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CRO - Conversion Rate Optimisation
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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?
  • Transcript

    • 1. conversion rate optimisation - cro
    • 2. Home Page Services Page Thank you Page Start Finish
    • 3. Split testing
    • 4. Continuous improvement
    • 5. • 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 do you start?
    • 6. Where to start? ... Think bounce rate
    • 7. things you can test Pages Content Traffic Landing Pages Copy Search Traffic (SEO / Paid) Data Capture Call to Action Social Media Live Chat Promotion Affiliate Sales Funnels Colours Geography Shopping Carts Social Proof Weekend v Weekday Template Style / Layout Video New & Repeat Squeeze Pages Images Demographic Interactive / Flash Long v’s Short Behavioural
    • 8. How long should a page be? amazon.com
    • 9. content get their input for keyword brainstorming and what SELLS
    • 10. • 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 Objection approach Make changes to overcome
    • 11. •SEO, PPC, CRO •Multiple P1 Google Rankings •Doubled Web enquiries •11.2% conversion rate
    • 12. •SEO, PPC, CRO •Multiple P1 Google Rankings •370% LFL lift in traffic • Online is No1 enquiry source
    • 13. •SEO, PPC, CRO •Multiple P1 Google rankings •122% uplift in traffic •8.7% conversion rate •320% LFL in Cash

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