Ritvij Gautam

CEO, TryMyUI

Matt Dyor

CEO, PayBoard

Your website has a purpose & pulse.Is it healthy? How can you know?

● Every product, be it a website, web-app or a mobile website, has a conversion goals.

● It’s health is determined by how frequently and efficiently it fulfills its goals.

● Its conversion goals are dictated by you. They could be a user:o signing up for a newslettero creating a free accounto or making a purchase

● Is your website healthy?

Data Diagnostics

CRO Analytics● Which pages are

converting?● Which pages aren’t?● Which pages help me

achieve my conversion goals?

Usability Testing● Why are the pages

that aren’t working, not working?

● What do I need to do to get these pages to achieve my conversion goals?

Putting The MethodologyTo The Test

We looked into the conversions and usability of Crown Bees.

Here are our findings...

What to Fix & Where to Send Website Visitors

PayboardConversion Automation

Matt DyorFounder & CEO

Former Managing Director for Microsoft Accelerator

powered by Techstars.

About CrownBees• Niche-commerce• 10,000 Visitors/month• 6% of their visitors

“convert” (visit the checkout page)

• Goal: get more visitors to convert without compromising the experience

Data & Design-Driven CRO*

1. Figure Out What is Working + Get More People to Do This

2. Figure Out What is Broken+ Understand Why & Fix It

*CRO: Conversion Rate Optimization

1: What Is Working: Landing Pages

GrowingAGreenerWorld = $$

1: What Is Working: Internal Pages

Why Do People Love Mason Bees?

Get More People Doing What Works• Drive Traffic to Successful Landing Pages

• Buy Ads (twitter, adwords)• Guest Post (growingagreenerworld.com)• SEO (Bing and Google bring high-converting

traffic)• Content Marketing

• Direct Traffic to High-Converting Pages• Top-navigation updates• Embedded, contextually relevant CTAs

2: What to Fix: Landing Pages

Why Do People Hate Mason Bees?

Let’s Get to Why• Shop for Mason Bees

(internal) CR: 42%• Learn Mason Bees (landing)

CR: 1.8%• Why? Let’s Ask Some Visitors

Usability Testing

Crown Bees had two conversion goals:

1. Helping people learn about Bees.2. Having people buy Bees from their site.

Constructing a Usability Test

● Created a structured user-flow that took users through the part of the design that we were trying to diagnose.

● We had users learn about Crown Bees’ offerings and then attempt to buy the bees.● We made sure the tasks did not lead the

witness● We made the tasks goal oriented as

opposed to process oriented, to tap into ocurrent user intuition.

Findings

User Quote: "It's telling me what I need at the

beginning of the season, at the end of the season.. That's pretty good information right there. This does look pretty simple."

Conversion Goal Met:Helping people learn about Bees.

Findings

User Quote: “Can I order the bees here?”

Conversion Goal Not Met:Having people buy Bees from their site.

Conclusions & Recommendations

Conclusions:● The disparity in conversions was caused

by users unable to buy bees from the page they learn about them.

Recommendations:● Allow users to add the bees to their cart

on the same page they learn about them.

What to Expect with D+D CRO?• 5% Improvements Are Awesome

• Sometimes you get bigger wins, but don’t believe the hype about consistent 2x improvements.

• You will be wrong. A Lot. • Failure is OK, as long as you are learning.

• No magic bullets. • If it was easy, somebody else would already be

doing it.

Takeaways● Both types of data aren’t without their

limitations.● Usability testing is necessary to circumvent

the creator’s blindspot.● The test videos are great evidence to

convince decision makers/clients/product managers to pull the trigger.

● The process is Iterative.● It is important to re-check if the design

decisions you made are having the impact you wanted.