John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014
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"Conversion rate optimisation for non-ecommerce sites" slide deck, presented at MeasureFest 2014
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John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014
- 1. Conversion rate optimisation for non-ecommerce sites
- 2. “If you can not measure it, you can not improve it.” William Thomson, 1st Baron Kelvin
- 3. Shameless self promotion slide • Twitter: @JohnConversion • LinkedIn: uk.linkedin.com/in/johnmillsinsight • Email: john.mills@jobsite.co.uk
- 4. Conversion rate optimisation for non-ecommerce sites • Charity • Gamming • Utilities • Media and publishing • Banking • Forces • Travel
- 5. Conversion rate optimisation for non-ecommerce sites
- 6. Conversion rate optimisation for non-ecommerce sites
- 7. Understand your business and your users
- 8. Understand your business and your users
- 9. Understand your business and your users
- 10. Make your life harder
- 11. Make your life harder
- 12. Make your life harder • Job alerts by email sign ups • Registrations • Vacancies added to shortlist
- 13. Where to test?
- 14. Where to test?
- 17. Measure everything • Don’t just measure the goals of your conversion campaign • Measure against the business goals • Measure your KPI’s • Measure as far down the process a possible
- 18. Measure everything • “Changing the design of the semi display template will increase the number of applications.”
- 21. Measure everything • “Apply Now” CTA clicks were down by 2.5%
- 22. Measure everything • Completed applications 2.5% • The number of completed applications per visitor up by 3% • Number of vacancies added to shortlists up by 25% • Email job alerts – over 5,000 additional sign ups a month
- 24. Reporting results to the business
- 25. Reporting results to the business Picture Credit: https://www.flickr.com/photos/94838506@N03/8678428957/
- 26. Reporting results to the business Picture Credit: Disney
- 28. Demonstrating value • How your business makes money • How your business spends money
- 29. How your business makes money
- 30. How your business makes money Picture Credit: http://www.taxrebate.org.uk/
- 31. How your business makes money Picture Credit: https://www.flickr.com/photos/84211160@N05/8681400696/
- 32. How your business makes money
- 33. How your business spends money
- 34. How your business spends money Picture Credit: http://www.401kcalculator.org/
- 35. How your business spends money
- 36. How your business spends money
- 37. How your business spends money • Cost Per Application = £1.70 • 12% uplift = 8,000 additional applications • Cost Per Application x additional applications = cost to purchase • £1.70 x 8,000 = £13,600
- 38. How your business spends money Picture Credit: The Simpsons 20TH CENTURY FOX
- 39. How your business spends money Picture Credit: warning: By Lip Kee from Singapore, Republic of Singapore (060219 heed warning sign.jpg
- 40. Always base your numbers on the past
- 41. Always base your numbers on the past Picture Credit: Back to the Future - Universal Studios
- 42. Takeaways
- 43. Takeaways • Understand your business • Understand your users • Give yourself extra KPIs • Test where a 1% uplift has the most impact • Measure everything • Demonstrate value • Always base your figures on the past
- 44. Questions? • Twitter: @JohnConversion • LinkedIn: uk.linkedin.com/in/johnmillsinsight • Email: john.mills@jobsite.co.uk
Editor's Notes
- Never measure against a single goal or conversion point, this is essential and ensures that your conversion uplift is not taking from goal to give to another.
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