How to build an effective conversion program on a budget

How to get going with a conversion optimization process on a budget.

1/30 Documents & Tips - Sharing is our passion

Share This Page

  1. Joni Lindgren
    How to get going with a conversion optimization process on a budget.
    Transcript Header:
    How to build an effective conversion program on a budget
    Transcript Body:
    • 1. How to build an effective testing program on a budget with case from Swedish Unicef
    • 2. 7000 h conversion optimization so far presenters notes Trend: In the last three years Outfox clients have gone from asking for single A/B-tests to ask for the process.
    • 3. How you need to initiate your testing program
    • 4. presenters notes At Unicef we know what conversions are worth ordered from most to least valuable. Helps prioritise time spent on analysis and what tests to run.
    • 5. Will you be able to run tests? • Current conversion rate • Traffic volume presenters notes Testwinners can not be called by chance.You have to know for how long tests need to run on every page in your funnels. The hard part is to estimate test lift. If original conversion rate is low like this example, not under 10% lift as a rule of thumb.Tests should run for at least one conversion cycle and preferably not longer than 30-45 days.
    • 6. How you find out as much as you can about your target audience
    • 7. presenters notes Ask what the users want to do.
    • 8. 77% 23% Make a donation Research and maybe donate Become a Global parent presenters notes Connect on-site survey answers with Google Analytics. Now you can analyze only the users with a mindset to convert, never mind those who research for a school paper or want your phone number.
    • 9. How you learn to become the audience
    • 10. Break up with your website /app presenters notes Get rid off your biases.There is nothing to love about your web site. It is merely a way of your business to reach the goal. Don´t love it, don´t hate it. Be neutral.
    • 11. presenters notes Analyze user behaviour with Google Analytics, then create a user test scenario for yourself and go through the funnel. De data at hand and the user test scenario will probably give you better insights and provide hints on where and hoe the funnel can be improved
    • 12. presenters notes Then analyse the behaviour again, now segmented per device category.And then give your self new scenarios suited for different device categories and try the funnel again.
    • 13. presenters notes The data will show you what happened but never why. If you can´t figure out by user test yourself, you have to ask the users why.There are a lot of ways to to this. On page survey, email survey, user testing, user recordings, ask your mom. My recommendation is to do it easy and fast. Speed has a value.As long as you find hints on how to improve the conversion funnel, you are successful.
    • 14. To create the test program
    • 15. Testing area: global parent Test page/-s problem test hypothesis current CR expected lift how long to run a test Test 1 sign up page Test 2 cpc - landning page Test 3 start page
    • 16. Test 3: Headline & CTA on start page Original
    • 17. Testing area: global parent Test page/-s problem test hypothesis current CR expected lift how long to run a test Test 3 startsida Världsförälder är inte ett vedertaget begrepp och Anmäl dig nu är för pushig call tio action Byt ut rubrik till …. och Call to action till … kommer att öka CR för världsförälder 3,9% +20% 25-30 dagar
    • 18. Test 3: Rubrik & CTA på startsidan Original Challenger
    • 19. Test 3: Rubrik & CTA på startsidan Original +43 % Challenger
    • 20. Test 5: Opt-out i gåvoshop Original Challenger
    • 21. Test 5: Opt-out i gåvoshop Original Challenger 35 % färre optar ut
    • 22. Test 8: Christmas campaign headline & CTA Original Challenger
    • 23. Test 8: Julkampanj copytest på startsidans rubrik & CTA Original Challenger +7,3 %
    • 24. Testområde: Bli Världsförälder Sida/-or för test problem testhypotes nuvarande CR potentiellt lyft Hur länge ska testet köras Test 1 formulärsida Test 2 cpc - landningssida Test 3 startsida
    • 25. How to best take care of the result presenters notes Segmented analysis and discussed in groups.As many as possible within the company should learn from test take aways.
    • 26. Prioritize speed - keep it simple
    • 27. Create a testingplan for 4-6 month then add to it
    • 28. You will not make it without web analytic skills
    • 29. Become (or learn everything about) your target audience
    • 30. Let as many as possible in on the findings
    View More