Conversion Rate Opimisation (CRO) introduction and how to guide

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A joint talk I gave with Barnie Mills, Crafted's Head of Design on conversion rate optimisation techniques and methods. Given at Chartered Institute of Marketing training course

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Conversion Rate Opimisation (CRO) introduction and how to guide

  1. 1. Crafted PRESENTATION IS YOUR WEBSITE LOSING YOU CUSTOMERS?
  2. 2. verb [ with obj. ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  3. 3. Introductions
  4. 4. Barnie Mills Head of Design Ian Miller Search Director 40 digital experts spanning design, search and development
  5. 5. You’ve got traffic, now what?
  6. 6. Who are they, and what are they here for?
  7. 7. Where are they from? What traffic sources might a site have?
  8. 8. Where are they from? What traffic sources might a site have? Source Medium Google organic/cpc/referral Bing organic/cpc Facebook referral Google shopping cpc Yahoo organic/referral Outlook direct
  9. 9. How do they behave? What attributes can you drill into?
  10. 10. How do they behave? What attributes can you drill into? Metrics - numbers Dimensions - things Visits Landing page Pageviews Keyword Goal completion rate % Browser Revenue Source Bounce rate % Medium Average time on site City
  11. 11. Don’t make assumptions • What is “bounce rate”? • Segment traffic
  12. 12. And now it’s over to you…
  13. 13. So what do you like? • 2 sites you like • Why?
  14. 14. What don’t you like? • 2 sites you don’t like • Why?
  15. 15. First impressions
  16. 16. First impressions count! The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds
  17. 17. The 5 second rule…
  18. 18. Am I in the right place?
  19. 19. Do I trust you?
  20. 20. What do I do now?
  21. 21. Page load – we could have failed before we’ve started Every second loading = 0.65 increase in bounce rate!
  22. 22. The 5 second test
  23. 23. Questions • What activities does this site cater for? • What are 3 of the companies USPs?
  24. 24. What could be improved
  25. 25. Questions • What service does the site offer? • Why might you choose it over competitors?
  26. 26. What could be improved
  27. 27. Questions • What industry is the site concerned with? • Who is the site aimed at? • What is its primary purpose?
  28. 28. What could be improved
  29. 29. Questions • What does the company do? • Who is the site aimed at? • How could you find out more?
  30. 30. What could be improved
  31. 31. Ok ok, I’m interested, what now?
  32. 32. Calls to action (CTAs)
  33. 33. Trust marks
  34. 34. Social proof
  35. 35. Linked in recommendation (Ian to find example)
  36. 36. 40% Increase in conversion
  37. 37. There is no silver bullet…
  38. 38. The devil is in the detail! abtests.com
  39. 39. The start of something beautiful
  40. 40. Who’s had a good experience online? • Where? • Why?
  41. 41. Beyond 1st conversion
  42. 42. New vs Returning
  43. 43. Collecting data
  44. 44. Tools
  45. 45. Clicktale
  46. 46. Response Tap
  47. 47. Qualaroo
  48. 48. User testing & feedback
  49. 49. User testing & feedback
  50. 50. Test and test again!
  51. 51. Don’t forget good old fashioned service!
  52. 52. Round up
  53. 53. Blind date • Turn up on time • Make a good first impression • Build trust • Give clear signals • Remember once you’ve gained someone’s trust you can just as easily lose it!
  54. 54. Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 344841 E. Tom.gillman@crafted.co.uk London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T. +44 (0) 20 3393 3852 www.crafted.co.uk Thank you

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