#SMX #21C @3qdigital
How to Scale Your Conversion Rate Optimization
Principles of Optimization and
Growth
#SMX #21C @3qdigital
How to Scale Your Conversion Rate Optimization
Principles of Optimization and
Growth
#SMX #21C @3qdigital
1. You have already captured the “low hanging fruit”
2. You built some momentum with testing based on your wins
3. You are looking to take it to the next level
Where do you stand today?
#SMX #21C @3qdigital
The 6 Principles of Optimization and Growth
Growth
1. Strategic Business
Alignment
2. Culture of Optimization
3. Customer Focused
Approach
4. Data Driven
Research
5. Scientific Testing Process
6. High Velocity Testing
You must master all these principles to maximize your growth potential
#SMX #21C @3qdigital
Company A Company BEmbraced the 6 principles of optimization and worked for continual improvement:
• 57 Tests in first year of CRO
• Took a data driven, customer focused approach
• RESULT: 112% Growth in Revenue
A Tale of Two Companies
Struggled with alignment, silos, and failure to implement:
• 4 Tests in first year of CRO
• Used opinions and stalled due to disagreements and perfectionism
• RESULT: Filed for Bankruptcy
#SMX #21C @3qdigital
1. Improve your inputs to testing with a structured process for research
2. Use iterative testing to transform “losses” into lifts in conversion
3. Accelerate your testing velocity
What are the most actionable ways to scale?
#SMX #21C @3qdigital
Data Driven Research MethodologyStep 1: Heuristic Analysis
Find initial high level issues to guide research
Step 2: Quantitative Research
Use analytics to pinpoint segments and behaviors
Step 3: Qualitative ResearchUnderstand motivation and ”why” of the UX
Step 4: Hypothesis DevelopmentCreate data driven hypotheses for prioritizing
Qua
litat
ive Q
uantitative
Attitudinal
Behavioral
Motivation Profiles
A/B Testing
Session Recordings
Cross Device
Exit Intent Polls
User Path/Fallout Analysis
Interviews
Remote Unmoderated Usability
Form Analytics
Card Sorting/Tree Testing
Intercept Polls/Surveys
Heat MapsModerated Usability
True Intent Study
Email Surveys
Peer Review Sessions
#SMX #21C @3qdigital
1. Put the tools in place to quickly and easily capture data that can be turned into hypotheses
2. Focus on moving fast, NOT being a perfectionist
3. Crowdsource your data points and insights from across the company
Tips to scale your research process
#SMX #21C @3qdigital
A common mistake is giving up on your hypothesis or changing focus before you get to the big wins:
“You can have an accurate data point and the proper hypothesis, but still be slightly off on the implementation”
The Power of Iterative Testing
#SMX #21C @3qdigital
Test Strategy Test ResultsIteration 1: Reduced confusion with process level copy to clarify messaging
Iteration 2: Localized experience to remove confusion about offices
Iteration 3: Removed all content distractions for a “stripped down version”
Iterative Testing Case Study
Results: 18.2% drop in conversions
Results: 4.5% drop in conversions
Results: 38% increase in conversions
#SMX #21C @3qdigital
1. Focus on Minimum Viable Product (MVP)
2. Remove ALL wasted effort, time, and resources from the process
3. Outcomes Focus: Results vs. Research Insights
4. Prioritization Framework and Roadmap Management
The Keys to High Velocity Testing
#SMX #21C @3qdigital
Voice of Customer Data Actionable Insights
Case Study: Research
The value proposition and messaging did not align with user motivation:• Misunderstanding about free
subscription
• No messaging about trial period• Lack of perceived value about video
content
We captured exit intent polling data to pinpoint why users were abandoning without converting.
#SMX #21C @3qdigital
Test Strategy New VariationFocused on minimum viable product (MVP) to test the hypothesis based on research:
• Changed headline to highlight “free” to alleviate subscription anxiety
• Included “30 days” trial terms to reduce confusion
• Displayed popular documentaries above the fold to display content instead of describing it
Case Study: Implementation
#SMX #21C @3qdigital
Analytics Data Actionable Insights
Case Study: Research
High drop off rate of users that click through to one specific page:• Users were getting lost in the site
architecture
• Too many options were overwhelming users
• No clear path to conversion
#SMX #21C @3qdigital
Test Strategy• Remove page leaks that pull users away
from the conversion path• Remove usability issues causing
distraction from converting
Case Study: Implementation
#SMX #21C @3qdigital
Hypothesis ResultsIf we remove the page leaks and distractions that pull users away from the conversion path, then we could reduce abandonment.
Case Study: Results
Increased download
conversions by 42%
+42%Lift
#SMX #21C @3qdigital
Free Whitepaper on 6 Principles of Optimization
https://3QDigital.com/jeremysmx/