Conversion Rate Optimisation, CIM digital bootcamp, April 2013 - Ian Miller and Barnie Mills, Crafted

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Conversion Rate Optimisation (CRO) presentation from Ian Miller and Barnie Mills, Crafted at CIM Digital Marketing Bootcamp, Peterborough, April 2013

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Conversion Rate Optimisation, CIM digital bootcamp, April 2013 - Ian Miller and Barnie Mills, Crafted

  1. 1. CraftedPRESENTATIONIS YOUR WEBSITE LOSINGYOU CUSTOMERS?
  2. 2. verb [ with obj. ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.
  3. 3. Introductions
  4. 4. Barnie MillsHead of Design@basscakeIan MillerSearch Director@millerian40 digital experts spanning design, search and development
  5. 5. You’ve got traffic, now what?
  6. 6. Who are they andwhat are they here for?
  7. 7. Where are they from?What traffic sources might a site have?
  8. 8. Where are they from?What traffic sources might a site have?Source MediumGoogle organic/cpc/referralBing organic/cpcFacebook referralGoogle shopping cpcYahoo organic/referralOutlook direct
  9. 9. How do they behave?What attributes can you drill into?
  10. 10. How do they behave?What attributes can you drill into?Metrics - numbers Dimensions - thingsVisits Landing pagePageviews KeywordGoal completion rate % BrowserRevenue SourceBounce rate % MediumAverage time on site City
  11. 11. Don’t make assumptions•  What is “bounce rate”?•  Segment traffic
  12. 12. And now it’s over to you…
  13. 13. So what do you like?•  2 sites you like•  Why?
  14. 14. What don’t you like?•  2 sites you don’t like•  Why?
  15. 15. First impressions
  16. 16. First impressions count!The averagetime spent ona webpage is25secondsOn average,visitors onlyread around20%of contentOne in fivevisitors leavea site within5seconds
  17. 17. The 5 second rule…(not this one!)
  18. 18. Am I in the right place?
  19. 19. Do I trust you?
  20. 20. What do I do now?
  21. 21. Page load – we could havefailed before we’ve startedEvery second loading =0.65 increase in bounce rate!
  22. 22. The 5 second test
  23. 23. Questions•  What activities does this site cater for?•  What are 3 of the companies USPs?
  24. 24. What could be improved
  25. 25. Questions•  What service does the site offer?•  Why might you choose it over competitors?
  26. 26. What could be improved
  27. 27. Questions•  What industry is the site concerned with?•  Who is the site aimed at?•  What is its primary purpose?
  28. 28. What could be improved
  29. 29. Questions•  What does the company do?•  Who is the site aimed at?•  How could you find out more?
  30. 30. What could be improved
  31. 31. Ok ok, I’m interested, what now?
  32. 32. Calls to action (CTAs)
  33. 33. Trust marks
  34. 34. Social proof
  35. 35. 40%Increase inconversion
  36. 36. There is no silver bullet…
  37. 37. The devil is in the detail!abtests.com
  38. 38. The start of something beautiful
  39. 39. Who’s had a goodexperience online?•  Where?•  Why?
  40. 40. Beyond 1st Conversion
  41. 41. New vs Returning
  42. 42. Collecting data
  43. 43. Tools
  44. 44. Test and test again!
  45. 45. Don’t forget goodold fashioned service!
  46. 46. Round up
  47. 47. 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!
  48. 48. Ipswich Studio32 Fore Street,Ipswich, IP4 1JUT. +44 (0) 1473 344841E. ian.miller@crafted.co.ukE. barnie.mills@crafted.co.ukLondon OfficeClerkenwell Workshops,27/31 Clerkenwell Close,London, EC1R 0ATT. +44 (0) 20 3393 3852www.crafted.co.ukThank you

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