How to maximize your website’s conversion rate
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This document describes Rio Ichikawa's process for renewing the website of their CRO consulting company. They began by analyzing user behavior data using heatmaps, which showed the site was lengthy, cluttered, and had small text. They hypothesized that simplifying the content could increase conversions. Rio created a strategy to shorten and simplify content and unify the design. They tested a renewed page, but conversions initially dropped. Further testing showed the need to clearly communicate benefits rather than copying techniques. Continued refinement improved conversions over time by focusing on user needs rather than subjective opinions.
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How to maximize your website’s conversion rate
- 1. #BrightonSEO @RiRiIchikawa How to maximize your website’s conversion rate Slideshare.Net/RioIchikawa @RiRiIchikawa Rio Ichikawa Faber Company
- 2. #BrightonSEO @RiRiIchikawa What is the key to a successful CRO? 🔑
- 3. #BrightonSEO @RiRiIchikawa when we talk about CRO What color button...?? Appealing popups...?? How many buttons...?? 20% OFF!
- 5. #BrightonSEO @RiRiIchikawa The key to a successful CRO Eliminating subjectivity
- 7. #BrightonSEO @RiRiIchikawa Our service site renewal
- 13. #BrightonSEO @RiRiIchikawa Analyze Hypothesize 1 2 Strategize 3 Test 4 How I proceeded the renewal
- 19. #BrightonSEO @RiRiIchikawa Lengthy and cluttered Hard-to-read tiny texts Outdated design Current issues
- 20. #BrightonSEO @RiRiIchikawa Lengthy and cluttered 24,000px
- 21. #BrightonSEO @RiRiIchikawa Lengthy and cluttered 24,000px 10,000px Ours Ahrefs
- 22. #BrightonSEO @RiRiIchikawa Too Long and key infos are cluttered
- 23. #BrightonSEO @RiRiIchikawa Lengthy and cluttered #BrightonSEO @RiRiIchikawa read heatmap
- 24. #BrightonSEO @RiRiIchikawa Lengthy and cluttered read heatmap only price section #BrightonSEO @RiRiIchikawa
- 25. #BrightonSEO @RiRiIchikawa Lengthy and cluttered read heatmap only price section #BrightonSEO @RiRiIchikawa
- 26. #BrightonSEO @RiRiIchikawa Lengthy and cluttered read heatmap most ignored #BrightonSEO @RiRiIchikawa
- 27. #BrightonSEO @RiRiIchikawa Hard-to-read tiny texts #BrightonSEO @RiRiIchikawa 32px 12px too tiny!
- 28. #BrightonSEO @RiRiIchikawa Outdated design #BrightonSEO @RiRiIchikawa Horrible visibility
- 29. #BrightonSEO @RiRiIchikawa Outdated design #BrightonSEO @RiRiIchikawa Weird image ratio
- 32. #BrightonSEO @RiRiIchikawa Lengthy and cluttered Hard-to-read tiny texts Outdated design Current issues
- 33. #BrightonSEO @RiRiIchikawa Hypothesize Lengthy and cluttered Hard-to-read tiny texts Outdated design Clear and organized content can increase CVR Issues Hypothesis
- 36. #BrightonSEO @RiRiIchikawa Strategize Lengthy and cluttered Hard-to-read tiny texts Outdated design Shorten and simplify Issues Strategy Contrast the text Unify the design
- 41. #BrightonSEO @RiRiIchikawa Huge size down 10,000px 24,000px Renewed Previous
- 42. #BrightonSEO @RiRiIchikawa The main focus is...
- 43. #BrightonSEO @RiRiIchikawa The main focus is... Above the fold
- 44. #BrightonSEO @RiRiIchikawa "Unlock Insights into Mobile User Behavior with our Heatmap Tool" Before
- 45. #BrightonSEO @RiRiIchikawa After " Analyze user behavior with made in Japan heatmap tool "
- 46. #BrightonSEO @RiRiIchikawa What we’ve changed ”Japan-made” for relief The demo video Added...
- 47. #BrightonSEO @RiRiIchikawa Why we added the demo clip
- 48. #BrightonSEO @RiRiIchikawa Why we added the demo clip CVR X25
- 49. #BrightonSEO @RiRiIchikawa Just copied the technique
- 50. #BrightonSEO @RiRiIchikawa After Appealing relief + copying technique
- 51. #BrightonSEO @RiRiIchikawa x 20 x 2.5 x 0.9 A B C Guess the change
- 52. #BrightonSEO @RiRiIchikawa CVR X0.9 0.4 point decreased
- 53. #BrightonSEO @RiRiIchikawa Why didn’t it work on us...?? Mieruca Heatmap free heatmap heatmap tools main search queries
- 54. #BrightonSEO @RiRiIchikawa Why didn’t it work on us...?? Mieruca Heatmap free heatmap heatmap tools main search queries User insights = immediate use
- 55. #BrightonSEO @RiRiIchikawa Put free sign-up form back
- 57. #BrightonSEO @RiRiIchikawa Result Compared on Google ppc before (July 2021) after (September 2021) CVR 5.90% 6.62% ※since the modification was on Aug19th, August result is excluded. x1.1
- 58. #BrightonSEO @RiRiIchikawa Takeaway Do not blindly copy techniques
- 59. #BrightonSEO @RiRiIchikawa CVR started to drop CVR
- 60. #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% Dec 6.02% *results from 2021
- 62. #BrightonSEO @RiRiIchikawa Before " Analyze user behavior with made in Japan heatmap tool"
- 63. #BrightonSEO @RiRiIchikawa After " Maximize website conversion with our free heatmap tool” + huge logo
- 64. #BrightonSEO @RiRiIchikawa Hypothesis Hard to recognize who’s service site? Japan-made isn’t that huge benefit?
- 65. #BrightonSEO @RiRiIchikawa Strategy Clear benefit: "Maximize CVR" Bigger font Include larger logo Use simple image over video
- 66. #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% Mar 8.49% Nov 7.03% Apr 9.08% Result *results from 2021 ~ 2022
- 68. #BrightonSEO @RiRiIchikawa The key to a successful CRO Eliminating subjectivity
- 70. #BrightonSEO @RiRiIchikawa But how...?? Talk to your customer Test, test, test!!!!