The Journey to Conversion by Tom Sangers & Paul Randall

•

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Paid Search and User Experience typically do not work that closely, but Tom and I realised that we're after the same thing: turning visitors into customers. And so began our journey to conversion!

Technology

www.evosite.co.uk
The journey
to conversion

Tom Sangers
Head of Search
A little bit about us…
___
Paul Randall
Senior UX Architect
www.evosite.co.uk

“Visitors are great.
Customers are better.”
It’s time to turn that
traffic into revenue.

CPA
Cost Per
Acquisition
ROAS
Return On
Ad Spend
ROI
Return On
Investment
Know your objectives
___
www.evosite.co.uk

“A study conducted by Bing
in 2015 revealed
that running ads on branded
paid search terms increased
overall branded search by 31%”
www.evosite.co.uk

Thomas Brodie-Sangster
Not
Thomas Sangers
Who are you and
what do you do
___

“Be 100% to your audience,
not 20% to everyone”
www.evosite.co.uk

Website
PPC
Content
SEO
Social
www.evosite.co.uk
Channel marketing
___

Who
www.evosite.co.uk
Personalisation
___
?

Location
Demographics
Age
www.evosite.co.uk
Personalisation
___
Gender
Income
Interests

Understanding your
customer
Create relevant
campaigns
Optimise for
Quality Score (QS)
Increase Return On
Ad Spend (ROAS)
Drive more
conversions with
optimised paid
search campaigns
Delivering effective paid search
campaigns that drive the highest
possible return on investment
Paid Search

www.evosite.co.uk
Once they are on the site,
think about...
___

Do you know the type of
person visiting?
Personalisation
___
www.evosite.co.uk

Do you know the type of
person visiting?
Personalisation
___
www.evosite.co.uk
Decision making is shaped
by individual personality and
behavioural characteristics

How far along are they in
their journey?
Journey
___
www.evosite.co.uk

Why are they on the page?
Validation
___
www.evosite.co.uk

Confirmation bias - evidence that
confirms previously held beliefs
Why are they on the page?
Validation
___
www.evosite.co.uk

How can you
convince them?
Persuasion
___
www.evosite.co.uk

What makes you unique
to others?
www.evosite.co.ukwww.evosite.co.uk
USPs
___

What do you want
them to do next?
Call to action
___
www.evosite.co.uk

What common questions
get asked?
FAQs
___
www.evosite.co.ukwww.evosite.co.uk

Testimonials, reviews and case studies
Proof
___
www.evosite.co.uk

Bandwagon effect. Like social proof.
“Others are looking. Must be popular!”
Testimonials, reviews and case studies
Proof
___
www.evosite.co.uk

www.evosite.co.uk
Tips to take with you
___

Why are they going to
remember you?
Memorable
___
www.evosite.co.ukwww.evosite.co.uk

Don’t mislead, annoy or
interfere…#darkpatterns
Ethical
___
www.evosite.co.ukwww.evosite.co.uk

Fast sites have a
smaller dropout rate
Make it quick!
___
www.evosite.co.ukwww.evosite.co.uk

Look for 404s
and dead-ends
Fix broken pages
___
www.evosite.co.ukwww.evosite.co.uk

Review your
competitors
Research
___
www.evosite.co.ukwww.evosite.co.uk

Talk to them,
rather than at them
Approachable
___
www.evosite.co.ukwww.evosite.co.uk

Critically evaluate your site.
Or get someone else to do it!
Keep asking ‘why?’
___
www.evosite.co.ukwww.evosite.co.uk

www.evosite.co.uk
If you don’t convert on
the first attempt...
___

Step 1
User views a product
on your website
What is remarketing?
___

Step 2
The Google remarketing
analytics tag records the
viewed product
What is remarketing?
___

Step 3
Dynamic ads of that product
are shown to the user
What is remarketing?
___

Channel grouping by path
___
www.evosite.co.ukwww.evosite.co.uk

Last
click
Attribution models
___
www.evosite.co.uk

First
click
Attribution models
___
www.evosite.co.uk

Linear
Attribution models
___
www.evosite.co.uk

Providing the highest return
___
Our challenge is to help you do more business, be more efficient and be more profitable
250%Increase in conversions
143%
Increase in revenue
170%Increase in ROI
www.evosite.co.uk

www.evosite.co.uk
Thank you___
Enjoy the rest of your day at eCommerce South West

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The Journey to Conversion by Tom Sangers & Paul Randall

1. www.evosite.co.uk The journey to conversion

2. Tom Sangers Head of Search A little bit about us… ___ Paul Randall Senior UX Architect www.evosite.co.uk

3. “Visitors are great. Customers are better.” It’s time to turn that traffic into revenue.

4. CPA Cost Per Acquisition ROAS Return On Ad Spend ROI Return On Investment Know your objectives ___ www.evosite.co.uk

5. www.evosite.co.uk The importance of brand ___

6. “A study conducted by Bing in 2015 revealed that running ads on branded paid search terms increased overall branded search by 31%” www.evosite.co.uk

7. Brand + product name Brand + review Brand + website What are brand & brand-plus keywords? ___ www.evosite.co.uk

8. Thomas Brodie-Sangster Not Thomas Sangers Who are you and what do you do ___

9. www.evosite.co.uk

10. “Be 100% to your audience, not 20% to everyone” www.evosite.co.uk

11. Website PPC Content SEO Social www.evosite.co.uk Channel marketing ___

12. Who www.evosite.co.uk Personalisation ___ ?

13. Location Demographics Age www.evosite.co.uk Personalisation ___ Gender Income Interests

14. Understanding your customer Create relevant campaigns Optimise for Quality Score (QS) Increase Return On Ad Spend (ROAS) Drive more conversions with optimised paid search campaigns Delivering effective paid search campaigns that drive the highest possible return on investment Paid Search

15. www.evosite.co.uk Once they are on the site, think about... ___

16. Do you know the type of person visiting? Personalisation ___ www.evosite.co.uk

17. Do you know the type of person visiting? Personalisation ___ www.evosite.co.uk Decision making is shaped by individual personality and behavioural characteristics

18. Aesthetics Technical www.evosite.co.uk

19. How far along are they in their journey? Journey ___ www.evosite.co.uk

20. First purchase Research

21. Why are they on the page? Validation ___ www.evosite.co.uk

22. Confirmation bias - evidence that confirms previously held beliefs Why are they on the page? Validation ___ www.evosite.co.uk

23.

24. How can you convince them? Persuasion ___ www.evosite.co.uk

25. Framing - A cognitive bias

26. What makes you unique to others? www.evosite.co.ukwww.evosite.co.uk USPs ___

27. www.evosite.co.uk

28. www.evosite.co.uk

29. What do you want them to do next? Call to action ___ www.evosite.co.uk

30. www.evosite.co.uk

31. What common questions get asked? FAQs ___ www.evosite.co.ukwww.evosite.co.uk

32. www.evosite.co.ukwww.evosite.co.uk

33. Testimonials, reviews and case studies Proof ___ www.evosite.co.uk

34. Bandwagon effect. Like social proof. “Others are looking. Must be popular!” Testimonials, reviews and case studies Proof ___ www.evosite.co.uk

35. www.evosite.co.uk

36. www.evosite.co.uk Tips to take with you ___

37. Why are they going to remember you? Memorable ___ www.evosite.co.ukwww.evosite.co.uk

38. Don’t mislead, annoy or interfere…#darkpatterns Ethical ___ www.evosite.co.ukwww.evosite.co.uk

39. www.evosite.co.ukwww.evosite.co.uk

40. Fast sites have a smaller dropout rate Make it quick! ___ www.evosite.co.ukwww.evosite.co.uk

41. Look for 404s and dead-ends Fix broken pages ___ www.evosite.co.ukwww.evosite.co.uk

42. Review your competitors Research ___ www.evosite.co.ukwww.evosite.co.uk

43. Talk to them, rather than at them Approachable ___ www.evosite.co.ukwww.evosite.co.uk

44. Critically evaluate your site. Or get someone else to do it! Keep asking ‘why?’ ___ www.evosite.co.ukwww.evosite.co.uk

45. www.evosite.co.uk If you don’t convert on the first attempt... ___

46. Step 1 User views a product on your website What is remarketing? ___

47. Step 2 The Google remarketing analytics tag records the viewed product What is remarketing? ___

48. Step 3 Dynamic ads of that product are shown to the user What is remarketing? ___

49. Channel grouping by path ___ www.evosite.co.ukwww.evosite.co.uk

50. Last click Attribution models ___ www.evosite.co.uk

51. First click Attribution models ___ www.evosite.co.uk

52. Linear Attribution models ___ www.evosite.co.uk

53. Providing the highest return ___ Our challenge is to help you do more business, be more efficient and be more profitable 250%Increase in conversions 143% Increase in revenue 170%Increase in ROI www.evosite.co.uk

54. www.evosite.co.uk Thank you___ Enjoy the rest of your day at eCommerce South West

The Journey to Conversion by Tom Sangers & Paul Randall

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