paul rouke website improvement masterclass - sample
DESCRIPTION
These sample slides are taken from the masterclass that Paul Rouke delivers on 'Generating More Leads and More Sales from Your Website' to SME business ownersTRANSCRIPT
Masterclass
“Generating More Leads & More Sales from Your Website”
by Paul RoukeUser Experience Director at PRWD
SAMPLE SLIDES
My background
Joined their 1st e-commerce team in 1999 in design and usability role
7 years experience focused on:
– improving ‘visitor >> purchaser’ conversion rates
– increasing average order values
– improving number of returning visitors
– converting offline shoppers to online shoppers
• The UK’s leading online and home shopping retailer• Annual sales of around £1.5 billion• Around 5 million customers
Evaluate & improve effectiveness of existing websites
Design and build high performing websites
About PRWD
PRWD clients
Setting the scene -
What makes a good website?
A few questions
1.How do you attract visitors to your website?
2.Why do you visit websites?
3.What things make you leave a poor website?
Clear primary navigation
Clear proposition
Prominent call to action
Credibility enhancement
Visual stimulus
Key ‘Principles’ we are taught
Keep them simple
Only ask for the minimum info required
People are busy, they don’t have time for big forms
Online enquiry forms
Which form will visitors most use?
The good news
A more effective website means you’ll get more bang for your marketing buck
• Google Adwords
• Search Engine Optimisation
• Social Media
• Email Marketing
Understandingvisitors
Measuringperformance
Testing &improving
What do visitors do on my website?
Determine what are the key website goals you want to monitor
Get your IT person or web developer to set these up so you can track ‘conversions’
With Google Analytics you need to:
Very useful links on using Google Analytics
http://www.google.co.uk/support/googleanalytics/http://www.google.com/support/conversionuniversity/?hl=en
Understandingvisitors
Measuringperformance
Testing &improving
Step 1 - Analytics
There are other options but this is what we recommend for SME’s
Step 3 – Determine your key goals
Make an online enquiry
Download a document
Make an application
Make a subscription
Make a purchase
TIP – don’t treat every visitor the same
No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information
Understandingvisitors
Measuringperformance
Testing &improving
Best practice tips if you sell online
v
Clarity of Primary Call to Action
Testing and improving – A case study
“Test location of enquiry form to determine which version visitors complete more”
Stage 1 – Decide what to test
Stage 2 – Run the test
Which test won?
Original Test version A
How can different calls to action affect conversion rates?
Thankyou for coming along to “Generating More Leads & More Sales from Your Website” by Paul Rouke
Office: 0161 918 6729Mobile: 07739 745 126
Web: www.prwd.co.ukBlog: www.paulrouke.co.uk
Email: [email protected]
Any more questions...?