Vi optimerer, derfor konverterer vi
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Transcript of Vi optimerer, derfor konverterer vi
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Vi op&merer, derfor konverterer vi Ole Gregersen ConversionBoost 2015 Webop&mering.nu
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@OlegUsability
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A B
Skældud?
Ros?
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Du er konverteringshelten!
For du har forstået at…
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Flere danskere køber
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Bruger neAet mere i processen
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Trafik Konvertering
80% ? 20% ?
Er forholdet fornuNigt?
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Samme budget, mere profit
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Campaign Type A/B
test MulSvariate test
Split URL test Year
2011 416 75 60
2012 1142 193 274
2013 2813 652 303
2014 3705 1360 362
Danish TesSng Trends
0
500
1000
1500
2000
2500
3000
3500
4000
2011 2012 2013 2014
Denmark tesSng trends
A/B test MulSvariate test Split URL test
AcSve accounts
2570 Campaigns ran in Denmark
12818
A/B test campaigns
8709 MulSvariate test campaigns
3019 Split URL test campaigns
1090
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Velkendt
Nye udfordringer Mulig opdatering
Velkendt
@OlegUsability
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”CRO er stadig ikke en selvstændig post i budgeFet, men skal tages fra andre akSviteter. Så bliver det svært at bruge 100.000 på opSmering, selvom man kan sandsynliggøre at det giver millionbeløb på bundlinjen på årsbasis.” -‐ Rolf Pedersen, ConversionLab
“The biggest challenge is making the case for having it in the first place. Strategists and product designers are very easily convinced about great features and major improvements that can drasScally change their product but rarely about smaller op&miza&ons”. -‐ Christos Losifidis, Vivino
“The big problem is that there is always something else which seems more urgent or more important. CRO comes lower down the priority list than the rouSne work and the fire-‐fighSng. “ – Tim Leighton-‐Boyce, UXfocus
Hvad er den største udfordring?
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Kilde: Online-‐behavior.com/analyScs/conversion-‐opSmizaSon-‐model
De fleste bor nok her:
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” In my experience the tools is usually not a problem. The potenSal was more posiSoned at the AcSviSes (lack of analy&cs/research) and TesSng Strategy (ad-‐hoc tes&ng, a/b tes&ng was not part of the culture, also slow processes). Both are connected with Knowledge and People.
” -‐ Michal Parizek, eCommerce & OpSmizaSon Specialist
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Mennesker
Viden
AkSviteter
Test-‐strategi og frekvens Processer
Væktøjer
Sponsor
Hvem har ansvaret?
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The HiPPOP Highest Paid Person’s OpSmizaSon Problem
Go on, tweet it -‐ @OlegUsability
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Kilde: Online-‐behavior.com/analyScs/conversion-‐opSmizaSon-‐model
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Metoder Sl indsigt hos Vivino • AppStore anmedelser • In-‐app surveys • Email surveys • Kundeservice feedback • Brugertest (remote) • Interview • On-‐site brugertest • Ambassadør program • Web AnalyScs • Og naturligvis split-‐tesSng
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” It sounds simple, but "just do it". Start right away, do some user tes&ng, run a survey, track your basic events; the least producSve thing you can do is speculate user behavior.
” -‐ Christos Losifidis, Senior Product Manager, Vivino
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“It takes a wide, systema&c approach, lot a pa&ence and elimina&ng your own bias. “
-‐ Christos Losifidis, Vivino
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Du er konverteringshelten!
Flyt virksomhedens modenhed Udnyt det åbenlyse potenSale
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Jeg kommer og æder din konverteringsrate!
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Kilde: Danmarks staSsSk -‐ hAp://www.dst.dk/pukora/epub/Nyt/2014/NR339.pdf
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UserReport
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Source: UserReport’s device study from the years 2013, 2014 and 2015.
4,5 4,6 4,8
6,1 6,2 6,3 6,3 6,4 6,8
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
8,00
Denmark Sweden Norway
2013 2014 2015
Siden 2013 er antallet af devices pr. husholdning steget med næsten 30 pct.
Antal devices sSger
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97,0
25,0 19,0
92,0
29,0
20,0
Desktop Tablet Smartphone
2014 2015
Source: UserReport’s device study from the years 2014 and 2015.
Shopping flyAer plasorm (langsomt)
+16%
+5%
-‐5%
Pct. der har afsluFet shopping på de enkelte pla^orme
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Ecommerce sker ikke bare på én plasorm
38% skiNer device i løbet af shopping processen 40% starter købsprocessen offline, men sluAer
med at købe online Kilde: UserReport
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”Stor dansk retailer”
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Den mobile udfordring
• Det mobile køb går på tværs af plasorme • Købsmønstre ikke entydige på fra desktop Sl mobil
• ”One size fits all” dur ikke • Best-‐pracSce er endnu ikke Sl stede
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Du er konverteringshelten!
Udnyt den mobile udfordring Sl at modne virksomhedens brug af konverteringsopSmering
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Tak for opmærksomheden
WebopSmering.nu ·∙ Oleg.dk ·∙ Optuner.dk Tweets: @OlegUsability Please connect on LinkedIn 31