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Conversion Rate Optimisation Presentation
 

Conversion Rate Optimisation Presentation

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The slides from our brilliant seminar on June 14th covered SEO and CRO with guest speaker Andrew Gordon.

The slides from our brilliant seminar on June 14th covered SEO and CRO with guest speaker Andrew Gordon.

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  • obvious and self-explanatory 3 questions – where am I? What can I do here? What do I do next?
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life & the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • Traditional lab based user testing Task based sessions Live interaction with users Your target audience Very granular feedback Speak aloud protocol Eyetracking data Picture in Picture recording Viewing facilities Understand user behaviour Identify the ’pain points’
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life & the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • What judgment do you use to make decisions? Do you just guess, is it on hunches, based on what a few people tell you? Because you say so? Key Objectives to Measure • Increase awareness and reach of Wofford online • Showcase student life & the authencity of the Wofford experience • Engage visitors with relevant content • Drive repeat visitors • Increase applications (online and off) • Increase campus visits
  • 1,2 and 3 have specialised offerings that do not cross over (although research may make use of both 1) and 2) as well as having its own specialist offering. 4 and 5 make use of anything from 1,2 and 3 to gather information and hard data – it is the deliverables that change.
  • Traditional lab based user testing Task based sessions Live interaction with users Your target audience Very granular feedback Speak aloud protocol Eyetracking data Picture in Picture recording Viewing facilities Understand user behaviour Identify the ’pain points’
  • Marketers want to be as popular as a £50 note to everyone!
  • Shoddy workmanship in your email campaign reflects poorly on your business Typos & grammatical errors Getting the facts wrong Formatting problems Otherwise illegible (font size too small etc.) or unintelligible

Conversion Rate Optimisation Presentation Conversion Rate Optimisation Presentation Presentation Transcript

  • Conversion Rate Optimisation
  •  
  • Agenda How do we attract web visitors? What is CRO? How do we conduct CRO?
  • How do we attract web visitors?
  • Attracting visitors Traditional marketing Online Display Email Marketing Social Media Search Engine Marketing
  • What is SEM? Paid Search PPC= 30% PPC SEO= 70%
  • 87% of web users access information via search engines
  •  
  • SEO - a form of Voodoo?
  •  
  •  
  • How Google works Search Results Page (SERP) “ northern film festival” Google Algorithms Index
  • Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)
  • Keywords & Segmentation
  • Prioritising Keyphrases Priority Example Primary Cheap phone bills Secondary Phone bill savings Tertiary Reduce phone bill Lower phone bill Cut phone bills
  •  
  •  
  • Sergey Brin & Larry Page
  •  
  • Google’s spiders index site and links
  •  
  • http://www.youtube.com/watch?v=BNHR6IQJGZs So, how does Google decide which sites list where?
  • Not yet...
  • Tension
    • What we want them to do
    What they want to do
  • Wasted effort?
    • 98%
  • Conversion Rate Optimisation “ In internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website with the goal of increasing the percentage of visitors that convert into customers. It is commonly referred to as CRO . ”
  • Conversion Rate Optimisation Improve ROI of your PPC, SEO, Display Advertising, Social Media traffic...
  • Conversion Rate Optimisation
    • Align website to Business Objectives
    • Design Conversion Funnels
    • Generate Test Hypotheses
    • Continuous Process Improvement
  • 1. Align your website to your Business Objectives
  • What are we trying to achieve?
  • MWAs ...and Micro-conversions
  • What role does your site play?
  • Who are we targeting? What do they want?
  • The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need
  • The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches
  • 2. Design Conversion Funnels
  • Design Conversion Funnels
  • We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
  • Landing Pages
  • Every page is a ‘Landing Page’
  • “ A great offer will do better than any amount of creative ideas...”
    • Drayton Bird
  • 3. Generate Test Hypotheses
  • The Scientific Method
    • Ask a Question
    • Do Background Research
    • Construct a Hypothesis
    • Test Your Hypothesis by Doing an Experiment
    • Analyse Your Data and Draw a Conclusion
    • Communicate Your Results
  • Analytics tells us where to start
  • PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674
  • Repair before your Optimise
  • Usability Testing
  • 4. Continuous Process Improvement
  •  
  • Chaos Control
    • Trials
    • Diversity
    • Speed
    • Goals
    • Metrics
    • Results
    • Insights
    • Skills
    • Tools
    • Resources
    Evaluate Inspire
  • 2003-4
  • 2010
  •  
  • Testing the variations
  • 40% increase in phone conversions
  • Version A 39.3% more 20 - 30 year olds A B
  • Version B 33% clicked ‘Take Debt Analyser’ A B
  • Version A 19% reduction homepage abandons A B
  • A CRO “Production Line” Analyse Data Funnel Design Testing
  •  
  • Conversion Rate Optimisation
  • What are we really selling?
  • Radio W.I.I.F.M
  • Value Proposition for Personas
  • Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)
  • Keywords & Segmentation
  • The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need
  • The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches
  • The Awareness Ladder
  • Every page is a ‘Landing Page’
  • What do we want our site to achieve?
  • MWAs ...and Micro-conversions
  • MWAs and Micro-conversions Optimise your PPC, SEO, Display Advertising, Social Media traffic...
  • Conversion Planning Describe your MWAs ? What are your micro-conversions ?
  • Choosing what to measure
  • Important metrics? What’s your conversion rate? What’s your Dwell Time? Page Views? Bounce Rate? http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77264
  • Continual Process Improvement
  •  
  • Chaos Control
    • Trials
    • Diversity
    • Speed
    • Goals
    • Metrics
    • Results
    • Insights
    • Skills
    • Tools
    • Resources
    Evaluate Inspire
  • 2003-4
  • 2010
  • A Method is more useful than tips...
  • PHAME Identify a PROBLEM Formulate a HYPOTHESIS Propose an ACTION Agree the METRICS Run the EXPERIMENT
  • Eisenberg/Future Now Uncovery Wireframing Storyboarding Prototyping Development Optimisation “ Persuasion Architecture”
  • Section Summary 1. Small changes can make a big difference 2. Sustaining success needs a System 3. Be clear about your Goals 4. Develop a Continual Process Improvement Culture
  • Stage 1: Research
  • What should you improve? Everything!
  • Where do you start?!
  • Where do you start? Fix the BIG things first
  • Analytics tells us where to start
  • PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674
  • The Scientific Method (6 Steps)
    • Ask a Question
    • Do Background Research
    • Construct a Hypothesis
    • Test Your Hypothesis by Doing an Experiment
    • Analyse Your Data and Draw a Conclusion
    • Communicate Your Results
  • Repair before your Optimise
  • How people really use your website(s) Are they confused?
  • Are they confused?
  • Are they confused? A volunteer please…
  • The Curse of Knowledge
  • We assume others see the same as we do
  •  
  • How do we ‘listen to visitors’ List as many ways you can think of...
  •  
  • Usability Testing
  • http://www.youtube.com/watch?v=QckIzHC99Xc
  • Online Research Tools
    • Fivesecondtest
    • What Users Do
    • Feedback Army
    • Notable App
    • Morae
    • Silverback
    • Google Internal Site Search
    • Ethnio
    • Clicktale
    • Use Apollo
  • Other Survey Tools...
    • Google Talk Chatback
    • Survey Monkey
    • 4qsurv ey.com
    • CrazyE gg
    • Usable
    • Kam plye
  • What are your BIG areas? Where do you think are the BIG areas? Would your web visitors agree?
  • Stage 2: Solutions
    • Small changes
    • can make a
    • BIG
    • difference
  •  
  •  
  •  
  •  
  • Develop variations
  •  
  • Affordable Wireframing
    • Slickplan.com
    • Gomockingbird.com
    • Hotgloo
    • Balsamic Mockups
    • Jumpchart
    • Pencil and paper :)
  • Stage 3: Testing
  • Testing the variations 23 http://www.youtube.com/watch?v=XJT9TCqzw4U
  • 40% increase in phone conversions
  • Version A 39.3% more 20 - 30 year olds A B
  • Version B 33% clicked ‘Take Debt Analyser’ A B
  • Version A 19% reduction homepage abandons A B
  •  
  • Improving the wrong things!?
  • Stage 4: Review
  • Analyse the results
  • R.O.I.
  • The Reality of R.O.I. Investment Expected Return
  • The R.O.I. Equation ROI = (Gain from Investment - Cost of Investment) ____________________________________ Cost of Investment
  • Section Summary 1. Be clear about where to start 2. Fix the ‘Big Areas’ first 3. Test your solutions/variations in an objective way 4. Analyse the results from an ROI perspective
  • Usability is not enough
  • A web designer’s view A B
  • The Usability Perspective A B The How or ‘Usability’ Level of Effort
  • Usability is not enough A B The Why or ‘Persuasion’ Motivation
  • Persuading Web Visitors What is meant by being persuasive?
  • Persuading Web Visitors persuasive - intended or having the power to induce action or belief persuade - To successfully convince someone to agree to, accept, or do something en.wiktionary.org/wiki/persuade
  • We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action
  • Landing Pages
  • “ A great offer will do better than any amount of creative ideas...”
    • Drayton Bird
  • The Appliance of Social Science
  • Man, the rational thinker...
  • The theory of evolution Charles Darwin, 1809 - 82
  • Out of Africa theory
  • Social Psychology
  • Social proof
  •  
  • The power of the ‘normative middle’
  • Power of the normative middle What do “other people” do?
  •  
  • Customer testimonials
  • Reciprocation
  • Christmas Cards to strangers Kent and Wolkott 1976
  • Encourage Reciprocation
  •  
  • Remember to ask for the reciprocal action
  • Commitment
  • Public commitments
  • Encourage completeness
  •  
  • Authority
  • 84
  • Credibility & Authority
  • Awards
  • Liking
  • We respond to people ‘we’ know
  • Strengthen feelings of ‘kinship’
  • Scarcity
  • Scarcity
  • Scarcity 275
  • Time Limited Events
  • Section Summary 1. Human beings have evolved from Africa 2. Our behaviour makes sense in an evolutionary perspective 3. Understand the applications of Social Psychology
  • Group Exercise
  • What can you learn from Social Media? From a Psychology perspective, why is Social Media so ‘persuasive’ Discuss your thoughts with your colleague. Are their ways your site could imitate Social Media?
  • Social Proof Initiation Public Commitment Membership of a Group Social Support Self and Identity Role Models Fun/enjoyable What can you learn from Social Media?
  •  
  • Enhance Social Status: ‘Points’
  • Why is Facebook persuasive? Phase 1: Discovery Learn about service (via friends) Visit site Phase 2: Superficial Involvement Decide to try Get started Phase 3: True Commitment Create content Stay active & loyal Invite others BJ Fogg, Stanford University
  • The Appliance of Cognitive Science
  •  
  •  
  •  
  • You have 3 brains
  •  
  •  
  • Expensive = Good
  • We think in metaphors
    • Metaphor A person is a like a machine and fragile
    • Ideas are food and can be consumed Ideas are people, or plants or money
    • Theories are like buildings
    Example He broke down, he cracked up, her ego is fragile Raw facts, half-baked theories, warmed over ideas Give birth to an idea, his brainchild, having a fertile imagination The foundation of your argument, you are on shaky ground
  • Brands as a metaphor?
  • What’s your metaphor? Choose a metaphor for your organisation Does that match your website?
  • We pattern match
  • We pattern match Conventions are your friend
  • Copying Amazon & doubling conversions
  •  
  • Seeing patterns in data?
  • Groupthink
  • Priming
  • Anchoring http://www.youtube.com/watch?v=0dMao4gHYfg
  • Identity & Decisions Consequence Model Identity Model Prof. James March, Stanford University
  • Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio
  • Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio
  • Lecturer A: Friendly, bright, kind, humorous
  • Lecturer A: Assertive, bright, kind, humorous
  • First & last is best...
  • Everything is relative 58
  • Everything is relative
  • Comparative Prices
  • 115
  •  
  • Provide context before details First you sort the items into like categories. Using color for sorting is common, but you can also use other characteristics, such as texture or type of handling needed. Once you have sorted the items, you are ready to use the equipment. You want to process each category from the sorting separately. Place one category in the machine at a time. Your new washing machine
  • How do I feel about that?
  • Emotional Response Images to generate an...
  • Faces are especially powerful
  •  
  • Risk vs Reward Easy to trigger the fear response...
  • The Brain’s Sentry
  • Loss Aversion
  • Risk Reduction: Guarantees
  • Lower perceived Risk
    • Try it now, risk free
    • Take it and if you don’t like it, send it back
    • Buy now, pay later
    • First one free
    • We won’t charge you for 30 days
  • Point of Action Re-assurance
  • Privacy & other policies
  • Credible design
  • Attention to Detail
  • Depth and recency of info
  • FAQs
  • Ah, but you’ll say... 1. I could have told you that - it's obvious! 2. No, in my experience that's not true - people don't really behave like that 3. That applies to others but not me...
  • We don’t even know ourselves
  • The Confidence Illusion We all think we’re above average: Drivers Leaders Creatives Teachers Lovers
  • Section Summary 1. Cognitive Psychology is useful in understanding Decision Making 2. We take many ‘Mental Shortcuts’ 3. Explore ways to trigger these ‘Heuristics‘
  • The importance of Visual Design
  • The importance of Vision
  • Don’t read but scan
  • A couple of videos for you http://viscog.beckman.illinois.edu/grafs/demos/15.html http://www.youtube.com/watch?v=voAntzB7EwE&feature=player_embedded http://www.youtube.com/watch?v=38XO7ac9eSs&