turn a profit: introduction to conversion optimization€¦ · what is conversion optimization? ‣...
Post on 14-Jun-2020
12 Views
Preview:
TRANSCRIPT
TURN A PROFIT: INTRODUCTION TO CONVERSION OPTIMIZATION
INTRODUCTION
ABOUT ME (BJARNE)‣ Conversion Optimization Strategist
‣ Director of scaleup.com.au
‣ Help business owners scale
INTRODUCTION
AGENDA‣ Create a measurement plan
‣ Set up the right tracking
‣ Identify problems and solutions
WHAT IS CONVERSTION OPTIMIZATION?
SUCCESSFUL STRATEGIES FOR DIGITAL MERCHANTS
WHAT IS CONVERSION OPTIMIZATION?
‣ In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.
CREATE A MEASUREMENT PLAN
TURN A PROFIT: INTRODUCTION TO CRO
THE MEASUREMENT PLAN
WHAT IS YOUR MAIN BUSINESS OBJECTIVE?● Why does your business exist?● What is the overall purpose?● What would you ideally like to achieve?
STEP 1: DEFINE YOUR MAIN BUSINESS OBJECTIVE
WHAT DRIVES YOU DAY-TO-DAY?
WHAT IS YOUR GOAL FOR EACH OBJECTIVE?● Having just one goal is ok● Phrase it in one sentence● Ok to rewrite and revisit later on
STEP 2: DEFINE GOALS FOR EACH BUSINESS OBJECTIVE
CHECK: DO YOU HAVE A SMART GOALS AND OBJECTIVES?
WHAT ARE YOUR KPI’S FOR EACH GOAL?● Metrics for tracking● Could be inquiries or sales from the site● Should be quantitative and measurable
STEP 3: DEFINE KEY PERFORMANCE INDICATORS
THE KPI’S SHOULD MATTER!
WHICH TARGETS DO YOU WANT FOR EACH KPI?● Break it down annually● Make it specific● No need for perfection: we can revisit later
STEP 4: DEFINE TARGETS FOR EACH KPI
WHO IS ACCOUNTABLE FOR EACH TARGET?
HOW CAN YOU BEST SEGMENT YOUR MARKET?● Helps you better allocate resources● Your website analytics software can help with this● Can be refined over time
STEP 5: IDENTIFY SEGMENTS
DIFFERENT WAYS TO SEGMENT
YOUR TASKS FOR THE NEXT 15 MINUTES:● Create a measurement plan
WORKBOOK: Step 1
SET UP THE RIGHT TRACKING
TURN A PROFIT: INTRODUCTION TO CRO
WHY SHOULD YOU IMPROVE TRACKING?● Most websites don’t do it well - if at all(!)● Tracking are often not aligned with business goals● Need to have objective performance figures
SET UP THE RIGHT TRACKING
HOW DO YOU SET UP TRACKING?● Install Google Tag Manager (GTM) to simplify the process● Install tracking codes to your website for various programs● Tweak the setup to suit your business objectives
SET UP THE RIGHT TRACKING
GO TO: https://www.google.com/analytics/tag-manager/
FIRST PROGRAM TO ADD: GOOGLE ANALYTICS● Free tracking of key data ● Can track websites, mobile apps, and any digitally
connected device (like your smart fridge)● Use GTM to install the code
SET UP THE RIGHT TRACKING
GO TO: https://www.google.com.au/analytics/
CUSTOMIZE YOUR SETUP TO SUIT YOUR GOALS● Use event or goal tracking● If you use Google Adwords set up conversion tracking● If you have an eCommerce site use enhanced Google
Analytics
SET UP THE RIGHT TRACKING
GOOGLE PARTNERS: https://www.google.com.au/partners
ADD HOTJAR● Fills many of the holes in Google Analytics● Track user recordings and heat maps● Create surveys and polls on your site
SET UP THE RIGHT TRACKING
GO TO: https://www.hotjar.com/
HEATMAP FROM HOTJAR
HEATMAP FROM HOTJAR
YOUR TASKS FOR THE NEXT 15 MINUTES:● Create a tracking plan
WORKBOOK: STEP 2
IDENTIFY PROBLEMS AND SOLUTIONS
TURN A PROFIT: INTRODUCTION TO CRO
REMOVE TECHNICAL ERRORS● Improve loading time● Make the site mobile responsive● Note: Mobile responsive is not the same as “mobile friendly”
IDENTIFY PROBLEMS AND SOLUTIONS
CHECK YOUR SITES LOADING SPEED: GTMETRIX.COM
CHECK HOW RESPONSIVE YOUR SITE IS TO MOBILE
IDENTIFY YOUR KEY PROBLEMS● What type of website do you have?● Where is the final conversion made?● Where on your site do you have the largest drop-off?
IDENTIFY PROBLEMS AND SOLUTIONS
LEAD GENERATING SITES CONVERT FROM THE FRONT
ECOMMERCE SITES CONVERT FROM THE BACK
GOOGLE ANALYTICS - BEHAVIOUR - BEHAVIOR FLOW
COLLECT ADDITIONAL DATA● Ask your customers for more feedback ● Can create polls or surveys in Hotjar● Consider best practice
IDENTIFY PROBLEMS AND SOLUTIONS
ASK FOR FEEDBACK OVER COFFEE
TIPS FOR SETTING UP A POLL● No more than 2 questions● Put it a few pages in● Let it load after 10 seconds
IDENTIFY PROBLEMS AND SOLUTIONS
LEARN “BEST PRACTICE”
IDENTIFY PROBLEMS AND SOLUTIONS
DOES IT EXIST?● Every website and market is different● Technology and behavior changes● So does your business!
WHAT IS “BEST PRACTICE”?
SHOULD A SITE BE PRETTY?: LINGS CARS
HOW DO YOU LOOK PROFESSIONAL?: DRUDGE REPORT
HOUSE OF CARDS: BIG DATA IMPACTING CULTURE?
WHAT IS THE IMPORTANT MESSAGE?: WARREN BUFFETT
ONE PURPOSE PER PAGE● Identify one goal for each page● Remove distractions● Enhance key areas
WHAT IS “BEST PRACTICE”?
SITE TO LEARN FROM: TORKLAW.COM
HOW TO MAKE A SOLID ARGUMENT
FRANK BETTGER: HOW I RAISED MYSELF FROM FAILURE
GERRY SPENCE: HOW TO ARGUE AND WIN EVERY TIME
R. CIALDINI: INFLUENCE: THE PSYCHOLOGY OF PERSUASION
CONSIDER THE SALES FLOW● How does one page lead to another?● Are you gradually warming up visitors?● Is the first action easy to make?
WHAT IS “BEST PRACTICE”?
THE FORGOTTEN SALES FUNNEL
NEIL STRAUSS: THE GAME
LEARN ABOUT CONVERSION● Study conversionxl.com in detail!● Analyze your competitors● Pick up a book or ten
LEARN AND REFLECT
THE BEST THINGS IN LIFE IS FREE: CONVERSIONXL.COM
PEEP LAJA - MASTER THE ESSENTIALS CONVERSION OPT.
STUDY SITES IN YOUR MARKET● There are exceptions to “best practice”● Identify how similar sites to yours look● Ask what you can do better
HOW TO USE GOOGLE ANALYTICS TO GET SALES
SIMILARWEB.COM - LEARN FROM SITES LIKE YOURS
USEFUL TOOL: SEMRUSH.COM
USEFUL TOOLS: KEYWORDSPY.COM
TOOL: SPYFU.COM
YOUR TASKS FOR THE NEXT 15 MINUTES:● Fill in the conversion checklist
WORKBOOK: STEP 3
EXAMPLES TO LEARN FROM
DO NOT DO THIS AT HOME:
TYPICAL MISTAKE: MYCAREERTOPIA.COM - BLOG?
TYPICAL MISTAKE: IS PRIORITY A PLURAL?
TYPICAL MISTAKE: SOCIAL MEDIA BUTTONS DISTRACTION?
TYPICAL MISTAKE: TOO MANY CALL TO ACTIONS?
TYPICAL MISTAKE: NOT DIRECTING ACTION
TYPICAL MISTAKE: CAN I CALL YOU?
TYPICAL MISTAKE: WHY SO MUCH SPACE FOR HEADERS?
TYPICAL MISTAKE: WHY SIGN UP FOR THE NEWSLETTER?
TYPICAL MISTAKE: WASTING SPACE
TYPICAL MISTAKE: WHERE ARE THE ACTION BUTTONS?
TYPICAL MISTAKE: WHY 6 STEPS TO PAY?
TYPICAL MISTAKE: DO YOU WANT ME TO LEAVE?
TYPICAL MISTAKE: DO YOU WANT MY MONEY OR EMAIL?
TYPICAL MISTAKE: WHY SOCIAL MEDIA BUTTONS HERE?
A/B TEST YOUR FINDINGS
TIME TO PUT WHAT YOU LEARNED TO THE TEST
TEST WHAT YOU HAVE LEARNED
HOW TO TEST‣ Install an A/B testing software
‣ Create at least one variation based on your research
‣ Test for at least 1,000 impressions
EXAMPLE: DROPBOX - A/B TEST - VERSION A
EXAMPLE: DROPBOX - A/B TEST - VERSION B
BOOKS TO GET YOU THINKING
I AM NOT DONE WITH YOU YET!
CHRIS GOWARD: YOU SHOULD TEST THAT!
AVINASH KAUSHIK: WEB ANALYTICS 2.0
SEAN ELLIS: GROWTH ENGINES
ERIC RIES: THE LEAN STARTUP
GREG McKEOWN: ESSENTIALISM
UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH● Install Kindle on your phone● Put it on flight mode?● Read 5% every day Monday to Friday
FREE WEBSITE EVALUATION: SCALEUP.COM.AU
OH NO! I HAVE RAN OUT OF MATERIAL!
top related