{"id":337,"date":"2011-01-09T08:00:05","date_gmt":"2011-01-09T15:00:05","guid":{"rendered":"http:\/\/blog.monnet-usa.com\/?p=337"},"modified":"2011-03-16T18:38:44","modified_gmt":"2011-03-17T01:38:44","slug":"improving-web-conversions-in-3-key-steps","status":"publish","type":"post","link":"https:\/\/blog.monnet-usa.com\/?p=337","title":{"rendered":"Improving Web Conversions In 3 Key Steps"},"content":{"rendered":"<style>\n\t\t\t\t\t\th3 {\ttext-decoration: underline; }<\/p>\n<p>\t\t\t\t\t\th5 \n\t\t\t\t\t\t{\n\t\t\t\t\t\t\tmargin:0 50px 0 50px;\n\t\t\t\t\t\t}<\/p>\n<p>\t\t\t\t\t\t.download_panel\n\t\t\t\t\t\t{\n\t\t\t\t\t\tbackground-color: #EDD6AD; \n\t\t\t\t\t\tcolor: #555555; \n\t\t\t\t\t\tfont-weight:bold;\n\t\t\t\t\t\ttext-align:center;\n\t\t\t\t\t\tmargin:0 50px 0 50px;\n\t\t\t\t\t\tpadding:6px;\n\t\t\t\t\t\t}<\/p>\n<\/style>\n<h3>Intro <\/h3>\n<p>I am a huge fan of the <a href=\"http:\/\/techzinglive.com\/\">TechZing<\/a> podcast, a show focused on bootstrapped web entrepreneur.<br \/>\n\t\t\t\t\tIn the last couple months <a href=\"http:\/\/www.codusoperandi.com\/\">Jason Roberts<\/a> and <a href=\"http:\/\/justinvincent.com\/\">Justin Vincent<\/a><br \/>\n\t\t\t\t\thave had a <a href='#tzshows'>series of interviews<\/a> focused on improving usability, web analytics.<br \/>\n\t\t\t\t\tThe <a href=\"http:\/\/techzinglive.com\/page\/606\/98-tz-interview-lance-jones-conversion-optimization\/\">latest show (#98)<\/a> includes Lance Jones as a guest and focuses on <b>Conversion Optimization<\/b>.\n\t\t\t\t\t<\/p>\n<p>After listening to the show while driving I decided to replay it once more and take notes as I think it brings a lot of value for any web entrepreneur!<br \/>\n\t\t\t\t\tAnd since I could not fit all the contents and links in the comments I decided to create this short post. Enjoy!<\/p>\n<h3>The 3-Step Process<\/h3>\n<p>\t\t\t\t\t<img src='.\/wp-content\/media\/conversion-optimization\/conversion-optimization-1.png' width='80%'><\/p>\n<p>Before starting any A\/B test or optimization it is important to really think through the goals and key performance indicators you want to optimize for.<br \/>\n\t\t\t\t\tOtherwise you will waste a lot of time or may not get meaningful information and probably not achieve your target goals.<br \/>\n\t\t\t\t\tTo optimize the conversion process you need to:<\/p>\n<ol>\n<li>Track and analyze <b>conversions<\/b><\/li>\n<li>Analyze and understand <b>user behavior<\/b><\/li>\n<li>Optimize the <b>user experience<\/b>, the <b>copy (key content)<\/b>, and <b>affect user behavior<\/b><\/li>\n<\/ol>\n<p>It is critical to have enough traffic to get statistically meaningful data from the tests.<br \/>\n\t\t\t\t\t\t\tYou need probably about 100 conversions per bucket or test option.<br \/>\n\t\t\t\t\t\t\tSo assuming different conversion rates you need quite a lot of users entering the funnel:<\/p>\n<ul>\n<li>a 2% conversion rate requires 5000 users<\/li>\n<li>a 5% conversion rate requires 2000 users<\/li>\n<li>etc.<\/li>\n<\/ul>\n<h3>Supporting Tools<\/h3>\n<style>\n\t\t\t\t\t\t#tools_table {border: 1px solid #f0f0f0;border-spacing: 1px;background-color:#eee;margin:10px 0px 0px 40px;border: 1px solid black;}\n\t\t\t\t\t\t#tools_table tr {vertical-align: top;border-bottom: 1px solid #eee;}\n\t\t\t\t\t\t.tools_table_section {background-color:lightgray;}\n\t\t\t\t\t\t#tools_table th {background-color:lightgray;}\n\t\t\t\t\t\t#tools_table td {border-bottom: 1px solid #eee;}<\/p>\n<\/style>\n<table id=\"tools_table\" style=\"\">\n<tr>\n<th>Product<\/th>\n<th>Comments<\/th>\n<\/tr>\n<tr>\n<td class=\"tools_table_section\" colspan='2'>Tools to tracking and analyze conversions<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/getclicky.com\">Clicky<\/a><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.google.com\/websiteoptimizer\">Google web site optimizer<\/a><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.crazyegg.com\">Crazyegg<\/a><\/td>\n<td>Includes  heatmap<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/mixpanel.com\">Mixpanel<\/a><\/td>\n<td>Great for tracking business\/user events<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.performable.com\">Performable<\/a><\/td>\n<td>Full customer experience and revenue tracking, reverse funnel analysis<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.omniture.com\">Omniture<\/a><\/td>\n<td>The Cadillac option for large enterprises<\/td>\n<\/tr>\n<tr>\n<td  class=\"tools_table_section\" colspan='2'>Tools to survey and understand user behavior<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.iperceptions.com\">iperceptions<\/a><\/td>\n<td>Define quick short surveys to understand user motivations and success<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.kissinsights.com\">KissInsights<\/a><\/td>\n<td>Prompt users for one quick simple question<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.4qsurvey.com\">4Q Survey<\/a><\/td>\n<td>Prompts users for the 4 essential questions about their experience<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.foreseeresults.com\">ForeseeResults<\/a><\/td>\n<td>Focuses on complete web effectiveness<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.opinionlab.com\">Opinionlab<\/a><\/td>\n<td>More sophisticated option with survey modules, reports, <etc><\/etc><\/p>\n<div class=\"\"><\/div>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"tools_table_section\" colspan='2'>Getting input from real testers<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.usertesting.com\">UserTesting<\/a><\/td>\n<td>Testers narrate their test using video<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.feedbackarmy.com\">FeedbackArmy<\/a><\/td>\n<td>You submit 4-6 questions about your site and you receive 10 answers<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/fivesecondtest.com\">5secondtest<\/a><\/td>\n<td>Testers have 5 seconds to get an impression of your landing page<\/td>\n<\/tr>\n<tr>\n<td class=\"tools_table_section\" colspan='2'>Tools to optimize the site<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.google.com\/websiteoptimizer\">Google web site optimizer<\/a><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.sumooptimize.com\">SumoOptimize<\/a><\/td>\n<td>Recent entrant<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/www.optimizely.com\">Optimizely<\/a><\/td>\n<td>Great wysiwyg editing of your own pages<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/unbounce.com\">Unbounce<\/a><\/td>\n<td>Great for testing different landing pages and starting A\/B tests<\/td>\n<\/tr>\n<tr>\n<td><a href=\"http:\/\/visualwebsiteoptimizer.com\">Visual website optimizer<\/a><\/td>\n<td>Rich functionality with a great wysiwyg interface<\/td>\n<\/tr>\n<\/table>\n<p><i>Note: the list above and associated comments are just based on the show, not on an exhaustive analysis of all vendors and products.<\/i><\/p>\n<h3>So What? <\/h3>\n<p>So if you put all the concepts together you get the following approach synopsis:<\/p>\n<p>\t\t\t\t\t<img src='.\/wp-content\/media\/conversion-optimization\/conversion-optimization-2.png' width='100%'><\/p>\n<p>Web conversion optimization is not &#8220;black magic&#8221;, try to follow the process highlighted above as well as the tools.<br \/>\n\t\t\t\t\tProviding you can generate enough traffic to your site to run multiple iterations, over time you will most likely see a positive change in your conversions.<\/p>\n<p>\t\t\t\t\t<a name=\"referencesandresources\" ><\/a><\/p>\n<h3>References and Resources<\/h3>\n<h5>A\/B Testing<\/h5>\n<ul>\n<li><a name='abwp' href='http:\/\/en.wikipedia.org\/wiki\/A\/B_Testing'>A\/B Testing Definition on Wikipedia<\/a><\/li>\n<li><a name='abbasics' href='http:\/\/elem.com\/~btilly\/effective-ab-testing\/'>Effective A\/B Testing Basics (by Ben Tilly)<\/a><\/li>\n<\/ul>\n<p>\t\t\t\t\t<a name=\"tzshows\"><\/a><\/p>\n<h5>TechZing<\/h5>\n<ul>\n<li><a name='tz' \thref='http:\/\/techzinglive.com'>TechZing Podcast for web startup entrepreneurs<\/a><\/li>\n<li><a name='tzjr' \thref='http:\/\/www.codusoperandi.com\/'>Jason Robert&#8217;s blog<\/a><\/li>\n<li><a name='tzjv' \thref='http:\/\/justinvincent.com\/'>Justin Vincent&#8217;s blog<\/a><\/li>\n<li><a name='tz98' \thref='http:\/\/techzinglive.com\/page\/606\/98-tz-interview-lance-jones-conversion-optimization\/'>TechZing 98: TZ Interview \u2013 Lance Jones \/ Conversion Optimization<\/a><\/li>\n<li><a name='tz92' \thref='http:\/\/techzinglive.com\/page\/544\/92-tz-interview-ilya-lichtenstein-insight-io'>TechZing 92: TZ Interview \u2013 Ilya Lichtenstein \/ insight.io<\/a><\/li>\n<li><a name='tz89' \thref='http:\/\/techzinglive.com\/page\/528\/89-tz-interview-david-cancel-performable'>TechZing 89: TZ Interview \u2013 David Cancel \/ Performable<\/a><\/li>\n<li><a name='tz87' \thref='http:\/\/techzinglive.com\/page\/522\/87-tz-interview-luke-wroblewski-the-user-interface-is-the-product'>TechZing 87: TZ Interview \u2013 Luke Wroblewski \/ The User Interface Is The Product<\/a><\/li>\n<li><a name='tz79' \thref='http:\/\/techzinglive.com\/page\/479\/79-tz-interview-%e2%80%93-patrick-mckenzie-optimize-this'>TechZing 79: Patrick McKenzie \/ The Long Tail of Optimization<\/a><\/li>\n<\/ul>\n<h5>My Other Related Posts:<\/h5>\n<ul name=\"myotherrelatedposts\">\n<li><a href='https:\/\/blog.monnet-usa.com\/?p=223'>Visualize Application Metrics on NewRelic for your Ruby Camping Application<\/a><\/li>\n<li><a href='https:\/\/blog.monnet-usa.com\/?p=322'>A\/B Test Your Ruby Camping Web App Using ABingo<\/a><\/li>\n<\/ul>\n<div class=\"blog-msm-ad\">\n<div class=\"blog-msm-ad1\">\n\t\t\t\t\t\t\tIf you enjoyed this post, I would love it if you could check out <a href=\"http:\/\/bit.ly\/myskillsmap\">mySkillsMap<\/a>, my skills management app.\n\t\t\t\t\t\t<\/div>\n<div class=\"blog-msm-ad2\">\n\t\t\t\t\t\t\t\t<a href=\"http:\/\/www.myskillsmap.com\/take-charge-of-your-skills-development\"><br \/>\n\t\t\t\t\t\t\t\t\t<img src='.\/wp-content\/media\/msm\/start-your-free-trial-now.png'  \/><br \/>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Intro I am a huge fan of the TechZing podcast, a show focused on bootstrapped web entrepreneur. In the last couple months Jason Roberts and Justin Vincent have had a series of interviews focused on improving usability, web analytics. The latest show (#98) includes Lance Jones as a guest and focuses on Conversion Optimization. After [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39,43,41,42],"tags":[],"class_list":["post-337","post","type-post","status-publish","format-standard","hentry","category-ab-testing","category-conversion-optimization","category-seo","category-web-analytics"],"_links":{"self":[{"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/posts\/337","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=337"}],"version-history":[{"count":4,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/posts\/337\/revisions"}],"predecessor-version":[{"id":340,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=\/wp\/v2\/posts\/337\/revisions\/340"}],"wp:attachment":[{"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.monnet-usa.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}