Roman Delcarmen

1 www.romandelcarmen.com www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. 2 INTRODUCTION Ins t ea d of a b ori ng pres ent a t i ons wi t h a lot of com plex words , I decided t o creat e a s t oryt elling s o you hav e a bet t er unders t anding of what I do and how I do it . In t he nex t pa g es , I wi ll g ui d e you t hroug h t he proces s of conv ers ion rat e opt im izat ion project t hat I always us e, t he t ools t hat I' v e us ed, t he t ricks t hat I apply and my pers onal framework t o m a ke a web s i t e m ore effect i v e. www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. www.romandelcarmen.com 3 DATA TOOLS My swiss knives for CRO In t hi s ca s e, you wi ll us e a rea l proj ect t ha t I la unched . T he s i t e i s a wei g ht los s pill ecom m erce s it e, in which we want ed t o im prov e t he conv ers ion rat e of t he home page and det ermine which e leme nt s had a bet t er perform ance and which ones needed t o be changed or im prov ed. A g ood s et of t ools i s cruci a l for a ny conv ers i on proj ect . In m y ca s e, I a lwa ys us e Goog le A na lyt i cs t o make t he firs t or preliminary analys is , O pt im izely t o run ex peri m ent s (for m e i t i s t he m os t rob us t t ool i n i t s ca t eg ory) a nd Crazyegg for t he hea t m a ps . www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. 4 RESEARCH The best starting point If I' m s t art ing from s crat ch in a CRO P roject , t he fi rs t place t hat I check is Goog le A na lyt i cs . Reporting > Behavior > Site Content > Landing Pages S elect t he fi rs t 5 pages , for m e is t he bes t place t o s t art becaus e t he m a i n t raffic of a web s i t e cam e from t hos e pages . www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. www.romandelcarmen.com 5 THE STRATEGIE Full view of purchase process T he s it e has t hree product bundles , s o we want t o know which how t o Im prov e conv ers ion rat e, bet t er rev enue and bet t er engagem ent wi t h a s t a t i s t i c a l s i g ni fi c a nc e of 8 0 % . www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. www.romandelcarmen.com 6 THE SALES FUNNEL Full view of purchase process T he s it e has t hree product bundles , s o we want t o know which how t o Im prov e conv ers ion rat e, bet t er rev enue and bet t er engagem ent wi t h a s t a t i s t i c a l s i g ni fi c a nc e of 8 0 % . HOME ORDER NOW CHECKOUT UPSELL www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. THANK YOU! 7 THE EXPERIMENT Brainstorming, Hypothesis and Experiments W i t h a com plet e und ers t a nd i ng of t he web s i t e, t he cli ent a nd I d eci d ed t o s t a rt i n t he followi ng pa g es H O ME P A GE / O RDE R N O W / UP S E LL / S P E CIA L O FFE RS W e proceed ed t o crea t e new la yout s , a d d b a d g es , ca ll t o a ct i ons a nd t es t i m oni a ls , a lwa ys keepi ng i n m i nd t he m ob i le v ers i on whi ch i s res pons i b le for t he 6 0 % of t he t ra ffi c. www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. 8 IMPROVEMENT PROCESS Overview of a successful website redesign process ORIGINAL FIRST ITERATION SECOND ITERATION THIRD ITERATION B y us i ng web s i t e ex peri m ent a t i on, we c a n red uc e t he ri s k a s s oc i a t ed wi t h t he red es i g n a nd rely on dat a t o driv e your decis ion-m a ki ng . E x peri m ent a t i on t ypi ca lly i nv olv es t hree com ponent s t hat can be us ed t oget her: A/B t es t ing, conv ers ion rat e opt imizat ion (CRO ), and pers onalizat ion. www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. USER EXPERIENCE Full view of purchase process O ne of t he m os t im port ant fact ors , when you want t o im prov e t he CRO , S E O or us er ex perience is t he performance. S o ev en before t o s t art t o make changes on layout s , but t ons , badges et c. Firs t , we m a d e i m prov em ent s t o t he loa d s t i m e of t he web s i t e for m ob i le a nd d es kt op d ev i c es . BOUNCE RATE / USER EXPERIENCE / SEARCH VISIBILITY / CONVERSION RATE 11 HEATMAPS Better understanding of client's behavior H eat m aps are t he bes t way t o det erm ine where are t he m os t relev ant areas of a web page, which m ea n t ha t you wi ll know where a re t he m os t effect i v e pos i t i ons for t he CT A, whi c h a rea s a re t he m os t relev a nt for t he us ers . S o t he m os t i m port a nt t hi ng for m e when I' m runni ng a n ex peri m ent i s collect as m a ny d a t a a s I ca n. www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. www.romandelcarmen.com VIDEO RECORDING Better understanding of client's behavior H eat m aps are t he bes t way t o det erm ine where are t he m os t relev ant areas of a web page, which m ea n t ha t you wi ll know where a re t he m os t effect i v e pos i t i ons for t he CT A, whi c h a rea s a re t he m os t relev a nt for t he us ers . S o t he m os t i m port a nt t hi ng for m e when I' m runni ng a n ex peri m ent i s collect as m a ny d a t a a s I ca n. www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved. 12 13 THE RESULTS Lettings the numbers speak for itself TO TA L REVENUE 65.5% PRIMARY GOAL 31.1% SECONDARY GOAL 65.5% www.companyname.com © 2016 Jetfabrik Multipurpose Theme. AllRights Reserved.