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How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
How to turn visitors into customers
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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  • 1. Crafted<br />Briefing: turning visitors into customers<br />
  • 2. Search Director at Crafted Media<br />Team of 15 across disciplines<br />Responsible for increasing visitors, & converting them<br />Hello<br />
  • 3. Increase the number of visitors to your site<br />Improve the likelihood of them becoming a customer<br />What do we do?<br />
  • 4. They’re already here<br />
  • 5. Visitors are already on your site<br />Often cheaper to convert more of them than to find new ones<br />Virtuous circle, happy customers tell their friends<br />
  • 6. Excuse me?<br />
  • 7. CRO – Conversion rate optimisation<br />Abandonment Rate<br />A/B testing<br />Analytics<br />Bounce rate<br />Call to action<br />Funnel<br />Landing page<br />UX, UI<br />
  • 8. Increase the number of visitors to your site<br />Improve the likelihood of them becoming a customer<br />Core aims don’t change<br />
  • 9. Now what?<br />
  • 10. Visitors turn into customers for a reason:<br />They like your proposition<br />You give them information they like and are looking for<br />Price<br />They know what to do from here<br />You are awesome<br />Giving visitors what they came for increases the chance of conversion<br />
  • 11. Sometimes the cover is right…<br />
  • 12. Design isn’t a nicety, it’s a requirement<br />Standards matter<br />Placement of basket<br />Delivery information<br />Address & contact details<br />“Don’t make me think” by Steve Krug<br />
  • 13.
  • 14. Where am I?<br />Where am I going?<br />
  • 15. Clear signposts give the user a journey to follow.<br />Consider placement of contact us information<br />What action do you want them to perform?<br />Obvious is underrated<br />Get them through the funnel<br />Design should be for a user, not a portfolio<br />
  • 16.
  • 17.
  • 18. What do you do again?<br />
  • 19. Fully describe your product or service<br />Communicate your knowledge<br />Imagine if you were face to face<br />Content is not just words<br />Are you able to produce videos? Audio?<br />
  • 20.
  • 21. People buy from people<br />
  • 22. You are your greatest asset<br />Write for users, not search engines<br />Factual information is not boring if it’s relevant<br />Don’t give people a reason to look elsewhere to complete the information<br />
  • 23.
  • 24. Safe and sound<br />
  • 25. Would you give your details to this website?<br />Trust indicators<br />Testimonials<br />3rd party secure logos<br />Housekeeping shouldn’t always wait until another day<br />News updates<br />
  • 26.
  • 27.
  • 28. Statistics don’t always require maths<br />
  • 29. What are you visitors searching for?<br />Consider if you’re using industry terminology<br />Are all your visitors the same, does your website cater for their needs?<br />Learning Google Analytics is possible!<br />
  • 30. Google Analytics<br />
  • 31. Show me <br />results<br />
  • 32. 10 million new accounts<br />
  • 33. 34% improvement<br />
  • 34.
  • 35. 40% up<br />
  • 36. 62% improvement<br />
  • 37. Change can be incremental<br />Doing good things is always worthwhile<br />Leverage what you have available <br />Be critical, be honest<br />Look at underlying data<br />
  • 38. Tools<br />
  • 39. www.wordle.net/create<br />
  • 40. www.google.com/insights/search/<br />
  • 41. www.surveymonkey.com<br />
  • 42. www.kissinsights.com<br />
  • 43. www.crazyegg.com<br />
  • 44. Any questions?<br />ian.miller@craftedmedia.com<br />@millerian<br />
  • 45. Books<br />http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/<br />http://www.webanalyticshour.com/<br />Learn Google Analytics<br />http://www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes<br />http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1<br />Tools<br />http://www.wordle.net/create<br />http://www.surveymonkey.com<br />http://www.kissinsights.com<br />http://www.crazyegg.com<br />Links<br />http://www.abtests.com<br />http://www.conversion-rate-experts.com/<br />Links<br />
  • 46. http://www.flickr.com/photos/22077905@N00/<br />http://www.flickr.com/photos/scissorhands33/<br />http://www.flickr.com/photos/moonstoneportrait/<br />http://www.flickr.com/photos/mikecogh/<br />http://www.flickr.com/photos/avlxyz/<br />http://www.flickr.com/photos/slava/<br />http://www.flickr.com/photos/stuartpilbrow/<br />http://www.flickr.com/photos/by-jack/<br />http://www.flickr.com/photos/72213316@N00/<br />http://www.flickr.com/photos/sbh/<br />http://www.flickr.com/photos/jdhancock/<br />Credits<br />

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