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Conversion Rate Optimisation
Simon Melaniphy
MD, Refreshed Media
Why Invest 30 Minutes Today?
“Improve your website’s sales or enquiries without
attracting any more visitors”
1. 60 second...
About Me & Refreshed Media
Founding Director in 2003
Hands on digital marketing consultancy, web design, SEO, PPC
Today Re...
We’ve worked with clients from…We’ve worked with clients from…
Website Conversion Definition
“A desired action taken by a website visitor”
Types of conversion?
•E-commerce sale
•Complet...
What Is A Conversion Rate?
Goal achievements
________________________ x 100
Website visitors
e.g. 200 conversions
________...
Return On Investment
Example, if a conversion = a sale @ £100 & PPC average CPC of 50p
Monthly Investment Visits Conversio...
What Conversion Rate Should I Expect?
•Varies significantly
•E-commerce sales = 0.5% to 8%
•B2C typically 1% to 2%, best i...
Conversion Rate Optimisation
“39% of companies are
dissatisfied with their
website conversion rate”
Econsultancy, 2010
What is CRO?
e process of measuring, understanding and adapting your website in
der to better suit visitor needs and in or...
CRO Process
Research & Analysis
Google Analytics
Free, well featured, supported
Get the measurement culture!
• Where is your traffic coming from?
• What t...
Google Analytics – Tracking Goals
•All forms
•E-commerce
•Track basket values and product names
•‘Soft’ goals
•Positive us...
Google Analytics – Tracking Goals
•Funnels
•Monitor visitor activity from point A to point B
•E.g. Through the checkout pr...
GA – Segmentation
“Almost all data in aggregate is useless” - Avinash Kaushik
•GA much more valuable analysing in segments...
GA – Custom Variables
Define additional segments to apply to visitors
•E.g. Taylor Wimpey Introduced new incentive pages &...
GA – Other Analysis
Every time you
implement something
new on your site, ask
how the effectiveness
can be measured
Tracking the Whole Click Journey
Click Date / Time Source
1 06/04/2010 – 18:32 Email Campaign
2 07/04/2010 – 18:48 Google ...
Multi-touch conversion attribution
Understand more about your visitors:
• How many clicks on average does it take for a vi...
Heatmaps
Scroll Analysis
Are visitors reaching the bottom of your pages?
Usability Testing – Your Site
• Understanding the WHY behind the WHAT
• Select users from your target market:
• Focus Grou...
Usability Testing – The Market
• Ask users to execute the same
tasks on key competitor sites
• Ask users to perform search...
Ideas & Solutions
Solutions Priorities
Create a list of conversion improvement ideas, and priorities in order of
importance:
Issue Solution ...
Prepare for testing
• Pages will typically need 5,000 unique
visitors in order to have a large enough
sample.
• Test one s...
Testing
Conversion Rate Optimisation– Split Testing
• One of these designs gained 25% more conversions that the other – which was ...
Split A/B Testing
V
Serving up 2 or more different versions of a page live.
Multivariate Testing
Dividing the page into sections, and testing alternatives within those sections.
Different sized
imag...
CRO: Multivariate Testing
• 9 different versions of this page section...
• A massive 300% difference in conversion results...
Case Study: Natural Training
Version 2 = 60% more likely to click, 40% more likely to convert!
• Through GA & user tests i...
Case Study: National Express
The winning version increase conversion rates by 14%!
Testing Principles
• A test is only as good as the analysis & research
• Don’t just test the design of calls-to-action if ...
Content Strategy
Content Strategy
“In 2011, content strategy will cause a
bigger buzz than social media.”
opening speaker at this year's Co...
Content Strategy
• Think about how you engage your website visitor:
– Video
• product reviews / demonstrations
• Distribut...
Content Strategy
– Social Media
• Twitter, LinkedIn or Facebook to:
– Drive content
– Stimulate conversation
– Engagement ...
Review & Implementation
Implementing winning variations
• Continue to monitor the success of the implementation
• Report back to other stakeholder...
It’s a cycle!
• Whilst implementing the first test, start thinking about the next test
• Continually add to the solutions ...
Action Points
What Next? Objectives
• Set Objectives:
• Increase conversion rate
from 1.5% to 2.5% within 1
year
• Implement at least 4 ...
What Next? Strategy
Conversion Checklist:
Research / Analysis Done? Testing Done?
Setup / Configure Google Analytics Decid...
What Next? Accountability
Give someone in the
organisation
responsibility for
managing the website’s
conversion rate
Any Questions?
simon@refreshedmedia.com
01202 414101
www.refreshedmedia.com
Download a copy from slideshare.net/refreshedm...
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More Sales From Your Website: Increasing The Conversion Rate

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Published on

Refreshed Media Managing Director Simon Melaniphy presented this powerpoint in a 30 minute session to CIM members of the Solent branch at Winchester on 27/10/10.

It explains about website conversions and how to improve them through use of Google analytics and various forms of testing.

Case studies included and even touches on content strategy.

Published in: Business, Technology

More Sales From Your Website: Increasing The Conversion Rate

  1. 1. Conversion Rate Optimisation Simon Melaniphy MD, Refreshed Media
  2. 2. Why Invest 30 Minutes Today? “Improve your website’s sales or enquiries without attracting any more visitors” 1. 60 seconds on my credentials 2. What is a Conversion & Conversion Rate Optimisation (CRO)? 3. How to research and analyse website activity. 4. Testing ideas on your website. 5. Case studies (including one who increased enquiries 3 fold!) 6. Action points.
  3. 3. About Me & Refreshed Media Founding Director in 2003 Hands on digital marketing consultancy, web design, SEO, PPC Today Refreshed is a full service digital specialist • Multi-award winning • Part of the £25m Emerge Group Focused on traffic generation and lead & sales conversion • Google Adwords Certified Partner • Test and measure to improve your website conversion rate • Google Analytics qualified consultancy
  4. 4. We’ve worked with clients from…We’ve worked with clients from…
  5. 5. Website Conversion Definition “A desired action taken by a website visitor” Types of conversion? •E-commerce sale •Completed enquiry form •Newsletter signup •Software download •Membership signup •Free trial signup
  6. 6. What Is A Conversion Rate? Goal achievements ________________________ x 100 Website visitors e.g. 200 conversions _______________ = 2% conversion rate 10,000 visitors
  7. 7. Return On Investment Example, if a conversion = a sale @ £100 & PPC average CPC of 50p Monthly Investment Visits Conversions Conv. Rate Revenue Search Engine Marketing £15,000 30,000 450 1.50% £45,000 Option 1 = Increase SEM Investment (£2k): Monthly Investment Visits Conversions Conv. Rate Revenue Search Engine Marketing £17,000 34,000 510 1.50% £51,000 Option 2 = Invest in CRO Monthly Investment Visits Conversions Conv. Rate Revenue Search Engine Marketing £15,000 30000 750 2.50% £75,000 Conversion Rate Optimisation £2,000
  8. 8. What Conversion Rate Should I Expect? •Varies significantly •E-commerce sales = 0.5% to 8% •B2C typically 1% to 2%, best in class = 5% •Retail financial services typically 1% to 2% •Free subscriptions to paid subscribers = 1% to 7% Stats courtesy of Fireclick.com •What do you NEED it to be to generate a positive ROI? •Who is aware of their conversion rate? •Who thinks it could improve?
  9. 9. Conversion Rate Optimisation “39% of companies are dissatisfied with their website conversion rate” Econsultancy, 2010
  10. 10. What is CRO? e process of measuring, understanding and adapting your website in der to better suit visitor needs and in order to achieve website objectives. Visits CRO: Analysis, Measurement, Testing More conversions / sales / leads
  11. 11. CRO Process
  12. 12. Research & Analysis
  13. 13. Google Analytics Free, well featured, supported Get the measurement culture! • Where is your traffic coming from? • What traffic is productive? • What is happening on your website?
  14. 14. Google Analytics – Tracking Goals •All forms •E-commerce •Track basket values and product names •‘Soft’ goals •Positive user experience but no £ or data capture •Particularly if low converting site to get more data •e.g. free brochure downloads & key button clicks
  15. 15. Google Analytics – Tracking Goals •Funnels •Monitor visitor activity from point A to point B •E.g. Through the checkout process or even for 1-stage forms •Useful for: •Reducing redundant steps people take towards the goal •Finding the exit points in the site •Identifying if not enough info on a page so user has to click elsewhere •Testing alternate page versions
  16. 16. GA – Segmentation “Almost all data in aggregate is useless” - Avinash Kaushik •GA much more valuable analysing in segments •E.g. find most popular pages for a particular group, e.g. converting visitors •Easy to implement – top right on GA reports •Create your own segments •e.g. visits with an average order value of greater than £80
  17. 17. GA – Custom Variables Define additional segments to apply to visitors •E.g. Taylor Wimpey Introduced new incentive pages & drove traffic •Would these affect the conversion rate? •Custom Variables put these visitors into their own segment •YES •30% more likely to enquire •40% more likely to download a brochure
  18. 18. GA – Other Analysis Every time you implement something new on your site, ask how the effectiveness can be measured
  19. 19. Tracking the Whole Click Journey Click Date / Time Source 1 06/04/2010 – 18:32 Email Campaign 2 07/04/2010 – 18:48 Google Adwords – “new homes Winchester” 3 08/04/2010 – 19:20 Banner advertisement 4 10/04/2010 – 12:02 Google.co.uk (organic) – “Taylor Wimpey” 5 11/04/2010 – 13:31 Direct Enquiry submitted on the 5th visit – 5 days and 5 clicks after the original visit But which traffic source is responsible for generating the conversion? • First Click? • Last Click? Average clicks before conversion = 3.3 Example for house builder Taylor Wimpey
  20. 20. Multi-touch conversion attribution Understand more about your visitors: • How many clicks on average does it take for a visitor to convert? • How long from first visit, does it take for a visitor to convert? • What time of day / week / month / year are first click conversion journeys starting? • When do I need to appear for research keywords (e.g. “new homes”)? • When do I need to appear for transactional keywords? • When really is the best time of day / week / month to send an email? • How do first click visits differ from last click visits on the site?
  21. 21. Heatmaps
  22. 22. Scroll Analysis Are visitors reaching the bottom of your pages?
  23. 23. Usability Testing – Your Site • Understanding the WHY behind the WHAT • Select users from your target market: • Focus Groups • 1-2-1 User Experience Test • Set specific tasks – listen and interpret
  24. 24. Usability Testing – The Market • Ask users to execute the same tasks on key competitor sites • Ask users to perform searches for your products and services • 5-6 users can uncover 85% of usability issues
  25. 25. Ideas & Solutions
  26. 26. Solutions Priorities Create a list of conversion improvement ideas, and priorities in order of importance: Issue Solution Priority How Measured Visitor dropping off from stage 4 of the conversion process. Reduce the size of the form High % form abandonment / % stage completion Low conversion rate for Product X Change the position of the call-to-action Medium Goal conversion rate / % of visitors who click through to form Home page top image taking up too much real estate Reduce image depth and promote search function above the fold Medium Bounce rate / pages per visit / time on site / conversion rate Logo does not link to the home page Insert link Low Bounce rate / exit rate
  27. 27. Prepare for testing • Pages will typically need 5,000 unique visitors in order to have a large enough sample. • Test one solution at a time! • Ease of implementation may dictate which tests are conducted first
  28. 28. Testing
  29. 29. Conversion Rate Optimisation– Split Testing • One of these designs gained 25% more conversions that the other – which was it??
  30. 30. Split A/B Testing V Serving up 2 or more different versions of a page live.
  31. 31. Multivariate Testing Dividing the page into sections, and testing alternatives within those sections. Different sized images Different designs and wording for calls to action Different designs and wording for calls to action
  32. 32. CRO: Multivariate Testing • 9 different versions of this page section... • A massive 300% difference in conversion results 3 different colour tab versions 3 different text versions = 9 different page versions
  33. 33. Case Study: Natural Training Version 2 = 60% more likely to click, 40% more likely to convert! • Through GA & user tests identified page which converting visitors usually visited •Struggled to find call to action •Tested positioning, designs and language
  34. 34. Case Study: National Express The winning version increase conversion rates by 14%!
  35. 35. Testing Principles • A test is only as good as the analysis & research • Don’t just test the design of calls-to-action if they are not going to make a big impact to site performance. • Give the test a chance to reach a conclusion • Don’t be disheartened if tests are inconclusive: • Go back and find out why (more analysis, more user tests) • Don’t be disheartened if the originals outperform the alternatives / solutions • Better to analyse, test and measure than to not bother.
  36. 36. Content Strategy
  37. 37. Content Strategy “In 2011, content strategy will cause a bigger buzz than social media.” opening speaker at this year's Content Strategy Forum in Paris
  38. 38. Content Strategy • Think about how you engage your website visitor: – Video • product reviews / demonstrations • Distribute via YouTube and other video sites – Animations • Explain difficult concepts – Client testimonials (text / video) – Personalise or segment content – User generated content • Forums • Reviews – Expert Content • Blog • Articles (distribution)
  39. 39. Content Strategy – Social Media • Twitter, LinkedIn or Facebook to: – Drive content – Stimulate conversation – Engagement can enhance conversion rate
  40. 40. Review & Implementation
  41. 41. Implementing winning variations • Continue to monitor the success of the implementation • Report back to other stakeholders • Timestamp / Annotate the implementation • Useful when reviewing in future or for other staff
  42. 42. It’s a cycle! • Whilst implementing the first test, start thinking about the next test • Continually add to the solutions list
  43. 43. Action Points
  44. 44. What Next? Objectives • Set Objectives: • Increase conversion rate from 1.5% to 2.5% within 1 year • Implement at least 4 tests within the next year
  45. 45. What Next? Strategy Conversion Checklist: Research / Analysis Done? Testing Done? Setup / Configure Google Analytics Decide on split or mutlivariate test Implement Heatmaps / Scrollmaps Implement heatmaps on variations Usability Tests Ensure variations can be tracked in GA Brainstorm ideas with sales team Take screenshots of variations Ideas & Solutions Done? Review Done? Create list of issues / problems Analyse the results Brainstorm how to overcome them Implement the winner Prioritise the actions / tests Annotate Google Analytics Agree how to monitor tests Start next test process
  46. 46. What Next? Accountability Give someone in the organisation responsibility for managing the website’s conversion rate
  47. 47. Any Questions? simon@refreshedmedia.com 01202 414101 www.refreshedmedia.com Download a copy from slideshare.net/refreshedmedia

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