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Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture Stream)

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Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.

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Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture Stream)

  1. 1. MAKING THE MOST OF YOUR WEBSITE CONVERSION RATE OPTIMISATION Date: October 7, 2015 Prepared by: Marty Hayes, Digital Director https://uk.linkedin.com/in/martyhayes @MartyHayes
  2. 2. A LITTLE BIT ABOUT VENTURE STREAM: - WHO WE ARE - WHAT WE DO - WHO WE DO IT FOR A LOT ABOUT CONVERSION RATE OPTIMISATION: - WHAT IS CONVERSION RATE? - HOW DO WE TURN VISITS INTO ACTION - WHAT IS CONVERSION RATE OPTIMISATION? - WHAT ARE THE MAIN PRINCIPLES OF CRO - HOW CAN WE OPTIMISE FOR CONVERSIONS? - KEY AREAS TO EXAMINE, ANALYSE & OPTIMISE - QUESTIONS FOR THE FLOOR - WHAT CAN YOU DO? WHAT WILL WE COVER?
  3. 3. VENTURE STREAM: ABOUT US
  4. 4. VENTURE STREAM: ABOUT US Managerial consulting experience in leading digital agency and client-side ecommerce. Drum-playing, jumper- loving family man and coveter of VW campervans. Extensive ecommerce & digital experience as entrepreneur & consultant in the US & UK. US-UK cross ponder, Boston Red Sox fan and aspiring park ranger. Vic Morgan Founder & MD Marty Hayes Digital Director Andy Robinson Creative Director 10 years experience in omni-channel ecommerce design and creative marketing with multi-million pound brands. Dog-lover with a penchant for shiny gadgets and American beer. James Chapman Bus. Development Director Over 15 years experience in account management and business development. Avid Football fan and proud father of two who simply can not get through the day without a good cup of Tea. LEADERSHIP TEAM
  5. 5. VENTURE STREAM: ABOUT US EXPERTISE DIGITAL MARKETING •Search Engine Optimisation •Paid Search Management •Conversion Rate Optimisation •Email Marketing •Affiliate Marketing •Social Media Marketing •Content Production & Management INNOVATION & DESIGN •Ecommerce Website & Application Application Design & Development STRATEGY & LEADERSHIP •Full Outsourcing of Ecommerce Development •Full outsourcing of Digital Marketing Marketing & Business Management
  6. 6. VENTURE STREAM: ABOUT US OUR CLIENT MANTRA We have built and grown ecommerce and digital businesses from the ground up We recognise that digital marketing and technology is about more than just first impressions We measure success the same way you do – significantly improved sales, leads, profit, innovation and quality We approach our consulting holistically, meaning we know what works and can quickly react to changing trends and demands We are part of your business We’re only happy if you’re happy
  7. 7. VENTURE STREAM: ABOUT US OUR CLIENTS
  8. 8. WHAT IS CONVERSION RATE?
  9. 9. The Google Analytics definition of Ecommerce Conversion Rate is: WHAT IS “CONVERSION RATE”? CRO: MAKING THE MOST OF YOUR WEBSITE THE PERCENTAGE OF VISITS THAT RESULTED IN AN ECOMMERCE TRANSACTION
  10. 10. The Google Analytics Venture Stream definition of Ecommerce Conversion Rate is: WHAT IS “CONVERSION RATE”? THE PERCENTAGE OF VISITS THAT RESULTED IN AN ECOMMERCE TRANSACTION CRO: MAKING THE MOST OF YOUR WEBSITE
  11. 11. WHAT IS THIS “ACTION” YOU SPEAK OF? CRO: MAKING THE MOST OF YOUR WEBSITE
  12. 12. GOOGLE ANALYTICS: REVIEW
  13. 13. WITHOUT A GOAL YOU CAN’T SCORE CASEY NEISTAT, FILM DIRECTOR CRO: MAKING THE MOST OF YOUR WEBSITE
  14. 14. WHAT’S THE POINT IN YOUR WEBSITE IF IT DOESN’T HAVE GOALS? CRO: MAKING THE MOST OF YOUR WEBSITE
  15. 15. WHAT SHOULD MY WEBSITE’S GOALS BE? S.M.A.R.T.SPECIFIC, MEASURABLE, ACHIEVABLE, RESULTS-FOCUSED, TIME-BOUND CRO: MAKING THE MOST OF YOUR WEBSITE
  16. 16. WHAT IS THE POINT OF YOUR WEBSITE? BUY SOMETHING SIGN UP FOR SOMETHING DOWNLOAD SOMETHING ARRANGE A CALLBACK CALL US EMAIL US FILL IN A FORM CREATE AN ACCOUNT CONSUME CONTENT SHARE CONTENT WATCH A VIDEO SUBSCRIBE CRO: MAKING THE MOST OF YOUR WEBSITE
  17. 17. HOW DO WE TURN VISITS INTO ACTIONS?
  18. 18. GOOGLE ANALYTICS: REVIEW
  19. 19. HOW WE SEE OUR WEBSITE…
  20. 20. GOOGLE ANALYTICS: REVIEW
  21. 21. HOW OUR USERS SEE OUR WEBSITE…
  22. 22. GOOGLE ANALYTICS: REVIEW
  23. 23. THE PERILS OF A USER JOURNEY VISITORS BUY SOMETHING SIGN UP FOR SOMETHING DOWNLOAD SOMETHING ARRANGE A CALLBACK GET IN TOUCH FILL IN A FORM GOALSWEBSITE STUFF CRO: MAKING THE MOST OF YOUR WEBSITE
  24. 24. WHAT IS CONVERSION RATE OPTIMISATION?
  25. 25. 59%OF RESPONDENTS TO AN ECONSULTANCY SURVEY SAID THAT CRO IS CRUCIAL TO THEIR OVERALL DIGITAL MARKETING STRATEGY CRO: MAKING THE MOST OF YOUR WEBSITE 98%BELIEVE THAT CRO’S IMPACT ON THEIR DIGITAL MARKETING EFFORTS CARRIES SOME KIND OF IMPORTANCE
  26. 26. CRO DOES WHAT IT SAYS ON THE TIN. OPTIMISING YOUR WEBSITE TRAFFIC TO INCREASE THE NUMBER OF VISITORS WHO TAKE THE DESIRED ACTION. CRO: MAKING THE MOST OF YOUR WEBSITE
  27. 27. CRO IS… • A structured approach to improving the performance of your website • Informed by insight (analytics, data and user feedback) • Defined by your website’s unique objectives and needs (KPIs) • Taking the traffic you already have and making the most of it CRO: MAKING THE MOST OF YOUR WEBSITE
  28. 28. WHAT ARE THE MAIN PRINCIPLES OF CRO?
  29. 29. GOOGLE ANALYTICS: REVIEW
  30. 30. REMOVE BARRIERS TO ENTRY CRO: MAKING THE MOST OF YOUR WEBSITE FIRST IMPRESSIONS COUNT GUEST CHECKOUT DON’T ASK FOR TOO MUCH INFO DON’T MAKE PEOPLE ‘REGISTER’ ENCOURAGE RATHER THAN FORCE (SELL THE BENEFITS) MOBILE, TABLET, BROWSER ETC.
  31. 31. GOOGLE ANALYTICS: REVIEW
  32. 32. PROVIDE TRANSPARENCY CRO: MAKING THE MOST OF YOUR WEBSITE DON’T HIDE KEY INFO BE UPFRONT ABOUT EVERYTHING DO WE KEEP GETTING ASKED THE SAME QUESTIONS? ARE EXPECTATIONS MANAGED? HOW CAN WE BUILD CONFIDENCE?
  33. 33. GOOGLE ANALYTICS: REVIEW
  34. 34. BUILD TRUST & CONFIDENCE CRO: MAKING THE MOST OF YOUR WEBSITE WOULD YOU TRUST YOUR WEBSITE? FOLLOW BEST PRACTICE DON’T MAKE ME THINK! ARE YOU FOR REAL? TRUST METRICS SOCIAL PROOF
  35. 35. GOOGLE ANALYTICS: REVIEW
  36. 36. PROVIDE ANSWERS TO QUESTIONS CRO: MAKING THE MOST OF YOUR WEBSITE WHAT DO WE GET ASKED IN REAL LIFE? HOW CAN WE HELP PEOPLE MAKE A DECISION? WHAT ABOUT NEW VISITORS? DO WE MAKE SENSE? WHATS THE MOST COMMONLY ASKED QUESTION? MINE FOR DATA (ONLINE & OFFLINE)
  37. 37. GOOGLE ANALYTICS: REVIEW
  38. 38. PROVIDE A FOCUS CRO: MAKING THE MOST OF YOUR WEBSITE DON’T BY SHY PRIORITISE NAVIGATION PRIORITISE CTAs FUNNEL USERS FOCUS ON PRIMARY ACTION FOR EACH PAGE UNCLUTTER PAGES AND HIGHLIGHT KEY AREAS
  39. 39. HOW CAN WE OPTIMISE FOR CONVERSIONS?
  40. 40. WEBSITE ANALYTICS HOW CAN WE OPTIMISE FOR CONVERSIONS?
  41. 41. ANALYTICS CRO: MAKING THE MOST OF YOUR WEBSITE
  42. 42. SEGMENTATION CRO: MAKING THE MOST OF YOUR WEBSITE
  43. 43. CRO: MAKING THE MOST OF YOUR WEBSITE
  44. 44. CRO: MAKING THE MOST OF YOUR WEBSITE FOCUS ON CONVERTING THE PEOPLE WHO MATTER TO YOUR BUSINESS. NOT ALL WEBSITE VISITORS ARE CREATED EQUAL. THEY ARE NOT ONE HOMOGENOUS GROUP.
  45. 45. TOOLS & SOFTWARE HOW CAN WE OPTIMISE FOR CONVERSIONS?
  46. 46. USER SURVEYS CRO: MAKING THE MOST OF YOUR WEBSITE
  47. 47. VOICE OF CUSTOMER CRO: MAKING THE MOST OF YOUR WEBSITE
  48. 48. HEATMAPS CRO: MAKING THE MOST OF YOUR WEBSITE
  49. 49. TESTING & LEARNING HOW CAN WE OPTIMISE FOR CONVERSIONS?
  50. 50. SPLIT TESTING CRO: MAKING THE MOST OF YOUR WEBSITE
  51. 51. USER EXPERIENCE TESTING CRO: MAKING THE MOST OF YOUR WEBSITE
  52. 52. KEY AREAS TO EXAMINE, ANALYSE, UNDERSTAND & OPTIMISE…
  53. 53. HOMEPAGE OPTIMISATION KEY AREAS TO ANALYSE & OPTIMISE
  54. 54. CRO: MAKING THE MOST OF YOUR WEBSITE Does this immediately strike you as a ‘shop’? Are you real? How can I contact you? Video and audio auto-plays No differentiation of CTAs What are your USPs?
  55. 55. CRO: MAKING THE MOST OF YOUR WEBSITE Where am I..? What is that…? Who are these? What do they do? I wonder where they’re based…
  56. 56. CRO: MAKING THE MOST OF YOUR WEBSITE Where should I go next? No real sign-posting or FOCUS What’s in it for me?
  57. 57. LANDING PAGE OPTIMISATION KEY AREAS TO ANALYSE & OPTIMISE
  58. 58. CRO: MAKING THE MOST OF YOUR WEBSITE What should I do? Set up an account or Change My Address? This is the primary CTA, believe it or not…
  59. 59. CRO: MAKING THE MOST OF YOUR WEBSITE Is this a button? It looks like a button… Very deep header – does this add value? Films? All the good stuff is down here
  60. 60. CRO: MAKING THE MOST OF YOUR WEBSITE Go back? But I’ve already been there… What next? I’ve read all that – make me take action. Provide a focus
  61. 61. CRO: MAKING THE MOST OF YOUR WEBSITE This is the primary CTA, leading to a contact form…. Text-heavy, bold. Social proof – don’t hide it.
  62. 62. CRO: MAKING THE MOST OF YOUR WEBSITE Anyone for a game of chess? Potentially confusing UX – is there a difference between the grey and the white?
  63. 63. FORM OPTIMISATION KEY AREAS TO ANALYSE & OPTIMISE
  64. 64. CRO: MAKING THE MOST OF YOUR WEBSITE I’ve clicked on ‘Contact Us’ I then have to click on ‘Contact Us’ again, to contact you…
  65. 65. CRO: MAKING THE MOST OF YOUR WEBSITE Aha! A Contact Form! Consider form design and layout – does it need such long boxes?Why is ‘Subject’ a required field? (Assuming that’s what the * means) Primary CTA differentiation
  66. 66. CRO: MAKING THE MOST OF YOUR WEBSITE There’s that ‘button’ again… I just want to contact you, and I’m still not sure how to…
  67. 67. CRO: MAKING THE MOST OF YOUR WEBSITE Long page Looks like ‘errors’ at the top of the page I just want to contact you
  68. 68. CHECKOUT OPTIMISATION KEY AREAS TO ANALYSE & OPTIMISE
  69. 69. CRO: MAKING THE MOST OF YOUR WEBSITE Primary CTA differentiation How much does delivery cost? Including logos and other trust metrics should improve conversion rate Contact details more important than ever at this stage
  70. 70. CRO: MAKING THE MOST OF YOUR WEBSITE This is a shop…. Not much info on ‘products’ Do I have all the info I need to make a purchase? Taken straight to PayPal on click – unexpected behaviour
  71. 71. QUESTIONS FOR THE FLOOR…
  72. 72. HAVE YOU EVER WATCHED ONE OF YOUR CUSTOMERS USE YOUR WEBSITE? CRO: MAKING THE MOST OF YOUR WEBSITE
  73. 73. DO YOU HAVE ANY IDEA WHAT’S STOPPING NEW VISITORS DOING WHAT YOU WANT THEM TO? CRO: MAKING THE MOST OF YOUR WEBSITE
  74. 74. WHY DO SO MANY OF YOUR VISITORS EXIT YOUR WEBSITE ON PARTICULAR PAGES? CRO: MAKING THE MOST OF YOUR WEBSITE
  75. 75. CAN YOU ASK SOME OF YOUR EXISTING CUSTOMERS TO HELP IMPROVE YOUR WEBSITE? CRO: MAKING THE MOST OF YOUR WEBSITE
  76. 76. WHAT CAN YOU DO?
  77. 77. - DIG IN TO YOUR WEBSITE ANALYTICS - DECIDE ON AND CREATE YOUR WEBSITE’S GOALS - CREATE A CULTURE OF DISCOVERY, TESTING & LEARNING - SHOE-STRING BUDGET? DO SOME GUERILLA TESTING - SMALL BUDGET? GET SOME TOOLS INSTALLED - MODEST BUDGET? DO SOME UX TESTING - BIGGER BUDGET? GO TO TOWN - WANT TO KNOW MORE? JUST ASK CRO: MAKING THE MOST OF YOUR WEBSITE WHAT CAN YOU DO?
  78. 78. TAKEAWAYS
  79. 79. CRO: MAKING THE MOST OF YOUR WEBSITE
  80. 80. CONTACT US www.venturestream.co.uk hi@venturestream.co.uk 0191 5800 696 THANK YOU

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