Gabe Wahhab - Demystifying CRO

Gabe Wahhab - Demystifying CRO

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  @GABEWAHHAB | #INBOUND16 DEMYSTIFYINGCRO A Beginner’s Guide To CRO For Low-Traffic B2B Websites Gabe Wahhab, Square 2 Marketing
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  @GABEWAHHAB | #INBOUND16 HI,I’M GABE. NICE TO MEET YOU! Director of Interactive Services – Square 2 Marketing
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  @GABEWAHHAB | #INBOUND16 1.What CRO is and what it’s not 2. Why use CRO 3. How to choose what to optimize 4. Why it’s different on low-traffic websites 5. How to execute the CRO process for low traffic OUR AGENDA
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  @GABEWAHHAB | #INBOUND16 OtherTests Work For All?
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  @GABEWAHHAB | #INBOUND16 BEALL END ALL OF LEAD GEN?
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  @GABEWAHHAB | #INBOUND16 CROIs All About Testing?
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  @GABEWAHHAB | #INBOUND16 WHATIS CRO? A structured approach to improving website performance.
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  @GABEWAHHAB | #INBOUND16 1.A/B or multivariate testing 2. Making small changes that have big rewards 3. Based on best practices, copying other tests, guesses, hunches or the HiPPO 4. The end all, be all for conversion CRO Is Not…
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  @GABEWAHHAB | #INBOUND16 1.Higher ROI vs. paid and organic traffic 2. Make better use of the traffic you already have 3. Focuses on quality, not quantity 4. Helps you understand your users better 5. Typical CRO metrics are also SERPs signals Why CRO
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  @GABEWAHHAB | #INBOUND16 1.Form fill 2. CTA click-through 3. SERP click-through 4. Clicking through to another page 5. Scrolling down a page to a specific point 6. Spending a certain amount of time on a page 7. Email open/link click 8. Any desired measurable performance event can be a conversion What Is A Conversion?
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  @GABEWAHHAB | #INBOUND16 THECRO PROCESS
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  @GABEWAHHAB | #INBOUND16 WhatShould I Optimize 1. Evaluate existing data 2. Collect new data 3. Set baseline 4. Hypothesis The CRO Process Building 4. Build challenger Testing & Learning 6. Run and monitor test 7. Evaluate, learn and implement 8. Repeat
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  @GABEWAHHAB | #INBOUND16 WhatShould I Optimize?
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  @GABEWAHHAB | #INBOUND16 Quantitative •HubSpot • Google Analytics • Google Search Console • Google Tag Manager Qualitative • Surveys • User testing • Interviews int./ext. • Heuristic frameworks • Heat maps • Complaints/questions Start with Existing And New Data
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  @GABEWAHHAB | #INBOUND16 HeuristicFramework
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  @GABEWAHHAB | #INBOUND16 HeuristicFramework
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  @GABEWAHHAB | #INBOUND16 TargetRanges: 1. On-site landing pages – 25% to 65% 2. Paid landing pages – 3% to 10% 3. CTAs – 2% to 20% 4. SERP click-through – 3% to 35% 5. Time on site – 1:30 to 3:30 6. Bounce rate – 35% to 55% * Industry can make a big difference Snapshot Your Benchmarks
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  @GABEWAHHAB | #INBOUND16 LowHanging Fruit
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  @GABEWAHHAB | #INBOUND16 Scoring– PIE Analysis Potential Importance Ease Score Landing Page Overhaul 6 8 4 18 Meta and Title on Service Page 5 9 9 23 Blog #21 CTAs 1 1 8 10 Lightbox Form vs. Landing Page 7 8 5 20 Home Page Value Prop 5 8 8 21 Offer on Menu 8 8 8 24 Sequential Test Landing Page 1 1 5 7 See Effect of Pricing on Website 1 1 5 7
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  @GABEWAHHAB | #INBOUND16 CommonB2B Optimization Areas
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  @GABEWAHHAB | #INBOUND16 TheFormat Changing _______ into ______ will increase / decrease [conversion goal] because [reason]. Creating A Hypothesis
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  @GABEWAHHAB | #INBOUND16 OK •Improving the clarity of Page X will reduce confusion and improve CTA click throughs. Better • Changing the wording of the CTA on Page X to set expectations for users (from “submit” to “send demo request”) will reduce confusion about the next steps on the page and improve click throughs. Creating A Hypothesis
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  @GABEWAHHAB | #INBOUND16 Building
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  @GABEWAHHAB | #INBOUND16 TimeTo Test
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  @GABEWAHHAB | #INBOUND16 TheLow-Traffic CRO Problem
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  @GABEWAHHAB | #INBOUND16 1.Review test results – determine winner or loser 2. Document what was learned 3. Notify appropriate parties with lessons learned 4. Determine next steps Analyze And Learn
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  @GABEWAHHAB | #INBOUND16 1.Test larger changes that will have a greater impact 2. Data will likely be more weighted on qualitative data 3. Multivariate testing won’t work and A/B testing may or may not work 4. You may need longer testing periods or lower statistical significance 5. Testing multiple things at a time is an unwanted reality CRO Low-Traffic Recap
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  @GABEWAHHAB | #INBOUND16 TextCRO To 66866 Download The Slides + Bonus Slides
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  @GABEWAHHAB | #INBOUND16 QUESTIONS?
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  @GABEWAHHAB | #INBOUND16 THANKYOU!
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  @GABEWAHHAB | #INBOUND16 1.HubSpot 2. Optimizely 3. Visual Web Optimizer (VWO) 4. Google Analytics, Tag Manager, Webmaster Tools 5. Hotjar 6. UserTesting.com 7. UsabilityHub My Favorite Tools
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  @GABEWAHHAB | #INBOUND16 1.ConversionXL 2. Conversion Sciences 3. Qualaroo 4. WiderFunnel 5. Unbounce Sources And Recommended Reading