CRO presentation by Will Critchlow at IMUK13, talks about what to test, how to test conversion and how to test landing pages and how to test calls to action

1. hosted by
The fully-certified Hubspot Gold Partner

2. Conversion Rate
Optimisation
How to choose what to test
WILL CRITCHLOW

3. Let’s start with
conversion rate

4. How many conversions do you get
per hundred website visitors?
Think about it this way rather than as probability
Appeal to more people

5. Doesn’t have to be actual sales
You can test against micro-conversions

6. Why’s it worth improving?
[Aside from the obvious]

7. It’s a proxy for
“how much people like you”

8. You aren’t your customer

9. Having a better conversion rate than
the competition is a superpower
You can invest more in every other channel

10. What’s this optimisation thing?
[Just think of it as “improving”]

11. Research your users and customers

12. Have a theory
Requires you to come up with an alternative
Stats geeks call this a “hypothesis”

13. Design a test
Read Norvig on Experimental Design

14. Deploy a winner (hopefully)

15. Deciding what to change

16. Start with the business model

17. Seek out customer feedback
Reviews, comments, support tickets, CRM
Some may be hidden

18. Go get some more
Qualaroo, Olark

19. Check your analytics data
Segment, segment, segment
Read everything by Avinash Kaushik

20. How big’s big enough?

21. Rule of thumb.
You’re likely to need 100
conversions per variation for
A / B testing
(and to run for at least a few weeks)

22. Check out
Udacity
or
Berkeley edX
for more statistics
(But run for at least a few weeks)

23. It’s still worth doing this on
smaller sites

24. Focus more on the research than the
testing
Fivesecondtest, feedbackarmy don’t rely on
your own traffic
Check out yourself. Install Olark.

25. Might this double my
conversion rate?
Think bigger
Tiny uplifts may not be worth it anyway

26. Leave tests running &
use A / A / B / B to avoid
statistical pitfalls

27. WILL CRITCHLOW
Founder, Distilled
will.critchlow@distilled.net
@willcritchlow

28. Image credits
http://www.flickr.com/photos/-lif-/3468014633/
http://www.flickr.com/photos/stevec77/2424796243/
http://www.flickr.com/photos/angeloangelo/9334045045/
http://www.flickr.com/photos/tk-link/2575598759/
http://www.flickr.com/photos/chrisjohn23/4011247323/
http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final
http://www.flickr.com/photos/tim2000s/7750760758/
http://upload.wikimedia.org/wikipedia/commons/3/35/Buffett_%26_Obama.jpg
http://www.flickr.com/photos/twtrcon/5278324578/

29. hosted by
The fully-certified Hubspot Gold Partner