Conversion Rate Opimisation (CRO) introduction and how to guide
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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

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 Conversion Rate Opimisation (CRO) introduction and how to guide Presentation Transcript

    • Crafted PRESENTATION IS YOUR WEBSITE LOSING YOU CUSTOMERS?
    • verb [ with obj. ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
    • Introductions
    • Barnie Mills Head of Design Ian Miller Search Director 40 digital experts spanning design, search and development
    • You’ve got traffic, now what?
    • Who are they, and what are they here for?
    • Where are they from? What traffic sources might a site have?
    • 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
    • How do they behave? What attributes can you drill into?
    • 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
    • Don’t make assumptions • What is “bounce rate”? • Segment traffic
    • And now it’s over to you…
    • So what do you like? • 2 sites you like • Why?
    • What don’t you like? • 2 sites you don’t like • Why?
    • First impressions
    • 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
    • The 5 second rule…
    • Am I in the right place?
    • Do I trust you?
    • What do I do now?
    • Page load – we could have failed before we’ve started Every second loading = 0.65 increase in bounce rate!
    • The 5 second test
    • Questions • What activities does this site cater for? • What are 3 of the companies USPs?
    • What could be improved
    • Questions • What service does the site offer? • Why might you choose it over competitors?
    • What could be improved
    • Questions • What industry is the site concerned with? • Who is the site aimed at? • What is its primary purpose?
    • What could be improved
    • Questions • What does the company do? • Who is the site aimed at? • How could you find out more?
    • What could be improved
    • Ok ok, I’m interested, what now?
    • Calls to action (CTAs)
    • Trust marks
    • Social proof
    • Linked in recommendation (Ian to find example)
    • 40% Increase in conversion
    • There is no silver bullet…
    • The devil is in the detail! abtests.com
    • The start of something beautiful
    • Who’s had a good experience online? • Where? • Why?
    • Beyond 1st conversion
    • New vs Returning
    • Collecting data
    • Tools
    • Clicktale
    • Response Tap
    • Qualaroo
    • User testing & feedback
    • User testing & feedback
    • Test and test again!
    • Don’t forget good old fashioned service!
    • Round up
    • 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!
    • 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