How to Conduct Solid, Data-Driven Conversion Research
A: Form with 9 fields B: Form with 6 fields 14.23% drop in leads Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level Lowest interaction Type ZIP and city Highest drop-off Moved to top Tweaked label copy Tweaked label copy Type ZIP and city 671 conversions ✓ 96% confidence level 19.21% increase in leads Type ZIP and city 14.23% drop in leads 19.21% increase in leads Treatment A Treatment B Type ZIP and city 14.23% drop in leads 19.21% increase in leads Treatment A Treatment B IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start Expert Marketer’s Magic Crystal Ball SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!! DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step Aagaard’s Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1QEX2gm Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100> 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance What is the device mix? - Compare Conversion Rate across devices Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Goal Completions Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step Type URL structure Write down number of users http://bit.ly/1KdiQdM Basic Users / Page Report Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -24% -92% Second Page: Where do users go after they hit your landing page? Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step No, here's why: Yes, I looked at: Not yet, but I'm going to look at: Yes, I looked at:No, here’s why: Not yet, but I’m going to look at: 70% 17% 13% Other Research Tools / Methods SEE THROUGH THE EYES OF YOUR USERS DATA-DRIVEN EMPATHY - Andy Crestodina Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up ProcessX X A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level 157.67% increase in CTR 52.23% increase in sign-ups Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start Experts Marketer’s Magic Crystal Ball DO YOUR HOMEWORK LIKE A BOSS Thanks for listening - YOU ROCK!!!
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How to Conduct Solid, Data-Driven Conversion Research
- 1. How to Conduct Solid, Data-Driven Conversion Research MICHAEL AAGAARD
- 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Michael Aagaard has spent the last 7 years in the trenches helping businesses all over the world make more money online. Today he oversees CRO at Unbounce in Vancouver. MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce @ContentVerve
- 5. WATCH WEBINAR RECORDING NOW
- 9. @ContentVerve Control: Treatment: Type ZIP and city
- 10. A: Form with 9 fields B: Form with 6 fields @ContentVerve
- 11. A: Form with 9 fields B: Form with 6 fields @ContentVerve Type ZIP and city
- 12. A: Form with 9 fields B: Form with 6 fields @ContentVerve Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
- 13. A: Form with 9 fields B: Form with 6 fields 14.23% drop in leads @ContentVerve Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
- 15. @ContentVerve Lowest interaction Type ZIP and city
- 18. @ContentVerve Tweaked label copy Tweaked label copy Type ZIP and city
- 19. @ContentVerve Control: Treatment B: Type ZIP and city Type ZIP and city
- 20. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) @ContentVerve Type ZIP and city
- 21. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) @ContentVerve Type ZIP and city
- 22. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) ✓ 4 full weeks of data ✓ 671 conversions ✓ 96% confidence level @ContentVerve Type ZIP and city
- 23. A: Control (9 fields) B: Variation (9 fields w/ tweaked labels) ✓ 4 full weeks of data ✓ 671 conversions ✓ 96% confidence level @ContentVerve 19.21% increase in leads Type ZIP and city
- 24. 14.23% drop in leads @ContentVerve 19.21% increase in leads Treatment A Treatment B Type ZIP and city
- 25. 14.23% drop in leads @ContentVerve 19.21% increase in leads Treatment A Treatment B
- 26. IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND
- 27. Is there anything holding you from doing conversion research?
- 28. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
- 30. Expert Marketer’s Magic Crystal Ball
- 31. SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!!
- 32. DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL
- 33. Landing Page
- 40. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
- 41. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
- 42. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
- 43. Aagaard’s Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1QEX2gm @ContentVerve
- 44. Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
- 45. - What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices Goal 1 (Completions) Goal 1 (Conversion Rate)
- 46. - Get into the individual channels - Look at flow composition, where is everything coming from? - Compare Bounce Rate & Conversion Rate for channels - Traffic quality (high traffic low quality vice versa) Goal 1 (Completions) Goal 1 (Conversion Rate)
- 47. - Look at proportion of New & Returning users - Compare Conversion Rate & Bounce Rate Goal 1 (Completions) Goal 1 (Conversion Rate)
- 48. Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Goal Completions
- 50. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
- 51. Type URL structure Write down number of users http://bit.ly/1KdiQdM Basic Users / Page Report @ContentVerve
- 52. 1. Landing page (URL): 80,280 users 2. Form page (URL): 15,545 users 3. Success (URL): 4,599 users @ContentVerve
- 53. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page @ContentVerve
- 54. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -81% -70% @ContentVerve
- 55. 0 22500 45000 67500 90000 Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -24% -92% @ContentVerve
- 56. Second Page: Where do users go after they hit your landing page?
- 58. Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
- 59. 1. What are the top 3 questions from potential 2. What do you answer when you get 3. Are there any particular aspects of X that people don’t understand? 4. What aspects of X do people like the most/least? 5. Did I miss anything important? Got something to add? Questions For Customer Success @ContentVerve
- 64. 0 20 40 60 80 No, here's why: Yes, I looked at: Not yet, but I'm going to look at: Yes, I looked at:No, here’s why: Not yet, but I’m going to look at: 70% 17% 13%
- 65. - - - - - - - - Other Research Tools / Methods
- 66. SEE THROUGH THE EYES OF YOUR USERS
- 68. @ContentVerve
- 72. JadeLou
- 73. @ContentVerve
- 74. @ContentVerve
- 75. @ContentVerve
- 76. @ContentVerve
- 77. @ContentVerve
- 78. @ContentVerve
- 79. @ContentVerve
- 80. @ContentVerve
- 81. @ContentVerve
- 82. @ContentVerve
- 83. @ContentVerve
- 84. @ContentVerve
- 85. @ContentVerve
- 86. @ContentVerve
- 87. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve
- 88. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve 157.67% increase in CTR
- 89. A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level @ContentVerve 157.67% increase in CTR 52.23% increase in sign-ups
- 90. Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
- 92. Experts Marketer’s Magic Crystal Ball
- 93. DO YOUR HOMEWORK
- 94. LIKE A BOSS
- 95. Thanks for listening - YOU ROCK!!! michael.aagaard@unbounce.com
- 96. MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce @contentverve michael.aagaard@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?