This document summarizes a presentation about generating more leads and sales from a website. It discusses evaluating website effectiveness, understanding website visitors through analytics and testing, and improving key areas like calls to action and online forms. It also provides an example test where changing the location of an inquiry form increased conversions. The presentation emphasizes measuring website goals, segmenting visitor types, and continuously testing and improving based on data.

1. Masterclass “Generating More Leads & More Sales from Your Website” by Paul Rouke User Experience Director at PRWD SAMPLE SLIDES

2. My background Joined their 1st e-commerce team in 1999 in design and usability role 7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers The UK’s leading online and home shopping retailer Annual sales of around £1.5 billion Around 5 million customers

3. Evaluate & improve effectiveness of existing websites Design and build high performing websites About PRWD

4. PRWD clients

5. Setting the scene - What makes a good website?

6. A few questions How do you attract visitors to your website? Why do you visit websites? What things make you leave a poor website?

7. Clear primary navigation Clear proposition Prominent call to action Credibility enhancement Visual stimulus

8. Key ‘Principles’ we are taught Keep them simple Only ask for the minimum info required People are busy, they don’t have time for big forms Online enquiry forms

9. Which form will visitors most use?

10. The good news A more effective website means you’ll get more bang for your marketing buck Google Adwords Search Engine Optimisation Social Media Email Marketing

11. Understanding visitors Measuring performance Testing & improving

13. What do visitors do on my website? Determine what are the key website goals you want to monitor Get your IT person or web developer to set these up so you can track ‘conversions’ With Google Analytics you need to: Very useful links on using Google Analytics http://www.google.co.uk/support/googleanalytics/ http://www.google.com/support/conversionuniversity/?hl=en

15. Understanding visitors Measuring performance Testing & improving

17. Step 1 - Analytics There are other options but this is what we recommend for SME’s

18. Step 3 – Determine your key goals Make an online enquiry Download a document Make an application Make a subscription Make a purchase

20. TIP – don’t treat every visitor the same No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information

21. Understanding visitors Measuring performance Testing & improving

23. Best practice tips if you sell online

24. v Clarity of Primary Call to Action

25. Testing and improving – A case study “Test location of enquiry form to determine which version visitors complete more”

26. Stage 1 – Decide what to test

27. Stage 2 – Run the test

28. Which test won? Original Test version A

29. How can different calls to action affect conversion rates?

31. Thankyou for coming along to “Generating More Leads & More Sales from Your Website” by Paul Rouke Office: 0161 918 6729 Mobile: 07739 745 126 Web: www.prwd.co.uk Blog: www.paulrouke.co.uk Email: [email_address]

32. Any more questions...?