การปรับแต่งเว็บไซต์เพื่อเพิ่มยอดขาย

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โดย คุณธนิต บดีศร กรรมการผู้จัดการบริษัทบลูเฮาส์ ทราเวล จำกัด จากเอกสารประกอบการอบรม Digital Marketing เมื่อวันที่ 26-27 กรกฎาคม 2554 ณ โรงแรม FX Resort Chaweng จังหวัดสุราษฎร์ธานี

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การปรับแต่งเว็บไซต์เพื่อเพิ่มยอดขาย

  1. 1. CONVERSION RATE OPTIMIZATIONMonday, January 23, 2012
  2. 2. What is CRO?Monday, January 23, 2012
  3. 3. Standard Conversion Standard conversion rate is 3.1%Monday, January 23, 2012
  4. 4. Theory -­‐  Credibility-­‐based  design -­‐  Easy  Naviga3on -­‐  Logo  Credibility -­‐  Memorable  Slogan -­‐  Benefit-­‐oriented  headline -­‐  Best  content  placement -­‐  Call  to  ac3on -­‐  Benefit-­‐oriented  contentMonday, January 23, 2012
  5. 5. Theory - Website must have USP (Unique Selling Proposition) - Custom language focus - Security logo - Social proof - Scarcity Wording - Hero Shot - Interactive to engage the customerMonday, January 23, 2012
  6. 6. Credibility-based Design -­‐  Fast    load  3me  less  than  4  sec. -­‐  Mistake  Free    both  program  error  and  content  error -­‐  ACrac3ve    professional  designMonday, January 23, 2012
  7. 7. Professional DesignMonday, January 23, 2012
  8. 8. Make Website easy to Navigate -­‐  Use  navigator  bar -­‐  Prefer  tab  naviga3on  appear  on  leG,  that  user  look  first -­‐  Longer  link  beCer  than  shorter  link  (event  buCon)    “submit”  or  “click  here  to  receive  free  PDF” -­‐  Use  site  map -­‐  Dont  use  company  or  group  jargonMonday, January 23, 2012
  9. 9. Optimize the credibility of your logo -­‐  Be-­‐credibility  base  as  innova3on,  expert -­‐  Use  a  symbol  over  or  next  to  or  to  the  leG  of          company  name -­‐  Have  graphical  symbol  work  with  name expedia.com 1800flowers.com amazon.com booking.comMonday, January 23, 2012
  10. 10. Write memorable Slogan -­‐  Biggest  benefit    Fast  Delivery,  Lowest  Cost,  Higher  Quality,Fast               Response  Time,  Mul3ple  Product  and  service -­‐  Are  simple -­‐  Use  ac3ve  voice,  with  adverb  near  the  verb  for                 more  impact -­‐  Differen3ate  your  brandMonday, January 23, 2012
  11. 11. Use benefit oriented Headline -­‐  Short,  punchy,  summaries  of  important  topics -­‐  “Save  Time  and  Energy” -­‐  Use  passive  voice -­‐  Op3mum  link  length  is  7  to  12  words -­‐  Omit  ar3cles  and  quan3fiers  (a,  and,  the) -­‐  Arouse  curiosity  as  “How  to  increase  Your                     landing  page  Conversion  Rates  by  50%  to                     2005”Monday, January 23, 2012
  12. 12. Give important content on the best placement -­‐  User  look  first  at  top  leG  and  scan  to  right  the          to   lest  in  an  F  shape -­‐  The  right  side  of  the  screen  work  well  for                         tes3monial,  call  to  ac3on  and  sign  up  formMonday, January 23, 2012
  13. 13. Call to action -­‐  Call  to  ac3on  is  text,  text  link  or  text  on  buCon -­‐  Use  benefit  word  for  call  to  ac3onMonday, January 23, 2012
  14. 14. Monday, January 23, 2012
  15. 15. Benefit oriented content -­‐  Use  your  copy  with  benefit  avoid  feature-­‐                         oriented -­‐  Offer  value-­‐oriented  contents  as  the  default               view  and  make  tab  or  link  for  more  info  as                     spec  and  feature -­‐  Write  for  scan  not  for  readMonday, January 23, 2012
  16. 16. USP (Unique Selling Proposition) -­‐  Differen3ate  your  brand  from  compe3tor -­‐  Posi3on  of  your  company  as  “Best  choice  of               market” -­‐  Clearly  for  your  customers  unique  needsMonday, January 23, 2012
  17. 17. Step1 use biggest benefit -­‐  Instant  confirm -­‐  Lowest  rate -­‐  No  deposit -­‐  No  cancella3on  fee -­‐  Customer  reward  program -­‐  Mul3ple  packagesMonday, January 23, 2012
  18. 18. Step2 Be Unique -­‐  Your  company  as  the  most  logical  choice,  and         make  product  or  services  the  “must  have” -­‐  Offer  your  product  benefit  not  your  product               specMonday, January 23, 2012
  19. 19. Step3 Solve an industry “pain point” or “performance gap” -­‐  Iden3ty  which  needs  are  going  unfulfilled  in               your    industry    Late  Check-­‐out    Early  Check-­‐in    Free  Transfer    Free  Minibar    Free  Cancella3onMonday, January 23, 2012
  20. 20. Step4 be specific and proof -­‐  Example  “Youll  lost  10  kg.  In  60  days  or  your           money  back!”Monday, January 23, 2012
  21. 21. Step5 Integrate your USP in to website and all marketing material -­‐  Adver3se -­‐  Business  card,  brochures,  fryers  and  signs -­‐  Voucher,  email  Monday, January 23, 2012
  22. 22. Step6 delivery on your USPs promise -­‐  Do  everything  that  you  promiseMonday, January 23, 2012
  23. 23. Custom language focus Agoda.co.th   Booking.com  in  thaiMonday, January 23, 2012
  24. 24. Security Logo -­‐  Destroy  fear  factor  as  “Hacker”  use  trust                           informa3on  likeMonday, January 23, 2012
  25. 25. Social Proof -­‐  Customer  think  “what  other  people  think  is                 correct” -­‐  Good  tes3monial  and  review -­‐  Example    Best  Seller    Customer  who  bought  this  product  also                         bought...Monday, January 23, 2012
  26. 26. Social ProofMonday, January 23, 2012
  27. 27. Scarcity wording -­‐  Limited  3me  offer  for  this  promo3on -­‐  Only  2  rooms  leG  for  this  price -­‐  Hurry!  Limited  availabilityMonday, January 23, 2012
  28. 28. Scarcity wordingMonday, January 23, 2012
  29. 29. Use illustrative product and service images “Hero Shot” -­‐  Show  aCrac3ve  people  in  uniforms  who  process  and         answering  the  ques3on -­‐  Place  your  picture  of  staff  on  your  “About  Us”  page,             show  that  your  staff  is  real -­‐  Use  high  quality  image -­‐  Dont  use  clip  art  not  relate  to  the  product -­‐  Posi3on  descrip3ve  text  right  of  your  productMonday, January 23, 2012
  30. 30. Interactive elements to engage users -­‐  Live  chat -­‐  Forum -­‐  Feedback  form -­‐  Adding  video  or  flash  movie  will  improve                           conversion -­‐  Adding  a  video  spoken  person  increase  the                 conversion  rate  to  discoverystroe.com  by  78%Monday, January 23, 2012
  31. 31. Case study of sunshine.co.ukMonday, January 23, 2012
  32. 32. Over all of sunshine.co.uk -­‐  Online  travel  agent  in  UK  offer  cheap  holiday -­‐  Use  six  month  in  CRO  process,  their                                       conversion  rate  almost  double -­‐  Before  CRO  revenue  was  850  million  baht  a               year -­‐  AGer  CRO  revenue  go  to  1,550  million  baht  a           yearMonday, January 23, 2012
  33. 33. What they did? -­‐  Try  to  make  survey -­‐  Give  customers  an  incen3ve  to  fill  out  the                      survey -­‐  The  covering  email  just  important  as  the                          survey   and  incen3ve -­‐  Usability  tes3ng -­‐  Know  your  analy3c -­‐  Split  Tes3ngMonday, January 23, 2012
  34. 34. Take a survey                  If  you  s3ck  to  mul3ple-­‐choice  ques3ons,  its   easier  to  process  the  data  for  hundreds  or   thousand  of  customers.  However,  it  wont  be   anywhere  near  valuable  as  if  you  asked   ques3ons  with  open  text  field  responseMonday, January 23, 2012
  35. 35. Give customers an incentive to fill out the survey              The  more  people  complete  your  surveys,  the   more  valuable  theyll  be.  Sunshine.co.uk   decided  to  offer  everyone  who  fill  out  the   survey  the  chance  to  win  the  cost  of  their  last   holiday  which  could  be  as  much  as  several   100,000  baht.  This  investment  paid  off  quickly   when  we  started  to  implement  and  test  the   ideas  generated  by  the  surveys  feed  back.Monday, January 23, 2012
  36. 36. The covering email is important -­‐  In  the  subject  line,  emphasize  the  benefit  to  customer,          Thats   why  we  use  “Get  your  holiday  free”  instead  of                “Can  you  fill   out  our  survey?” -­‐  Sell  the  survey  like  youd  sell  your  product  or  services.        So  we   emphasized  that  it  was  easy  to  fill  out  (“it  only                takes  about   3  minutes”)  and  added  the  incen3ve  (“win          back  the  cost  of   your  last  holiday”). -­‐  Email  should  be  personal.  The  more  personal  the                        email,   the  more  likely  people  to  response.  That  why  we        include  the   customers  name  in  the  email,  as  well  as                signing  it  from  a   personal,  rather  than  from  a  nameless        marke3ng   department.  We  emphasized  this  further  by            including  a   photo  of  sunshine.co.uks  MD  (and  Pluto).Monday, January 23, 2012
  37. 37. Sample EmailMonday, January 23, 2012
  38. 38. Usability testing -­‐  Start  usability  tes3ng  quickly  and  easily  with               remote  tester  from  usertes3ng.com  and                           whatuserdo.com -­‐  Dont  just  test  your  site,  test  your  compe3tor           too -­‐  Do  oGen,  test  on  every  major  redesign  of  the           homepage,  resort  and  hotel  page -­‐  Do  it  nowMonday, January 23, 2012
  39. 39. Know your analytic -­‐  Google  analy3c  or  other  log  analy3c  soGware -­‐  Crazyegg.com -­‐  Clicktale.comMonday, January 23, 2012
  40. 40. Split testingMonday, January 23, 2012
  41. 41. What we changed? Make  it  clear  why  you  rockMonday, January 23, 2012
  42. 42. Misunderstanding            We  discovered  that  visitor  was  oGen   confusion  over  the  prices.  Visitors  werent  sure   if  the  figures  were  per  person,  per  night  or   whether  flights  and  hotels  were  include.   Be  clarifying  the  pricing  and  what  it  include,   we  increase  the  conversion  rate  by  19%,   adding  200  million  baht  a  yearMonday, January 23, 2012
  43. 43. Miss understandMonday, January 23, 2012
  44. 44. Result -­‐  Revenue  increase  from  850  million  baht  to                   1,550  baht  a  year -­‐  Our  affiliate  partner  could  double  their                                 commission -­‐  PPC  offered  hug  poten3al  for  growthMonday, January 23, 2012
  45. 45. CRO Tool -­‐  Google  analy3c - Crazy egg -­‐  Google  web  op3mizer - Click tale -­‐  Survey  Monkey - User testing -­‐  Kiss  insight - What user doMonday, January 23, 2012
  46. 46. Goolge Analytic hCp://www.google.com/analy3cs/Monday, January 23, 2012
  47. 47. Survey Monkey hCp://www.surveymonkey.com/Monday, January 23, 2012
  48. 48. Kiss insight hCp://www.kissinsights.com/Monday, January 23, 2012
  49. 49. Crazy egg hCp://crazyegg.com/Monday, January 23, 2012
  50. 50. Clicktale hCp://www.clicktale.com/Monday, January 23, 2012
  51. 51. User testing hCp://www.usertes3ng.com/Monday, January 23, 2012
  52. 52. What  user  do hCp://www.whatusersdo.com/Monday, January 23, 2012
  53. 53. CRO Tips -­‐  Listen  to  the  customer -­‐  Test  everything  and  oGenMonday, January 23, 2012

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