Presentation delivered by Ruth Irvine of Sagittarius at Strangers, Friends and Lovers thought leadership event on 6th July 2017.

1. how to turn
strangers into lovers
with CRO.

2. attention
interest
desire
action
a
i
d
a
} CRO

3. 59%
CRO is crucial to
their overall digital
marketing strategy
source: EConsultancy
why you should care?

4. @SagittariusMktg
› better return on investment
› more meaningful engagement
› stronger relationships with your
customers
› improve conversion rates
ruth@sagittarius.agency
√
why you should care?

5. “The path to purchase, from
start to finish, is rarely linear
—it's more akin to a
scavenger hunt.”
@SagittariusMktg
source: Google Trends

6. what is
conversion rate
optimisation?

7. @SagittariusMktg
ruth@sagittarius.agency
Τ
ℵusers desktop
… fixing it
Τ Τ
why
the basics:what is it
!
≠ convertingtablet
•
phone
!
≠ converting

8. @SagittariusMktg
ruth@sagittarius.agency
⎣guesses
Τ
hunches
the basics:what it’s not.

9. why
guesswork
doesn’t work?

10. @SagittariusMktg
ruth@sagittarius.agency
Τ
hypothesis
testing learning
Τ Τ
Ζ diagnosis
the basics:how to do it.

11. how to do it: diagnosis.
establish a baseline:
data led decisions
Ζ

12. @SagittariusMktg
did you know?
the average ROI on CRO
tools is 223%
source: venture beat

13. Ζ

14. Ζ

15. Ζ

16. @SagittariusMktg
key metrics to look out for.
reduce bounce and exit pages.
focus on pages that:
• you’re sending paid traffic to
• attempting to make conversions happen
• high traffic pages

17. how to do it:
hypothesis.

18. @SagittariusMktg
identify opportunities and
prototype solutions.
› list and prioritise the main conversion killers
› work out possible solutions

19. how to do it:
testing.

20. @SagittariusMktg
a/b testing & multi-variant testing
› what are they?
› why implement them?
› what is the difference?
› a/b test
› multi-variant test
› gamification
ruth@sagittarius.agency

21. how to do it:
learning.

22. › review tests
› analyse the analytics
› compare and check
the difference
› rinse and repeat.
monitor
report
evaluate
adjust
run

23. my top 9 tips.
@SagittariusMktg
CRO considerations and case studies
ruth@sagittarius.agency

24. tip 1
personalisation.
38%
increased investment
expected in the next
12-18 months

25. @SagittariusMktg
why personalize?
+19
averageconversionliftbyusingpersonalization?
Source: econsultancy

26. targeted relevant content
@SagittariusMktg
⎡‡ Α
ruth@sagittarius.agency

27. @SagittariusMktg
anonymous logged in
amazon
ruth@sagittarius.agency

28. tip 2.
frictionless shopping

29. source: business insider
skip the mandatory sign-up
save for later / favourites
look at free shipping, free returns
and secure payment gateway
make it easier for them to convert

30. tip 3.
social login & forms

31. @SagittariusMktg
ruth@sagittarius.agency
why social login?
› 2.51 billion people world wide have a social media profile
› ‘password fatigue’
› one set of details to remember
› updated information – targeted marketing.

32. 88% of users admit to entering
incomplete or incorrect data on
registration forms.

33. tip 4.
don’t underestimate
the power of reviews

34. @SagittariusMktg
63% of customers are
more likely to make a
purchase from a site
which has user reviews
source: feefo
65% of choose the
business that responds to
reviews

36. @SagittariusMktg
organic stars
seller ratings
product listing ads
social media
content marketing

37. @SagittariusMktg
compelling
stories.
sites featuring
UGC see 20%
increase in repeat
visits and up to
90% increase in
time spent on
site.
source: AdWeek

38. tip 5.
search
source: think with google

39. +76.1% IN REVENUE
source: autogrow

40. source: brighton seo
it’s been
estimated that
10% of all
searches are now
made by voice,
across all voice
assistants.

41. tip 6.
touch first
having a
mobile site
can double
conversions.
source: digital commerce 360

43. tip 7.
video

44. product videos can
increase purchases of
the product by 144%.
source: kissmetrics

45. tip 8.
content

46. did you know?
the average human attention span
has fallen to eight seconds.
source: the telegraph
= 0-8 seconds to engage

47. @SagittariusMktg
76% “It inspires me to try new things.”
73% “It opens my eyes to new
perspectives and ideas.”
Yahoo Return on Inspiration study
content is a vehicle for
inspiration.

48. tip 9.
page speed

49. @SagittariusMktg
a one second
delay in page
load can result
in 7% reduction
in conversions.
source: aberdeen group study
11%
fewer page views
16%
Decrease in customer satisfaction

51. Networked Business Initiative
sagittarius.networkedbusiness.org
› Collaborative tool
› Executive overview for digital
strategy success
› Comparative benchmarking
› Insight into each business function
› Free exclusive prize draw
Mobile Web Cloud Social Big/Small Data
The overall goal is to ensure companies understand
specific operational knowledge, which ultimately can
lead to increased growth and competitiveness.
The NBI Dashboard creates insight into where the
company is strong right now and where it has unused
digital potential.

52. questions?