Online Marketing

Maša Crnkovič: Conversion optimization 101

I am head of analytics and customer experience at marketing agency. Footer part of my job is listening to customers and analyzing their digital clues. It’s like being Sherlock Holmes, but without the dead bodies. So today I will talk about how to find this clues, what the term so the clues that your website is broken and how to fix it to improve conversions, let’s start with the game guess which version of these to the web.

It is the same website, but the first section is different, so please guess which one performs better at starting the trial. All for a version, listen raise a hand, ok diversion. Yes, the V version, the winner of this ad test. Let’s try another one again. The difference is only in the main section for version. A ok version B’s yeah, we again its head type, 18 % more clicks, so some got to try it. Some were wrong, and this is basically without data and it’s like being a fortune teller.

So you have to have data to be sure what is right and what is wrong, no matter what you’re developing, if it’s the digital product, app or website, keep in mind that you are not your user 80 tests are great. It’s the best way to know for sure what works and what doesn’t. But today, I’m not going to talk about a/b tests, especially for smaller websites. A B tests are not even possible because you just don’t have enough traffic.

So today I will talk about user journey and how user decides to come to your websites and do the action you want them to do, and we will do this by looking at web analytics and user testing so the first time you do a user test, its With your own new products website or whatever it feels like this, it’s weird it’s play it’s painful and you just want to grab that mouse and show them where to click. You know, but instead you go back to the office and you just figure product.

So how do you find find out what is going out inside users head? Let’s recreate a decision, a user make. Imagine yourself scrolling on a Facebook, you scroll a bit and then you find something that grabs your attention. So you click on the link. Then you land on a landing page and in a split second to decide whether or not this is relevant for you after you start reading you again the site. Is this website? It’s interesting enough to invest your time and energy into whatever the website is about, and then you evaluate the offer.

For example, will you buy shoes or will you share the blog or if you want to download the app and then finally you do it. These are five decisions you make from the moment you land on the website and to the final action. Each step leave the measurable clue for your Sherlock Holmes as we go to find and if the sorry, the the first clue is the click. So if user click on add this is definitely a clue that it’s interesting for for him and after that he starts reading and in five seconds he decides if it’s relevant and after that he Scrolls around and clicks around and in 15 seconds it’s.

I guess something that the key likes and then she starts whoever LS evaluating your offer and at the end he converts. So if all of this happens you’re on a good track. But if not, you want to know where the problem is, and you can’t optimize if you don’t measure. So let’s take a closer look at the first impression. What happens if, if a user comes the website in his head, first five seconds on a website are tightly connected to net or refer a link that the user has clicked on.

So, after the click you have to meet the expectations, if you don’t, users will just close the window and left if there is a problem with first impression, you can measure it with bounce rate you can see if there is a problem and how big is the Problem and then, with five second test, you can find out what the problem is more specifically, and you can also get an idea how to fix this problem. So bounce rate is the metric that measures a percentage of users that come to the website and bounces away right away.

They like come and bounce like a ball now. How many of you here use Google Analytics? If you raise your hand, okay, great their user analytics, is basically the most used web analytics tool. Almost every website has it. So then it’s only a question. What you do with data that six clicks by default: Google Analytics measures bounce rate, but it’s wrong. I know Google is wrong right, but you can also measure the right bounce rate.

So when the user come and left immediately – and you have to do some coding for this – it’s a few lines of code now – it’s easy to just put it in your website and it will work. The bounce rate will adjust itself and this is called adjusted. Bounce rate – now don’t worry, I will put this slides online, so you don’t have to write down the code. You can just check it later after you implement this code, the bounce rate will drop significantly.

The next method I mentioned was the five-second test. It’s a method that I really like to use because it’s the best way to capture those few five seconds on the website. Now we will do a five second test right here. Please look at the website. Okay, how many of you can answer these questions? After seeing five seconds of the website, why should I stay here? What become what company is behind it? What do they offer is offer trustworthy? What should I do next? So don’t worry if you can’t answer all them that landing page wasn’t very good and if you show your page to the random people for five seconds and answer those questions you will see.

If you have the problem, it can either be relevant. Identity offer credibility or call to action on all of them for that matter, so the first very important factor of first impression is the title: it’s usually the only thing the user will read when he comes to the website and if he understands it, if you find The benefit in it it’s okay, otherwise he will just bounce away. Your page title should tell exactly what the page is about as clearly as possible, and it should match a net.

I could go on about this topic, but sadly today we don’t have enough time to go in detail for everything. So the second thing is the picture. The picture is worth a thousand words. It should help you sell the product, not just be pretty and distract users. You remember the steps from the from the for most of you got it drunk, but why now picture with the rocket keys is very cute and clever right, but the B image helps sell the product because it actually shows the product they’re not selling a rocket backpack.

But marketing tool right – and this is exactly what you should do with your hero image. You should tell this in a way that you show a random person just an image. You know no, no website, no title, nothing just an image, and if a user can guess what this image is about and what the website with this image is about, then it’s a good thing, then you’re on the right path. Also, I have a few rule of stamp weather.

Good hero images like shows the products in the contest of use. It’s show successful user shows real feelings, supports key message and gives additional details about the product. This is not always applicable, but it’s a good good rule of thumb if you’re selling a product or service. Ok. So now we cap the user for five seconds on our website. Yay. Let’s move on to the 15 seconds. You have to have a focus.

Otherwise, a user won’t stay on the website. Think about a homepage. How does the typical homepage looks like well? This is the image of how Google would look like if it was designed by a traditional organization right. It would have promotions about US news for advertisers. Some more bragging basic search and, of course, advanced search, but homepage, should have a focus. It should segment users not sell one key tasks for the main segment and then at the bottom.

You can have other links for other segments. Now you can measure your focus with attention ratio. It’s a very simple metric. You just basically count the links, a user can click on and that’s it. For example, this page has 62 one attention ratio, it’s not very good, and this one is a bit better. It’s also Bank, but they have a ten to one attention ratio. Ideally it would be one to one and here, if you would just remove the the main navigation, it would be very close.

So next show your value tell users what they should do and why this is the formula for your call-to-action copy. What plus y is the user. I want to do something because it will benefit for me and, for example, I want to download white paper, because I want to learn 30 UX secrets from top experts. This is example of title and the action button, and then you can repeat this. The same action at your forum, especially if the form is on the next page, so it’s not visible or if you have to scroll long down with something like this and don’t be afraid to use large buttons.

It’s actually good to have a big button and it should be in contrast, color, because then it’s visible, here’s a test how you can check if your button is designed? Okay, basically when you’re sitting at the computer, you just close your eyes like almost so. You see the screen like blurry like this, and if you can still identify what is the call-to-action button, then it’s okay and on this example, it’s clear right.

It’s still this bright blur of orange and on this side it’s not that clear right. So you’re now reading for 15 seconds and again, if you want to track this on in Google Analytics, you have to implement additional code now after 15 seconds, your user is interested and he wants to know more and he will be looking for answers. So you have to give them what specific information do users need to make a final decision? You should ask yourself and how can I can? How can you measure it, so you can measure definitely by tracking scrolling.

Almost every website is a scrollable website. You want to know if users scroll above the fold and if they come to the end of the page, you have to check where the fold is on every device. For example, here on the laptop, it’s not obvious that you can scroll down, it’s not visual. It should be visual what users can do and you want to also track clicks, all the clicks the user made. These are not the next page.

Google Analytics does not stretch automatically, so you have to add events on like play. Article download, or something like this or open PDF for pricing curve stuff like that, of course, there’s a code and you can download it later. Okay, with the with the code, you get some additional cool screens in Google Analytics, but you can also then track these same things that I talked about with special tools like hit map or like crazy egg or a hot jar.

You get. You then get hit maps with scrolls and the clicks. So what are key takeaways from today’s talk? First, five seconds are critical. You have to measure it with adjusted bounce rate and five-second test, then focus and show value in design and copy. This you can measure with 15-second event and attention ratio. Then you cannot optimize. If you cannot measure you should use as well as web analytics and you should talk to users.

So the main point is without data you’re, just another person with opinion and without good interpretation. You’re just another source of noise. These are my bonus, slides for all of you interested in this topic. You can download code and checklists and setup for google it expose and another bonus for landing, page user experience checklist. So next time you’ll be make landing page. You can just check if your landing page applies to to this checklist.

Thank you any questions. What’s the background? Yes, yes, there is some research about making this first impression. It’s some will research, especially for web or for people in conversation and everything, so we usually make first impression very quickly. It’s the same with the website and the same with people and this 15 seconds yeah. This is just a rule of thumb, so basically depends on the website.

Of course, if you’re above the fold is more content heavy or if it’s just like one statement, then you should adjust this timing and also, if you have a really long scroller website, then you should stretch some sections in between adjust the default. In the end Thanks. Anyone else yeah, yeah yeah Google – has some some advice about how to implement this event, and but I think, if you just google, the code that you’re interested in the internet is full of google antics experts, and I guess you will find something useful if my code Isn’t? Okay, for some reason, thank you yeah.

What? If I have any? Oh everything, everything is anonymized. Of course we have a very strict policy. Basically, I usually don’t track exactly the exact mouse movements. I very rarely use tools like hot jar because it slows down the page. This is quite a good reason and I think the clicks are good enough. So if you know that if the user is reading and if he is clicking, this is usually good enough.

For me, but yeah everything is anonymized right. I don’t know if you’re you, especially specifically we’re looking at my website Thanks


By Jimmy Dagger

Find out my interests on my awesome blog!

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