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ConversionWorks at the How to be Social event

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This is the presentation delivered by ConversionWorks at the How to be Social event on 3rd Feb.

This is the presentation delivered by ConversionWorks at the How to be Social event on 3rd Feb.

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  • Why aren’t we all pulling this lever? Who has tried MVT? Who has had real success (+25% increase in CR?) Get a list up on a board of hurdles and questions
  • No where does amazon do this better than with their website
  • With testing we’re shifting the power from these people from what we’ve always know and we’re giving that power to our customers. Does the designer feel undervalued? Do you feel undervalued?
  • Not just a few people in a small sample group – but 1000’s of customers voices
  • Testing is part of Amazon’s DNA. Testing is not a cost, or an afterthought its a core part of the process MVT and listening to the customer is at the centre of what amazon does not on the edge
  • http://www.siroker.com/files/obama/springfield_splash.mov
  • http://www.siroker.com/files/obama/sam_splashpage.mov

ConversionWorks at the How to be Social event Presentation Transcript

  • 1. So what next?
  • 2. How you see your website...
  • 3. and your customer’s view.
  • 4. Sorry your baby is ugly.
  • 5.
  • 6. Our Clients
  • 7.
  • 8. 500% increase in sales enquiries
  • 9. Define success 1.
  • 10.
    • I want to get more ____________.
    Your website needs to make money Hint:
  • 11. Key Performance Indicators (KPIs) I want to get more: KPI Online e-commerce sales How much revenue did I generate? Sales leads How many leads did I generate? Advertising revenue How many pages do my visitors see?
  • 12. Use analytics to track your marketing ROI and identify your barriers to conversion 2.
  • 13.
  • 14.
  • 15. Remove barriers to conversion and find the most persuasive content 3.
  • 16. “ We are not great advertisers. So we start with customers, figure out what they want,” Jeff Bezos CEO Amazon
  • 17. Who designs your website?
    • Product manager
    • Head of marketing
    • Website manager
    • Web designer/ developer
    • The HiPPO (Highest paid persons opinion)
  • 18. Who designs your website?
    • Product manager
    • Head of marketing
    • Website manager
    • Web designer/ developer
    • The HiPPO (Highest paid persons opinion)
    We need to get our customers on this list.
  • 19. Multivariate testing: #1 lever for putting your customers at the heart of your website.
  • 20.
  • 21.
  • 22.  
  • 23. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  • 35. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  • 36. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  • 37.
  • 38.
  • 39.
  • 40.  
  • 41.
  • 42. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new customers with Google Attract more customers Find the people trying to find you Reach new customers on Google Blurb No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. Google AdWords connects you with potential customers at precisely the magic moment – when they are actively searching on terms related to your business Whether you run a small or large business, advertising on Google and our advertising network can work for you. There’s no minimum spending requirement and you only pay when people actually click yours ads No matter what your budget, you can display your ads on Google and our advertising network. Connect with potential customers at the magic moment they’re searching for your products or services, and only pay when people click your ads. Google Adwords gives your business targeted and measurable advertising results. You’re in control of the customers you target, the amount you spend and the types of ads you deliver. Start advertising today! Button text Start Now Let's get started Sign up now Click to begin Try Adwords now Image How Adwords works How to create your ad
  • 43. THE ANSWER...
  • 44. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new customers with Google Attract more customers Find the people trying to find you Reach new customers on Google Blurb No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. Google AdWords connects you with potential customers at precisely the magic moment – when they are actively searching on terms related to your business Whether you run a small or large business, advertising on Google and our advertising network can work for you. There’s no minimum spending requirement and you only pay when people actually click yours ads No matter what your budget, you can display your ads on Google and our advertising network. Connect with potential customers at the magic moment they’re searching for your products or services, and only pay when people click your ads. Google Adwords gives your business targeted and measurable advertising results. You’re in control of the customers you target, the amount you spend and the types of ads you deliver. Start advertising today! Button text Start Now Let's get started Sign up now Click to begin Try Adwords now Image How Adwords works How to create your ad
  • 45. Heading Advertise your business on Google Attract more customers Button text Start now Try Adwords now
  • 46. 20% increase in new active Adwords advertisers!
  • 47. Top tips: #1 Start Some Simple Tests
  • 48.
  • 49. Top tips: #2 find the Barriers to conversion
  • 50. LANDING PAGES CHECKOUT PROCESS LANDING PAGES
  • 51. F ears, U ncertainties and D oubts
  • 52. Top tips: #3 Great things to test
  • 53.
    • Hero image
    • Page title
    • Product images
    • Point of action assurances
    • Call to action buttons
    Great things to test
  • 54. Hero Image
  • 55. Eye tracking study
    • Source: Grokdotcom
    Source: Grokdotcom
  • 56. Hero Image
  • 57. Hero Image
  • 58. Hero Image
  • 59. Page titles
    • Try out several variations
    • Did you make a promise?
    • Have you included your unique value proposition?
  • 60.  
  • 61.  
  • 62. Conversion rate increase from 10.3% to 19.6%
  • 63. Product Images
  • 64.  
  • 65.  
  • 66. Point of action assurances
    • Postage costs?
    • Delivery lead time?
    • In stock?
    • Security?
    • Returns?
  • 67.  
  • 68.  
  • 69.  
  • 70. Call to action buttons
    • Wording
    • Shape
    • Size
    • Colours
    • Style and icons
    • Legibility
    • Location on the page
  • 71.  
  • 72.  
  • 73. #1 BIGGEST MISTAKE
  • 74. #1 BIGGEST MISTAKE Inaction If you don’t test, your conversion rate is guaranteed not to improve!
  • 75.
    • Russell Sutton www.conversionworks.co.uk