 Thank you very much So, before I start, first of all, thank you You might have seen this talk more in the charts That's a lot of information, amazing But I have a profession to make I never felt more of an imposter syndrome than before this talk Coming to the Netherlands to talk about optimization There's a good reason for that If you are into conversion, optimization, performance optimization There's so many people from the Netherlands who are at the top level World-class experts in those cases And I was always wondering why I never really understood why this is the country Why it's the capital number, optimization Until I came here yesterday Every corner of the land is so optimized You have to take advantage of everything you have to So you can live, so you have to see what is the gene in the water, whatever it is But now I know, I'm going back home to Portugal I don't know why there's so many Dutch optimists Before we start, I want to know A future developer can you raise your hand, please Or write a code, have a chat, can you write a code for you? App? Designers? Okay, the rest of you? Okay, is someone streaming or doing it? Any optimizers? Marketing, okay, I'm going to forget that Okay, but a lot of developers This next slide, I really need you to do As hard as you can if you can Please, please do that Okay, okay, that's not bad You'll wake up the end So, the reason I'm sharing this, I'm showing you this It's too tricky, you just need to accept it And get you excited or stuck But there's something like this in the world of conversion optimization as well And that's the phrase zero Now, the first rule of optimization is don't call it zero Because that is the lowest speed of conversion optimization So there are two reasons for that If you call it zero, it means you're only trying to improve conversion rate, one metric and not care about everything else It's very easy to hack the conversion rate and it's hard So if I told you I'm going to sell them in an apartment and I'm selling them for the price so from 2008 the conversion rate would be very, very high but I would use none, or you would use none but I tried it The second reason is if you're only focusing on conversion rate and nothing else you're leaving so much on the table There are a bunch of things that you can do using these frameworks I'll show you today Things like average order algorithm that you're not working on Repeat purchase rate Customer lifetime value Confusations about all that and not just about conversion not just about conversion rate It's that at all for two So I would leave some questions about how we participate during the presentation as we go through some frameworks that are very simple and very easy to use and great way for you to get started with conversion optimization I hope you're willing to participate and not tired from the future of my work or wherever you want So I expect that to happen today Now, what do you expect to learn today? I'd like to have two points every time I present anything So optimization is that simple It's really, really simple Getting started is as simple as anything else that you can do But it's a lot of work that never, ever ends The second thing is it is essentially a three-step process There's research prioritization and then implementation And implementation like that, that's the last part every time you ask, you can do some baby tests but that's not necessary That's the implementation For you, first and foremost, you will never be able to do baby tests or any of that stuff And the same is for other principles Money, absolute good pleasure But before I do, let me explain why I'm talking about this Who am I to come to the land of optimization to talk about optimization So, as Taku said, I've been working with workers for a very long time since 2007 I am a human-planning author, old-free and commercial I was a member of the team review team at workers.org Core contributor, I think, five times Small contribution that we count It does what it does for the CD I was formerly a lead developer of Conor Jack O'Connor's We released that together with Automatic and Conor It was a huge project And former CQI search engine journal of also a CXL study like the version of Physician Expert Currently, I am growth manager at Maximil and the region being certified as lead expert A.G.C. Also, I hope Taku is the talk I'll check it out if you want to learn about website optimization So, why am I talking about CQI This is the word that I know about CQI I have to change this Basically, how to talk about the line of platform details of the start-up and end-up start-up and end-up Now, platform defaults are the one thing that annoys me the most about all the shops and businesses that are in commerce that are shopped by the game The reason for that is the UX is basically done with someone else that you never really know Yes, it gives you a great starting point but also it gives you a lot of people that you can use without even thinking about it That is very bad because you don't want to risk for users and you never think about it So, throughout the talk I will use an example of O'Connor's website that I will go through and analyze and dissect The reason I am using this website is because at O'Connor's blog they use it as a proof that O'Connor's can scape so it is a really large O'Connor store I am not afraid to read it I think it is a good website that could be better So, this is the website and this is the thing that I mean when I say platform defaults So, if you look at this the product category page this is what almost every O'Connor store looks like you come to the page and you want to see the product and they are sorted by default that is what the user sees O'Connor's website that doesn't make sense no matter how much project space I mean, there is default sorting there is also sort by ways I am a user I don't know what default is I have no idea Imagine going, you want to lie and say a pair of run shoes you got your store says yeah I got these pairs they are sorted by default you have no idea what that is sort by latest is slightly better or less bad but still, it doesn't make the wrong sense and the reason I chose this example is when you write in code this means it doesn't make sense to write like this when you are using the website sort by default is enough because again, one is default and this is over again so I am not allowed to talk bad things about WordPress say bad things about Shopify but to give another example this is a product page from Shopify store I previous one was a water bottle website so I chose the same category just to compare to give a fair comparison every product page in every Shopify store you can access it immediately or else unless you push Cluster and do some redirects or whatever now at least they do economics so those people they do economics this is the only product that Google will see but depending on how your team developer adds links to your website all three URLs can be accessed and they will be saved it's not a big deal unless you are someone like my colleague Luca who was given a task to set up like in my product page, no Shopify store and nevertheless, it's like a priority one third split between three different URLs I can do it here it just doesn't make sense or maybe it does but you don't know if it makes sense for you that's the whole point the one mind is how a website UX is made if you are using an auto-shelf solution most likely the UX so that, you know, which is the source of products and a lot of examples like that the UX it's supposed to be a UX design was made by a developer that you never met several years ago and the developer never heard the question so imagine trying to hire a freelancer for the design work and you are looking for a developer from five years ago who doesn't know you need to learn that person and you haven't reached that it's never controlled so this is why the line is something that years ago by someone else that you never met is not a good idea luckily it's a very simple process getting into optimization starting to do optimization work is that simple and I'll show you what that process looks like so there's three steps and this is the broader principle the first step of research the boring step if you're a client that's just a waste of money and you do research as you possibly can and learn everything you can about the works of your client that's the first step and then when you do the research which I'll explain in more detail in later slides you're going to work on prioritization or all the issues that come so you know what to work on first and what to work on next and then finally in step three which there's no impact there's implementation that's the biggest step research because by far most of you are going to have one take away from today just know that optimization equals research it's almost countermanagement if you do a lot of research you will be able to talk to one in a lot better way than if you're not doing any research at all or not enough research so what that looks like what the research looks like in conversion optimization there are many ways to do conversion research but one framework you have three different types of research at the same time and you can ask the research you're going to have to do research and a lot of research for you can optimize so the first technique is quantitative analysis the second is qualitative and curiosity evaluation is there won't have to be an order the reason there's three different types of analysis is because let's say analytics does something wrong on a page and then you're not going to fix just blindly go and completely rewrite the page what is attracting is wrong so you're going to do user research as well you're going to look at the page yourself and if it all matches the issue is real it's not maybe attracting is wrong so what is quantitative analysis the first one what it does is it tells you what happens and which page it happens on so basically you're going to look at your funnel and find the interface card checkup you're going to see what the problem happens whether people are dropping that or not if you look at any web analytics you can see that you can really understand what's happening and you're going to look at different segments so maybe VPC traffic drops off from card to checkup because we had said free shipping in the card you see the shipping of course it will be dropped the second thing is it's going to tell you what the most visited pages are and the many pages are and you do that using different web analytics tool of course heat maps, mouse tracking or anywhere where you're working with one artist you need their own chart represented in a heat map or any better map chart this is basically the career of a web analyst but to do co-version optimization you need to know what data this is from the second one is quality analysis and this is it's just personal told you what happens, where it happens this one will tell you why it happened and how it happened and you do quality analysis by user testing real user testing you talk to the user, tell them what you're watching they struggle, put some feedback you can do session recordings of course as well and then you can survey customers for data so anything where the raw data you're working with is not a miracle like in the first one and just one tip about user testing they're so easy just find a person who doesn't know your website if you're working on it and tell them, I want you to get this test and tell them you're watching, can you talk about what happens when you're trying to do it if you do three or five tests a month you're going to be practically back about three of your customers so it's three or five tests a month that you need to do no more than that and you need to do two hours of work at most now the third one the most interesting one today is presentation at least and the most interesting one for most people getting into optimization is the heuristic evaluation now that is basically an expert evaluation of pinch it's a method for identifying different problems with the UI and the real thing what is that here, this is the gateway practical which is not an issue for most people who are talking about it you start looking at a page of different way you start looking for problems why isn't this working so it's not best practices that this is as opposite of best practices as possible this best practices was trust me bro this is not a work based on analysis heuristic evaluation is aimed at trying to help you understand why something worse doesn't work so you're starting with the why again versus just stopping with something else so you should do this often you should check your key pages mining pages, check your website or have someone else look for you now this is a framework that is very popular for heuristic evaluation that has a horrible name it's an acronym it's actually a landing page influence function for tests somehow that's lift so it's a lift model this is going to help you get good conversion optimization this exact framework so what this does is a framework for analyzing web and mobile experiences in developing testing and policies you look at six different factors in range and you analyze what states are present is there too much of them not enough so it was developed in 2009 by Chris Coward founder of wildfile agency Coverage agency sorry you look at six different version factors how they represent in the page so as the main conversion provider you see value proposition so is the value proposition for what the page is trying to sell there is it strong enough, is it communicative well enough, all that and then you have three conversion boosters in relevance, clarity and urgency so is the page relevant for both users they click and add, shoot and now they see a skirt of course they're not good by that then is the information communicative in a clear way is there a sense of urgency that is trying to trigger the user to make him buy now or do they already have a sense of urgency so let's say it's just for Christmas and you get to buy the gifts and you're going to do online in one shop no matter what the price is you can just sell that so that's all the internal urgency versus external trigger in use and there are two conversion providers as well so distraction and anxiety the more distracted are pages but if there are seven post-action you only need one and seven different post-action of course there's going to be a constant distraction and then anxiety if you don't have an outpage or any information about the company I'm anxious that I don't want to give you money I won't give you my credit card I don't know what you're going to do with us so now that you know these six factors I want to share that same website that I showed you earlier the one about the website and maybe we can maybe we can do it together maybe we can have a look at the page the cloud page to do with model analysis five is the most so the first thing you want to do you're going to have to look at the web the web page the way the user is doing it so this is wrong this is very very wrong because most users they're going to look at the web page like this so if you're trying to understand the users you have to really pay attention you have to this is not only a small screen but there's distractions around it so it's even worse but anyway you can distract yourself from your work and you can everyone does that so you're going to take your phone or at least you know small few words on your computer and you're going to look at the page that way and that will look like this so this is about the fold just scroll and I have another screen on the side with two more but let's have a look at what happens at this page I'll start and then you can do the next slide you can double the next slide please so the first thing I see the shipping I loaded this page from Portugal so why am I seeing the information that the shipping is free for you guys why are they showing that, why are they not using that space to do something smart maybe they have a campaign to send me to the web so like this so to me that's that's distraction that the distraction is there it's not going to help the conversion it's going to harm the chance that I buy this the second there's a good one the sense of urgency because this is on sale that's a good thing, this is supposed to help the conversion but it could be better because it's from September while coming back to school it's not for something like that so I know it's going to disappear in two days it's going to be one of these for just a few days or a week so there's some sense of urgency some higher sense of urgency actually looking at the right one I think there's a lot of distraction here with these swatches on my phone, on everyone's phone they're so small that you cannot really tell which animal it is you can just see the color and then you have to change it, see the big one change with all these one, two, three 15 I think 15 different swatches you can pick the one that you want so maybe it's going to be a drop down list they have a name, they have a message they just have names so I don't know which animal I can expect and tell them what the color is or something like that because this way the only way for me to see what the bottle looks like is to really open all of these and then forget which one I like and then go back and try finding again and that's a very distracting experience so, if you don't mind I would really like you to try to help me with this can you find anything with these six swatches you can see them better proposition, better quality so if you see anything that matches the image I'll give you a minute to think first but what distraction do you have there I mean, do you have to card I'll give you one that gives you anxiety yeah, I'll give you two that give you anxiety so they're saying these two are for you to think about together this is a cat that you have in this bottle there's a cat so several of them they're telling me most people buy another cat doesn't that mean the bottle comes without a cat we need to buy it separately and now I don't know, it doesn't say anywhere the page is for the cat but it says that they're buying, obviously it's just totally kick-ass to try to reach that reach they say people usually buy a bottle and who is kissing when you buy a water bottle do you buy another cat no one does so they either are wrong or the bottle comes without a cat I don't know which one it is the second one, the price for both there's no discount there so it costs more than that together how does that make sense, it makes me anxious again do they know what they're doing again, nothing is coming great price another one because of the anxiety is the bottle made in the USA that local girls, local jobs, businesses can't pay in China shut themselves in the store right there it doesn't make a lot of sense, right so, American people right anyway, anyway so when you're done when you're presenting this to a client it's going to do something like this you're just going to mark it there's clear sense of urgency we're very good here so that's a good thing I didn't really find it in the page so let's say simple, safe, sustainable there's another one the breadcrumbs are a distraction because they say I'm categorized I don't know why it's here it's not here and then this it's distracting this is distracting, it's not here at all the small swatches there's a valid proposition in the description for the panel the reviews I don't think they belong to me properly but they show these five entities so there's no reviews to describe why show me that there's like five empty stars whatever this is and then looking at the next one this will make me anxious there's no clarity of frequency both together when you're recommending add-on files or cross-starts you have to come in line you can't just agree with the both together because I know workers, I can see people I know who comes you haven't done anything I'm not going to buy it and then the kids OTS yeah, I can find it here it's on the fly am I supposed to know what OTS means that's very unclear and then this may be relevant this portion says DTA, DTS-3 someone would care about that but I honestly don't know what DTA and DTS-3 but what the add-ons are so maybe explain why it's important if you don't have it there I know they're bad I don't have much and then China so, I think that's strange I think that's really, really strange they're small people so this is a good laptop but anyway, it's a good page overall every page has a proof-and-true that's kind of the whole thing so when you're done with this and you find a lot of issues that need to be worked on in the page you don't just do unordered S, big one and work on it there's something else in the book the only problem with prioritization frameworks is they tend to be subjective so you're grading your own work and how you feel something really but it's better than nothing so one, very popular that I get right by yeah, okay, it's called Vibrator and it's called I because there's three factors to grading the issue for the first one is potential how much the issue can be improved so if something is zero percent that it works yeah, the improvement can be huge because it's completely walking and just with fixing it you're going to do a lot of good work so the second one is importance how important is this issue to fix it so if you have a region or on some pages don't ever see this that's zero you just remove it and then the ease the third one is ease based on technical availability developers, staff resources learning conditions for every company there's a few products that are on HIPAA and we did what was it? high spate person's opinion something like that maybe there's a HIPAA that doesn't want something to be changed and getting them to test it so you rate everyone and you get something like this you get a spreadsheet and take it in afterwards for example the pages have to be site-wide for improvements I think it's high because let's say you can push campaigns showing useful information there's free shipping in the country which is just not the importance I think is nine because everyone sees this page giving right information everyone who sees this website is important the ease, if you know what put there is ten so it applies for the average of those 0.9 you do that for all these and once you are done you have a list and order the list so in this case the first issues are the work on code B client's which is too technical this is for an parent just wants to system it gives about the children it's too technical the way it is I would work on that because it's easy to and then the site-wide announcement is another one that I would start and then you go to the wanted state the color options and so on and so on so once you're done with that you did all the issues you know which ones to work on first we have a list of things to work on what are you going to do with them there are several things you can do if something is broken it just doesn't work you don't have a test if it takes a few thousand words you just take so that's the easy one if there's something that you know trying this other option versus option A you're just going to test right away there's no need to write a hypothesis you might have chosen to test but sometimes you can't see the test because you don't know what the test is going to be so you need to write a good hypothesis for that test a good hypothesis for an AV test is basically saying something like we believe that if we do this we will make this option happen and we will know what will happen when this happens so when this matters in terms of 10% whatever you choose and sometimes you're going to need to do more research and that could be more an analysis implementation that could be more user testing talk or users whatever it is but sometimes you're just going to go back to work and do some more work so to recap this technique the process optimization is a never ending pre-sales process don't let this scare you because the action plan is actually easier to get started and I think that we should you will spend at least 80% of your time doing research user research, web analytics heuristic evaluation because the key to becoming an optimizer is to understand what is happening and why it's happening and why what you want is not happening that is the most important thing it will take years or decades to become a Dutch level expert at optimization but getting started and being able to do enough time it is super easy and I strongly encourage everyone to go back to this model I shared just apply it to a patient you go to the alignment patient and it will come as part of whatever it is your client wants to do just look at it and thinking the way the users think that is absolutely essential that is the key and something that that you must do because as one guest in the podcast drumming on from the good for which they just said you can't read the label from inside the job and then it's simple but it's just true if you look at it from WP admin if you look at it from the code if you look at it you don't see the way any users have to do so you have to really ignore everything you learn and the left corner actually helps with that and try to look at it and A-B testing the first time you have a meeting with a client any client about optimization they will ask you can we test this you don't have to know you have to do all the work before you start testing it's a tiny piece of puzzle it's very interesting yes I think now Google Optimize is dying 20 days you're killing Google Optimize so there's not going to be any free A-B testing tools for users who don't need A-B testing to work with and access it I think it's going to be a mess of a factor it's important still of course it is but I think it's not as important as most people believe it is so that's that a number of research research research and you'll be able to do much better than most people so I have let's go with questions firstly then we can do the Toronto if anyone wants to connect please do so yes first before we go to questions a big round of applause please