conversion rate opimisation (cro) introduction and how to guide
Post on 18-Oct-2014
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A joint talk I gave with Barnie Mills, Crafted's Head of Design on conversion rate optimisation techniques and methods. Given at Chartered Institute of Marketing training courseTRANSCRIPT
CraftedPRESENTATION
IS YOUR WEBSITE LOSINGYOU CUSTOMERS?
verb [ with obj. ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.
Introductions
Barnie MillsHead of Design
Ian MillerSearch Director
40 digital experts spanning design, search and development
You’ve got traffic, now what?
Who are they, and what are they here for?
Where are they from?
What traffic sources might a site have?
Where are they from?
What traffic sources might a site have?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct
How do they behave?
What attributes can you drill into?
How do they behave?
What attributes can you drill into?
Metrics - numbers Dimensions - things
Visits Landing page
Pageviews Keyword
Goal completion rate % Browser
Revenue Source
Bounce rate % Medium
Average time on site City
Don’t make assumptions
• What is “bounce rate”?
• Segment traffic
And now it’s over to you…
So what do you like?
• 2 sites you like• Why?
What don’t you like?
• 2 sites you don’t like• Why?
First impressions
First impressions count!
The averagetime spent ona webpage is
25 seconds
On average, visitors onlyread around
20% of content
One in fivevisitors leavea site within
5seconds
The 5 second rule…
(not this one!)
Am I in the right place?
Do I trust you?
What do I do now?
Page load – we could have failed before we’ve started
Every second loading = 0.65 increase in bounce rate!
The 5 second test
Questions
• What activities does this site cater for?• What are 3 of the companies USPs?
What could be improved
Questions
• What service does the site offer?• Why might you choose it over competitors?
What could be improved
Questions
• What industry is the site concerned with?• Who is the site aimed at?• What is its primary purpose?
What could be improved
Questions
• What does the company do?• Who is the site aimed at?• How could you find out more?
What could be improved
Ok ok, I’m interested, what now?
Calls to action (CTAs)
Trust marks
Social proof
Linked in recommendation (Ian to find example)
There is no silver bullet…
The start of something beautiful
Who’s had a goodexperience online?
• Where?• Why?
Beyond 1st conversion
New vs Returning
Collecting data
Tools
Clicktale
Response Tap
Qualaroo
User testing & feedback
User testing & feedback
Test and test again!
Don’t forget good old fashioned service!
Round up
Blind date
• Turn up on time• Make a good first impression• Build trust• Give clear signals• Remember once you’ve gained someone’s trust you can just as
easily lose it!
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 344841
E.
London Office
Clerkenwell Workshops,
27/31 Clerkenwell Close,
London, EC1R 0AT
T. +44 (0) 20 3393 3852
www.crafted.co.uk
Thank you