Jereme Wong, COO of clickTRUE (a Google Analytics Certified Partner), walks through 2 case studies of how content testing led to increased conversions for websites. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

1. Designing For
Conversions
Jereme Wong
Chief Operating Officer, clickTRUE
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz

2. We
are
an
online
consul-ng
firm,
that
help
brand
owners
Strategise,
Design
and
Build
cap-va-ng
experiences
for
the
Web.
Google Confidential and Proprietary
à
www.clicktrue.biz

3. Agenda
1 The Importance Of Landing Page Design
2 2 Great Tips To Improve Conversions
3 Case Studies (SOMA, 701Panduan.com)
4 Let s Practice!
Google Confidential and Proprietary 3

4. The Importance Of
Background
Landing Page Design
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

5. Landing Page Design Matters!
• A mere 2-3 secs to
retain them
• First impression can be
the difference of
making and losing
money
Google Confidential and Proprietary 5

6. 2 Great Tips
Background
(with case studies)
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

7. Google Confidential and Proprietary 7

8. Google Confidential and Proprietary 8

9. Google Confidential and Proprietary

10. Google Analytics Insight on SOMA
§ Visitors were browsing around site with
only 3.7% landing on GOAL page
§ However, there were hardly any
conversions
Google Confidential and Proprietary 10

11. Google Confidential and Proprietary

12. § Single landing page to focus visitors
§ 9.26% conversion rate!
Google Confidential and Proprietary

13. Google Confidential and Proprietary 13

14. 701Panduan.com
Google Confidential and Proprietary 14

15. 701Panduan.com Business Search
§ Top 10 search inquiries under Business Search contributes to 40% of
paid Business Listing traffic
Google Confidential and Proprietary

16. User Searching for Wedding Services
Wedding Package in KL
Pre-wedding & Actual Day
Latest concept
e-album
Studio in Kuala Lumpur
Google Confidential and Proprietary

17. Expectation of User
What I Click What I Get
Wedding Services
Wedding Error 404
Supplier/
Wedding (No mention of
Bridal Page Not
Wedding on
Services Found
page)
Names match. Names don’t match.
Comfort, Frustration, loss of trust.
trust, no thought
required.
Google Confidential and Proprietary

18. Typical Wedding Search
Google Confidential and Proprietary

19. Wedding Search Results
Google Confidential and Proprietary

20. Landing Page Analysis
Pre-wedding & Actual Day
Latest concept
e-album
Studio in Kuala Lumpur
There are no trigger words in search
results (users will not be able to
differentiate quickly the value proposition
between merchants)
§ Results do not contain trigger words
§ Location is irrelevant at this juncture.
§ Too many Call-To-Action buttons
Google Confidential and Proprietary

21. Relevant Content Hidden From User
Content that is highly
relevant to user is hidden a
click away under
“Business Info”
Pre-wedding & Actual Day
Latest concept
e-album
Studio in Kuala Lumpur
Google Confidential and Proprietary

22. Recommended Change
BEFORE
AFTER
Google Confidential and Proprietary

23. Conversions Up By 58%!
Google Confidential and Proprietary 23

24. Background
What’s Next?

25. Let s Practice!
1 Identify your conversion pages
2 Are your visitors distracted?
3 Review your promises
4 Survey your customers!
Google Confidential and Proprietary 25

26. THANK YOU
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz