Tips & tricks for improving conversion rate optimisation, CRO

1. Lotty Chudley
ANALOG FOLK
Persuading Consumers to Part with Their Cash:
Tips & Tricks for Conversion
@loCychudley

2. @lottychudley
#brightonSEO
DO YOU FOLLOW A
BRAND ON
SOCIAL MEDIA?

4. PEOPLE LOVE BRANDS
WITH PURPOSE THAT DELIVER
GENUINE VALUE IN THEIR LIVES
@lottychudley
#brightonSEO

5. “People are begging for a more beautiful world
where brands help people achieve things
rather than simply barking at them”
KANYE WEST
CANNES ADVERTISING FESTIVAL 2014
Even Kanye agrees @lottychudley
#brightonSEO

6. HELPING BUILDS AFFINITY,
DRIVES USAGE &
IMPROVES CONVERSION
@lottychudley
#brightonSEO

7. 100%
MORE REVENUE
By increasing traffic conversion rate
from 1% to 2%
@lottychudley
#brightonSEO

8. H O W ?!
@lottychudley
#brightonSEO

9. ALWAYS
TEST &
LEARN
1
2
3
OPTIMISE
FOR BEST
PRACTICE
EARN THE
RIGHT
TRAFFIC
@lottychudley
#brightonSEO

10. ALWAYS
TEST &
LEARN
1
2
3
OPTIMISE
FOR BEST
PRACTICE
EARN THE
RIGHT
TRAFFIC
@lottychudley
#brightonSEO

11. EARN
THE RIGHT TRAFFIC
You need to
If you want to
UNDERSTAND YOUR
AUDIENCE
@lottychudley
#brightonSEO

12. 81% CONSUMERS CARRY OUT
RESEARCH ONLINE BEFORE
MAKING A PURCHASE DECISION
@lottychudley
#brightonSEO
Find out what your audience are asking…
https://minewhat.com/blog/motivate-shoppers-who-research-online-to-buy/

13. CONSIDER AUDIENCE
PAIN POINTS
Internal data sharing (sales teams)
In site search data
Keyword research
‘Answer the public’
Social listening
Customer surveys
@lottychudley
#brightonSEO

14. UNDERSTAND
YOUR
AUDIENCE
@lottychudley
#brightonSEO
CREATE
SMARTER
STRATEGIES
When you You can
@lottychudley
#brightonSEO

15. 24% of parents have their children sleeping in their bed
@lottychudley
#brightonSEO
http://kids.dulux.co.uk/kids-rooms-tool
BRAND
COMPETITORS
CATEGORY
AUDIENCE
ENVIRONMENT

16. THE FIRST CONVERSION
IS WINNING THE CLICK
@lottychudley
#brightonSEO

17. SO DON’T FORGET THE BASICS.
Page title optimisation
Breadcrumbs
Local search
Ad extensions
Review stars
Google shopping
@lottychudley
#brightonSEO

18. ALWAYS
TEST &
LEARN
1
2
3
OPTIMISE
FOR BEST
PRACTICE
EARN THE
RIGHT
TRAFFIC
@lottychudley
#brightonSEO

19. IF YOU AREN’T TESTING,
YOUR COMPETITORS ARE.
A/B testing
Customer journey analysis
Copy optimisation
Online surveys
Competitor benchmarking
Segmentation
Abandonment email
67%
58%
54%
50%
37%
36%
35%
@lottychudley
#brightonSEO

20. TESTING PROVIDES DATA TO
INFORM DECISIONS
@lottychudley
#brightonSEO

21. USING DATA TO SUPPORT CREATIVE
TARGETING
INTELLIGENCE
INSIGHT
CONTENT
(CONCEPT &
PRODUCTION)
ENGAGEMENT
(Brief) (Publish)
PERFORMANCE
AUDIENCE
(Optimise)
(Personalise)

22. PLAN
ASSESS
RUN
ASSESS
RUN
ASSESS
RUN
PLAN
PLAN
PLAN
@lottychudley
#brightonSEO

23. TO BUILD A MEANINGFUL TEST,
YOU NEED A GOOD HYPOTHESIS.
objective
action
insight
@lottychudley
#brightonSEO

24. BOOKING.COM
Helping people follow their
passions through travel.

25. ALWAYS TEST & LEARN TO DRIVE
EFFICIENCIES & EFFECTIVENESS
@lottychudley
#brightonSEO

26. ALWAYS
TEST &
LEARN
1
2
3
OPTIMISE
FOR BEST
PRACTICE
EARN THE
RIGHT
TRAFFIC
@lottychudley
#brightonSEO

27. 10 EASY STEPS
TO BOOST
CONVERSION
That you can do tomorrow
@lottychudley
#brightonSEO

28. 01
REPUTATION/SOCIAL PROOF
81% customers read online reviews
before making a purchase decision
@lottychudley
#brightonSEO

29. 02
PROVE
TRUSTWORTHINESS
Figleaves improved conversions +35%
with on site review stars
@lottychudley
#brightonSEO

30. 03
BUILD LIKEABILITY
Speak their language. If your audience like you & can relate
to you, they’ll trust you. People buy from people they trust.
@lottychudley
#brightonSEO

31. 04
LIST THE BENEFITS
It’s as easy as 1, 2, 3.
@lottychudley
#brightonSEO

32. 05
BE CONSISTENT
Consistency is key. Across apps,
emails, social channels, website…
@lottychudley
#brightonSEO

33. SPEED IS ESSENTIAL
Check out Google Developer
Tools to test your speed06
@lottychudley
#brightonSEO

34. 07
SIMPLIFY FORMS
Make it easy, reduce the barriers.
@lottychudley
#brightonSEO

35. 08
CREATE URGENCY
But don’t be aggressive!
@lottychudley
#brightonSEO

36. 09
LEARN FROM YOUR
AUDIENCE
Heatmaps are simple to implement & tell a clear snapshot story.
@lottychudley
#brightonSEO

37. 10
ITERATIVE DESIGN
A website is never ‘finished’.
There’s always room to improve.
@lottychudley
#brightonSEO

38. @lottychudley
#brightonSEO
1 2 3
BEST
PRACTICE
RIGHT
TRAFFIC
The first conversion
is winning
the click.
Testing drives
efficiency &
effectiveness.
Make it easy
to purchase &
keep evolving.
PERSUADING CONSUMERS TO PART WITH THEIR CASH:
TEST &
LEARN

39. THANK YOU
@lottychudley #brightonSEO