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How to Improve Conversion Rates and Increase ROI

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Take a look at our Analytics and Conversions Manager, Michael Hope's, slides on improving conversion rates to aid PPC campaign performance taken from our recent PPC Best Practice in 2014 and Beyond conference.

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How to Improve Conversion Rates and Increase ROI

  1. 1. © Search Laboratory Ltd 2014. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 How to Improve Conversion Rates and Increase ROI Michael Hope – Analytics & Conversion Manager
  2. 2. Agenda CRO – Why its important Elements of CRO Heuristic vs. data driven Testing methodology
  3. 3. CRO – Why it’s important Maximising conversions Maximising budget Minimising waste
  4. 4. The purpose of CRO Improve conversion rate Achieve better CPA Bid more Receive more traffic Have more data to work with
  5. 5. Conversion strategy Optimise your website to meet user expectations and achieve business goals.
  6. 6. Calls to action Make it obvious and easy for a visitor to know the next step.
  7. 7. Persuasion Tell visitors why they need the product/service, not just what the product/service is.
  8. 8. Trust A visitor is more likely to convert if they trust the website and brand.
  9. 9. Credibility Visitors need confirmation that you can do what you say you can.
  10. 10. Usability A visitor is more likely to convert if they can find what they want easily and have a great user experience.
  11. 11. Obstacles Remove obstacles from the conversion journey, visitors don’t jump over online hurdles.
  12. 12. Examples
  13. 13. Campaign Monitor Good aspects: Clear CTA Clear headline Visually engaging Credibility & trust Potential improvements: Context around CTA CTA wording USPs
  14. 14. Gucci
  15. 15. Hard Graft
  16. 16. FIS Global – Obstacle
  17. 17. Booking.com – Urgency
  18. 18. Refractiv Persuasive benefit and USP driven content. Current clients and testimonials provide trust and credibility. Google reseller status provides credibility.
  19. 19. Heuristic vs data driven
  20. 20. Testing methodology Design & implement Analysis & follow-up Research & hypothesise
  21. 21. UKCR Uplift of 31%
  22. 22. Transform Uplift of 25.4%
  23. 23. Summary Each element of CRO is equally important Heuristic is good, data driven is better Keep testing – CRO is an ongoing process
  24. 24. Questions?

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