Viljo believes that to remain competitive you should constantly improve your website. In his presentation he will give an answer to the question “How to identify where your website is leaking money and how to eliminate those leaks”. Viljo is going to walk you through the process you can use to identify and plug the leaks. He will introduce practical tools and guidelines how to identify problematic areas on a website and strategies how to work out treatments and run A/B tests to improve online sales. Viljo will share examples from real online businesses and proven methodology to improve online conversions. The methodology includes many important details that help optimizers to form better test hypothesis and get better results faster.

1. Bulletproof Roadmap to
Boost Your Online Sales
Viljo Vabrit

2. Online business is a race !
without a finish line

3. How websites are improved

4. M&S £150m makeover

5. Online sales fall 8% in three months

6. Why is that?

7. Radical redesign is like flipping a
coin

8. The process of CRO
Investigate>Prioritize>A/B test>Repeat

9. 976 last year
200 tests at any given time

10. What should I optimize?
How should I optimize?

11. Investigate

12. ResearchXLTM
Technical
Analysis
User
Testing
Heuristic
Analysis
Web Analytics
Mouse Tracking Analysis
Analysis
Insights
Customer
Surveys
Cause and effect

13. Technical analysis
Walk the path
of your customers
I can guarantee you’ll find:
UX issues and bugs
1# Start with technical analysis:
Conversions per browser
Conversions per device
2# Go check what is wrong

14. Conversions per browser
1.18%
0.58%
Technical analysis
Always look at browser versions

15. Technical analysis
Conversions per device

16. Technical analysis
Site speed
Google analytics speed report
Do mobile user testing in a non-wifi
environment

17. Get those things fixed for
easy gains

18. Heuristic analysis
There is no substitute for human-lead
evaluation

19. What’s
wrong
with this
picture?

20. Conversion frameworks
Andre Morys, Web Arts AG

21. Map out “areas of
interest” and look
for data to confirm

23. What’s wrong with this picture?

24. Click map

26. Map out “areas of
interest” and look
for data to confirm

29. Always make sure that a problem is really a
problem. Opinions don’t matter.
This damn donkey is
not strong enough

30. Hard to compare
features and make a
choice
No CTAs

31. Web analyti cs

32. GA is useless with out
proper setup

34. GA health check
Very low bounce rate: code loaded 2x
Check referrals: if top referring domain is the domain
itself than subdomain tracking not configured
Track virtual pageviews for all product, category
type pages
E-commerce, site search tracking – on and
configured?
Goal funnels
Traffic filtering
Event tracking for key objectives (e.g. add to cart,
subscription), error messages

35. Identifying easy wins
Resolution and Conversion/Bounce
Device type and Conversion/Bounce
Browser/Category and Conversion/Bounce
Landing page routes, bounce and conversion
Time of day and Day of week by device type
Any funnel reporting (manual and configured)
Conversion and bounce by traffic segments
Mapping the journey (flow reports or navigation)
Performance testing
Other Advanced segments
Looking for things that are broken - or anomalies

36. Qualitative data

37. User testing
5 +5 tests
Right target group
Tasks that affect KPIs
Tool to use:

38. Make sure you test also on tablet and
mobile

39. Mouse tracking analysis
What gets too much
attention? What doesn’t get
enough?
Where are people clicking
– that’s not actually a link?
Scrolling reach, do most
people see the critical stuff?
User session replay videos
SessionCam, Clicktale,
Crazyegg, Inspectlet
•

40. Surveys

41. Exit surveys
Is there anything holding
you back from making a
purchase today?
Do you have any
questions you can’t find
answers for?
Tool to use:

42. Customer surveys
What can you tell us about yourself?
Why did you buy from companyX?
What did you buy?
What matters to you the most when
buying product/service X?
How long was the shopping process?
Comparison shopping? How many
other sites?
Which doubts & hesitations did you
have?
Which questions did you have, but
couldn’t find answers to?
What made you buy from us?
What can be improved?

43. What matters for you the most
when buying an inflatable bounce
house, waterpark, slide?
42% quality
31% price
29% durability
16% size

44. Main demographic
parents & grandparents (2/3 female, 1/3 male)
to occupy children

45. What made you choose this
seller over alternative suppliers
46% reviews
36% price
19% quality
15% selection

46. Would you recommend inflatables
to others? Why?
98% would recommend it to other buyers.
Give them the opportunity to do so!

47. ResearchXLTM
Technical
Analysis
User
Testing
Heuristic
Analysis
Web Analytics
Mouse Tracking Analysis
Analysis
Insights
Customer
Surveys

48. Next: Allocate every finding
into one of these buckets

49. Implement no brainers.
Test everything else.

50. Where to start
Ease of implementation (time/complexity/risk).
!
Opportunity score
(subjective opinion on how big of a lift you might get).

51. Where to start
• Imagine you’re a
store owner. If
you can’t refurnish
the whole building
where would you
invest?
• Footfall and
opportunity (low
converting high
traffic pages)

52. Example
Issue Bucket Backround Action Rating
Missing value proposition on
Hypothesize Add a compelling value
the homepage
proposition in the header of
your homepage
Work out a value
proposition and
test different
versions
*****
Free trial downloads are not
recorded in GA
Instrument Set up event tracking for each
trial download, so we could
optimize this KPI
Add event
tracking to trial
downloads
*****
The site is underpreforming
on Ipad (CR -70%)
JFDI The checkout form is broken on
Ipad.
Make the
checkout form
responsive
*****
Content is very hard to read JFDI Font size 11px is to small to
read. It should be increased to
improve readability.
Increase font size ***
No CTA below the pricing
page
Test If people get the the bottom of
the page, there is no logical
next step. Adding one
additional CTA under the
pricing table could increase
conversions
Add a CTA to the
bottom of the
page and test
different CTA
copy.
****

53. Thank You!
Viljo@markitekt.com
Conversionxl.com
www.markitekt.com
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