How to maximize your website’s conversion rate

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#BrightonSEO @RiRiIchikawa
How to maximize your
website’s conversion rate
Slideshare.Net/RioIchikawa
@RiRiIchikawa
Rio Ich...

#BrightonSEO @RiRiIchikawa
What is
the key to
a successful CRO?
🔑

#BrightonSEO @RiRiIchikawa
when we talk about CRO
What color button...??
Appealing popups...??
How many buttons...??
20%
O...

#BrightonSEO @RiRiIchikawa
20%
OFF!
technique focused

#BrightonSEO @RiRiIchikawa
The key to a successful CRO
Eliminating
subjectivity

#BrightonSEO @RiRiIchikawa
case study

#BrightonSEO @RiRiIchikawa
Our service
site renewal

#BrightonSEO @RiRiIchikawa
what is
heatmap
tool?

#BrightonSEO @RiRiIchikawa
visualizes
site visitors’
behavior

#BrightonSEO @RiRiIchikawa
Read

#BrightonSEO @RiRiIchikawa
Scrolled

#BrightonSEO @RiRiIchikawa
Clicked

#BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
How I proceeded the renewal

#BrightonSEO @RiRiIchikawa
STEP1
Analyze

#BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Current issues

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
24,000px

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
24,000px
10,000px
Ours
Ahrefs

#BrightonSEO @RiRiIchikawa
Too Long
and key infos are cluttered

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
#BrightonSEO @RiRiIchikawa
read
heatmap

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
only
price
section
#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
only
price
section
#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
read
heatmap
most
ignored
#BrightonSEO @RiRiIchikawa

#BrightonSEO @RiRiIchikawa
Hard-to-read tiny texts
#BrightonSEO @RiRiIchikawa
32px
12px
too tiny!

#BrightonSEO @RiRiIchikawa
Outdated design
#BrightonSEO @RiRiIchikawa
Horrible
visibility

#BrightonSEO @RiRiIchikawa
Outdated design
#BrightonSEO @RiRiIchikawa
Weird
image ratio

#BrightonSEO @RiRiIchikawa
STEP2
Hypothesize

#BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

#BrightonSEO @RiRiIchikawa
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Current issues

#BrightonSEO @RiRiIchikawa
Hypothesize
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Clear and
organized c...

#BrightonSEO @RiRiIchikawa
STEP3
Strategize

#BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

#BrightonSEO @RiRiIchikawa
Strategize
Lengthy and cluttered
Hard-to-read tiny texts
Outdated design
Shorten and simplify
I...

#BrightonSEO @RiRiIchikawa
STEP4
Test

#BrightonSEO @RiRiIchikawa
Analyze
Hypothesize
1
2
Strategize
3
Test
4
Renewal process

#BrightonSEO @RiRiIchikawa
Renewed page

#BrightonSEO @RiRiIchikawa
Renewed page

#BrightonSEO @RiRiIchikawa
Huge size down
10,000px
24,000px
Renewed
Previous

#BrightonSEO @RiRiIchikawa
The main focus is...

#BrightonSEO @RiRiIchikawa
The main focus is...
Above the fold

#BrightonSEO @RiRiIchikawa
"Unlock Insights into Mobile User Behavior
with our Heatmap Tool"
Before

#BrightonSEO @RiRiIchikawa
After
" Analyze user behavior
with made in Japan heatmap tool "

#BrightonSEO @RiRiIchikawa
What we’ve changed
”Japan-made” for relief
The demo video
Added...

#BrightonSEO @RiRiIchikawa
Why we added the demo clip

#BrightonSEO @RiRiIchikawa
Why we added the demo clip
CVR
X25

#BrightonSEO @RiRiIchikawa
Just copied the technique

#BrightonSEO @RiRiIchikawa
After
Appealing relief + copying technique

#BrightonSEO @RiRiIchikawa
x 20 x 2.5 x 0.9
A B C
Guess the change

#BrightonSEO @RiRiIchikawa
CVR
X0.9
0.4 point decreased

#BrightonSEO @RiRiIchikawa
Why didn’t it work on us...??
Mieruca Heatmap
free heatmap
heatmap tools
main search queries

#BrightonSEO @RiRiIchikawa
Why didn’t it work on us...??
Mieruca Heatmap
free heatmap
heatmap tools
main search queries
Us...

#BrightonSEO @RiRiIchikawa
Put free sign-up form back

#BrightonSEO @RiRiIchikawa
After
Before

#BrightonSEO @RiRiIchikawa
Result
Compared on Google ppc
before
(July 2021)
after
(September 2021)
CVR 5.90% 6.62%
※since ...

#BrightonSEO @RiRiIchikawa
Takeaway
Do not blindly
copy techniques

#BrightonSEO @RiRiIchikawa
CVR started to drop
CVR

#BrightonSEO @RiRiIchikawa
CVR started to drop
CVR CVR
July 5.90% Oct 6.35%
Aug
Modified on 8/19
7.60% Nov 6.60%
Sep 6.62%...

#BrightonSEO @RiRiIchikawa
Re-modification

#BrightonSEO @RiRiIchikawa
Before
" Analyze user behavior
with made in Japan heatmap tool"

#BrightonSEO @RiRiIchikawa
Hypothesis
Hard to recognize who’s
service site?
Japan-made isn’t that
huge benefit?

#BrightonSEO @RiRiIchikawa
CVR CVR
July 6.28% Dec 6.63%
Aug
Modified on 8/19
8.02% Jan 8.17%
Sep 6.97% Feb 8.41%
Oct 6.96%...

#BrightonSEO @RiRiIchikawa
Summary

#BrightonSEO @RiRiIchikawa
The key to a successful CRO
Eliminating
subjectivity

#BrightonSEO @RiRiIchikawa
But how...??

#BrightonSEO @RiRiIchikawa
But how...??
Talk to your customer
Test, test, test!!!!

#BrightonSEO @RiRiIchikawa
Thank you!
Slideshare.Net/RioIchikawa
@RiRiIchikawa

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