Boost Your Conversion Leads Optimization in IT Architecture Documentation

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welcome everybody it is the end of June which means everyone's angry with their weather and we have another webinar for you today I'm your host Brad Ken and we are so excited to bring you today's presentation a little bit of housekeeping before we get started as you guys no vertical measures was recently acquired by it bestest digital so this will be the last webinar promoted through vertical measures you'll still get the same of notifications if you're signed up to our newsletter it'll just be coming from asbestos digital officially starting next month moving on today's webinar is titled how to drive leads and maximize revenue with conversion rate optimization and will be presented by our CRO experts Zack Bramwell and Jeff Zack is a total web dork he has a Bachelor of Science degree from ASU and graphic information technology a focus and web design and development Zack has worked with in a wide range of web from UX design to backend web development he loves data-driven design and usability solutions and considers himself to be a users advocate and his free time Zack enjoys reading memoirs watching thought-provoking films and drinking copious amounts of coffee Jeff on the other hand has a background in graphic design web design front-end development and photography so he's been involved in the internet marketing in some way shape or form over the last eight years user experience it's just main area focus as he strives to make the internet a better place good luck jack nothing gets just more excited than doing a deep dive into view clients finding out what the about their industry checking out the competition and figuring out the best way to fulfill their users need so before Jeff Zack and Jeff dive into their webinar I do have a keynotes to go over this presentation will be available online tomorrow at vertical measures dot-com slash webinar will also shoot you an email tomorrow morning with that link if you have any questions shoot it over to us in the questions tab any time throughout the webinar and we'll try to run it by the crows during the Q&A section make sure you download our free full-color now critical acclaim book the customer journey at Burt ms / customer - journey and finally we know that your time is extremely valuable but if you have a minute or two after the webinar we ask that you fill out our quick five questions multiple choice survey it really helps us when it comes to planning out future webinar topics and gasps so that's all for me let's please welcome Zack congest hi everybody so welcome to our webinar titled how to drive leads and maximize revenue with conversion rate optimisation I originally argued for it to just be called conversion rate Nirvana but this title won out so before we get going we just want to give you a brief introduction to ourselves beyond what Brad said thank you for that wonderful introduced here at vertical measures and investors digital company and yes my hair is that glorious in person and I'm Jeff Putnam the other CRO strategist here my hair also is that good in personal so to start off today we're going to give you an intro to conversion rate optimization how work what to do so when I say I do conversion rate optimization or CRO this is the look I usually always get along with the equations flying around the screen I usually end up just saying kind of for the purpose of shortening conversation that I do web design and web development but in reality conversion rate optimisation is so much more than that and involves so much more than that so the definition we give here at vertical measures is that conversion rate optimisation is the iterative process of improving a site's conversion funnel to derive the most value from its traffic the most important part of that that I really want to draw everyone's attention to is the word iterative CRO is not a one-and-done thing it's not something you do for a few months stop and then start again it's an iterative process that's constantly moving and evolving and changing and it's something that you really need to do long-term to really reap the benefits of it so we break CRO into kind of two different types or two different families of CRO first one being on site so on site is conversion rate optimization performed on a client's live organic site so this would be something like W ww vertical measures calm and for this it we utilize a be testing tools that we'll get into more later and then this benefits all traffic sources so if you have social traffic coming to your site pay traffic coming to your organic site as well as just all your organic search traffic this type of testing benefits all of those audiences whereas the second type is offsite testing so this is conversion rate optimisation performed specifically on landing pages and this utilizes whatever kind of landing page platform or AP testing tool that you are operating within most of the kind of more frontrunner landing page tools have a be testing built in but some don't again we'll kind of touch on that and tools a little bit more later but this specifically benefits promoted and paid traffic sources kind of a huge difference between on-site and off-site on-site implementations usually a bit harder and there's usually a bit more of resistance I'll use that word a lot of kind of more hesitant to change their organic site and organic experience whereas off-site you're able to iterate a lot faster due to high intent traffic so oftentimes off-site and landing pages have a significantly higher conversion rate than your on-site your organic site and so that enables crl and conversion rate optimisation to test a lot faster and iterate a lot faster especially just because of that heightened conversion rate so throughout this presentation most of what we'll be talking to is on site but important to keep in mind that both of these exist so when I talk about a/b testing and conversion rate optimisation everyone thinks of the classic you know let's change the color of the CTA let's change it from green to red and see how that lifts conversion rate but in reality conversion rate optimisation and what we do is so much more than just looking at button color and I'll be walking through just a few examples here so bear with me so one example of something we test is content this is changes in headlines changes in messaging changes in the way of pages organized so that you can really remove as much friction as possible from that experience another one is paged sign so this is working to kind of increase legibility or changing different graphic elements on a page to enhance that experience and really persuade more users to be converting beyond that interactive content this of course as you can see from the icon video is a huge example of that and works really well especially on off-site testing but can also involve quizzes and surveys and other chances for users to really interact with your brand directly next one is imagery so this kind of falls in line with page design but more specific using imagery to appeal to a very specified audience this is again especially successful with paid audiences where you really know the exact segment of people who are viewing this experience clickfunnels so optimizing your click funnel and how your site works and functions to optimize it and remove as much friction as possible so taking something that might be three steps or take three clicks and three page loads and taking that down to two is a huge opportunity to lift conversion rate and engagement on all of those pages another one is social proof so testimonials always always always perform great and our great way to lift conversion rate and a great thing to test especially video testimonials to really give that social proof of your brand and the value that you're providing another one is personalization this is again super specific to off-site testing and landing pages where you really know that exact audience that's coming there but as the web gets more and more sophisticated user excuse errs are expecting further personalized experience so anything that you can do to really cater to that individual person within a CRO test is super super successful so of course calls to action this is kind of the one that comes front of buying for a lot of people when thinking about CRO but changing that call-to-action verbage the styling yes sometimes it really is just the button color that needs to be tested beyond that form so I'm always always always an advocate for the lowest amount of form fields that you can do to still be getting a high quality lead but also testing the waveforms are displayed whether it's place placeholders versus labels to increase usability as a CRO test to really see what your audience converts on and what your audience expects another one is trust factor so along with social proofs giving any other kind of trust factors to users whether that be various awards that you've won or various kind of recognition that you have received within your industry and then value propositions of course this is a huge huge for off site really pushing the value that users will gain from either buying your product or filling out your form or subscribing to your newsletter or whatever that conversion will point might be really making that as succinct and straight forward as possible and then last one that I'll highlight here surveys even just having the option to give a survey really shows an increase of transparency with users and can help promote trust between a brand and its audience but as well as then getting the qualitative data of that feedback I'm being able to apply that to your brand and use that to kind of further iterate on with CRO testing so well I've kind of gone and talked through all of these briefly and quickly I want to stress the importance of it's still so much more than this there are so many other different things that you should be looking to test and continuing to test and iterate and it really never ends so now I'm going to actually toss it over to Jeff and yeah take it away thanks for that Zach so I will be going over our CRO tools it's okay to be a tool who uses tools skills data and tools oh my so a CRO skill set it's something that you need to in order to do CRO these aren't nice to haves these are must-haves so we have attention to detail you know really granular attention to detail user empathy being able to feel what the user feels design fundamentals you know a good graphic design web design background is great to have a UX background you know knowing how websites work how users interact with the website how they should maths we are now owned by a British company so we say maths now technical skills such as HTML CSS and JavaScript and flexibility and humility humility is really important because you are going to fail the industry standard is sixty six percent of tests will fail here at VM we are actually at 33% of our tests fails so to do CRO data points that you're going to be looking at are things like heat mapping that's seeing how users interact with your website and we'll go over this a little bit later actually a be testing statistics such as conversion rate and bounce rate and stuff like that web analytics which are going to get from Google Analytics things like conversion tracking conversion rate conversion volume pageviews bounce rates sessions and exit rate some useful tools to have we have highlighted the ones that we prefer in each of these sections so heat mappings such as lucky orange crazy egg hot char and there are others out there but like I said we like lucky orange here analytics you're pretty much going to be using Google Analytics there's other analytics suites out there but Google Analytics is pretty much the go-to landing page builders such as instant page Unbounce and HubSpot these are going to be the off-site testing tools that you use we really like Unbounce for all the features that it has a B testing tools such as convert calm a be tasty VW o Google optimized as a newer one out there but we really like convert it's really difficult to Google things for convert because it's just convert why did why did you choose such a silly name convert and you got your CRO moral support manager that you're going to cry to when your tests lose it's very important to have that he's a good boy heat mapping so it's very very very important we really stress this to do heat mapping before a/b testing we like to get this on sites as soon as possible it's really easy to implement it's not very expensive there's really no reason that you shouldn't be helping your users things that we can track with heat mapping our clicks hovering at least on desktop and scroll depth on mobile you can't try out because that technology doesn't exist yet you can't really see where somebody's fingers hovering over a phone other features that you can look at and your heat mapping our segmentation so you can view heat map segmented by where your user came from if they come from a paid ad where they organic traffic or they referral from like Facebook stuff like that and you can also view session recordings which are really cool so you can kind of view a video recording of how a user browse through your website you can view page by page you can see where their mouse moved on the site you can tag these so you only want to look at recordings that have a conversion you can do that it's great at least in lucky orange you can so and this is a lucky orange screenshot over here we prefer lucky orange specifically because it has dynamic maps that allow you to load your map over an interactive version of your site so that's really helpful when you say so you have like a drop-down in your menu all the other heat mapping tools aren't going to be able to show you how people visually show you how people interacted with that drop-down where as lucky orange it loads up an actual interactive version of your website so you can kind of browse through your website like you normally would it just shows you heat mapping tools over the top of that another important thing to note about heat mapping tools is that they are an asynchronous script so it doesn't slow down your page load at all and that's something as CRO people that we really enjoy so after you've done your heat mapping now you can actually move on to a be testing so a/b testing is where you're going to send a 50% of your users to your original page share your control and you're going to send 50% of your users to another test page which is your variant and then we measure that performance of each page based on specific goals so in our example here we have Sophia from our book which you can get from our website she is either gonna see our control version a or our variant version B now the way that she this happens is with cookies so like we prefer convert convert we'll put a cookie on your computer and that cookie will determine which version you see of this page anytime you go to this page now would they be testing you can do more than just a B you can do ABCD testing you know we're splitting it between 25 25 25 25 you can do many more but most of our tests I would say we do a B testing there's also multivariate testing which is a little bit more complex you change multiple things on your site and users are showing some sort of combination of those but we're not going to get into that if you want to talk more about that you can ask us about it later and then the other set of tools that you're going to use is Google Analytics and tag manager so tag manager is really great for tracking events on your page and that's pretty much all I'll say about that but Google Analytics is really your bread and butter here so things are you gonna look at there are things like conversion rate conversion volume conversion volume is really important to pay attention to as other efforts such as SEO and paid traffic can impact your conversion rate so say for instance you're doing SEO efforts for your site as well as CRO that's going to increase your organic traffic now that organic traffic usually isn't very high intent so your conversion rate actually has a chance to go down even though you're doing testing to improve your conversion rate you're getting more organic traffic your conversion rates probably going to go down so it's important to pay attention to that conversion volume as well things like page views are great it's helpful to figure out which pages you want to test on you don't really want to do a test on the page that only has like 300 views in a month because your tests going to go on forever sessions Google measures conversion rate against sessions not pageviews or users so it's really important to pay attention to sessions some different conversion tools will utilize users or page views instead track conversion rate but it's important to note that Google Analytics goes off of sessions so sometimes that conversion rate might always match up between your tools bounce rates times we use this as a goal actually but it can also be affected by other tests so sometimes we're trying to decrease bounce rate well usually we're trying to check response rate but bounce rate isn't always like a good metric to look at if users are bouncing from page that might be a good thing same with exit rate it might be a good thing if that is actually a conversion point of your website because users went to that page they did what you wanted them to do and then they left just great and then pivot tables are another thing that I'd like to mention here in analytics it's kind of a lesser-known feature in Google Analytics but I really love them it's a great way to identify high and low performing audiences that's actually what our screenshot is over here on the right it's kind of difficult to read but you can experiment this in your own Google Analytics view it'll be in those tools area where you see like you can switch to like a pie chart or a bar graph or something like that it's the one all the way over on the right so what it allows you to do is it does a deep dive it's kind of our catch phrase with CRO into things that you might not otherwise pay attention to it allows you to pivot primary dimension and a secondary dimension and to pivot metrics so a quick example that we have here is that we use source medium as our secondary Dementor as our primary dimension and our secondary dimension is browsers than the metrics that we're looking at our users and goal conversion rate so through this we can see that CPC ads are paid ads on Internet Explorer converting at about 3.8 percent versus CPC users on Chrome are converting at only about 1.9 I mean there's only 122 users using ie instead of Chrome but if we can find a way to target those IE users that would be a great way to improve our conversions on this particular example so honestly if you take nothing else away from this presentation just know that pivot tables are awesome and I love pivot tables and with that all throw it back to Zack I really hope you take away more than just pivot tables but that that is in and of itself a really great takeaway so I'm gonna jump into a little more now kind of the importance being data-driven with CRO with those points that you're looking at and specifically statistical significance data and its significance I'll be saying that a lot over the next few minutes so I mean this meme awhile ago for actually an internal presentation but I love it because I just love data that is my favorite I live and breathe and data every day spreadsheets for days is what I always say and I also love elf and it's really a great reference while we're going through a another June here in Phoenix boiling outside so statistical significance is super important when running a/b testing and to CRO testing as a whole so really what statistical significance is looking at is the level of certainty that the results of a given test are not due to sampling error so for example if you have a super low amount of viewers and you had one conversion on your control and three conversions on your variant it's gonna look like you increase your conversion rate by 200 percent but that may not be statistically sound so use statistical significance to kind of work that out and figure that out so we use a two-tailed Bayesian statistical model if you don't know what that is you should go and read my blog post about it which is going to be I think thrown in the chat here of this webinar as well as linked on the recording of this but it's important to do to know whether your tests win or loss is actually significant and this kind of is used by various numbers of industries to prove whether or not what they're doing is statistically sound it's incredibly important because a change in conversion rate doesn't doesn't necessarily mean the change was due to the test you're running and the change that you made we recommend only implementing organic CRO results where statistical significance passes 95 percent so that means you are certain that 95 percent of the time the change that you saw in conversion rate is due to the change you made in your test and that a portion of the site that you are a be testing we then say for off-site tests 90 percent statistical significance again that's just kind of a difference because of the conversion volume and high intent traffic between on site versus off-site but super important to keep in mind and to figure out kind of what percentage points work best for you and your process so off of that and off of statistical significance it's super important to talk about CRO test lengths because it's really important to not have tests that go on forever you want to be able to iterate you want to be able to gain value from CRO and from a/b testing so we always recommend two to eight weeks and this is again specific to on-site testing the reason we say two weeks is really you need that you kind of need that amount of time for your tests to level out and for those results to level out and to actually give you statistically sound data and then going no longer than eight weeks because the reality is as Jeff mentioned these platforms run on cookies people delete their cookies all the time sometimes they do it on purpose sometimes they do it by accident but that happens and you don't want people to be seeing numerous versions of your site within that short of a period of time especially if they saw the control and then the variant and then the control again kind of that friction experience is not ideal and then so this this can feel like forever waiting eight weeks for something that you put live to go on but it's it's best to wait I always say that I feel like rows from Titanic when I'm waiting for our test to conclude and I feel like it's been 84 years for some of my tests but super important to wait the amount of time that's necessary for you to reach statistical significance so that you actually know that the results that you're doing and what you're implementing is sound so for your convenience we have actually created a statistical significance calculator link below I feel like I'm a YouTube star now but I'll give you an example here of kind of statistical significance and what that looks like so let's say you had a control it got a thousand visitors and the time that you were running this test and got eight conversions so you're looking at a point eight conversion point eight percent conversion rate for that not great not horrible and then you're very you got a thousand visitors seventeen conversions so that brought you up to a one point seven conversion rate awesome test clearly one you've clearly been doing Sierra with vertical measures so obviously the variant one there was a 112 percent change but more importantly than that well 112 percent is exciting and it's exciting to have that amount of lift from a test that you're running looking at that statistical significance we reached ninety six point five one percent so a patch past that 95 percent threshold so we know we are 96 percent certain that that change that we made that one hundred and twelve percent change is true ninety-six percent of the time so it's at the point now where we can implement and move forward and continue to iterate on kind of these results and this test definitely recommend taking a look at our calculator and using it for any test that you run as well as if and when you're doing CRO with vertical measures check the test that we're running make sure that what we're telling you is correct look at that statistical significance as well as kind of CRO or a/b testing that you may do with anyone else so with that I'm now going to pass it back over to Jeff all right thank you for that Zach and when he says pass that over we're literally passing this clicker back and forth so it's it's really relevant I want to try throwing it at one point but I feel like that might be dangerous so the past feels best and maybe I'll throw it over to you next all right I'll be going over our CRO process so in the immortal words of Montell Jordan or maybe not so immortal this is how we do this is how we do with it's totally five nobody else what that is I'm old all right so we're deciding where in what to test how do we do that so we kind of went over those tools a little bit earlier we're gonna go through our analytics data we're gonna comb through that we're going to use a couple pivot tables we're gonna look at our heat maps we're gonna look at the scroll depth where users are hovering where users are clicking we're gonna go through the site kind of comb through it and pick it apart because we love shed and Freud we really watch live watching the suffering of other people's websites and we're just gonna in general do a CRO audit which ties nicely into our next slide here so here at VM vertical measures an investor's digital company our cro audit is something that we stress is vitally important we don't recommend doing any testing without doing a CRO out at first and what that is is we just go through your website we do a technical audit of it we do a UX audit of it we do an analytics audit of it and then we do a user behavior audit of it and we put that all together and we bundle it up for you and that's all packaged so you can read through it you can talk to us later to find out how to get your own CRO audit so CRO is a circle or a cycle and you're always you're always going to be in this cycle so the first step of that cycle is a hypothesis which we're gonna come up with an if-then statement so if we do this to your site then this was going to happen usually that then is we're improving your conversion rate and we're gonna write up a document for this it's going to have that if-then statement we're going to give some reasoning for why we want to do this test and what we believe will happen and then we'll send some screenshots of mock-ups of what that test is actually going to do to your site and we'll put that in that document we'll send it along now in between here is implementation so that's always kind of like a little tricky point we're wearing sweating right as we are getting ready to launch that test but it usually works out fine I always like to take a coffee break after I put a test live I said it live and go in distress for a second yeah it's very important you know we got we usually have dogs around here we'll just find one of them can give them some good pets so after you have implemented you're going to be tracking that test or monitoring that test and we're monitoring that test usually every two weeks is when we actually have a task for it but to be honest we're probably going into that test every day and seeing how it's doing because it's our little baby we just want to check in on it and so we're we're checking then we're looking for a statistical significance so for it to reach that 95 percent to statistical significance so once it has reached that we go ahead and we write up a conclusion document so that conclusion document is going to give you a big ol summary of everything that's happening it's going to have the percent increase or decrease that it lost it's going to have all the data that says why that happened and the statistical significance of that test or stat sig that's what we've started abbreviating it as because statistical significance is difficult to say and then at the end we're gonna recommend future tests because we're never content we always want to be testing and that brings us to that continuous iteration which is that great bit that you see going around there so we are always iterating forever so we'll give you an example hypothesis here and we like to pick on people it's that schadenfreude thing so we're based in AZ so we're gonna pick on you home they're also an Arizona company they're notoriously behind the times when it comes to design a bit of an easy target so sorry u-haul and if there's any u-haul fanboys out there we apologize but you know I'm just saying I love those lower decks you all your moving and storage resources chillin away alright so the sample hypothesis that we've come up with here is if we update the form styling to better capture the users attention then the truck and trailer rentals from the homepage will increase and you'll see a little image of this later look let's get to Hittle they're a little bit our reasoning behind this and this is kind of a little bit fictional because we don't actually have like their analytics data to dive into but our reasoning behind this hypothesis is a hundred percent of visitors are viewing this form because they're landing on the home page we saw we theorized that there's a low hover intent over this button and it's not clear where users eyes should navigate once you land on this home page and here is their home page as you can see so that form just kind of little a kind of blends in to everything else your eye is really drawn to that 1995 that free month so our variant that we suggest is adding a background to that form really kind of blowing it up in size getting a we're changing that button color sometimes we do that so there's our control and there's the variant that we suggest for this particular example so that gives you an example of what a hypothesis might look like that we send over and with that I will toss it back to Zack I'm gonna pass it I'm not a sports person so now I'm gonna go through kind of the value of CRO and what we can really provide here at vertical measures and invest as digital company so let's do the maths again we're now based in London so we say maths now so let's say your site is getting 300,000 visits per year and you have a two percent conversion rate from that which you know not horrible so from that you're getting six thousand leads a year at and then if you value those leads at $150 a lead that is $900,000 in revenue so we say if you do CRO for a year what we've seen from clients that have done that going a full year with us and really letting us iterate as much as we can and implement tests and implement our winning variants as soon as we reach statistical significance we usually see a 40% estimated lift from CRO there was a typo on the slide originally it said estimated life and I really wanted to keep it that way because CRO gives me life but so if you be going from 2% then to a 2.8 percent conversion rate and if you're still getting those 300,000 visits per year that year then from that point on you would be looking at 80 400 leads and if you're still valuing those at $150 a lead because that quality is still stayed the same you're gonna see a jump to one point two six million in revenue that is from ceará only you would be getting at three hundred and sixty thousand dollar value which is a huge ROI and this is even an example that's kind of isolated because there's no change in traffic ideally you'd already be doing other things with us such as SEO and content to get that traffic up as well in which case eat the return that you would see from CRO would be even bigger because we would still be consistently working on that conversion rate with that increase in visitors as well so there's my little pitch to you so you know shut up and make me money give us your money let us do CRO let us test for you we love testing we love making our clients money and really lifting their conversion rates as much as we can so again to make things oh this clicker is much harder than you would think to give you the most value that we can we have our CRO value forecast calculator live on our site link below I believe again YouTube star this really you can go in and put in your own website visitors annually your current conversion rate your estimated lift from CRO which again we see 40% over people who stay with us for a year doing continuous CRO but if you want to bring that down a little to 20% make it a little safer it'll change that those calculations for you based on that as well as your average conversion value and then it'll spit out kind of on the right the additional value that you'll gain from a year and additional conversions for a year and that's broken out and kind of your current status your future estimates and then that value from CRO and you can even print your results directly from that page so kind of to to wrap that up and to bring that full circle we want to give you some example of some of the wins that we've seen from our tests with current clients to show that we're not just talking the talk we're not giving hypothetical examples but actual wins that we've seen so first company b2b company we tested changing the CTN design sometimes it really is just as simple as button color and we saw a 130 percent increase with 99 percent statistical significance on that page and again these are on-site examples so this is organic traffic on their live site and then company two also b2b we changed some content messaging so this was changing some headlines as well as call-outs on the page to make it kind of more clear what value was being presented and we saw a 30 percent increase in conversion rate with ninety three point nine percent statistical significance so I know I'm a total hypocrite because I said 95% statistical significance or nothing but it's really important as Jeff mentioned we monitor our tests every week and looking at that trend over time and if you hit that eight week mark and you're kind of right on the cusp between 90 and 95 we'll still of course recommend implementing if we've seen kind of a positive trend over time in the last one company three a b2c example we change their form fills so this was changing kind of how those form fields were labeled as well as removing a form field and we saw a 217 percent increase in conversion rate at 99.99% statistical significance again this was on site so organic traffic these results were so awesome the client almost didn't believe us but that's why of course we track data like crazy we always have data to back up all the results we're presenting and everything we're showing and really shows kind of the huge lift that you can get from CRO so beyond these on-site examples also want to show you some off-site examples as well so company 4 by changing conduct messaging in their clickfunnels so this was actually removing a step kind of from their conversion process and making it two steps as opposed to three we saw a 60% increase at 97 percent statistical significance company 2 so this kind of calls back to the on-site examples we of course recommend if you can with us doing both on-site and off-site testing at the same time saw from changing design and content of their form fills we saw a 24% increase at 92% statistical significance again for off-site we always recommend going just above 90 percent statistical significance I should really start saying stats sake statistical significance is a mouthful and then company 3 so this is again a call-out to the same company on those on-site examples by changing simply imagery on one of their landing pages and really learning the best way to speak to that specific audience that we knew was coming to that page we saw a 406 percent increase in Form fills and in conversions on that page at 99 percent statistical significance so shows how really with off-site testing and with knowing the exact audience that's coming to your page and kind of what they are expecting we can do targeted tests that even something as simple as changing an image to speak to that audience better kind of a huge lift in conversion rate so that kind of wraps everything up nicely from ero and our stuff and I'm gonna kick it over to Brad now thank you so much both of you guys thanks Jess for singing this is how we do it Thank You Zach for not throwing the clicker thank you to all of you for introducing a new term stat sig because statistical significance is challenging to say the least but I'd also like to thank Kate you're in our in-house designer we take a lot of pride in developing these presentations decks whether we're doing webinars or we're going to certain events traveling across the country Kate and our design team helps build these decks and I think they're absolutely beautiful so thank you Kate this is a reminder to the listeners that we will be sending out the recording and slides early tomorrow a.m. so if your lunch break is over and you can't get to this Q&A section check it back and tomorrow morning it'll be there alright let's get into the Q&A section I think we have some good ones let's start right away a question from Anita what are some of the best ways to convince a client to a/b test if they are not currently doing it or hesitant and I would also like an answer about convincing your boss if you're a director of marketing if you're listening to this webinar you're really excited about CRO what are some ways to convince them to get started with a/b testing all right yeah I'll jump in answer that one the biggest thing that I would stress with trying to convince someone to start doing CRO is to go to that value forecast calculator put in your own metrics and really get a better idea of the possible return that you could be getting from CRO as well as that possible lift and conversion rate but beyond that if if those numbers in those metrics aren't enough even if you take it to like a really safe lift down to like 10% lift and conversion rate if that is still isn't enough to persuade and to begin AV testing I would recommend having us do the CRO audit that Jeff spoke out that's kind of one month of work with CRO and doing doing that as a really successful way to show the value and to really highlight where we would test and what we would test to experience that possible lift yeah I mean I've got nothing to ads I kind of covered everything I stole my thunder that's the arrow audit sorry I just love those all right great answer so moving on this I'm gonna buck it two questions together this one is from Thailand Ben Holland Ben Holland has been a fan of vertical betters and a former employee of ours Berg but a few years Kyla's question is what is the best way to keep a running log of your cro tests and results they're currently using a spreadsheet and then asked if we utilize Google feed a studio at all for reporting our analysis of our ABS yeah I'll take that one yeah I mean we also use a spreadsheet they come in handy they're easy to use but we use that spreadsheet to actually fill out a Google status to do dashboard so all of our clients get a nice little dashboard that has all their like ongoing efforts and CRO is one of those and will usually have you know your our year-to-year performance for CRO we'll have graphs showing you how all of your tests have performed we'll have links to each of the hypotheses and conclusions for all of those so yeah we're we're big on data studio so actually I can't want an ask a curveball question I we I believe Sarah works I've seen it work for our company I've seen it work for all of our clients I'm true believer but what happens if you never reach that statistical significance that you guys were so proudly boast about so yeah I mean if you have an instance where you keep testing test after test after testing can't reach that statistical significance I would mention I would I'm a huge advocate for again with that tracking being able to check on that test at the very least weekly and pushing for what your statistical significance at that time is and to look at the trend of that over time because even if you can't reach 90 you can still track it trending positively for those eight weeks that you're running that test as well as I think not reaching statistical significance speaks to the need to do something similar to our CRO audit and figure out where on your site has the is the best place to test where has the rescuers where is the highest conversion point and also not reaching statistical significance is speaking to the changes that you're making on what you're testing you might need to make those more drastic yeah let's say so let's say then I'm a landing page that isn't converting well what should be the first thing that I look for what do you guys look for first so the first thing that I do is usually dive into that data do that deep dive am i reporting on that conversion correctly because that could be the case you know it could be the case that you are not correctly reporting that data another thing to look at is what type of traffic is going to that page that could be something to look at Zack you wanna get anything yeah beyond that within your heat mapping look at really how by actual users who are going there are interacting how low are they scrolling what are some of the friction points as well as if you're using one of the better heat mapping tools looking at those session recordings I find is super useful you can usually set like a goal URL for if they look at this page let me view their recording and it holds on to all of those recordings from the past months so if you have especially a specific landing page that isn't converting looking at those recordings and the actual like live how people are interacting with that page maybe what it is that they're hovering over that then makes them bounce can be super useful for the newbies out there just becoming introduced at the RO with some big misconceptions about the whole process that you wanted to spell right now so that I always see is that people think they can jump right into testing without doing any sort of audit and it's kind of a no-no I can't really test your site without knowing how it's currently performing you know I agree that's a huge misconception and then of course the one I presented that lengthy slide on that it's more than just button color we're not just changing the color of something and calling it a day and running a bunch of tests on that color but actually looking at things holistically and changing various portions of a page for tests yeah you can do some pretty intense stuff with some of these CRO testing tools you can add whole chunks of HTML and JavaScript and do a site you can remove whole chunks you can do some big things other than just changing a button Claire I want to thank you both again we have one more question this should be a nice sign-on what's the one thing the are rows should always do and what was the one thing share rows should never do I'll take the always that I guess you should always always always be iterating always thinking of how you can be better never treating it as a one and done solution just constant iteration and then I guess never as well never make data list decisions never make a decision that isn't backed in data and that there isn't a metric that you can point to of why we should be testing this whether that's you know quantitative or qualitative data still just having something that backs what you're changing well your gut can be a good thing to follow you should have data along with that always yeah and to just drive the point home even more never not be iterating that's great thank you guys all right that's all the time we have for today thanks again to Zack and Jess for presenting another great webinar we're actually taking to lie off so everyone can enjoy the summer vacations but view ready we're going to be coming back in August with another great webinar we'll be sending out the promotion and newsletters out for that fear until then I'm Brad from bestest digital have a happy and safe 4th of July weekend thanks guys