ConversionOptimisation is NOTSearch Optimisation
Search Engine Optimisation Ensuring that the people searching for your services/ products on search engines meet with your websites search listings on those products and services to find what they need & want
Conversion Optimisation A set of techniques, implemented to influence customer behaviour towards outcomes that: Increase revenue or profit Remove cost from the business Increase productivity or work flexibility Increase Customer Service/ Satisfaction
Offline / Real World Examples Dairy accounts for 19 percent of an average supermarket’s profit YET takes up just 3 percent of store space It generates more than 2.6 times return on space Which is up to 6.2 times higher return on space than grocery
Recommendations for Dairy Depts The space for dairy in general should be increased and is already underutilized Make the dairy department easier to shop Personalize the engagement Leverage more meaningful merchandising Taken from the Willard Bishop Store SuperStudy 2009.
What Retailers Do They know the amount of space allocated to each dept They know the amount of revenue generated by each dept They know their ‘Prime’ merchandising locations They know when to allocate more or less space dependent on the sales/ seasons They know how to SELL!
Getting Back To Online... How do you find out this type of information about your site? Analytics Session recording Performance optimisation Feedback Usability testing Remote testing Forms and search analytics Testing tools Survey tools Multi-variate testing
So...Where do you Optimise? It depends on your site... High traffic entry pages High exit pages Key value pages (credit card) High cost pages (PPC) Conversion influencer points Persuasion points Anywhere there is traffic & Calls To Action! Funnels
What Things do you Test? Removing unnecessary messaging/images Re-wording copy/ messaging Including USPs on every page E-mail Subject lines Offer messaging (30% extra or 50% off?) Scent trails Call to actions Buttons Influencing pages / Messages Funnels As much as you can!
Funnels How do they help? How many people Google: continue? A funnel represents the How many leave? path that you expect How many channel switch? visitors to take on their way to converting to the Where do they go? goal. Defining these Are there influence pages? pages allows you to see Any error clusters? how frequently visitors What are my pain points? abandon goals, and where they go.
The Value of Funnels Identify exits / sore points/ improve sales Confirmation pages lose sales A small change can reduce this Example case- resulted in drop from 75% to 2% exit Identify pages driving leads/ sales online and off Page with low conversion– big test opportunity Check for bugs in address lookups In most cases, over 50% of abandons stay on the site or switch to convert via a different channel If promoting call centre consider dynamic phone numbering!
Ego and Opinions? CEO IT Marketing Who Product designs this Brand page? Pesky Meddling Legal Fools THE CUSTOMER Source @optimiseordie
Why not to be Precious about Design Testing is the only sure fire way of optimising your website conversion It provides clear, statistical results- not opinions Results are often surprising: 10% increase from funnel work 6% extra conversions from mobile 37% increase from image zoom test 170% increase from site search test
Tools Browser testing www.browsercam.com Mobile devices www.perfectomobile.com www.deviceanywhere.com Performance testing www.keynote.com www.gomez.com MVT/AB Testing www.google.com/websiteoptimizer Heatmap & Usability Testing www.clicktale.com www.crazyegg.com End browser and device discrimination!