5. Conversie optimalisatie: De stand van zaken in de markt (Google - Jorden Lentze)

The State of Conversion Rate Optimization Jorden Lentze

The State of CRO

The future of CRO

2 usability myths you should avoid

The agenda for today

General insights survey among 150 EMEA customers

Source: Conversions@Google2016 - State of CRO Survey, 2016

# of employees in company? Dedicated CRO department?

% of companies running 6 or more tests per month

How many tests do companies run?


54%

of companies with a dedicated CRO department

16%

of companies without a dedicated CRO department

It is not bad to “fail”


I haven't failed. I've just found 10,000 ways that won't work “ ” - Thomas Edison

49%

of tests are not successful when running 1-2 A/B tests per month

83%

of tests are not successful when running 21+ A/B tests per month

Confidential + Proprietary

Mobiel wordt steeds belangrijker

Within 5 years there will be no more CRO specialists

The more experiments you run,

the more you will fail learn

Beware of “Fortune Tellers” and HiPPOs

Prioritization of experiments


What have we learned so far?

The more experiments you run, the more you will learn Use these failures to learn, iterate and improve

Beware of “Fortune Tellers” and HiPPOs Use a combination of data-driven methods to determine what to test and to prioritize accordingly (e.g. PIE model)

2 usability myths

Source

Does your website have an automatic slider?

NO Yes

Why do you use an automatic homepage slider?

Why are sliders used?

1.  Multiple messages above

the fold

2.  Politics

3.  Monetisation

4.  It’s beautiful

What about your customers?

This is what slider do to visitor behavior

Visitors start scrolling right away

because there is so much “crap”

above the fold……...

Do not stop optimizing when using homepage sliders

The 3 rules for using homepage sliders

1. Do not use automatic homepage sliders 2. Do not use automatic homepage sliders 3. Be relevant! A/B test and improve them.

Make them as user friendly and effective as possible

Have you tested this?

Does your mobile website have a hamburger menu?

NO

Yes

Only use hamburger menus at McDonalds

Example of A/B test with Menu

Why do you have to explain what it does?

If there is important content behind the Hamburger Menu. Why would you want to hide it?

And why put it as far away as possible?

Source http://www.lukew.com/ff/entry.asp?1927

Why are hamburger menus used so often?

NO

Yes


At which websites do you look for ideas?


Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015

Talking about McDonald’s

What have we learned so far?

Think about why you are using sliders and test them It would be best not the use them. But if you have to, there is a lot you can improve upon

Only use hamburger menus at McDonalds If your customers cannot find your products they cannot buy them

What does the future look like?

Combining our view with those of industry experts


Within 5 years there will be no more CRO specialists

Multi-disciplinary teams and specialisation

CRO specialist

UX designer

Analyst

Developer

Product specialist

Psychologist

Copywriter


Successful companies will embrace experimentation in its culture and organization


Netflix did 600 a/b test for a redesign


Personalization is a buzzword


Personalization is key, but it comes with risks

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

First get your a/b testing op and running

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Then start with segmentation……..

Personalization now

Apply segmentation to gain insights in the behavior of “groups” of people

Use these insights to provide these segments with a different experience

Repeat with this with a different segment or a more specific segment

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Pixel Home Allo

Artificial intelligence…...

CRO is growing fast but

organizations lag behind

The future of CRO: a unique experience for each user

CRO is essential for

making better decisions


30% of A/B tests is successful. This also means that if you do

not a/b test, there is a 70% chance that if you implement a change on your website it will

have no or a negative impact on your revenue.

Conversion Rate Optimization

CRO is an iterative process that utilizes customer data and behavior to make better business decisions

Think big and make small

changes

Analyse customer

behavior and analytics

data

Measure true impact by a/b

testing

Continuous a/b testing

Weekly CRO team meetings


Source: Peep Laja

Appendix

Why should you care about page speed?

Top predictors of bounce rate according to new study using AI

DOM load

Full page load time

# of page elements

Front-end load time

# of scripts

Back-end load time

Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”

Full load time


(the amount of time it takes for everything on the page to load)

6.9s 4.5s Non-bounced sessions

Bounced sessions

If you know that speed matters……..

1.9% conversion rate

1.5% conversion rate

180,000

140,000

100,000

60,000

0

20,000

Ses

sion

s

Sessions Conversion rate (%)

2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 1.2 1.5 1.8 2.1

1 second faster = +27% conversion rate

Source: SOASTA Case study (September 1st, 2015)

Then why are websites slow……..?

Only 14 sites pass benchmark

14 sites ranked “GOOD”

GOOD POOR CRITICAL

Source: https://www.thinkwithgoogle.com/intl/en-gb/articles/mastering-mobile-emea-performance-summit.html

The biggest CRO challenges

Source: Event survey

How to improve the User Experience?

Data used for finding experiments


The need for speed

Top predictors of conversion rate

# of elements

# of images on page

# of scripts

Front-end load time

Full page load time

Back-end load time


Number of images per page


Converted Unconverted

19 31

Teams and specialisation

People from different, specialized disciplines will work together in teams

A holistic approach towards optimization is essential

As the industry matures it will be more about people, less about technology

People from different, specialized disciplines will work together in teams

Combine methodologies and techniques when doing CRO

As the industry matures it will be more about people, less about technology

Cultural and Organizational changes

Experimentation needs to be deeply routed in a company's culture

With a long-term focus in place, agility is still key

Focus on hiring and training the right people

Personalization in the future

Ethical, transparent approaches to personalization are needed, focusing on long term value

The focus will be on users, both online and offline

New technology will allow companies to bring more value to the user

Just one more thing……...

Why are there almost no copywriters in CRO teams?

Google confidential | Do not distribute

Why are sliders evil?

1.  Performance: loading 5 visuals

2.  Carrousels look like banners

3.  Only first slide triggers interaction

4.  UX design is often bad

5.  Not everything can be important

6.  Human Eye Reacts To Movement

7.  It moves while being read

8.  Worst performance ever!

Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/


But if you have to


But if you have to

Easily to see which slides there are and what they are about

Slider does not move but changes only on refresh

It’s clear at which slide is activ

Image is clickable

Double navigation


But if you have to - no sliders on mobile

Do not use slider on mobile Product sliders are a good alternative for homepage sliders

Sliders are evil


Sliders Why?


Sliders are evil


Why are sliders used?

1.  Multiple messages above

the fold

2.  Provide a mix of

messaging in one place

3.  Politics

4.  Monetisation


Why are sliders evil? 1.  Lower page speed: loading 5 visuals


3.  The first slide triggers most

interaction







Why are sliders evil?

Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/

1.  Lower page speed: loading 5 visuals


3.  The first slide triggers most interaction







This is what sliders do to visitor behavior

Visitors start scrolling right away

because there is so much “crap”

above the fold……...

Source: http://blog.chartbeat.com/2013/08/12/scroll-behavior-across-the-web/


But if you have to


But if you have to

Easily to see which slides there are and what they are about

Slider does not change automatically but changes only on page refresh

It’s clear at which slide is activ

Image is clickable

Double navigation


But if you have to - no sliders on mobile

Do not use slider on mobile Product sliders are a good alternative for homepage sliders


But if you have to on mobile……..

Use “user initiated” image sliders where you let people swipe to see your different offers.


The right way to do it - give focus


But if you have to The right way to do it - keep visitor in control


The Double Slider……...double the evil!


Reading materials Reading about it will not make it better. Plz remove all automatic homepage sliders


Should you use a slider? http://shouldiuseacarousel.com/ Don't use automatic images sliders or carousels. Ignore the fad http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/ http://www.clickz.com/clickz/column/2164452/rotating-banners http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-the-scourge-of-home-page-design https://erikrunyon.com/2013/07/carousel-interaction-stats/

But if you have to The right way to do it?

5. Conversie optimalisatie: De stand van zaken in de markt (Google - Jorden Lentze)

Marketing

Transcript of 5. Conversie optimalisatie: De stand van zaken in de markt (Google - Jorden Lentze)