how to make high converting websites

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verbbrands.com Chris Donnelly High Performing Websites: Why Opinions are Bullshit Chris Donnelly Founder & MD Verb Brands verbbrands.com [email protected] @donnelcs

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Page 1: How to make high converting websites

verbbrands.com Chris Donnelly

High Performing Websites:

Why Opinions are BullshitChris Donnelly Founder & MD Verb Brands

verbbrands.com

[email protected]

@donnelcs

Page 2: How to make high converting websites

verbbrands.com Chris Donnelly

What I’m Talking About Today1. Why is a successful website important?

2. How do you build a successful website?

3. How to measure, analyse and evolve for better conversion?

Ask on the Panel:1. Positioning and Unique Selling Point or Unique Value Proposition

2. SEO and the Myths

Page 3: How to make high converting websites

verbbrands.com Chris Donnelly

What I DoFounder of Verb

Digital Strategist and eCommerce Specialist

Worked with companies such as

Page 4: How to make high converting websites

verbbrands.com Chris Donnelly

What I DoFounder of Verb

Digital Strategist and eCommerce Specialist

Worked with companies such as

Who Am I?

Page 5: How to make high converting websites

verbbrands.com Chris Donnelly

Why is a Successful Website Important?Websites are the hub of digital customer acquisition

Website

Events

SEOWebinars / Seminars

Social Media

Blogging

AdvertisingEmail Marketing

Brochures

Business Cards

Page 6: How to make high converting websites

verbbrands.com Chris Donnelly

A Guide to your Inbound Strategy

Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight

Page 7: How to make high converting websites

verbbrands.com Chris Donnelly

What is a Successful Website?How to build a great website and how to optimise

It sounds so simple. But set goals. What is the point otherwise?

• My primary goal at Verb from my website is to convert visitors into enquiring

customers

• My secondary goal is to convert visitors into email subscribers and regular

readers

• Third goal is to continue to position and evolve the brand (Non tangible)

verbbrands.com Chris Donnelly

Page 8: How to make high converting websites

verbbrands.com Chris Donnelly

What is Website Optimisation?An act, process or methodology of making a website as fully

perfect, functional or effective as possible.

Page 9: How to make high converting websites

verbbrands.com Chris Donnelly

Types of Optimisation

• User Experience

• Lead Conversions

• Customer Acquisition

• Information Capture

• Customer Delight

• Conversion Rate Optimisation

• Search Engine Ranking

Page 10: How to make high converting websites

verbbrands.com Chris Donnelly

Usability TestingThe systematic observation under controlled conditions to determine

how well people can use the product.

Very important to recruit participants who are similar to your site user for

your usability testing.

Remote usability testing: leaner, quicker and cheaper than lab testing..

Lab testing is very worthwhile but expensive.

verbbrands.com Chris Donnelly

Page 11: How to make high converting websites

verbbrands.com Chris Donnelly

Wireframing & Prototyping

Where would you click to find VERB’s work?

Page 12: How to make high converting websites

verbbrands.com Chris Donnelly

Scannability - Z Pattern & Directing Usage

Page 13: How to make high converting websites

verbbrands.com Chris Donnelly

Design Testing

Page 14: How to make high converting websites

verbbrands.com Chris Donnelly

Conversion Rate OptimisationYou must have Goals.

You must optimise.

Page 15: How to make high converting websites

verbbrands.com Chris Donnelly

Conversion Rate OptimisationDefinition

Real-world implementation rather than offline / lab testing.

CRO is either A/B testing or full website deployment.

A/B testing

50% visitors see variation A

50% visitors see variation B

Variation A

Variation B

conversion

conversion

23%

11%

Page 16: How to make high converting websites

verbbrands.com Chris Donnelly

Prioritising a Test SequenceConversion bottlenecks are the usual reason for testing:

Landing Page 82% 37% 77% 97%Category Page Product Page Checkout Process

63% visitors leak from steps 2-3

Customer

Page 17: How to make high converting websites

verbbrands.com Chris Donnelly

Web

site

Suc

cess

Time

Web

site

Suc

cess

Time

Evolutionary Site RedesignTraditional Site Redesign

Poor Performance

The Best Websites

Yours

5 year gaps between redesigns

5 year gaps between redesigns

Continuous DesignImprovement

Page 18: How to make high converting websites

verbbrands.com Chris Donnelly

The Right Method:1. User and Market Research

2. Prototyping

3. User Testing

4. Design

5. Testing & Tweaking

6. Develop

7. Launch

8. CRO: AB Testing & Analtics Work

verbbrands.com Chris Donnelly

Page 19: How to make high converting websites

verbbrands.com Chris Donnelly

Key Takeaways1. Website Optimisation is more than just search engine optimisation

2. Websites should attract, convert, close and delight customers

3. Less is more, simplicity is the key, make your pages simple to understand for users and easy to crawl for search engines

4. Quality Content is key and will keep users coming back

5. Websites are not static they are ever evolving Set and evolve your goals, AB Test, Do user meetings, ask for feedback!

Page 20: How to make high converting websites

verbbrands.com Chris Donnelly

High Performing Websites:

Why Opinions are Bulls**t

Chris Donnelly Founder & MD Verb Brands

verbbrands.com

[email protected]

@donnelcs

I’m always available for coffee or a beer to

brainstorm and help where I can. Feel free to take

a card or drop me an email.