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CRO - Conversion Rate Optimisation

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  • Jimmy choo shoes analogy
  • One somebody is in your shop – how do we convince them to buy or enquire?Who uses Amazon?

CRO - Conversion Rate Optimisation CRO - Conversion Rate Optimisation Presentation Transcript

  • conversion rate optimisation - cro
  • Home Page
    Services Page
    Thank you Page
    Start
    Finish
  • Split testing
  • Continuous improvement
  • Where do you start?
    • Google Analytics
    • Top 10 Landing pages
    • Most viewed content – what happens next?
    • Bounce rates – fix them fast
    • Pages with most traffic – faster testing
    • New site – research, research, research
    • Design & Build with SEO & CRO in mind
    • Test BIG changes first – see faster results
  • Where to start? ... Think bounce rate
  • things you can test
  • How long should a page be?
    amazon.com
  • content
    get their input for keyword brainstorming and what SELLS
  • Objection approach
    Make changes to overcome
    • If they don’t trust your company
    • If they don’t believe your product
    …is better than competitors
    …is better than nothing
    …works
    • If they don’t understand what you’re
    offering
    • If you aren’t making enough offers
    • If they see the decision as being too
    risky
    Build trust elements
    Then…
    …show advantages over competitors
    …show benefits over “nothing”
    …show proof it works
    Use techniques to improve
    comprehension
    Make more offers
    Use risk reduction strategies
    • SEO, PPC, CRO
    • Multiple P1 Google Rankings
    • Doubled Web enquiries
    • 11.2% conversion rate
    • SEO, PPC, CRO
    • Multiple P1 Google Rankings
    • 370% LFL lift in traffic
    • Online is No1 enquiry source
    • SEO, PPC, CRO
    • Multiple P1 Google rankings
    • 122% uplift in traffic
    • 8.7% conversion rate
    • 320% LFL in Cash