We’ve compiled a list of our most frequently used tools and resources for conversion rate optimisation work during the time we’ve worked with different start-ups, along with my reviews. Many of the below tools and resources are free!
A/B Split Testing
Our favourite tool: VWO
A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. Running an A/B test that directly compares a variation against a current experience lets you ask focused questions about changes to your website or app and then collect data about the impact of that change.
This data informs you of what works and what doesn’t on your website, so you can optimise the pages that are not converting as you want them to, and have the data to back up your design/deployment decisions, be it the next feature or product redesign.
You can use VWO to set up a Heatmap on high traffic and high bounce landing pages. Once you have identified your site’s biggest barrier, you can run A/B tests or multivariant tests on the barrier pages. You can tweak, optimise and test your website and the only IT help you would need is to install the snippet on the website before your first A/B test. Click this link to find the how simple it is to instal the snippet on your website. You can test it using the free trial before deciding whether it suits your organisation.
VWO also offers some very good free tools. We swear by the A/B Split Test Significance Calculator to find out the p-value of our experiments.
Duration Calculator tells you how long you should run your test for to ensure it’s statistically significant and valid.
Exit intent pop up
Our favourite tool: Privy
Exit intent system tracks a user’s movements on a page and prompts an event (like a popup) when it detects a visitor is about to leave the site. The best way to acquire new customers is through the high intent traffic coming to your website, so why not engage with them with an offer? You can also prompt visitors who are about to leave your site to sign up to your newsletter, so next time when they’re landing on your website, they’re ready to be converted. If you think creatively there are lots of cool things you can do with an exit intent pop-up, such as prompting downloads, offering a voucher code or simply making people aware of a piece of content you want them to see.
We have examined a large number of the exit intent pop up providers on the market, and we have to say Privy has ticked all our boxes. The free plan is sufficient for most of your exit pop up user cases. It also has an analytics dashboard to help you access the performance. There are paid options if you wish to take your optimisation further.
I fell in love with the “enable confetti animation” option in the thank you screen. What a good way to delight your new lead and give them a warm welcome! Not sure what I’m talking about? Give our exit pop up a go and first hand here.
Prefer to fully customise your pop up? Try Ouibounce
One word of warning: be very careful with exit pop ups – please use them to provide value to your visitors. If the copy is not done right, it’s very easy to create something spammy-looking. 😉
Landing page builder
Our favourite tool: Unbounce
Landing pages are a brilliant, targeted way to get potential customers to perform an action.
Point your hard-earn clickthroughs from Adwords and other channels to a landing page specifically designed for their acquired channel. You can then tailor your messaging to them based on their context.
If you are only doing a few landing pages and don’t need the A/B testing function, Weld.io is a good code-free alternative (and it has a free version!). Responsiveness is made easy and there are a few app integrations (e.g. mailchimp). Their new feature, block, can easily enrich your landing page to do a lot more, e.g. make a calculator, add animation, changes values based on basic logic, etc.
Our favourite tool: VWO, Typeform
Asking your users questions is so important (more so to ask the right questions) because it reveals who your users are, what problems they’re solving for themselves, how they’d like to buy, barriers they experienced on your site and what they think your business is. All of this is very helpful for copywriting, forming a value proposition and general user experience. In short you need to get as close to your customers as possible, and learn about them as quickly as possible – after all you have to validate your assumptions about them.
Onsite surveys: VWO
VWO has an onsite survey tool with some default questions to get you started and you can control when and where the survey is triggered.
Here are some questions you can ask:
“What nearly stopped you from using us? List as many items as you can think of.”
“What persuaded you to [action e.g. buy / signup]. List as many items you can think of.”
“What could we have done to make your decision easier?”
Off-site surveys: Typeform
Typeform is a survey tool that I love. It’s carefully crafted user experience makes form filling a breeze and it looks fantastic on mobile. Send a survey to your leads to understand their motivation and context.
Here are some questions you can ask:
“What led you to look for [service / product type]? Explain in as much detail as possible how it can make a difference to you.”
“How would you describe yourself? e.g. I am a 27 year old female accountant that loves location based gaming.”
“How would you describe us to a friend?”
Word of advice – what users say they want or what they do, can be very different from what they actually buy/do. Triangulate your survey data with your behavioural data (e.g. heat map and A/B tests) to form your insights and decisions.Triangulate your survey data with your behavioural data to inform decisions. @cC_L Click To Tweet
Do you want to see more resources blogs? Or are you looking for a step-by-step guide? Comment away or tweet us at @RebelHackHQ. 🙂