[VWO Webinar]: Getting your prospects to pay attention to your website is essential whether you’re running an eCommerce brand or generating leads for your sales team. So it's imperative to have a killer conversion optimization strategy in place to drive growth.
Watch VWO and Ladder sharing conversion rate optimization insights on:
How to craft a CRO strategy with structured hypotheses
How to make use of both technical best practices and
data-driven marketing
Leveraging data to identify the weakest point in your funnel
Your ideal CRO Toolkit - tools you need for optimization
Building a framework of priorities - knowing what to test/implement first
3. About VWO
powered by SmartStats
2.5bn+
Users served per
month
Goals FunnelsTrack
Heatmaps Recordings Surveys FormsAnalyze
Test
Plan HypothesisObservation
5000+
Customers across
the globe
600k+
Experiments run on
our platform
91Countries
A/B Testing &
Conversion
Optimization
Platform
4. About Ladder.io
$25m+
Performance data
300%+
Market avg. success
rate for
experiments
5000+
Growth tactics
launched
Digital
Marketing
Agency
Ladder is a growth marketing agency that uses
proprietary technology and data-driven strategy to
increase your ROI.
Our team has spent millions of dollars and thousands of
hours working with over 100 companies in New York and
London.
6. What is A/B testing
In the most simplest form, A/B
Testing is comparing two versions
of a web page to see which
version performs better for a
defined conversion goal
7. A Simplified Conversion
Optimization Process
Multiple frameworks and processes
prescribed by expert practitioners all
follow the same flow for optimization
Research
Hypothesize
Prioritize
Test & Learn
9. r
How many tools do you use for conversion optimization?
Conversion optimization requires
considerable expertise
with multiple
tools throughout the process
11. r
Most commonly used methods to generate User insights
Difficulty in generating insightsDifficult Easy
Valueofinsights
Low
High
*Size of the bubble indicates the popularity or usage of the method
12. Heuristic Analysis
Evaluation of a website by
a usability expert against a
set heuristics to identify
potential conversion
barriers
14. Scrollmap
A sharp drop-off of 40
%age points happens here
and content below this is
going to be ineffective.
Also acts as a in page
funnel representation
98% (103) views
58% (61) views
15. Session Replays
Session replays playback
your visitors actual page
interactions and how they
navigate through your
website without
distracting the visitor from
their desired goals
98% (103) views
58% (61) views
18. Form Analytics
Go beyond tracking form
submission rates. Form
analytics help you
understand how visitors
interact with every form
field. It gives you insights
on where visitors hesitate
and drop off
98% (103) views
58% (61) views
27%
34%
of the visitors
submitted the form
20.5
seconds
Total time spent on
completing this field
10.3
seconds
Time spent by
visitors hesitating to
give this data
20%
of the visitors drop
off on this field
of the visitors refill
this field
19. Usability Testing
Task Analysis or usability
testing helps you evaluate
how visitors would use the
website to achieve a
desired goal.
98% (103) views
58% (61) views
20. Card Sorting
Helps you understand
how your visitors would
logically group
information into
categories.
98% (103) views
58% (61) views
Clear winners
Ambiguous
classification,
might need
follow up
tests
Tests run using Optimal workshop
22. Five Second test
Helps you understand
how visitors perceive your
messaging
98% (103) views
58% (61) views
What solution are they selling?
Tests run using Usabilityhub
23. Build a structured Hypothesis
Based on Observations
I believe Solution
will address Problem
for Audience
and impact Goal by uplift %
Evidence or
Research that
identifies a pattern
or a problem that
needs solving
If you are just starting
to test, then Audience
is probably all visitors.
But as you mature in
optimization your
audience is a subset Brings in
accountability on
what your team was
trying to achieve
25. r
What %age of ideas do you test from your backlog?
There are always more
ideas than you can actually
test. Prioritizationof
which ideas to test is essential
26. Frameworks to prioritize Hypothesis
Potential
Importance
Ease
Time
Impact
Resources
Bryan
Eisenberg
Impact
Confidence
Ease
Sean Ellis
PXL model
by by by by
27. What we use
Confidence Importance Ease
How confident are you of
achieving the uplift in
conversion rates from this
test?
How valuable are the
audience you are testing
for?
How Easy is it implement
this test?
Generally higher confidence
can be achieved with high
level of research
Not just effort for design
and dev, but also take into
account how easy is it to get
all stakeholders to agree to
doing this
For example a test
conducted on bottom of
the funnel could be more
important than a test on
top of the funnel
29. ● Lead gen?
● Revenue for e-commerce?
● A tight tracking set-up and knowledge of your
funnel is key to any CRO strategy
What metrics matter to you?
30. Finding the largest area of opportunity
YOUR CRO ANALYSIS CHECKLIST:
1. Analyze your full funnel for
key areas of drop off
2. Where does most of your
traffic come from and where
do most people land?
3. Split traffic by device - what
is your conversion rate on
mobile vs. desktop?
38. A/B testing form fields
Metric for success: Leads
generated
Hypothesis:
Including fewer form fields
will boost our conversion
rate, as it reduces friction.
Result:
10% lift in CVR on this variant
39. Social proof
Metric for success: Leads
generated
Hypothesis:
Moving client logos from the very
bottom of our site to a prominent
spot above the fold will increase
conversions on our contact form,
as strong social proof legitimizes
us.
Result:
65% lift in CVR
40. Positive reviews
Metric for success: Leads
generated
Hypothesis:
Moving positive reviews from
Shopper Approved above the
fold would increase conversion
rate, as it adds a sense that we
are trusted by customers.
Result:
17% lift in CVR
43. Dynamic free shipping bar
Implementation tools: Free Shipping Bar
by Hextom for Shopify, or other plugin
VWO installation: Install the plugin within
your site. In order to run the A/B test,
your developer can write a line of code to
show or hide the shipping bar to measure
conversion rate with and without it
displaying.
Metric for success: average order value
Hypothesis: Adding a free shipping bar
that updates as a user puts items in their
basket will increase average order value,
as it incentivizes spending to the limit
needed to achieve free shipping.
45. Urgency language
Metric for success: adds to cart
Hypothesis: Removing language
around items being low in stock
will boost conversion rate, as the
current display of that language
makes it appear as though
products are unavailable.
Result: decrease in CVR -- and the
learning that urgency language is
actually a positive for client
46. Social proof
Implementation tools: fomo or
proof
VWO installation: Install the
plugin within your site. In
order to run the A/B test, your
developer can write a line of
code to show or hide Fomo on
either variant.
Metric for success: Checkouts
completed (can also be used
for B2B lead gen businesses)