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We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
So what next?
How you see your website...
and your customer’s view.
Sorry your baby is ugly.
Our Clients
500% increase in sales enquiries
Define success 1.
<ul><li>I want to get more ____________. </li></ul>Your website needs to make money Hint:
Key Performance Indicators (KPIs) I want to get more: KPI Online e-commerce sales How much revenue did I generate? Sales l...
Use analytics to track your marketing ROI and identify your barriers to conversion 2.
Remove barriers to conversion and find the most persuasive content 3.
“ We are not great advertisers. So we start with customers, figure out what they want,” Jeff Bezos CEO Amazon
Who designs your website? <ul><li>Product manager </li></ul><ul><li>Head of marketing </li></ul><ul><li>Website manager </...
Who designs your website? <ul><li>Product manager </li></ul><ul><li>Head of marketing </li></ul><ul><li>Website manager </...
Multivariate testing: #1 lever for putting your customers at the heart of your website.
 
Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved I...
Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved I...
Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved I...
Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved I...
Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved I...
 
Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new custom...
THE ANSWER...
Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new custom...
Heading Advertise your business on Google Attract more customers Button text Start now Try Adwords now
20%  increase in new  active  Adwords advertisers!
Top tips: #1  Start Some Simple Tests
Top tips: #2 find the Barriers to conversion
LANDING PAGES  CHECKOUT PROCESS LANDING PAGES
F ears,  U ncertainties and  D oubts
Top tips: #3 Great things to test
<ul><li>Hero image </li></ul><ul><li>Page title </li></ul><ul><li>Product images </li></ul><ul><li>Point of action assuran...
Hero Image
Eye tracking study <ul><li>Source: Grokdotcom </li></ul>Source: Grokdotcom
Hero Image
Hero Image
Hero Image
Page titles <ul><li>Try out several variations </li></ul><ul><li>Did you make a promise? </li></ul><ul><li>Have you includ...
 
 
Conversion rate increase from 10.3% to 19.6%
Product Images
 
 
Point of action assurances <ul><li>Postage costs? </li></ul><ul><li>Delivery lead time? </li></ul><ul><li>In stock? </li><...
 
 
 
Call to action buttons <ul><li>Wording </li></ul><ul><li>Shape </li></ul><ul><li>Size </li></ul><ul><li>Colours </li></ul>...
 
 
#1 BIGGEST MISTAKE
#1 BIGGEST MISTAKE  Inaction If you don’t test, your conversion rate is guaranteed not to improve!
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ConversionWorks at the How to be Social event

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This is the presentation delivered by ConversionWorks at the How to be Social event on 3rd Feb.

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ConversionWorks at the How to be Social event

  1. 1. So what next?
  2. 2. How you see your website...
  3. 3. and your customer’s view.
  4. 4. Sorry your baby is ugly.
  5. 5.
  6. 6. Our Clients
  7. 7.
  8. 8. 500% increase in sales enquiries
  9. 9. Define success 1.
  10. 10. <ul><li>I want to get more ____________. </li></ul>Your website needs to make money Hint:
  11. 11. Key Performance Indicators (KPIs) I want to get more: KPI Online e-commerce sales How much revenue did I generate? Sales leads How many leads did I generate? Advertising revenue How many pages do my visitors see?
  12. 12. Use analytics to track your marketing ROI and identify your barriers to conversion 2.
  13. 13.
  14. 14.
  15. 15. Remove barriers to conversion and find the most persuasive content 3.
  16. 16. “ We are not great advertisers. So we start with customers, figure out what they want,” Jeff Bezos CEO Amazon
  17. 17. Who designs your website? <ul><li>Product manager </li></ul><ul><li>Head of marketing </li></ul><ul><li>Website manager </li></ul><ul><li>Web designer/ developer </li></ul><ul><li>The HiPPO (Highest paid persons opinion) </li></ul>
  18. 18. Who designs your website? <ul><li>Product manager </li></ul><ul><li>Head of marketing </li></ul><ul><li>Website manager </li></ul><ul><li>Web designer/ developer </li></ul><ul><li>The HiPPO (Highest paid persons opinion) </li></ul>We need to get our customers on this list.
  19. 19. Multivariate testing: #1 lever for putting your customers at the heart of your website.
  20. 20.
  21. 21.
  22. 23. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  23. 24.
  24. 25.
  25. 26.
  26. 27.
  27. 28. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  28. 29.
  29. 30.
  30. 31.
  31. 32.
  32. 33.
  33. 34. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  34. 35. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  35. 36. Splash page experiment Variations: Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Springfield Video 5. Sam’s Video
  36. 37.
  37. 38.
  38. 39.
  39. 41.
  40. 42. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new customers with Google Attract more customers Find the people trying to find you Reach new customers on Google Blurb No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. Google AdWords connects you with potential customers at precisely the magic moment – when they are actively searching on terms related to your business Whether you run a small or large business, advertising on Google and our advertising network can work for you. There’s no minimum spending requirement and you only pay when people actually click yours ads No matter what your budget, you can display your ads on Google and our advertising network. Connect with potential customers at the magic moment they’re searching for your products or services, and only pay when people click your ads. Google Adwords gives your business targeted and measurable advertising results. You’re in control of the customers you target, the amount you spend and the types of ads you deliver. Start advertising today! Button text Start Now Let's get started Sign up now Click to begin Try Adwords now Image How Adwords works How to create your ad
  41. 43. THE ANSWER...
  42. 44. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your business on Google Find new customers with Google Attract more customers Find the people trying to find you Reach new customers on Google Blurb No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. Google AdWords connects you with potential customers at precisely the magic moment – when they are actively searching on terms related to your business Whether you run a small or large business, advertising on Google and our advertising network can work for you. There’s no minimum spending requirement and you only pay when people actually click yours ads No matter what your budget, you can display your ads on Google and our advertising network. Connect with potential customers at the magic moment they’re searching for your products or services, and only pay when people click your ads. Google Adwords gives your business targeted and measurable advertising results. You’re in control of the customers you target, the amount you spend and the types of ads you deliver. Start advertising today! Button text Start Now Let's get started Sign up now Click to begin Try Adwords now Image How Adwords works How to create your ad
  43. 45. Heading Advertise your business on Google Attract more customers Button text Start now Try Adwords now
  44. 46. 20% increase in new active Adwords advertisers!
  45. 47. Top tips: #1 Start Some Simple Tests
  46. 48.
  47. 49. Top tips: #2 find the Barriers to conversion
  48. 50. LANDING PAGES CHECKOUT PROCESS LANDING PAGES
  49. 51. F ears, U ncertainties and D oubts
  50. 52. Top tips: #3 Great things to test
  51. 53. <ul><li>Hero image </li></ul><ul><li>Page title </li></ul><ul><li>Product images </li></ul><ul><li>Point of action assurances </li></ul><ul><li>Call to action buttons </li></ul>Great things to test
  52. 54. Hero Image
  53. 55. Eye tracking study <ul><li>Source: Grokdotcom </li></ul>Source: Grokdotcom
  54. 56. Hero Image
  55. 57. Hero Image
  56. 58. Hero Image
  57. 59. Page titles <ul><li>Try out several variations </li></ul><ul><li>Did you make a promise? </li></ul><ul><li>Have you included your unique value proposition? </li></ul>
  58. 62. Conversion rate increase from 10.3% to 19.6%
  59. 63. Product Images
  60. 66. Point of action assurances <ul><li>Postage costs? </li></ul><ul><li>Delivery lead time? </li></ul><ul><li>In stock? </li></ul><ul><li>Security? </li></ul><ul><li>Returns? </li></ul>
  61. 70. Call to action buttons <ul><li>Wording </li></ul><ul><li>Shape </li></ul><ul><li>Size </li></ul><ul><li>Colours </li></ul><ul><li>Style and icons </li></ul><ul><li>Legibility </li></ul><ul><li>Location on the page </li></ul>
  62. 73. #1 BIGGEST MISTAKE
  63. 74. #1 BIGGEST MISTAKE Inaction If you don’t test, your conversion rate is guaranteed not to improve!
  64. 75. <ul><li>Russell Sutton www.conversionworks.co.uk </li></ul>

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