conversion rate optimisation - cro

Home Page

Services Page

Thank you Page

Start Finish

Split testing

Continuous improvement

• Google Analytics• Top 10 Landing pages• Most viewed content – what happens next?• Bounce rates – fix them fast• Pages with most traffic – faster testing• New site – research, research, research

• Design & Build with SEO & CRO in mind• Test BIG changes first – see faster results

Where do you start?

Where to start? ... Think bounce rate

things you can test

Pages Content Traffic

Landing Pages Copy Search Traffic (SEO / Paid)

Data Capture Call to Action Social Media

Live Chat Promotion Affiliate

Sales Funnels Colours Geography

Shopping Carts Social Proof Weekend v Weekday

Template Style / Layout Video New & Repeat

Squeeze Pages Images Demographic

Interactive / Flash Long v’s Short Behavioural

How long should a page be?

amazon.com

content

get their input for keyword brainstorming and what SELLS

• If they don’t trust your company

• If they don’t believe your product …is better than competitors …is better than nothing …works

• If they don’t understand what you’re offering

• If you aren’t making enough offers

• If they see the decision as being too risky

Build trust elements

Then……show advantages over competitors…show benefits over “nothing”…show proof it works

Use techniques to improvecomprehension

Make more offers

Use risk reduction strategies

Objection approach Make changes to overcome

• SEO, PPC, CRO• Multiple P1 Google

Rankings• Doubled Web enquiries• 11.2% conversion rate

• SEO, PPC, CRO• Multiple P1 Google

Rankings• 370% LFL lift in traffic• Online is No1 enquiry

source

• SEO, PPC, CRO• Multiple P1 Google rankings• 122% uplift in traffic• 8.7% conversion rate• 320% LFL in Cash