"Powerful Questions for Powerful Results". Conversion rate optimization tips by Purna Virji from the Conversion Rate Rockstars panel at SMX Advanced 2015.
8. #SMX #22B @PurnaVirji
We Need More
Information First
Image Source: https://s-media-cache-ak0.pinimg.com/736x/7e/5e/2b/7e5e2b9078901622a2c38353fa05cec9.jpg
10. #SMX #22B @PurnaVirji
Listen to the HiPPOs
Take ideas directly from others
Only look at quantitative data
Ways to Fail
11. #SMX #22B @PurnaVirji
Give Yourself an Edge
Give Yourself
an Edge
Image Source: http://www.imagozone.com/var/albums/albume/U2%20No%20Line%20on%20the%20Horizon/U2%20-%20No%20Line%20On%20The%20Horizon012.jpg
12. #SMX #22B @PurnaVirji
Study Qualitative Data
i.e. Read Minds and Discover
• Wants and needs
• Interaction with site
• Why they leave
• Why they buy
13. #SMX #22B @PurnaVirji
Insights we can get
1. Purchase Motivations
2. Purchase Funnel Experience
3. Barriers to Conversion
38. #SMX #22B @PurnaVirji
1. Be the Consumer
Go Through Full-Funnel
Desktop + Mobile
Ask Questions
Record Reactions + Thoughts
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
39. #SMX #22B @PurnaVirji
Identify Weak Points
Compare Against User Data
Surprisingly Effective
1. Be the Consumer
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
40. #SMX #22B @PurnaVirji
• Camtasia
Tools:
1. Be the Consumer
• Magitest
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
47. #SMX #22B @PurnaVirji
Review Their Sales Funnels
• Value prop
• Selling style
• Overcome objections
3. Check Out the Competition
48. #SMX #22B @PurnaVirji
Indirect Competition
• Better understand audience
• How they communicate
• Different buttons to push
3. Check Out the Competition
68. #SMX #22B @PurnaVirji
Excellent example of
user testing script:
–From Steve Krug
–http://bit.ly/ux_script
7. Usability Studies
69. #SMX #22B @PurnaVirji
101 tip (but important)
• Review heat maps + scroll behavior
– How much and what types of info
Tools
–CrazyEgg
–ClickTale
7. Usability Studies
71. #SMX #22B @PurnaVirji
Now You’re Well Equipped
• Identify standouts
–Top objections: How to address
–Top purchase triggers: How to play them up?
–How much info is consumed: Ideate layout
72. #SMX #22B @PurnaVirji
• Create hypotheses and test plans
• Prioritize testing opportunities based on:
–Test cost and opp. cost
–Potential impact
Now You’re Well Equipped
73. #SMX #22B @PurnaVirji
• Don’t have to do all seven
–Start with first five
–More the better
• Past Results
–Lifts over 30%-40%
Make the Case
74. #SMX #22B @PurnaVirji
In Summary
Gather
Qualitative
Data
Create
Better-
Informed
Testing
Plans
Reap
Rewards!
I like these slides– I just moved around the questions, so the design alternates.
The image looks a litle stretched, but else it works.
This grey background isn’t working for me. Can we switch out?
This grey background isn’t working for me. Can we switch out?
Love this image!!
This slide will be common across all 7, so can we come up with a background that suits them all? Also, should we indicate cost like restyaurants do on yelp, with $, $$ and $$$? Same with time, we can have hourglasses? Wherein, one hourglass is highlighted and the test are greyed out?
Maybe a background image like this? http://www.quantumworkplace.com/wp-content/uploads/2013/10/blog-2013-10-17-Illustration-raised-hands-300x300.jpg
The grey isn’t working for me.
Maybe a background image like this? http://www.quantumworkplace.com/wp-content/uploads/2013/10/blog-2013-10-17-Illustration-raised-hands-300x300.jpg
The grey isn’t working for me.
Maybe a background image like this? http://www.quantumworkplace.com/wp-content/uploads/2013/10/blog-2013-10-17-Illustration-raised-hands-300x300.jpg
The grey isn’t working for me.
This slide looks clunky.
Can we switch the grey to something else please? And make the text prettier?