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Bristol media event cro introduction - july 2015

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Bristol media event cro introduction - july 2015

  1. 1. ppc | display | cro | analytics | training An introduction to Conversion Rate Optimisation
  2. 2. ppc | display | cro | analytics | training What we’ll cover • What CRO is • A website “scorecard” • 3 Tools
  3. 3. ppc | display | cro | analytics | training What is CRO?
  4. 4. ppc | display | cro | analytics | training • Uncovering the opportunities for improving the effectiveness of your website by: – Reviewing the website – Analysing performance data – Understanding users’ behaviour • Then running tests to monitor the impact these changes have on delivering revenue. CRO is…..
  5. 5. ppc | display | cro | analytics | training CRO is Getting more value from existing traffic.
  6. 6. ppc | display | cro | analytics | training CRO is Using a structured approach.
  7. 7. ppc | display | cro | analytics | training CRO is Evaluating Quantitative Data…..
  8. 8. ppc | display | cro | analytics | training ….and Qualitative Research. This website is awful…..
  9. 9. ppc | display | cro | analytics | training CRO is Considering your audience, your products, your goals.
  10. 10. ppc | display | cro | analytics | training CRO is Ongoing.
  11. 11. ppc | display | cro | analytics | training …and hopefully it includes A/B testing.
  12. 12. ppc | display | cro | analytics | training What CRO is NOT…..
  13. 13. ppc | display | cro | analytics | training CRO is NOT Search Engine Optimisation
  14. 14. ppc | display | cro | analytics | training CRO is NOT Doing what the HiPPO says. Image source: www.widerfunnel.com
  15. 15. ppc | display | cro | analytics | training CRO is NOT Copying other websites. Image source: House of Wax, Great Yarmouth.
  16. 16. ppc | display | cro | analytics | training CRO is NOT Driving volume at the expense of value.
  17. 17. ppc | display | cro | analytics | training CRO is NOT Guesswork Instinct Random
  18. 18. ppc | display | cro | analytics | training A website “scorecard”
  19. 19. ppc | display | cro | analytics | training
  20. 20. ppc | display | cro | analytics | training The basic framework Simplicity Relevance Deadline USPs Reassurance Clutter EASE PERSUASION+EASE PERSUASION Simplicity USPs Relevance Reassurance Clutter Deadline Ref: You should test that. (2013). – Author, Chris Goward / Wider Funnel.
  21. 21. ppc | display | cro | analytics | training Simplicity EASE “Don’t make me think”. Steve Krug Every extra second the potential customer takes to work something out, will result in a lower conversion rate. Ref: Don’t make me think. Revisited. (2013). – Author, Steve Krug. VS ORIGINAL +12.2%
  22. 22. ppc | display | cro | analytics | training Relevance EASE “Ensure there is a bond between the pre-click experience and the corresponding post-click landing experience”. A seamless journey that considers visitor intent and continues the theme of the messaging used in the earlier stages of the funnel. Ref: The 7 principles of conversion centred design (2014). – Author, Oli Gardner & Dan McGaw ORIGINAL +48%
  23. 23. ppc | display | cro | analytics | training Clutter EASE “Think about your ‘attention ratio’ and minimise the ratio of choices on your landing page vs the conversion goals”. Remove any superfluous content (or move it down the page) and make sure you have a primary “call to action” (CTA) that is prominent and stands out. Ref: Unbounce.com – 2015. ORIGINAL +200%
  24. 24. ppc | display | cro | analytics | training USPs PERSUASION “Something remarkable is worth talking about. Worth noticing. It’s a Purple Cow. Boring stuff is invisible.” Seth Godin. Make sure you shout loud and clear about your competitive advantage and why you should be the chosen provider from your competitor set. Ref: Purple Cow: Transform your business by being remarkable (2009). Seth Godin.
  25. 25. ppc | display | cro | analytics | training Reassurance PERSUASION “There’s nothing better than getting a good review, and customers like to see them too when searching for products and services online.” People don’t like being the “guinea pig”. They need to be shown that others have had a positive customer experience. Social growth is fuelling this expectation. Ref: Google AdWords Product Team. Click Through Rate +10 to 20%
  26. 26. ppc | display | cro | analytics | training Deadline PERSUASION “When access to something is restricted, the perceived value for it increases. We crave what we can’t have” We don’t like to ‘trick’ visitors; but we also don’t want to make it easy for them to procrastinate. We want to give them a reason to act now rather than later. Ref: Crazy Egg Blog (September 2014) +5%
  27. 27. ppc | display | cro | analytics | training bit.ly/cro-scorecard
  28. 28. ppc | display | cro | analytics | training 3 x Tools
  29. 29. ppc | display | cro | analytics | training Quantitative Analysis
  30. 30. ppc | display | cro | analytics | training Quantitative Analysis
  31. 31. ppc | display | cro | analytics | training Qualitative Research
  32. 32. ppc | display | cro | analytics | training Testing
  33. 33. ppc | display | cro | analytics | training What we’ve covered • CRO is ongoing, structured & includes A/B testing • Not copying others or running random tests. • Evaluate using “ease” and “persuasion” factors. • Plenty of tools to help!
  34. 34. ppc | display | cro | analytics | training Thank You. Any questions? @ryanwebb www.search-star.co.uk bit.ly/cro-scorecard
  35. 35. ppc | display | cro | analytics | training What is Conversion Rate Optimisation? Audience Conversions Quantitative Analysis Qualitative Research Client Website Testing
  36. 36. ppc | display | cro | analytics | training

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