How to Conduct Solid, Data-Driven Conversion Research

How to

Conduct Solid, Data-Driven Conversion Research

MICHAEL AAGAARD

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking

in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Michael Aagaard has spent the last 7 years in the trenches helping businesses all over the world make

more money online. Today he oversees CRO at Unbounce in Vancouver.

MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce

@ContentVerve

@unbounce

#KissWebinar

@ContentVerve

WATCH WEBINAR RECORDING NOW

http://grow.kissmetrics.com/webinar-134?utm_medium=slideshare_deck&utm_source=slideshare&utm_content=webinar134

@ContentVerve

@ContentVerve

Control: Treatment:

Type ZIP and city

A: Form with 9 fields

B: Form with 6 fields

@ContentVerve



@ContentVerve

Type ZIP and city



@ContentVerve

Type ZIP and city

✓ 4 full weeks of data✓ 512 conversions

✓ 95% confidence level



14.23% drop in leads

@ContentVerve

Type ZIP and city

✓ 4 full weeks of data✓ 512 conversions

✓ 95% confidence level

@ContentVerve

Highest interaction

@ContentVerve

Lowest interaction

Type ZIP and city

@ContentVerve

Highest drop-off

@ContentVerve

Moved to top

@ContentVerve

Tweaked label copy

Tweaked label copy

Type ZIP and city

@ContentVerve

Control: Treatment B:

Type ZIP and cityType ZIP and city

A: Control (9 fields)

B: Variation (9 fields w/ tweaked labels)

@ContentVerve

Type ZIP and city



✓ 4 full weeks of data✓ 671 conversions ✓ 96% confidence level

@ContentVerve

Type ZIP and city




@ContentVerve

19.21% increase in leads

Type ZIP and city


@ContentVerve


Treatment A Treatment B

Type ZIP and city


@ContentVerve


Treatment A Treatment B

IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND

Is there anything holding you from doing conversion research?


1. Time

2. Client/Company Buy-In

3. Budget

4. Don’t know where to start

Expert Marketer’s

Magic Crystal Ball

SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!!

DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL

Landing Page

Ad SERP

Banner Email

Landing Page Conf. PageInteraction

Step

PPC Organic Display Email Social

Ad SERP

Banner Email

Landing Page Conf. Page


Desktop - Mobile - Tablet

Interaction Step

Aagaard’s Custom LPO Report

Goal 1 (Completions) Goal 1 (Conversion Rate)

http://bit.ly/1QEX2gm

@ContentVerve


/landing-page/1

/landing-page/2

/landing-page/3

/landing-page/4

/landing-page/5

- Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100 = unreliable, > 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance

- What is the device mix? - Compare Conversion Rate across devices - Compare Bounce Rate across devices


- Get into the individual channels - Look at flow composition, where is everything coming from?- Compare Bounce Rate & Conversion Rate for channels- Traffic quality (high traffic low quality vice versa)


- Look at proportion of New & Returning users

- Compare Conversion Rate & Bounce Rate


Landing Page

Performance Across Devices Performance

Across Channels

Performance Based on User Type

Bounce Rates

Traffic Composition

Conversion Rates

Sample Sizes

Goal Completions

Ad SERP

Banner Email




Interaction Step

Type URL structure

Write down number of users

http://bit.ly/1KdiQdM

Basic Users / Page Report

@ContentVerve

1. Landing page (URL): 80,280 users

2. Form page (URL): 15,545 users

3. Success (URL): 4,599 users

@ContentVerve

0

22500

45000

67500

90000

Landing Page Sign-up Page Confirmation

Landing Page

Sign-up Page

Conf. Page

@ContentVerve

0

22500

45000

67500

90000


Landing Page

Sign-up Page

Conf. Page

-81%

-70%

@ContentVerve

0

22500

45000

67500

90000


Landing Page

Sign-up Page

Conf. Page

-24%

-92%

@ContentVerve

Second Page: Where do users go after they hit your landing page?

Ad SERP

Banner Email




Interaction Step

1. What are the top 3 questions from potential

2. What do you answer when you get

3. Are there any particular aspects of X that people don’t understand?

4. What aspects of X do people like the most/least?

5. Did I miss anything important? Got something to add?

Questions For Customer Success

@ContentVerve

0

20

40

60

80

No, here's why: Yes, I looked at: Not yet, but I'm going to look at:

Yes, I looked at:No, here’s why:Not yet, but I’m

going to look at:

70%

17% 13%

-

-

-

-

--

-

-

Other Research Tools / Methods

SEE THROUGH THE EYES OF YOUR USERS

DATA-DRIVEN EMPATHY

- Andy Crestodina

@ContentVerve

Ad Landing Page Conf. Page

PPC Brand

Campaign

Desktop

Sign-Up


PPC Brand

Campaign

Desktop

Sign-Up Process


PPC Brand

Campaign

Desktop

Sign-Up ProcessX X

JadeLou

@ContentVerve

A: Control

B: Variation


@ContentVerve

A: Control

B: Variation


@ContentVerve

157.67% increase in CTR

A: Control

B: Variation


@ContentVerve

157.67% increase in CTR

52.23% increase in sign-ups


1. Time

2. Client/Company Buy-In

3. Budget

4. Don’t know where to start

Experts Marketer’s

Magic Crystal Ball

DO YOUR HOMEWORK

LIKE A BOSS

Thanks for listening - YOU ROCK!!!

[email protected]

MICHAEL AAGAARD Senior Conversion Optimizer, Unbounce

@contentverve [email protected]

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen [email protected]

Questions?

How to Conduct Solid, Data-Driven Conversion Research

Marketing

Transcript of How to Conduct Solid, Data-Driven Conversion Research