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Conversion Rate Optimisation
How to choose what to test WILL CRITCHLOW
Let’s start with conversion rate
How many conversions do you get per hundred website visitors?
Appeal to more people Think about it this way rather than as probability
Doesn’t have to be actual sales
You can test against micro-conversions
Why’s it worth improving? [Aside from the obvious]
It’s a proxy for “how much people like you”
You aren’t your customer
Having a better conversion rate than the competition is a superpower
You can invest more in every other channel
What’s this optimisation thing? [Just think of it as “improving”]
Research your users and customers
Have a theory
Stats geeks call this a “hypothesis” Requires you to come up with an alternative
Design a test Read Norvig on Experimental Design
Deploy a winner (hopefully)
Deciding what to change
Start with the business model
Seek out customer feedback
Some may be hidden Reviews, comments, support tickets, CRM
Go get some more
Qualaroo, Olark
Check your analytics data
Read everything by Avinash Kaushik Segment, segment, segment
How big’s big enough?
Rule of thumb. You’re likely to need 100
conversions per variation for A / B testing
(and to run for at least a few weeks)
Check out Udacity
or Berkeley edX
for more statistics
(But run for at least a few weeks)
It’s still worth doing this on smaller sites
Focus more on the research than the testing
Check out yourself. Install Olark. Fivesecondtest, feedbackarmy don’t rely on your own traffic
Might this double my conversion rate?
Think bigger
Tiny uplifts may not be worth it anyway
Leave tests running & use A / A / B / B to avoid
statistical pitfalls
Image credits http://www.flickr.com/photos/-lif-/3468014633/
http://www.flickr.com/photos/stevec77/2424796243/ http://www.flickr.com/photos/angeloangelo/9334045045/
http://www.flickr.com/photos/tk-link/2575598759/ http://www.flickr.com/photos/chrisjohn23/4011247323/
http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final http://www.flickr.com/photos/tim2000s/7750760758/
http://upload.wikimedia.org/wikipedia/commons/3/35/Buffett_%26_Obama.jpg http://www.flickr.com/photos/twtrcon/5278324578/
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