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The Optimisation Grand Unified Theory @ ConversionXL Live
This document provides an overview of conversion optimization techniques and best practices. It discusses the importance of running targeted experiments to test hypotheses and get the right data needed. Specific techniques are presented for increasing relevance, trust, value, ease of use, and assurance at different stages of a visitor's journey. Testing velocity and strength of hypotheses impact compound uplift potential. Regular, well-designed testing allows optimizing multiple small improvements each year for significant gains over time.
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The Optimisation Grand Unified Theory @ ConversionXL Live
- 1.
- 2. 2 These are thepeople I meet every day
- 4. 4 The CRO Jedimasters
- 5.
- 6.
- 7. 1. I gotall this persuasion stuff, but when do I apply what? 2. I got all this data, but what data do I REALLY need? 3. I got all these pieces but how do they fit?
- 8. 8 “Essentially, all models arewrong, but some are useful” George E. P. Box
- 9. This is wheremost start “The most innovative company in our industry” “Amazing creativity is the core of everything we do”
- 10. We are datadriven - Horay!
- 11. 11 What do thesewriters say? “Validated learnings” “Empirical validation”
- 12. 12 Or in plainenglish “Fire bullets. Then Canonballs.”
- 13.
- 14.
- 15.
- 16. Optimisation wheel LeanStartup
- 17.
- 18. 1. I gotall this persuasion stuff, but when do I apply what? 2. I got all this data, but what data do I REALLY need? 3. I got all these pieces but how do they fit?
- 19. 19 The first lawof conversion ”Conversion happens when your and your visitors’ goals meet” John Ekman
- 21. John Ekman There’s atime for persuasion & there’s a time to just kick back and watch the conversion happen
- 22.
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- 24. 24 The 6 questionsa visitor will ask Relevance Value Trust Action Ease Assurance “Am I in the right place?” “What can I do now?” “What’s in it for me?” “Can I trust them?” “How hard will this be?” “If I do this now, what if….?” Increase motivation Reduce friction
- 25.
- 26. Exploration Evaluation Commitment Confirmation “I’m going toa wedding next month, maybe I should get something new to wear”? “I want a black dress, size small. It has to be delivered this week, before the wedding and no dry cleaning.” “Ok, I want the dress. What’s the shipping cost and can I pay by invoice?” “What? You really think so?! Thanks! I love it too. I bought it online actually” Visitor goals
- 27. Let’s make ita loop!
- 31.
- 32. Relevance Persuasion Techniques““Am Iin the right place?”” Relevance Keeping the scent Implicit codes Limiting cognitive load /Choice paralysis Brand recognition
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- 36. Trust Trust “Can I trust them?” Haloeffect Authority Social proof Seals, badges Testimonials/ratings Design credibility Persuasion Techniques
- 37. Value “What’s init for me?” Value Positive value - Promise Negative value - Threat Value proposition Differentiation (vs competitors) Pricing techniques Gradual engagement Incentives, campaigning Scarcity Urgency Persuasion Techniques
- 38.
- 39. Action “What canI do now?” Action Visual Hierarchy Call to action -copy Gradual engagement Choice architecture Limit choice paralysis Persuasion Techniques
- 40.
- 41. Ease “How hardwill this be?” Ease Usability Chunking Step visualisation Positive feedback/validation Goal gradient Customer service Persuasion Techniques
- 42. (transactional) Assurance “If I dothis now, what if….?” Assurance Money-back guarantee Trial model Free returns Warranties Testimonials/Social proof Seals/badges Customer service Persuasion Techniques
- 43. 1. I gotall this persuasion stuff, but when do I apply what? 2. I got all this data, but what data do I REALLY need? 3. I got all these pieces but how do they fit?
- 44. 44 How do we makesure we get the RIGHT data out of our experiments?
- 45.
- 46. Premium trial forUS market High Dropoff rate Original You must leave your credit card details in order to start your 30 day free trial WHY? 46
- 47. Input to thehypothesis We made a short exit survey. The main reason stated: 47 “I don’t want to leave my credit card details for something that is free”!
- 48. Hypothesis: Give the user“A reason why” 48 We only use this to verify your account, you won't be charged anything for your trial We need this just in case you decide to stay Premium after your free month We need this because our music deals only allow free trials for users that are credit card or PayPal holders A B C
- 49. The result 49 Original “We onlyuse this to verify…” Blame the record companies “In case you decide to stay…”
- 50.
- 51. 1. I gotall this persuasion stuff, but when do I apply what? 2. I got all this data, but what data do I REALLY need? 3. I got all these pieces but how do they fit?
- 52.
- 53. 53 Better testing intwo dimensions Well-oiled machinery No machinery Weak or random hypotheses Strong and consequent hypotheses Shotgun testing Alibi testing One hit wonder testing Double loop testing Testing velocity Win rate
- 54. 54 Testing Blues Double loop testing Testing Blues Testing Blues Testing velocity Win rate Bettertesting in two dimensions Well-oiled machinery No machinery Weak or random hypotheses Strong and consequent hypotheses
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- 58. 58 Visual test durationcalculator apps.conversionista.se
- 59. 59 Do the maths Estimated uplift Testing time Testsper year Compound Uplift Beginner 5 % Average Joe 10 % Stellar 20 % Based on 3000 daily visitors, 5% baseline conversion rate
- 60. 60 Do the maths Estimated uplift Testing time Testsper year Compound Uplift Beginner 5 % 138 days 3 Average Joe 10 % 35 days 10 Stellar 20 % 9 days 40 Based on 3000 daily visitors, 5% baseline conversion rate
- 61. 61 Do the maths Estimated uplift Testing time Testsper year Compound Uplift Beginner 5 % 138 days 3 16 % Average Joe 10 % 35 days 10 250 % Stellar 20 % 9 days 40 150 000 % Based on 3000 daily visitors, 5% baseline conversion rate
- 62.
- 63. 1. I gotall this persuasion stuff, but when do I apply what? 2. I got all this data, but what data do I REALLY need? 3. I got all these pieces but how do they fit?
- 64.