
WrJA/edit
#INBOUND16
#INBOUND16
79.3% uplift in conversions
Peep Laja, ConversionXL @peeplaja
#INBOUND16
Systematic, repeatable,
teachable process
#INBOUND16
#INBOUND16
This stuff is difficult
#INBOUND16
“EVERYBODY
WANNA BE A
BODYBUILDER
BUT NOBODY
WANNA
LIFT HEAVY ASS
WEIGHTS”
RONNIE COLEMAN
#INBOUND16
“Everybody
wants a win,
but nobody
wants to do
the heavy ass
conversion
research”
Peep Laja
#INBOUND16
Remember this:
1. Think in terms of processes, not tactics
2. Focus on the discovery of what matters
3. Do the heavy ass lifting
#INBOUND16
THANK YOU.
EMAIL ME:
PEEP@CONVERSIONXL.COM

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