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

Published in: Marketing, Technology, Business
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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 of "How to Improve Conversion Rates and Increase ROI"

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