The slides from my 'Live' Google hangout from Google Towers in London How to make you website work harder for you, generate more sale and leads with this checklist for conversion rate optimisation

1. Optimising Your Website
Presented by: Dave Hazlehurst, Ph.Creative

2. All digital roads lead here...
o Where does your website fit into your overall marketing strategy?
o Why do you need to optimise?
o Improving your organic search results
o Improving conversion

3. What does your website need to do?
o Generate sales
o Generate new leads
o Build brand awareness and perception

4. Understanding your users
o Why are they visiting your website?
o Where have they come from?
o What do they want to achieve on any specific page?
o Are they finding what they need? Or leaving?
o Bounce rate: higher than 60%?
o Conversion rates

5. Seeing your site the way visitors do
• How do people scan a page?
• What can they see above the ‘fold’?

6. Online checkout in real life

7. Making your website work harder: a checklist
Main top headers
• 80% of users see this first
• Make it count!
• Keep things familiar

8. Making your website work harder: a checklist
Simple navigation
• Avoid jargon
• Use clear 'sign posting'
• Most important info on left side

9. Making your website work harder: a checklist
Headlines
• Relevant to user
• Clear and concise
• Relevant to page

10. Making your website work harder: a checklist
Hero image
• Show service or product
• Use photos to guide actions
• Don't use stock images

11. Making your website work harder: a checklist
Video
• Customer testimonials
• Short and sweet

12. Making your website work harder: a checklist
Data capture/sign-up forms
• Consider design
• Test messaging
• Less is more

13. Making your website work harder: a checklist
Buttons
• Consistent color
• Drive call-to-action
• Make them bigger
• Contact options

14. Making your website work harder: a checklist
Trust indicators
• Social proof (reviews, ratings)
• Customer testimonials
• Guarantees

15. Making your website work harder: a checklist
Content
• Keep simple and concise
• Answer customer questions
• Address objections
• Make text easy to read

16. Making your website work harder: a checklist
Benefits
• Focus on benefits for users
• Show how you solve problems

17. Making your website work harder: a checklist
Repeat call-to-action
• Especially for long page copy

18. o Don't cause 'friction'
o Always be testing
o Think about mobile
o Don't forget your thank you pages
A few more tips to keep top of mind...

19. A few real-life examples
John Lewis Alison At Home Accident Advice

20. Questions?

21. Ready to learn more now?

22. Thanks!