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How to turn visitors into customers
 

How to turn visitors into customers

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I gave this presentation as an introduction to CRO, and the principles of what makes an effective website. The focus is on how to get more enquiries/customers for your website.

I gave this presentation as an introduction to CRO, and the principles of what makes an effective website. The focus is on how to get more enquiries/customers for your website.

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    How to turn visitors into customers How to turn visitors into customers Presentation Transcript

    • Crafted
      Briefing: turning visitors into customers
    • Search Director at Crafted Media
      Team of 15 across disciplines
      Responsible for increasing visitors, & converting them
      Hello
    • Increase the number of visitors to your site
      Improve the likelihood of them becoming a customer
      What do we do?
    • They’re already here
    • Visitors are already on your site
      Often cheaper to convert more of them than to find new ones
      Virtuous circle, happy customers tell their friends
    • Excuse me?
    • CRO – Conversion rate optimisation
      Abandonment Rate
      A/B testing
      Analytics
      Bounce rate
      Call to action
      Funnel
      Landing page
      UX, UI
    • Increase the number of visitors to your site
      Improve the likelihood of them becoming a customer
      Core aims don’t change
    • Now what?
    • Visitors turn into customers for a reason:
      They like your proposition
      You give them information they like and are looking for
      Price
      They know what to do from here
      You are awesome
      Giving visitors what they came for increases the chance of conversion
    • Sometimes the cover is right…
    • Design isn’t a nicety, it’s a requirement
      Standards matter
      Placement of basket
      Delivery information
      Address & contact details
      “Don’t make me think” by Steve Krug
    • Where am I?
      Where am I going?
    • Clear signposts give the user a journey to follow.
      Consider placement of contact us information
      What action do you want them to perform?
      Obvious is underrated
      Get them through the funnel
      Design should be for a user, not a portfolio
    • What do you do again?
    • Fully describe your product or service
      Communicate your knowledge
      Imagine if you were face to face
      Content is not just words
      Are you able to produce videos? Audio?
    • People buy from people
    • You are your greatest asset
      Write for users, not search engines
      Factual information is not boring if it’s relevant
      Don’t give people a reason to look elsewhere to complete the information
    • Safe and sound
    • Would you give your details to this website?
      Trust indicators
      Testimonials
      3rd party secure logos
      Housekeeping shouldn’t always wait until another day
      News updates
    • Statistics don’t always require maths
    • What are you visitors searching for?
      Consider if you’re using industry terminology
      Are all your visitors the same, does your website cater for their needs?
      Learning Google Analytics is possible!
    • Google Analytics
    • Show me
      results
    • 10 million new accounts
    • 34% improvement
    • 40% up
    • 62% improvement
    • Change can be incremental
      Doing good things is always worthwhile
      Leverage what you have available
      Be critical, be honest
      Look at underlying data
    • Tools
    • www.wordle.net/create
    • www.google.com/insights/search/
    • www.surveymonkey.com
    • www.kissinsights.com
    • www.crazyegg.com
    • Any questions?
      ian.miller@craftedmedia.com
      @millerian
    • Books
      http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/
      http://www.webanalyticshour.com/
      Learn Google Analytics
      http://www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes
      http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1
      Tools
      http://www.wordle.net/create
      http://www.surveymonkey.com
      http://www.kissinsights.com
      http://www.crazyegg.com
      Links
      http://www.abtests.com
      http://www.conversion-rate-experts.com/
      Links
    • http://www.flickr.com/photos/22077905@N00/
      http://www.flickr.com/photos/scissorhands33/
      http://www.flickr.com/photos/moonstoneportrait/
      http://www.flickr.com/photos/mikecogh/
      http://www.flickr.com/photos/avlxyz/
      http://www.flickr.com/photos/slava/
      http://www.flickr.com/photos/stuartpilbrow/
      http://www.flickr.com/photos/by-jack/
      http://www.flickr.com/photos/72213316@N00/
      http://www.flickr.com/photos/sbh/
      http://www.flickr.com/photos/jdhancock/
      Credits