6 Conversion Canvas for communicate your BRAND

 VALUE, VERSUS, VIEW, VALIDATED, VERIFIED & VOICE

VALUE

What company values are important and relevant? What focus delivers the most business impact? We needed to optimize adn know the strategy or short and long-term goals.

GOAL: Race conversions that had a 48% increase, after six months on people really buying our product.

What we need to apply: 

Short-term goals.

Long-term goals.

What's the strategy of the company?

Know the product focus.

Know the KPI focus.

We should be there for the users and the company, know the company and know what's really valuable to the company, if we're really diving and using the hypothesis for proper A/B testing.

VERSUS

Competitor analysis, who are our competitors? Are there any market best practices we can use?

Who is the CRO (Conversion Rate Optimization) Specialist? The CRO team manager?

Who are my competitors? We can type keywords in google and see which competitors are advertising or popping up high in the organic results.

We should definitely know who our competitors are, visit them, use their servers,buy their products, and go on a full customer journey.

We want to track changes on their website.We want to know if they lower a price,if they come with a specific offer. If they change specific content, if they've changed USP's on their website, because in the end the customer journey of our users is not only on our website. And we should go in from Google to competing websites to our website, so if the environment changes, if a journey changes because the competition comes up with new content or a new offer, we will see and impact on our conversion rates.

Visualping, Wachete has good ratings, ChangeTower, Pagescreen are sites that could helps us to track those changed pages.

We can go to the Google Play Storeand download a Chrome plugin in this case to check all our Optimizely experiments.They have plugins for VWO, A/B testing,most big client site editing tools will have a Chrome plugin where we can easily switch from default to charger.

Optimizely.com

VIEW

View of the customer. Now this is where the data scientists, the data analysts pops in and really dives into analytics behavior

Basic users behavior:

Why did they start a website?

Where did it come from?

Do they have a specific flow go into the website?

Are there notable differences between specific segments or products here?

Is modeled here for different desktop behavior?

Lots of new visitors, returning visitors.What products are they selling?

What services are selling? 

Is there a difference in behavior when we buy certain products?

And what's the behavior of the most important pieces?

So, we try to understand customer journeys. We try to understand the click-through rate. Is there a specific access rate? Which step has the biggest access to this example flow?

Product page to personal details

We should create a PDP (Product Detail Page) so users could know the products and details benefits. 

 E-commerce flow example

We need to know how many users are on the website with enough time to take action.

All users on the website with at least some interactions. We can analyze people that just look and do nothing for quite some time and people that indeed have some interaction.

If they click on stuff, click on the link, go to the website, but we don't have any interaction.This is a clear intent to interact with our brand.

Tunnel page

We need to know how big the percentage is that's not logging in our website. Because if we want to optimize our homepage banner, we can only probably use 5% of users.

The combination of time on page and scroll distance is stuff we really want to measure on every specific page.

Think of our block. People land on our block page, they clicked through from social or someone shared something on social, they click on the clip through to our post. They spend four minutes, but because there's not a next click on our website, because they go back to Facebook or wherever they came from.

Our analytics will report a hit, zero second spent and an accent and a balance. But if we're shooting an event like every 30 seconds or we're shooting scroll distance they probably read the content and then they went back to Facebook. That's real behavior going on, this is stuff we want to match here.

Visibility: really important to measure scrolls fence time or size.

Screen Recorders

We can know where the behavior is, where do they click, how far do they scroll, which is quite interesting to have a simple and fast overview because we can measure this in our data, but then we really need the analysts to share what's going on our website.

We want to understand if there's a big drop-off from step three to step four in these behavioral packets.

VOICE

VOICE of the customer.

Analytics can show us behavior, but it doesn't tell us why.

That′s why w should talk to customer service.

Take some calls or listen to some calls. They also do the chat logs nowadays so this is so far where everything is stored, every question is stored. Dive in there.

These are real customers asking real questions of our product, of our service.

We also can check out Social Media to get what they think of our competitors and what questions they have for our competitors.

Also we can do service on our website. Small feedback forms.

FEEDBACK Pop Up

In the server, we can ask a couple of questions. 

Are you price comparing now?

Do you already know if you want to buy products or not?

We can segment analytics data based on answers given by real users, lots of insights: Interview customers, create focus groups and do usability studies. Don't ask users WHY: Give them a task and observe them, don't ask them why because they will probably come up with something that's been made up because they need to give an answer.

Based on data, weve already seen where the drop-offs are.

Pop up feedbacks for testing us

Shoot a quick question, like a five-second test when they see the web page for five seconds, it will disappear and the question is going to be asked.

VERIFIED

What scientific research, insights and models are available?

Google Scholar,it will search through scientific papers, Deep Dyve, Semantic Scholar.

BEDS example: why do people buy expensive goods plus beds?And then we will pop up to a quite high site of the study, like 36 citations, it's good.Then we have an overview of opportunity costs, emphasizing, not emphasizing, oh, it's interesting, because buying a bed is quite expensive, it's money we have to pay now but we're going to use the bed for 10 years and so valuable insights in there.

Hotel website EXAMPLE: Consumers Preferred Criteria for Hotel Online Booking. Effects on hotel booking intentions, attitudes, trust and website perceptions.

VALIDATED

What insights are validated in previous experiments or analyses? The lowest risk of bias and the highest value of evidence. 

Mumbles thinking fast and slow.

System one is the emotional process in our brain and system two is the rational protest in our brain. Clicking through, scanning through content, clicking on the product base from the same page, that's hardly shifting through the system one. But once we need to go to the checkout funnel and go on to buy, then system two kicks in.

Come up with hypothesis

Motivation from going from account as a subscriber needs to be an intrinsic motivation, not an extrinsic motivation. If we give people a free iPad to subscribe and pay for the account,then they will not become loyal users which is the goal we want to achieve.

Intrinsic motivation / Quality experience/ Shifting decision-making to intrinsic motivation going from accounts to a subscription.

HYPOTHESIS

Why are we running this experiment? 

Why do we need a hypothesis?

Hypothesis gets everyone aligned.We want to describe a problem, we want to have a proposed solution, and we want to predict the outcome.