General insights survey among 150 EMEA customers
Source: Conversions@Google2016 - State of CRO Survey, 2016
# of employees in company? Dedicated CRO department?
% of companies running 6 or more tests per month
How many tests do companies run?
Source: Conversions@Google2016 - State of CRO Survey, 2016
54%
of companies with a dedicated CRO department
16%
of companies without a dedicated CRO department
It is not bad to “fail”
Source: Conversions@Google2016 - State of CRO Survey, 2016
I haven't failed. I've just found 10,000 ways that won't work “ ” - Thomas Edison
49%
of tests are not successful when running 1-2 A/B tests per month
83%
of tests are not successful when running 21+ A/B tests per month
Confidential + Proprietary
Mobiel wordt steeds belangrijker
Within 5 years there will be no more CRO specialists
The more experiments you run,
the more you will fail learn
What have we learned so far?
The more experiments you run, the more you will learn Use these failures to learn, iterate and improve
Beware of “Fortune Tellers” and HiPPOs Use a combination of data-driven methods to determine what to test and to prioritize accordingly (e.g. PIE model)
Why are sliders used?
1. Multiple messages above
the fold
2. Politics
3. Monetisation
4. It’s beautiful
This is what slider do to visitor behavior
Visitors start scrolling right away
because there is so much “crap”
above the fold……...
The 3 rules for using homepage sliders
1. Do not use automatic homepage sliders 2. Do not use automatic homepage sliders 3. Be relevant! A/B test and improve them.
Make them as user friendly and effective as possible
Why are hamburger menus used so often?
Craig Sullivan quoting Peep Laja during Conversions @ Google event 2015
What have we learned so far?
Think about why you are using sliders and test them It would be best not the use them. But if you have to, there is a lot you can improve upon
Only use hamburger menus at McDonalds If your customers cannot find your products they cannot buy them
Multi-disciplinary teams and specialisation
CRO specialist
UX designer
Analyst
Developer
Product specialist
Psychologist
Copywriter
Confidential + Proprietary
Successful companies will embrace experimentation in its culture and organization
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
First get your a/b testing op and running
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Then start with segmentation……..
Personalization now
Apply segmentation to gain insights in the behavior of “groups” of people
Use these insights to provide these segments with a different experience
Repeat with this with a different segment or a more specific segment
CRO is growing fast but
organizations lag behind
The future of CRO: a unique experience for each user
CRO is essential for
making better decisions
Proprietary + Confidential
30% of A/B tests is successful. This also means that if you do
not a/b test, there is a 70% chance that if you implement a change on your website it will
have no or a negative impact on your revenue.
Conversion Rate Optimization
CRO is an iterative process that utilizes customer data and behavior to make better business decisions
Think big and make small
changes
Analyse customer
behavior and analytics
data
Measure true impact by a/b
testing
Continuous a/b testing
Weekly CRO team meetings
Top predictors of bounce rate according to new study using AI
DOM load
Full page load time
# of page elements
Front-end load time
# of scripts
Back-end load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
Full load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
(the amount of time it takes for everything on the page to load)
6.9s 4.5s Non-bounced sessions
Bounced sessions
If you know that speed matters……..
1.9% conversion rate
1.5% conversion rate
180,000
140,000
100,000
60,000
0
20,000
Ses
sion
s
Sessions Conversion rate (%)
2.4 2.7 3.0 3.3 3.6 3.9 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 1.2 1.5 1.8 2.1
1 second faster = +27% conversion rate
Source: SOASTA Case study (September 1st, 2015)
Then why are websites slow……..?
Only 14 sites pass benchmark
14 sites ranked “GOOD”
GOOD POOR CRITICAL
Source: https://www.thinkwithgoogle.com/intl/en-gb/articles/mastering-mobile-emea-performance-summit.html
The need for speed
Top predictors of conversion rate
# of elements
# of images on page
# of scripts
Front-end load time
Full page load time
Back-end load time
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
Number of images per page
Source: Google/SOASTA Research, 2016 “Think With Google: Why Marketers Should Care About Mobile Page Speed”
Converted Unconverted
19 31
Teams and specialisation
People from different, specialized disciplines will work together in teams
A holistic approach towards optimization is essential
As the industry matures it will be more about people, less about technology
People from different, specialized disciplines will work together in teams
Combine methodologies and techniques when doing CRO
As the industry matures it will be more about people, less about technology
Cultural and Organizational changes
Experimentation needs to be deeply routed in a company's culture
With a long-term focus in place, agility is still key
Focus on hiring and training the right people
Personalization in the future
Ethical, transparent approaches to personalization are needed, focusing on long term value
The focus will be on users, both online and offline
New technology will allow companies to bring more value to the user
Google confidential | Do not distribute
Why are sliders evil?
1. Performance: loading 5 visuals
2. Carrousels look like banners
3. Only first slide triggers interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!
Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/
Google confidential | Do not distribute
But if you have to
Easily to see which slides there are and what they are about
Slider does not move but changes only on refresh
It’s clear at which slide is activ
Image is clickable
Double navigation
Google confidential | Do not distribute
But if you have to - no sliders on mobile
Do not use slider on mobile Product sliders are a good alternative for homepage sliders
Google confidential | Do not distribute
Why are sliders used?
1. Multiple messages above
the fold
2. Provide a mix of
messaging in one place
3. Politics
4. Monetisation
Google confidential | Do not distribute
Why are sliders evil? 1. Lower page speed: loading 5 visuals
2. Carrousels look like banners
3. The first slide triggers most
interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!
Google confidential | Do not distribute
Why are sliders evil?
Source: http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/
1. Lower page speed: loading 5 visuals
2. Carrousels look like banners
3. The first slide triggers most interaction
4. UX design is often bad
5. Not everything can be important
6. Human Eye Reacts To Movement
7. It moves while being read
8. Worst performance ever!
Google confidential | Do not distribute
This is what sliders do to visitor behavior
Visitors start scrolling right away
because there is so much “crap”
above the fold……...
Source: http://blog.chartbeat.com/2013/08/12/scroll-behavior-across-the-web/
Google confidential | Do not distribute
But if you have to
Easily to see which slides there are and what they are about
Slider does not change automatically but changes only on page refresh
It’s clear at which slide is activ
Image is clickable
Double navigation
Google confidential | Do not distribute
But if you have to - no sliders on mobile
Do not use slider on mobile Product sliders are a good alternative for homepage sliders
Google confidential | Do not distribute
But if you have to on mobile……..
Use “user initiated” image sliders where you let people swipe to see your different offers.
Google confidential | Do not distribute
But if you have to The right way to do it - keep visitor in control
Google confidential | Do not distribute
Reading materials Reading about it will not make it better. Plz remove all automatic homepage sliders
Google confidential | Do not distribute
Should you use a slider? http://shouldiuseacarousel.com/ Don't use automatic images sliders or carousels. Ignore the fad http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/ http://www.clickz.com/clickz/column/2164452/rotating-banners http://www.widerfunnel.com/conversion-rate-optimization/rotating-offers-the-scourge-of-home-page-design https://erikrunyon.com/2013/07/carousel-interaction-stats/
But if you have to The right way to do it?