How to Improve Conversion Rates and Increase ROI
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How to Improve Conversion Rates and Increase ROI

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Take a look at our Analytics and Conversions Manager, Michael Hope's, slides on improving conversion rates to aid PPC campaign performance taken from our recent PPC Best Practice in 2014 and Beyond......

Take a look at our Analytics and Conversions Manager, Michael Hope's, slides on improving conversion rates to aid PPC campaign performance taken from our recent PPC Best Practice in 2014 and Beyond conference.

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  • Conversion rate is more important than it appears on the surface, once you increase the conversion rate, you are able to bid more, you then receive more traffic, with the higher conversion rate you get more conversions from that traffic.

    Value Per Visitor = CR * Value/Conv
    Break Even if VPV = CPC
    Higher CR Higher CPC (Can be difference between P1-3 and P6-8 etc)
    Increase Your CR = Lower CR of Competition (i.e. They only buy from one site) – Their break even CPC is lower.
  • Talk around example of a poor loosely related white paper, that offers little value and doesn’t cater for people at different stages of the buying cycle.
  • http://www.hardgraft.com/collections/all/products/2unfold-heritage

Transcript

  • 1. © Search Laboratory Ltd 2014. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 How to Improve Conversion Rates and Increase ROI Michael Hope – Analytics & Conversion Manager
  • 2. Agenda CRO – Why its important Elements of CRO Heuristic vs. data driven Testing methodology
  • 3. CRO – Why it’s important Maximising conversions Maximising budget Minimising waste
  • 4. The purpose of CRO Improve conversion rate Achieve better CPA Bid more Receive more traffic Have more data to work with
  • 5. Conversion strategy Optimise your website to meet user expectations and achieve business goals.
  • 6. Calls to action Make it obvious and easy for a visitor to know the next step.
  • 7. Persuasion Tell visitors why they need the product/service, not just what the product/service is.
  • 8. Trust A visitor is more likely to convert if they trust the website and brand.
  • 9. Credibility Visitors need confirmation that you can do what you say you can.
  • 10. Usability A visitor is more likely to convert if they can find what they want easily and have a great user experience.
  • 11. Obstacles Remove obstacles from the conversion journey, visitors don’t jump over online hurdles.
  • 12. Examples
  • 13. Campaign Monitor Good aspects: Clear CTA Clear headline Visually engaging Credibility & trust Potential improvements: Context around CTA CTA wording USPs
  • 14. Gucci
  • 15. Hard Graft
  • 16. FIS Global – Obstacle
  • 17. Booking.com – Urgency
  • 18. Refractiv Persuasive benefit and USP driven content. Current clients and testimonials provide trust and credibility. Google reseller status provides credibility.
  • 19. Heuristic vs data driven
  • 20. Testing methodology Design & implement Analysis & follow-up Research & hypothesise
  • 21. UKCR Uplift of 31%
  • 22. Transform Uplift of 25.4%
  • 23. Summary Each element of CRO is equally important Heuristic is good, data driven is better Keep testing – CRO is an ongoing process
  • 24. Questions?