Masterclass on Generating More Leads & Sales from Your Website
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This document summarizes a presentation about generating more leads and sales from a website. It discusses evaluating website effectiveness, understanding website visitors through analytics and testing, and improving key areas like calls to action and online forms. It also provides an example test where changing the location of an inquiry form increased conversions. The presentation emphasizes measuring website goals, segmenting visitor types, and continuously testing and improving based on data.
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Masterclass on Generating More Leads & Sales from Your Website
- 1. Masterclass “Generating More Leads & More Sales from Your Website” by Paul Rouke User Experience Director at PRWD SAMPLE SLIDES
- 4. PRWD clients
- 5. Setting the scene - What makes a good website?
- 7. Clear primary navigation Clear proposition Prominent call to action Credibility enhancement Visual stimulus
- 9. Which form will visitors most use?
- 11. Understanding visitors Measuring performance Testing & improving
- 13. What do visitors do on my website? Determine what are the key website goals you want to monitor Get your IT person or web developer to set these up so you can track ‘conversions’ With Google Analytics you need to: Very useful links on using Google Analytics http://www.google.co.uk/support/googleanalytics/ http://www.google.com/support/conversionuniversity/?hl=en
- 15. Understanding visitors Measuring performance Testing & improving
- 17. Step 1 - Analytics There are other options but this is what we recommend for SME’s
- 18. Step 3 – Determine your key goals Make an online enquiry Download a document Make an application Make a subscription Make a purchase
- 20. TIP – don’t treat every visitor the same No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information
- 21. Understanding visitors Measuring performance Testing & improving
- 23. Best practice tips if you sell online
- 24. v Clarity of Primary Call to Action
- 25. Testing and improving – A case study “Test location of enquiry form to determine which version visitors complete more”
- 26. Stage 1 – Decide what to test
- 27. Stage 2 – Run the test
- 28. Which test won? Original Test version A
- 29. How can different calls to action affect conversion rates?
- 31. Thankyou for coming along to “Generating More Leads & More Sales from Your Website” by Paul Rouke Office: 0161 918 6729 Mobile: 07739 745 126 Web: www.prwd.co.uk Blog: www.paulrouke.co.uk Email: [email_address]
Editor's Notes
- For example, User Interface Engineering tested how online shoppers bought hiking boots from the REI and L.L. Bean sites. The firm found that although the boots were nearly identical, REI easily outsold its competitor. The difference: REI featured a photo that showed the sole of the hiking boot, while L.L. Bean did not. "This example shows that you have to know what the customer wants," Spool said. "It's crucial to know how they're shopping at your site and what they want."