conversion rate optimisation: making the most of your website (service network event by venture...
TRANSCRIPT
MAKING THE MOST OF YOUR WEBSITE
CONVERSION RATE OPTIMISATION
Date: October 7, 2015Prepared by: Marty Hayes, Digital Director
https://uk.linkedin.com/in/martyhayes@MartyHayes
A LITTLE BIT ABOUT VENTURE STREAM:
- WHO WE ARE
- WHAT WE DO
- WHO WE DO IT FOR
A LOT ABOUT CONVERSION RATE OPTIMISATION:
- WHAT IS CONVERSION RATE?
- HOW DO WE TURN VISITS INTO ACTION
- WHAT IS CONVERSION RATE OPTIMISATION?
- WHAT ARE THE MAIN PRINCIPLES OF CRO
- HOW CAN WE OPTIMISE FOR CONVERSIONS?
- KEY AREAS TO EXAMINE, ANALYSE & OPTIMISE
- QUESTIONS FOR THE FLOOR
- WHAT CAN YOU DO?
WHAT WILL WE COVER?
VENTURE STREAM: ABOUT US
Managerial consulting experience in leading
digital agency and client-side ecommerce.Drum-playing, jumper-loving family man and
coveter of VW campervans.
Extensive ecommerce & digital experience as
entrepreneur & consultant in the US &
UK.US-UK cross ponder,
Boston Red Sox fan and aspiring park ranger.
Vic MorganFounder & MD
Marty HayesDigital Director
Andy RobinsonCreative Director10 years experience in
omni-channel ecommerce design and creative marketing with
multi-million pound brands.
Dog-lover with a penchant for shiny
gadgets and American beer.
James ChapmanBus. Development Director
Over 15 years experience in account management
and business development.
Avid Football fan and proud father of two who
simply can not get through the day without a
good cup of Tea.
LEADERSHIP TEAM
VENTURE STREAM: ABOUT US
EXPERTISE
DIGITAL MARKETING•Search Engine Optimisation
•Paid Search Management
•Conversion Rate Optimisation
•Email Marketing
•Affiliate Marketing
•Social Media Marketing
•Content Production & Management
INNOVATION & DESIGN•Ecommerce Website & Application Design & Development
•Supplier Configuration
•Proof of Concept & MVP Consulting
•User Experience Design
•Prototyping & Testing
•Market & Customer Research
STRATEGY & LEADERSHIP•Full Outsourcing of Ecommerce Development
•Full outsourcing of Digital Marketing & Business Management
•Venture Partnerships
•Board Leadership
•Management, Development & Support
•Business & Financial Planning & Budgeting
VENTURE STREAM: ABOUT US
OUR CLIENT MANTRA
We have built and grown ecommerce and digital businesses from the ground up
We recognise that digital marketing and technology is about more than just first impressions
We measure success the same way you do – significantly improved sales, leads, profit, innovation and quality
We approach our consulting holistically, meaning we know what works and can quickly react to changing trends and demands
We are part of your business
We’re only happy if you’re happy
The Google Analytics definition of Ecommerce Conversion Rate is:WHAT IS “CONVERSION RATE”?
CRO: MAKING THE MOST OF YOUR WEBSITE
THE PERCENTAGE OF VISITS THAT RESULTED IN
AN ECOMMERCE TRANSACTION
The Google Analytics Venture Stream definition of Ecommerce Conversion Rate is:WHAT IS “CONVERSION RATE”?
THE PERCENTAGE OF VISITS THAT RESULTED IN
AN ECOMMERCE TRANSACTION
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT SHOULD MY WEBSITE’S GOALS BE?
S.M.A.R.T.
SPECIFIC, MEASURABLE, ACHIEVABLE, RESULTS-FOCUSED, TIME-BOUND
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT IS THE POINT OF YOUR WEBSITE?
BUY SOMETHING
SIGN UP FOR
SOMETHINGDOWNLOAD SOMETHING
ARRANGE A CALLBACK
CALL US EMAIL US FILL IN A FORM
CREATE AN ACCOUNT
CONSUME CONTENT
SHARE CONTENT
WATCH A VIDEO SUBSCRIBE
CRO: MAKING THE MOST OF YOUR WEBSITE
THE PERILS OF A USER JOURNEY
VISITORS BUY
SOMETHING
SIGN UP FOR
SOMETHING
DOWNLOAD SOMETHIN
GARRANGE A CALLBACK
GET IN TOUCH
FILL IN A FORM
GOALSWEBSITE STUFF
CRO: MAKING THE MOST OF YOUR WEBSITE
59%OF RESPONDENTS TO AN ECONSULTANCY SURVEY
SAID THAT CRO IS CRUCIAL TO THEIR OVERALL DIGITAL
MARKETING STRATEGY
CRO: MAKING THE MOST OF YOUR WEBSITE
98%BELIEVE THAT CRO’S
IMPACT ON THEIR DIGITAL MARKETING EFFORTS
CARRIES SOME KIND OF IMPORTANCE
CRO DOES WHAT IT SAYS ON THE TIN.
OPTIMISING YOUR WEBSITE TRAFFIC TO
INCREASE THE NUMBER OF VISITORS WHO TAKE THE DESIRED ACTION.
CRO: MAKING THE MOST OF YOUR WEBSITE
CRO IS…• A structured approach to improving
the performance of your website
• Informed by insight (analytics, data and user feedback)
• Defined by your website’s unique objectives and needs (KPIs)
• Taking the traffic you already have and making the most of it
CRO: MAKING THE MOST OF YOUR WEBSITE
REMOVE BARRIERS TO ENTRY
CRO: MAKING THE MOST OF YOUR WEBSITE
FIRST IMPRESSIONS
COUNTGUEST
CHECKOUTDON’T ASK FOR TOO
MUCH INFO
DON’T MAKE PEOPLE
‘REGISTER’
ENCOURAGE RATHER THAN FORCE (SELL
THE BENEFITS)
MOBILE, TABLET,
BROWSER ETC.
PROVIDE TRANSPARENCY
CRO: MAKING THE MOST OF YOUR WEBSITE
DON’T HIDE KEY INFO
BE UPFRONT ABOUT
EVERYTHING
DO WE KEEP GETTING ASKED
THE SAME QUESTIONS?
ARE EXPECTATIONS
MANAGED?
HOW CAN WE BUILD
CONFIDENCE?
BUILD TRUST & CONFIDENCE
CRO: MAKING THE MOST OF YOUR WEBSITE
WOULD YOU TRUST YOUR
WEBSITE?
FOLLOW BEST
PRACTICEDON’T MAKE ME THINK!
ARE YOU FOR REAL?
TRUST METRICS
SOCIAL PROOF
PROVIDE ANSWERS TO QUESTIONS
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT DO WE GET ASKED IN
REAL LIFE?
HOW CAN WE HELP PEOPLE
MAKE A DECISION?
WHAT ABOUT NEW VISITORS? DO WE MAKE
SENSE?
WHATS THE MOST COMMONLY
ASKED QUESTION?
MINE FOR DATA (ONLINE & OFFLINE)
PROVIDE A FOCUS
CRO: MAKING THE MOST OF YOUR WEBSITE
DON’T BY SHY PRIORITISE NAVIGATION
PRIORITISE CTAs
FUNNEL USERS
FOCUS ON PRIMARY
ACTION FOR EACH PAGE
UNCLUTTER PAGES AND HIGHLIGHT KEY AREAS
CRO: MAKING THE MOST OF YOUR WEBSITE
FOCUS ON CONVERTING THE PEOPLE WHO MATTER TO
YOUR BUSINESS.
NOT ALL WEBSITE VISITORS ARE CREATED EQUAL.
THEY ARE NOT ONE HOMOGENOUS GROUP.
CRO: MAKING THE MOST OF YOUR WEBSITE
Does this immediately strike you as
a ‘shop’?Are you real?
How can I contact you?
Video and audio auto-plays
No differentiation of CTAs
What are your USPs?
CRO: MAKING THE MOST OF YOUR WEBSITE
Where am I..?
What is that…?
Who are these? What do they do?
I wonder where they’re based…
CRO: MAKING THE MOST OF YOUR WEBSITE
Where should I go next?
No real sign-posting or FOCUS
What’s in it for me?
CRO: MAKING THE MOST OF YOUR WEBSITE
What should I do? Set up an
account or Change My Address?
This is the primary CTA, believe it or not…
CRO: MAKING THE MOST OF YOUR WEBSITE
Is this a button? It looks like a
button… Very deep header – does this add
value?
Films?
All the good stuff is down
here
CRO: MAKING THE MOST OF YOUR WEBSITE
Go back? But I’ve already been there…
What next? I’ve read all that – make
me take action.
Provide a focus
CRO: MAKING THE MOST OF YOUR WEBSITE
This is the primary CTA, leading to a contact form….
Text-heavy, bold.
Social proof – don’t hide it.
CRO: MAKING THE MOST OF YOUR WEBSITE
Anyone for a game of chess?
Potentially confusing UX –
is there a difference
between the grey and the
white?
CRO: MAKING THE MOST OF YOUR WEBSITE
I’ve clicked on ‘Contact Us’
I then have to click on ‘Contact
Us’ again, to contact you…
CRO: MAKING THE MOST OF YOUR WEBSITE
Aha!A Contact Form!
Consider form design and layout
– does it need such long boxes?Why is
‘Subject’ a required
field?(Assuming
that’s what the *
means)Primary CTA
differentiation
CRO: MAKING THE MOST OF YOUR WEBSITE
There’s that ‘button’ again…
I just want to contact you, and I’m still
not sure how to…
CRO: MAKING THE MOST OF YOUR WEBSITE
Long page
Looks like ‘errors’ at the top of the page
I just want to contact you
CRO: MAKING THE MOST OF YOUR WEBSITE
Primary CTA differentiation
How much does
delivery cost?
Including logos and other trust metrics should
improve conversion rate
Contact details more important than ever at this
stage
CRO: MAKING THE MOST OF YOUR WEBSITE
This is a shop….
Not much info on ‘products’
Do I have all the info I need
to make a purchase?
Taken straight to PayPal on
click – unexpected behaviour
DO YOU HAVE ANY IDEA WHAT’S
STOPPING NEW VISITORS DOING WHAT YOU WANT
THEM TO?CRO: MAKING THE MOST OF YOUR WEBSITE
WHY DO SO MANY OF YOUR VISITORS
EXIT YOUR WEBSITE ON PARTICULAR
PAGES?CRO: MAKING THE MOST OF YOUR WEBSITE
CAN YOU ASK SOME OF YOUR EXISTING
CUSTOMERS TO HELP IMPROVE YOUR
WEBSITE?CRO: MAKING THE MOST OF YOUR WEBSITE
- DIG IN TO YOUR WEBSITE ANALYTICS
- DECIDE ON AND CREATE YOUR WEBSITE’S GOALS
- CREATE A CULTURE OF DISCOVERY, TESTING & LEARNING
- SHOE-STRING BUDGET? DO SOME GUERILLA TESTING
- SMALL BUDGET? GET SOME TOOLS INSTALLED
- MODEST BUDGET? DO SOME UX TESTING
- BIGGER BUDGET? GO TO TOWN
- WANT TO KNOW MORE? JUST ASK
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT CAN YOU DO?