SlideShare a Scribd company logo
Crafted
PRESENTATION
IS YOUR WEBSITE LOSING
YOU CUSTOMERS?
verb [ with obj. ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.
Introductions
Barnie Mills
Head of Design
Ian Miller
Search Director
40 digital experts spanning design, search and development
You’ve got traffic, now what?
Who are they,
and what are they here for?
Where are they from?
What traffic sources might a site have?
Where are they from?
What traffic sources might a site have?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct
How do they behave?
What attributes can you drill into?
How do they behave?
What attributes can you drill into?
Metrics - numbers Dimensions - things
Visits Landing page
Pageviews Keyword
Goal completion rate % Browser
Revenue Source
Bounce rate % Medium
Average time on site City
Don’t make assumptions
• What is “bounce rate”?
• Segment traffic
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
And now it’s over to you…
So what do you like?
• 2 sites you like
• Why?
What don’t you like?
• 2 sites you don’t like
• Why?
First impressions
First impressions count!
The average
time spent on
a webpage is
25
seconds
On average,
visitors only
read around
20%
of content
One in five
visitors leave
a site within
5
seconds
The 5 second rule…
Am I in the right place?
Do I trust you?
What do I do now?
Page load – we could have
failed before we’ve started
Every second loading =
0.65 increase in bounce rate!
The 5 second test
Conversion Rate Opimisation (CRO) introduction and how to guide
Questions
• What activities does this site cater for?
• What are 3 of the companies USPs?
What could be improved
Conversion Rate Opimisation (CRO) introduction and how to guide
Questions
• What service does the site offer?
• Why might you choose it over competitors?
What could be improved
Conversion Rate Opimisation (CRO) introduction and how to guide
Questions
• What industry is the site concerned with?
• Who is the site aimed at?
• What is its primary purpose?
What could be improved
Conversion Rate Opimisation (CRO) introduction and how to guide
Questions
• What does the company do?
• Who is the site aimed at?
• How could you find out more?
What could be improved
Ok ok, I’m interested, what now?
Calls to action (CTAs)
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Trust marks
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Social proof
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Linked in recommendation (Ian to find example)
40%
Increase in
conversion
There is no silver bullet…
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
Conversion Rate Opimisation (CRO) introduction and how to guide
The devil is in the detail!
abtests.com
The start of something beautiful
Who’s had a good
experience online?
• Where?
• Why?
Beyond 1st conversion
New vs Returning
Collecting data
Tools
Clicktale
Response Tap
Qualaroo
User testing & feedback
User testing & feedback
Test and test again!
Don’t forget good
old fashioned service!
Round up
Blind date
• Turn up on time
• Make a good first impression
• Build trust
• Give clear signals
• Remember once you’ve gained someone’s trust you can just as easily lose it!
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 344841
E.
Tom.gillman@crafted.co.uk
London Office
Clerkenwell Workshops,
27/31 Clerkenwell Close,
London, EC1R 0AT
T. +44 (0) 20 3393 3852
www.crafted.co.uk
Thank you

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