How to turn visitors into customers
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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