How to turn visitors into customers

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I gave this presentation as an introduction to CRO, and the principles of what makes an effective website. The focus is on how to get more enquiries/customers for your website.

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How to turn visitors into customers

  1. 1. Crafted<br />Briefing: turning visitors into customers<br />
  2. 2. Search Director at Crafted Media<br />Team of 15 across disciplines<br />Responsible for increasing visitors, & converting them<br />Hello<br />
  3. 3. Increase the number of visitors to your site<br />Improve the likelihood of them becoming a customer<br />What do we do?<br />
  4. 4. They’re already here<br />
  5. 5. Visitors are already on your site<br />Often cheaper to convert more of them than to find new ones<br />Virtuous circle, happy customers tell their friends<br />
  6. 6. Excuse me?<br />
  7. 7. CRO – Conversion rate optimisation<br />Abandonment Rate<br />A/B testing<br />Analytics<br />Bounce rate<br />Call to action<br />Funnel<br />Landing page<br />UX, UI<br />
  8. 8. Increase the number of visitors to your site<br />Improve the likelihood of them becoming a customer<br />Core aims don’t change<br />
  9. 9. Now what?<br />
  10. 10. Visitors turn into customers for a reason:<br />They like your proposition<br />You give them information they like and are looking for<br />Price<br />They know what to do from here<br />You are awesome<br />Giving visitors what they came for increases the chance of conversion<br />
  11. 11. Sometimes the cover is right…<br />
  12. 12. Design isn’t a nicety, it’s a requirement<br />Standards matter<br />Placement of basket<br />Delivery information<br />Address & contact details<br />“Don’t make me think” by Steve Krug<br />
  13. 13.
  14. 14. Where am I?<br />Where am I going?<br />
  15. 15. Clear signposts give the user a journey to follow.<br />Consider placement of contact us information<br />What action do you want them to perform?<br />Obvious is underrated<br />Get them through the funnel<br />Design should be for a user, not a portfolio<br />
  16. 16.
  17. 17.
  18. 18. What do you do again?<br />
  19. 19. Fully describe your product or service<br />Communicate your knowledge<br />Imagine if you were face to face<br />Content is not just words<br />Are you able to produce videos? Audio?<br />
  20. 20.
  21. 21. People buy from people<br />
  22. 22. You are your greatest asset<br />Write for users, not search engines<br />Factual information is not boring if it’s relevant<br />Don’t give people a reason to look elsewhere to complete the information<br />
  23. 23.
  24. 24. Safe and sound<br />
  25. 25. Would you give your details to this website?<br />Trust indicators<br />Testimonials<br />3rd party secure logos<br />Housekeeping shouldn’t always wait until another day<br />News updates<br />
  26. 26.
  27. 27.
  28. 28. Statistics don’t always require maths<br />
  29. 29. What are you visitors searching for?<br />Consider if you’re using industry terminology<br />Are all your visitors the same, does your website cater for their needs?<br />Learning Google Analytics is possible!<br />
  30. 30. Google Analytics<br />
  31. 31. Show me <br />results<br />
  32. 32. 10 million new accounts<br />
  33. 33. 34% improvement<br />
  34. 34.
  35. 35. 40% up<br />
  36. 36. 62% improvement<br />
  37. 37. Change can be incremental<br />Doing good things is always worthwhile<br />Leverage what you have available <br />Be critical, be honest<br />Look at underlying data<br />
  38. 38. Tools<br />
  39. 39. www.wordle.net/create<br />
  40. 40. www.google.com/insights/search/<br />
  41. 41. www.surveymonkey.com<br />
  42. 42. www.kissinsights.com<br />
  43. 43. www.crazyegg.com<br />
  44. 44. Any questions?<br />ian.miller@craftedmedia.com<br />@millerian<br />
  45. 45. Books<br />http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/<br />http://www.webanalyticshour.com/<br />Learn Google Analytics<br />http://www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes<br />http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1<br />Tools<br />http://www.wordle.net/create<br />http://www.surveymonkey.com<br />http://www.kissinsights.com<br />http://www.crazyegg.com<br />Links<br />http://www.abtests.com<br />http://www.conversion-rate-experts.com/<br />Links<br />
  46. 46. http://www.flickr.com/photos/22077905@N00/<br />http://www.flickr.com/photos/scissorhands33/<br />http://www.flickr.com/photos/moonstoneportrait/<br />http://www.flickr.com/photos/mikecogh/<br />http://www.flickr.com/photos/avlxyz/<br />http://www.flickr.com/photos/slava/<br />http://www.flickr.com/photos/stuartpilbrow/<br />http://www.flickr.com/photos/by-jack/<br />http://www.flickr.com/photos/72213316@N00/<br />http://www.flickr.com/photos/sbh/<br />http://www.flickr.com/photos/jdhancock/<br />Credits<br />

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