Website Conversion <ul><li>How to maximise your website! </li></ul>
What is conversion? <ul><ul><li>Getting a website visitor to complete a certain task </li></ul></ul><ul><ul><li>All compan...
Why do we care about conversion? <ul><ul><li>$$ </li></ul></ul><ul><ul><li>Increase Conversion rate from 2% -> 4% = 100% i...
Why don’t people convert? <ul><ul><li>Only “researching” </li></ul></ul><ul><ul><li>Don’t trust you </li></ul></ul><ul><ul...
Conversion <ul><ul><li>Willing and Able = Persuasion and Usability </li></ul></ul>
Willing  and   Able <ul><ul><li>Persuasion </li></ul></ul><ul><ul><li>Convincing people </li></ul></ul><ul><ul><li>Underst...
“Persuasion Architecture” <ul><ul><li>Conceptualised from the customer perspective </li></ul></ul><ul><ul><li>There is no ...
Willing and  Able <ul><li>Usability </li></ul><ul><li>Sign Up Forms </li></ul><ul><li>Making it easy to use </li></ul>
Best Practices <ul><li>Obvious call to action </li></ul><ul><li>Reduce the clutter </li></ul><ul><li>Write compelling copy...
 
 
Now that we have learnt the best practices we are finished right?
Wrong!
Optimising Conversion! <ul><li>No two businesses are the same </li></ul><ul><li>Its impossible to guess what is going to w...
Testing <ul><li>Types of Testing </li></ul><ul><ul><li>A/B Testing </li></ul></ul><ul><ul><li>Multivariate </li></ul></ul>...
Test Everything
Examples
1. Free  Trial 2. Sign-up for a free trial 3. BUY NOW!!!!!!! 4. See Plans and Pricing
200% Increase in Conversions!
 
 
 
 
Improvement of 40.6% over the control,  An additional 2.8M email address on avg donating $21 each
whichtestwon.com
Conversion Summary <ul><li>Willing and Able </li></ul><ul><li>Every visitor to your website is an opportunity. </li></ul><...
Thanks. Simon N. Reynolds @ simonnreynolds simonreynolds. com.au
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Conversion Optimisation: How to Maximise Your Website

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Presentation on Conversion Optimisation, How to maximise your website. Why spend thousands on increasing your traffic when small changes can increase your revenue dramatically.

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Conversion Optimisation: How to Maximise Your Website

  1. 1. Website Conversion <ul><li>How to maximise your website! </li></ul>
  2. 2. What is conversion? <ul><ul><li>Getting a website visitor to complete a certain task </li></ul></ul><ul><ul><li>All companies have a definition of success </li></ul></ul><ul><ul><li>Different for a Retailer, Blog, News Site etc </li></ul></ul><ul><ul><li>Soft Conversions </li></ul></ul>
  3. 3. Why do we care about conversion? <ul><ul><li>$$ </li></ul></ul><ul><ul><li>Increase Conversion rate from 2% -> 4% = 100% increase in conversion </li></ul></ul><ul><ul><li>100% increase in conversion = 100% increase in revenue. </li></ul></ul><ul><ul><li>Its much easier to double your business by doubling your conversion rate than by doubling your traffic. </li></ul></ul>
  4. 4. Why don’t people convert? <ul><ul><li>Only “researching” </li></ul></ul><ul><ul><li>Don’t trust you </li></ul></ul><ul><ul><li>Don’t need your product/service </li></ul></ul><ul><ul><li>Don’t understand you </li></ul></ul><ul><ul><li>All objections haven’t been overcome </li></ul></ul><ul><ul><li>Too much risk </li></ul></ul><ul><ul><li>They got bored </li></ul></ul><ul><ul><li>They liked your competitor </li></ul></ul>
  5. 5. Conversion <ul><ul><li>Willing and Able = Persuasion and Usability </li></ul></ul>
  6. 6. Willing and Able <ul><ul><li>Persuasion </li></ul></ul><ul><ul><li>Convincing people </li></ul></ul><ul><ul><li>Understanding consumer behaviour </li></ul></ul><ul><ul><li>Generating demand </li></ul></ul>
  7. 7. “Persuasion Architecture” <ul><ul><li>Conceptualised from the customer perspective </li></ul></ul><ul><ul><li>There is no average user </li></ul></ul><ul><ul><ul><li>Personas </li></ul></ul></ul><ul><ul><ul><ul><li>Competitive </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Spontaneous </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Humanistic </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Methodical </li></ul></ul></ul></ul>
  8. 8. Willing and Able <ul><li>Usability </li></ul><ul><li>Sign Up Forms </li></ul><ul><li>Making it easy to use </li></ul>
  9. 9. Best Practices <ul><li>Obvious call to action </li></ul><ul><li>Reduce the clutter </li></ul><ul><li>Write compelling copy </li></ul><ul><li>Be credible </li></ul><ul><li>Meet expectations </li></ul>
  10. 12. Now that we have learnt the best practices we are finished right?
  11. 13. Wrong!
  12. 14. Optimising Conversion! <ul><li>No two businesses are the same </li></ul><ul><li>Its impossible to guess what is going to work for your customers </li></ul><ul><li>testing is king.. you hypothesise but then test.. You will ALWAYS be surprised </li></ul><ul><li>Don’t let it hurt your ego when you get it wrong </li></ul>
  13. 15. Testing <ul><li>Types of Testing </li></ul><ul><ul><li>A/B Testing </li></ul></ul><ul><ul><li>Multivariate </li></ul></ul><ul><li>What do we test? </li></ul><ul><ul><li>Design, Headlines, Buttons, Colours etc </li></ul></ul>
  14. 16. Test Everything
  15. 17. Examples
  16. 18. 1. Free Trial 2. Sign-up for a free trial 3. BUY NOW!!!!!!! 4. See Plans and Pricing
  17. 19. 200% Increase in Conversions!
  18. 24. Improvement of 40.6% over the control, An additional 2.8M email address on avg donating $21 each
  19. 25. whichtestwon.com
  20. 26. Conversion Summary <ul><li>Willing and Able </li></ul><ul><li>Every visitor to your website is an opportunity. </li></ul><ul><li>Use best practices to create the control </li></ul><ul><li>Question assumptions </li></ul><ul><li>Hypothesise and Test </li></ul><ul><li>Listen to the results! </li></ul>
  21. 27. Thanks. Simon N. Reynolds @ simonnreynolds simonreynolds. com.au

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