Part of my ConversionWorld talk on 10 things you should make sure you fixed before even starting to a/b test. Actionable tips that can be implemented by any online marketeer. Enjoy!

1. Hi, I’m Arnout Hellemans
and I will be talking about the 10 things to do
before you start a/b testing: there is so much
actionable stuff you can fix for more money, I’ll
inspire you.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com
twitter.com/HELLEMANS

2. Focus on the right metric
Clicks? CTR? Traffic? Conversions? Conversion rate?
One question: How do you make money?
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

3. Step #1
The basics.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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5. 404 pages can be killing
Paid channels ending up in nowhere.
Incoming links end up nowhere (seo and referral traffic)
Internal dead ends
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

6. How to find 404 pages
Google analytics search on 404 page title
Google webmaster console
Bing webmaster console
Use a crawler like screaming frog or semrush for internal broken links
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

7. Tip #1
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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8. Page not found title search (GA)
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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9. Tip #2
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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10. Crawl errors in Google Webmaster Console

11. Crawl errors in Bing webmaster tools
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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12. Tip #3
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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13. Screaming frog

15. Tip #4
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16. Speed; The need for speed.
Gtmetrix.com
Pagespeed insights
Webpagetest.org
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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18. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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19. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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20. Things to check:
Mobile usability, speed and more, responsive might not cut it.

21. Tip #5
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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22. HTTPS for trust

23. Tip #6
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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24. Speed v2.
HTTP/2
PHP7 and Server tweaking
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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25. Tip #7
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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26. Page title and meta description.
Everyone thinks it’s SEO
but
It’s more, it’s the start of your funnel!
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

27. Title and meta description
research.
Tips:
Do a site:domainname.com search and check the results.
Combine GA and Screaming frog.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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29. Tip #8
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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30. Google Analytics
Ecommerce script.
“Ecommerce tracking allows you to measure the number of
transactions and revenue that your website generates”
Source: Google
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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31. Focus on where you make the
money.
Work from margin.
Extra dimensions in all reports.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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32. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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33. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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34. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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35. Tip #9
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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36. Form optimisation.
Don’t ask too much. Keep it simple.
Communicate payment methods.
Communicate delivery times and options.
Inline validation.
Measure your errors.
Context of the form.

37. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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38. Inline validation
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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39. Inline validation tracking.
Use GA event tracking for the big picture.
Use Hotjar to see it happening.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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40. Inline validation errors in GA
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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41. Drill down in the fields
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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42. Hotjar tags the same as GA
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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43. Tip #10
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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44. Google Analytics
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
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45. Exclude internal traffic and
Spam in Google analytics.
Don’t screw your results by measuring the wrong things.
Internal sessions won’t convert (just testing!)
Google analytics spam happens, and can be huge.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

46. Filter internal traffic

47. Spam in Google analytics

48. Google analytics; no internal
UTM tagging.
Every click is an extra session (Conversion rate is based on sessions)
You lose the original traffic source.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

49. Internal UTM tagging
http://www.easyjet.com/en/holidays/deals/winter-sun-
deals/?utm_medium=referral&utm_source=easyjet.com/en/&utm_ca
mpaign=menu&utm_content=Section4Link5
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

50. My toolset
Google analytics
Google webmaster console
Hotjar
Screaming frog seo spider
SEMrush
Nerdydata
And finally:
My brain
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |
twitter.com/HELLEMANS

51. Thanks for joining me!
Arnout Hellemans
cw@onlinemarkethink.com
Twitter: @hellemans