Top CRO tips for content marketers

1. The Magnificent Seven
Top CRO Tips for
Content Marketers.
October 2014

2. There’s a new sheriff in town

3. Google Hummingbird

4. Curating content can seem like the Wild-
West

6. CRO is about wearing many hats

7. You Can’t Do It Alone

8. Self Service

9. A tool is just that – a tool

10. CRO takes time

11. Security Concerns

12. Sometimes external experts are best

13. • Get A Team – you can’t do it all yourself
• Doesn’t have to be a permanent team-even a virtual team of all the
talents is good enough
• You can’t do it alone
• CRO takes time
Summary

14. 2. Measuring

15. With eCommerce, it’s easy

16. How do you measure engagement?
Is it stickiness?

17. Dwell time?

18. Social?

19. Engagement is a tricky one

20. Think Track Study CD Networks

21. Think Track Study CD Networks

22. Think Track Study CD Networks

23. • Encourage a culture of measurement
• Look at averages and look at extremes
• Dwell time could be good or bad
• Leaving stuff out is as good as putting stuff in
• Prioritise your primary, secondary, tertiary interaction points for every
page
Summary

24. 3. Faces

25. People like people

26. People like people

27. People like people

28. Faces

29. Faces

30. Faces and Composition

31. Faces and Composition

32. Faces and Composition

33. Faces are distracting

34. Faces are distracting

35. Looking Away

36. Miratech Study

37. Miratech Study

38. Miratech Study
1 – The face is the area most looked at
2 – The time spent looking at the pelvis, right hand and hair is identical for both the men and the
women

39. XXX Extreme Call to Action-ing

40. Conclusions
• Faces can attract and distract
• Use human subjects to signpost interaction points

41. 4. Words

42. 4. Interaction with text
You won’t read all of this sentence because it’s too
long and after three seconds you’ll start switching
off and to be honest I’ll be incredibly surprised if
you read all of it in fact I’ll give you £50 if you do
only joking ha ha I just put that in there to see if
you’re still reading which you’re not are you hell
are you still awake?

43. 4. Interaction with text
You won’t read all of this sentence because it’s too
long and after
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
zzzzzzzzzz

44. People don’t read – they skim

45. Nielsen Study

46. Nielsen Study

47. Think Track CD Networks

48. Paragraph text is read diagonally

49. Indented text is scanned vertically

50. The shorter the text block the greater the
engagement

51. Headings

52. Headings

53. Actually an H1 can attract visual attention

54. Actually an H1 can attract visual attention

55. Actually an H1 can attract visual attention

56. Actually an H1 can attract visual attention

57. Actually an H1 can attract visual attention

58. Over optimised anchor text

59. Summary
• People don’t read words – they skim
• Users scan the page looking for attention grabbing elements
• Blocks of text should be *designed* same as everything else
• Bullet points, bold, italics, larger font- all add emphasis
• Users know a hypertext link when they see one: over-optimised
anchor text is old hat.

60. 5. Signposts

61. I like AB testing

62. I like Multivariate too

63. The Multivariate Advantage

64. The Multivariate Advantage

65. Modality

66. Focus Points

67. Users Follow Lines

68. Vanishing points

69. Vanishing points

70. Vanishing points

71. Signposting Content

72. Signposting Content

73. Some Users Don’t Scroll
Clicktale: 76% of users scroll……

74. Some Users Don’t Scroll
……which means 24% still don’t…….

75. Some Users Don’t Scroll
……which means for optimum performance your primary interaction
points should be above the fold

76. Summary
• Page elements depend on each other to convey meaning
• You should design for a visual journey across the page
• Text, graphics, photography all interact with each other
• Scrolling has to be encouraged – don’t assume they’ll just go down
there

77. Fine arts Literature Drama
Classical Music Popular Music
Folk Dancing Games Cooking Dress
Eye behaviour
Contextual Conversational Patterns
Social Interaction Rate Facial Expressions
Notions of modesty Conception of beauty
Ideals of childrearing Relationship to animals
Patterns of superior/subordinate relations Definition of sin
Courtship practices Conception of justice Incentives to work
Notions of leadership Tempo of work Group decision making
Conceptions of cleanliness Attitudes towards dependents
Theory of disease Approaches to problem solving Conception of status mobility
Status designations based on age, sex, class, occupation, kinship etc
Nature of friendship Ordering of time Conception of ‘self’
Preference for competition or co-operation Body language Notions about logic and validity
Patterns of handling emotions

79. Hofstede’s 5 Cultural Dimensions

80. Arabic ecommerce

82. 7. Hunches

83. Joe Doveton
Head of Conversion
+44 (0)1273 936 095
07814 046610
joedoveton@obandigital.com
www.obandigital.com

84. Website: www.obandigital.com Telephone: +44 (0) 1273 704 434
Email: info@obandigital.com Twitter: @ObanDigital