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  • 1. Briefing: turning visitors into customers
  • 2. Search Director at Crafted MediaTeam of 15 across disciplinesResponsible for increasing visitors, & converting them
  • 3. 1) Increase the number of visitors to your site2) Improve the likelihood of them becoming a customer
  • 4. Visitors are already on your siteOften cheaper to convert more of them than to findnew onesVirtuous circle, happy customers tell their friends
  • 5. CRO – Conversion rate optimisation◦ Abandonment Rate◦ A/B testing◦ Analytics◦ Bounce rate◦ Call to action◦ Funnel◦ Landing page◦ UX, UI
  • 6. 1) Increase the number of visitors to your site2) Improve the likelihood of them becoming a customer
  • 7. Visitors turn into customers for a reason:◦ They like your proposition◦ You give them information they like and are looking for◦ Price◦ They know what to do from here◦ You are awesomeGiving visitors what they came for increases thechance of conversion
  • 8. Design isn’t a nicety, it’s a requirementStandards matter◦ Placement of basket◦ Delivery information◦ Address & contact details“Don’t make me think” by Steve Krug
  • 9. Clear signposts give the user a journey to follow.◦ Consider placement of contact us information◦ What action do you want them to perform?Obvious is underrated◦ Get them through the funnelDesign should be for a user, not a portfolio
  • 10. Fully describe your product or service◦ Communicate your knowledge◦ Imagine if you were face to faceContent is not just words◦ Are you able to produce videos? Audio?
  • 11. You are your greatest asset◦ Write for users, not search engines◦ Factual information is not boring if it’s relevantDon’t give people a reason to look elsewhere tocomplete the information
  • 12. Would you give your details to this website?Trust indicators◦ Testimonials◦ 3rd party secure logosHousekeeping shouldn’t always wait until another day◦ News updates
  • 13. What are you visitors searching for?◦ Consider if you’re using industry terminologyAre all your visitors the same, does your website caterfor their needs?Learning Google Analytics is possible!
  • 14. Change can be incrementalDoing good things is always worthwhileLeverage what you have availableBe critical, be honestLook at underlying data
  • 15. ian.miller@craftedmedia.com@millerian
  • 16. Books◦ http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/◦ http://www.webanalyticshour.com/Learn Google Analytics◦ http://www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes◦ http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=index Splash&rd=1Tools◦ http://www.wordle.net/create◦ http://www.surveymonkey.com◦ http://www.kissinsights.com◦ http://www.crazyegg.comLinks◦ http://www.abtests.com◦ http://www.conversion-rate-experts.com/
  • 17. http://www.flickr.com/photos/22077905@N00/http://www.flickr.com/photos/scissorhands33/http://www.flickr.com/photos/moonstoneportrait/http://www.flickr.com/photos/mikecogh/http://www.flickr.com/photos/avlxyz/http://www.flickr.com/photos/slava/http://www.flickr.com/photos/stuartpilbrow/http://www.flickr.com/photos/by-jack/http://www.flickr.com/photos/72213316@N00/http://www.flickr.com/photos/sbh/http://www.flickr.com/photos/jdhancock/