We’ve been talking all about qualitative and quantitative data, and how to use that to get bigger impacts from our tests. Because it doesn’t matter how easy testing is if you’re not testing the right things and you’re not getting the best results possible.
I want to take you through five quick wins to higher conversions. This strategy can be perfect for your e-commerce site, your SaaS product, your landing pages, or your blog and WordPress site. It really is perfect for any scenario.
On average, from doing this strategy, we’ve received over 50% conversion improvement from almost all the tests we run, especially in that earl, quick-win process. In the last major case study that we ran, we actually received a 65% conversion improvement. This narrowed out to $2,000 more revenue per user in that conversion test.
I’ve built over hundreds of different e-commerce sites, thousands of different landing pages, and many, many different WordPress sites on all different platforms – Magento, HubSpot, Unbounce, Bigcommerce, NetSuite – all the different platforms out there.
Over the process, I have completed over 5,000 different A/B tests. I actually worked at a dot-com for 11 years. I tested almost every single day there.
We use many different tools now, like Visual Website Optimizer, Optimizely, and Convert.com. I’ve also done thousands of different landing pages focused on lead generation, opt-ins, and building your blog.
Some of the great people that I’ve had the chance to work with like Bryan Eisenberg, he gave me a great testimonial. He said I was one of his secret weapons for many years. Also, I do a lot of work with Shopify and Bigcommerce clients. This particular client from GetUnrobed.com said I increased her conversion five times.
Five Quick Wins to Higher Conversions
Let’s jump right into my five quick wins to higher conversions.
They are listed out almost very similar to my Master Website Conversion course. Getting qualitative data, getting quantitative data, creating a hypothesis, and then using that to create a unique value proposition and language for your marketing. Number five, winning quickly. Iterating quickly and finding the right things to actually test. How do we do that?
Number 1 – Qualitative data and understanding why. What is actually going on in the customers’ mind? Do they like your content? How can they improve your articles? What’s the next post you should be writing? These are all opinions that are really aggregated into an individual person.
Then you go into creating different personas for people. We build these different personas to create the ideal click paths for each of our visitors. We want to find out their pains and problems, and the desires from each of these ideal clients.
In order to do this, we need tools. Some of the qualitative tools that we use to do this would be UserTesting, Qualaroo, ClickTale. Even Crazy Egg, or MailChimp, and Gmail, and AWeber are qualitative tools.
One of the tools that we use a lot is UserTesting. We’ll watch people go through our websites, our clients’ websites, and the queries they’d be thinking about before they actually arrive at your site. This will helps us collect data.
We also collect data using tools like SurveyMonkey, where people tell us exactly what their problems are, and if they would recommend us or not.
You also need to talk to your customers as much as you possibly can. They will tell you secrets about your website. Once we have that qualitative information, it will serve as the baseline for our hypothesis. Before that, we want to align it with real-numbers data.
Number 2 – Quantitative data. Now we have an idea of the qualitative data, or who is visiting our site. We now need to look at the quantitative data to see where they’re going actually in the site and use quantitative tools to figure out the right analytics and the right data metrics to create our goals.
One of the major ones that most people use is Google Analytics. But you can also use your A/B testing software like Visual Website Optimizer or Optimizely to collect that data. There are also other analytics tools like KISSmetrics or Clicky. Also you want to use data from your e-commerce site or your CRM, your popovers like OptinMonster, your data from MailChimp and AWeber. All of these data together is very important to really start figuring out where to test.
This is all broken up into the 80/20 rule. You’re going to make 80% of your traffic off of 20% of your pages. You now want to break it up into your most trafficked pages, your most trafficked pages by revenue, your highest bounce rate pages, and then your top AdWords by conversion rate. You want to look at your top traffic by landing pages. Using Google Analytics, you can simply go into the behavior section and organize your site by top trafficked landing pages. You then want to reorganize them by also bounce rate. This will tell you where the most opportunity is by a page that has a lot of traffic and has a high bounce rate. Obviously, you’ll want to improve that bounce rate as well.
Now we start to narrow down the quantitative analytics, because we were looking at top trafficked pages, by bounce rate, and by visitors. Now, you want to segment out even differently by revenue. If a site has a lot of visitors and a high bounce rate, and is potentially going to create a lot of revenue, all you have to do is make a couple of changes right there. Then you will have bigger wins. That is the key right there, matching up the data with the qualitative aspects to eventually build our hypothesis.
Aside from the trafficked data, we also want to understand the actual conversion rates and what goals are you going to track. What’s the conversion rate by those individual pages because now we’re going to be able to start to track revenue?
One of the tools that I use to track revenue is Visual Website Optimizer. It allows me to track the dollar amount back to an individual page. Then I can also use Visual Website Optimizer’s heat maps to understand exactly what people are actually clicking on in those pages.
Now I have the top trafficked pages by revenue, by bounce rate, and now I know exactly where they’re clicking on. That’s where you actually start to test.
Now we want to also determine the keywords that are driving to those pages. We do that using AdWords. You can simply go into AdWords and segment by search terms, by match type, and find out which terms are driving the most traffic and driving the most conversions. If they’re driving a lot of traffic but not converting, maybe you want to create those into negative keywords.
We also want to determine how people are actually seeing the site through your Analytics data and figure out what browsers they’re using and if they’re using different mobile or desktop experience.
From this, we then run heat maps to actually figure out what they’re clicking on. Are they clicking on items above the fold? If they’re clicking on items below the fold, maybe you want to bring those items up.
Now you know exactly what’s going on in your pages and this is where you start to test. Is it a mobile experience? Is it Safari? Is it Internet Explorer? What browsers are they using?How do people really see your website? You want to look at their favorite browsers. If you have a lot of people using old IE browsers, then that may mean that they’re still in schools or government agencies that use this type of browser. That’s going to define your demographic. That’s a very important part of building your persona.
Number 3 – Hypothesis. We’ve gathered qualitative data and quantitative data. Now, we’re going to build our hypothesis. We’ll understand exactly what is going to be important to the stakeholders and what is going to be important for individual tests.
From this hypothesis, we’re going to create KPIs, key performance indicators. In this case, what our conversion goals and our success metric is. Not only in e-commerce do you want that final goal, but there are many micro conversions leading up to that. For example, how many people clicked the “Add to cart” button?
Now we know exactly the type of people who are visiting our site. In the case of a diet and fitness website, you could be having a lot different people who are a family looking to run versus a bodybuilder versus a woman actually wanting to lose weight. You’re going to have many different people visiting your site with different segments. They have different needs, they have different pains that they’re trying to solve.
We’ll take a look at a case study really quick. Initially, when I was building a particular whey protein powder page, the user testing people told us that the page was too busy, that there’s a lack of support for the claims that we were mentioning, that it was unsure of how many calories or servings were in each of the different jars, and what were the ingredients. They also wanted to compare these products with their competitors.
What we did was we created, used that as a hypothesis to create a new landing page, one with a clear headline, that had support for the claims that showed the ingredients above the fold, and had clear direction on what to do next, along with all the benefits.
From this result, we received a 65% increase in conversion by taking the qualitative and the quantitative data, figuring out exactly where to test, and then creating a hypothesis to actually perform that test. In the end, we received a total revenue improvement of $3,000 per person. That’s where it really starts to create some magic.
We then used everything we learned to determine all the next steps for all of our different tests.
Number 4 – Creating that UVP using the right language. You want to understand exactly what the company does by explaining that in a clear headline or a clear tagline, because you do not want to make people think.
An example of this is Trunk Club. If you visit TrunkClub.com, they have a very nice, clear headline that says, “Hand-selected clothing for men: premium clothes, personal stylists, zero membership fees.” That’s their unique value proposition. Very clear, with a button reiterating to get started.
There’s also their competitor Suitly, “Custom-tailored suits and shirts for men. Go shopping.” Very clear value proposition. They’re getting people to click and do something next.
Here’s an example of a page that we created selling whey protein powder. Their unique value proposition is, “The world’s best-tasting, highest-quality, all-natural meal replacement protein shakes.” People know exactly what they’re going to get when they click “Add to cart.”
This is a great example of how to use a unique value proposition, and then take the language that you learned in your qualitative research, and use that language back into your marketing material.
Next is to figure out how to scale. Winning quickly is the final step in this quick-win process.
You want to really figure out what you learned in all of your tests, and then apply that to all of the other templates on your website.
For instance, if you have a landing page that actually wins, you want to take that landing page and create other landing pages from other products, and see if you can scale those wins over time.
This is an example that you can do using Facebook. You also want to run Facebook ads with everything that you learned that actually has won, then you want to create landing pages specifically that drive traffic from those Facebook ads.
An example is Dollar Shave Club. They run great Facebook ads that are either remarketing or just based on a certain demographic. Then they drive traffic to landing pages that are performing at their best optimal peak.
Number 5 – Leveraging on other channels. Once you learn the language, and the UVP, and the headlines that really working, you then want to test those ads on Facebook. Use imagery from those ads and put them in your Facebook ads. Create an unpublished post with a picture of one of those winning images, and then try to scale those wins to other channels. You could target based on your competitors as well.
You can also do the same thing with AdWords. Use headlines that you’ve heard in the user testing research, and then put those in your retargeting ads or your display ads. Then you can figure out the best keywords that are driving the biggest conversions, and use those keywords in your headlines as well.
This is a clear example that every website out there is unique. It doesn’t matter if you’re selling sporting goods, biking equipment, apparel or vitamins. Every situation is going to be unique to you. You can’t go out there and just copy Amazon or do what your competitors are doing.
Every website out there is completely unique. That’s why I recommend going through this five-step process to understand your qualitative data, your quantitative data, creating a hypothesis, establishing your personas with a unique value proposition, and then winning quickly. Scaling those wins in order to really improve your bottom line.
This is the formula that we go through in our five-step formula to master website conversions. It’s all about that discovery process, creating a hypothesis, executing and creating tests, reviewing the analytics, and then scaling and growing over time.
There you go. What’d you think of the presentation? Please let me know. If you want to get all of these notes and this actual presentation, all you have to do is visit my website at alexdesigns.com/quickwins. You can actually see a video there of me doing the presentation and walking through it. It’s actually something I’m testing right now for a potential upcoming talking event.
Thanks for reading to the end. Please let me what is clear and what needs more work with the concepts I pointed out to help you increase your online sales.
Let me know your thoughts on my 5 quick wins! Enter your thoughts in the comments below.
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