Everyone's talking about being data-driven conversion optimization, but what does it actually mean? How do you actually do it? ConversionXL Founder Peep Laja delivers the ultimate framework and how-to guide. Visit: http://tractionconf.io

1. How to Turn Data into
Insights & Customers
Conducting data-driven conversion optimiztion
Peep Laja, ConversionXL

2. Your growth curve

3. Increase conversion rate 10% / year

4. Increase conversion rate 15% / year

5. Had you started years ago…

6. If you were around back then…

7. Optimization is
compound
interest for
growth

9. How would
you go
about it?

10. #1 You need a
systematic approach.
A process.

11. Best practices?

12. “you can easily sort through
the 100+ techniques”

18. Don’t copy your
competitors, they
don’t know what
they’re doing either

19. So you need a
systematic
approach

20. If you can’t
describe what
you’re doing as
a process, you
don’t know what
you’re doing
William Deming

21. The discovery of
what matters

22. 1. Testing
2. Research

23. Yet another guy
with a bunch of
data à

24. Ask the right
questions

25. • whose problem are we solving?
• what do they need?
• what do they think they want?
• why?
• how are they choosing / making a decision?
• why?
• what are they thinking when they see our offer?
• how is what well sell clearly different?
• where is the site leaking money?
• what is the problem?
• what are they doing or not on the website?
• what leads more people to do X?

26. …careful with your interpretations

28. Step #1: Technical analysis
• Is shit broken?
• Where?
• Which browsers?
• Which devices?
• Which pages are slow?

29. Step #2: Heuristic analysis
• Relevancy?
• Clarity?
• Motivation?
• Friction?

30. What’s
wrong with
this
picture?

31. Step #3: Digital analytics
• Where are the leaks?
• Which segments?
• What are users doing?
• Which actions correlate
with higher conversions?

32. Step #3: Digital analytics
• Where are the leaks?
• Which segments?
• What are users doing?
• Which actions correlate
with higher conversions?

33. Measure everything
You’ll need it later

35. #4: Mouse tracking
• Where do they click?
• How far down they scroll?
• Differences between devices?
• Session replays

36. #5: Qualitative surveys
• Buyer groups
• Which problem are they solving?
• How are they deciding?
• What’s holding them back?
• What else do they want to know?

37. #6: User testing
• What’s difficult to understand?
• What’s difficult to do?
• What goes wrong?

38. Now you know what
(most of) the
problems are with
your site!

39. • Test
• Instrument
• Hypothesize
• Just Do It
• Investigate
★★★★★
★★★★
★★★
★★
★

40. Issue Bucket Background Action Rating
Google Analytics bounce
info is wrong
Instrument Google Analytics script is loaded twice!
Line 207 and 506 of the home page both
contain GA code, as do all the other pages.
Remove the double entry
★★★★★
Conversions are low for
IE9.
Investigate Possible cross-browser issues. Conduct cross-browser
testing. ★★★
People don’t know how to
use category pages
Hypothesize Too many options, unfamiliar information
architecture & layout.
Re-think the category page
layout
★★★★
Missing value proposition
on the home page
Test Add a compelling value proposition in the
header of your website that states what
your website is about, what can they do
here and why should they do it
Add prominent value
proposition
★★★★★
Content is very hard to read JFDI Font size 11px is too small Increase font size
★★★

41. Systematic, repeatable,
teachable process

46. Iterative testing is
where it’s at

55. It’s about discipline &
hard work

56. “Everybody
wanna be a
bodybuilder but
nobody wanna
lift heavy ass
weights”
Ronnie Coleman

57. “Everybody
wants a lift, but
nobody wants to
do the heavy
ass conversion
research”
Peep Laja

58. From Data to Customers:
1. Processes instead of tactics
2. The discovery of what matters is the basis for all
3. Start with questions, then seek data
4. Iterative testing ftw
5. Do the heavy ass lifting

59. Get my book, free!
Email me
peep@conversionxl.com