Paul Rouke Website Improvement Masterclass - Sample

Masterclass “Generating More Leads & More Sales from Your Website” by Paul Rouke User Experience Director at PRWD SAMPLE SLIDES

My background Joined their 1st e-commerce team in 1999 in design and usability role 7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers
The UK’s leading online and home shopping retailer
Annual sales of around £1.5 billion
Around 5 million customers

Evaluate & improve effectiveness of existing websites
Design and build high performing websites
About PRWD

PRWD clients

Setting the scene - What makes a good website?

A few questions
How do you attract visitors to your website?
Why do you visit websites?
What things make you leave a poor website?

Clear primary navigation Clear proposition Prominent call to action Credibility enhancement Visual stimulus

Key ‘Principles’ we are taught
Keep them simple
Only ask for the minimum info required
People are busy, they don’t have time for big forms
Online enquiry forms

Which form will visitors most use?

The good news
A more effective website means you’ll get more bang for your marketing buck
Google Adwords
Search Engine Optimisation
Social Media
Email Marketing

Understanding visitors Measuring performance Testing & improving

What do visitors do on my website? Determine what are the key website goals you want to monitor Get your IT person or web developer to set these up so you can track ‘conversions’ With Google Analytics you need to: Very useful links on using Google Analytics http://www.google.co.uk/support/googleanalytics/ http://www.google.com/support/conversionuniversity/?hl=en

Step 1 - Analytics There are other options but this is what we recommend for SME’s

Step 3 – Determine your key goals Make an online enquiry Download a document Make an application Make a subscription Make a purchase

TIP – don’t treat every visitor the same No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information

Best practice tips if you sell online

v Clarity of Primary Call to Action

Testing and improving – A case study “Test location of enquiry form to determine which version visitors complete more”

Stage 1 – Decide what to test

Stage 2 – Run the test

Which test won? Original Test version A

How can different calls to action affect conversion rates?

Thankyou for coming along to “Generating More Leads & More Sales from Your Website” by Paul Rouke Office: 0161 918 6729 Mobile: 07739 745 126 Web: www.prwd.co.uk Blog: www.paulrouke.co.uk Email: [email_address]

Any more questions...?

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Paul Rouke Website Improvement Masterclass - Sample

by Paul Rouke on Mar 26, 2010

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