Hey guys I’m back with another article of my CXL series let’s have a look into what I learned this week:
Conversion research by peep laja:
Peep recommends all of us to read the following books.
- Startup owners manual by steve blank
- Lean startup by eric ries
- Learn analytics by Alistair Croll
Heuristic analysis
We will walk on the website page by page and will check the following things:
- Clarity: Is what we are providing clear? Can people understand it clearly?
- Friction: What causes doubts and hesitation and holds me back from taking action
- Anxiety: Is there any info that people will feel anxious about
- Distraction: Every page should just have one goal
Technical analysis
Analyze if a certain browser or device has a lower conversion rate. Fix speed issues all the bugs etc.
Digital Analytics
- Where is the flow stuck? Where are the people leaving the website?
- What kind of users is dropping out?
- Find a correlation between behaviors and the outcome. Make sure every user behavior is being tracked.
Qualitative Research
Surveys: On-site pools: slowly check pools on all the pages one by one. Survey people who just bought something from you and ask 8–10 open-ended questions.
User Testing
Start by assigning a specific task to a user. Pay more attention to what people do than what they say.
Mouse Tracking Analysis
See the heat naps and how many people scroll on your website.
What to do after research?
After all this research you will have a bunch of problems to solve. Next, prioritize these issues on a scale of 5.
Measuring the effectiveness of a testing program
There are three key metrics
- Testing velocity: How many tests are you doing every week/month/year. Do as much testing as you can.
- Check the percentage of tests that provide a win.
- See the impact per successful experiment. See how much that test increases the conversion rate.
Site walkthroughs
- Does the site work with every major browser?
- Does the site work with every device?
- What’s the user experience like with every device?
- Create a custom report to see conversion per browser.
- Look at conversion rates by browser version.
Conduct thorough walkthroughs of the site with all the top browsers and each device category. Pay attention to the site structure and go through the check out form filling process.
The goal here is to put yourself in the customer’s shoes and see what they’re experiencing. It’s also a great way to familiarize yourself with the site and structure.
- Walkthrough the site in question.
- Make note of URL structure and handling
- Check the page’s URL when moving around.
- Build a picture of site navigation flows.
- Identify key points of interest for analytics: all the suspicious stuff should be checked later with data.
- Find bad/suspicious pages or parts of the site.
- Check if the URLs are shared/split for different flows e.g if the site sells 3 different products, do they have unique funnels — can each funnel be measured separately?
- Find PPC and organic routes for mobile, tablet desktop. Walk the journeys starting with “landing page zero” — Google results, ads, etc
- Walk the three journeys — iPhone + android + iPad + desktop
Heuristic analysis
It is an expert-based analysis that uses experience-based techniques for problem-solving, learning, and discovery. Its results are not guaranteed to be optimal.
Biases to be aware of:
- Bias Blindspot: Tendency to see oneself less biased than other people or to be able to identify more cognitive biases in others than in oneself.
- Confirmation bias: Tendency of people to favor into that conifers their beliefs.
The 7 levels of conversion are web arts
- Relevance: Does my perception fit my expectations?
- Trust: Can I trust this provider
- Orientation: Where should I click? What do I have to do?
- Stimulants: Why should I do it right here and right now?
- Security: Is it secure here? What if…?
- Convenience: How complicated will it be?
- Confirmation: Did I do the right thing
Inversion conversion framework
- Build buyer personas and focus on a few select personas when designing your layout, writing copy, and so on.
- Build user confidence, make them trust you by using all kinds of trust elements,
- Engagement: Entice visitors to spend a longer time, come back to visit, bookmark it, and/or refer others to it.
- Understand the impact of buying stages. Not everybody will buy something on their first visit, so build appropriate sales funnels and capture leads instead and sell them later.
- Deal with fears, uncertainties and doubts address user concerns, hesitation, doubts
- Calm their concerns: Incentives are a great way to counter FUDs and relieve friction.
- Test Test Test
- Implement it iteratively: Build smaller blocks, make smaller changes, and test them all to improve their performance.
An interesting framework for analyzing web pages is LIFT, developed by a wider funnel: This framework has the value proposition as the vehicle that provides the potential for the conversion rate. It’s the basis of it all. Relevance and clarity boost conversions while anxiety and distraction kill them. Urgency is what propels us to take action right away.
Steps CXL uses for heuristic analysis
Ask the following questions
Relevance:
- Does the headline match the page content?
- Do call to action buttons match the value they’re going to get?
- Are the images on the page relevant to the content?
- If the user comes from an external site ( Google search, PPC, referral, etc ), will they recognize that it’s a continuation of their journey?
Optimize your traffic sources and:
- Map out all the key sources of traffic, and identify the top landing pages for each.
- Compare pre-click and past click messaging and visuals.
- Identify any mismatch between what people thought they’re going to get and what they’re getting in terms of the offer and the wording of the offer.
- Clarity: There is design clarity and content clarity.
Okay guys this was all for this week. Thanks for reading and see you in the next week. Take care!
