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MAKING THE MOST OF
YOUR WEBSITE
CONVERSION
RATE
OPTIMISATION
Date: October 7, 2015
Prepared 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
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 Morgan
Founder & MD
Marty Hayes
Digital Director
Andy Robinson
Creative Director
10 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 Chapman
Bus. 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
Application Design & Development
STRATEGY &
LEADERSHIP
•Full Outsourcing of Ecommerce
Development
•Full outsourcing of Digital Marketing
Marketing & Business Management
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
VENTURE STREAM: ABOUT US
OUR CLIENTS
WHAT IS
CONVERSION
RATE?
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 IS THIS
“ACTION”
YOU SPEAK OF?
CRO: MAKING THE MOST OF YOUR WEBSITE
GOOGLE ANALYTICS: REVIEW
WITHOUT A
GOAL
YOU CAN’T SCORE
CASEY NEISTAT, FILM DIRECTOR
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT’S THE POINT IN
YOUR WEBSITE IF IT
DOESN’T HAVE
GOALS?
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
SOMETHING
DOWNLOAD
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
HOW DO WE
TURN VISITS
INTO
ACTIONS?
GOOGLE ANALYTICS: REVIEW
HOW WE
SEE OUR
WEBSITE…
GOOGLE ANALYTICS: REVIEW
HOW OUR
USERS SEE
OUR
WEBSITE…
GOOGLE ANALYTICS: REVIEW
THE PERILS OF A USER JOURNEY
VISITORS
BUY
SOMETHING
SIGN UP
FOR
SOMETHING
DOWNLOAD
SOMETHING
ARRANGE A
CALLBACK
GET IN
TOUCH
FILL IN A
FORM
GOALSWEBSITE STUFF
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT IS
CONVERSION
RATE
OPTIMISATION?
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
WHAT ARE
THE MAIN
PRINCIPLES
OF CRO?
GOOGLE ANALYTICS: REVIEW
REMOVE BARRIERS TO ENTRY
CRO: MAKING THE MOST OF YOUR WEBSITE
FIRST
IMPRESSIONS
COUNT
GUEST
CHECKOUT
DON’T ASK
FOR TOO
MUCH INFO
DON’T MAKE
PEOPLE
‘REGISTER’
ENCOURAGE
RATHER THAN
FORCE (SELL
THE BENEFITS)
MOBILE,
TABLET,
BROWSER
ETC.
GOOGLE ANALYTICS: REVIEW
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?
GOOGLE ANALYTICS: REVIEW
BUILD TRUST & CONFIDENCE
CRO: MAKING THE MOST OF YOUR WEBSITE
WOULD YOU
TRUST YOUR
WEBSITE?
FOLLOW
BEST
PRACTICE
DON’T MAKE
ME THINK!
ARE YOU
FOR REAL?
TRUST
METRICS
SOCIAL
PROOF
GOOGLE ANALYTICS: REVIEW
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)
GOOGLE ANALYTICS: REVIEW
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
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?
WEBSITE
ANALYTICS
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?
ANALYTICS
CRO: MAKING THE MOST OF YOUR WEBSITE
SEGMENTATION
CRO: MAKING THE MOST OF YOUR WEBSITE
CRO: MAKING THE MOST OF YOUR WEBSITE
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.
TOOLS &
SOFTWARE
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?
USER SURVEYS
CRO: MAKING THE MOST OF YOUR WEBSITE
VOICE OF CUSTOMER
CRO: MAKING THE MOST OF YOUR WEBSITE
HEATMAPS
CRO: MAKING THE MOST OF YOUR WEBSITE
TESTING &
LEARNING
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?
SPLIT TESTING
CRO: MAKING THE MOST OF YOUR WEBSITE
USER EXPERIENCE TESTING
CRO: MAKING THE MOST OF YOUR WEBSITE
KEY AREAS
TO EXAMINE,
ANALYSE,
UNDERSTAND
& OPTIMISE…
HOMEPAGE
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE
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?
LANDING
PAGE
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE
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?
FORM
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE
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
CHECKOUT
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE
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
QUESTIONS
FOR THE
FLOOR…
HAVE YOU EVER
WATCHED ONE OF
YOUR CUSTOMERS USE
YOUR WEBSITE?
CRO: MAKING THE MOST OF YOUR WEBSITE
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
WHAT CAN
YOU DO?
- 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?
TAKEAWAYS
CRO: MAKING THE MOST OF YOUR WEBSITE
CONTACT US
www.venturestream.co.uk
hi@venturestream.co.uk
0191 5800 696
THANK YOU

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Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture Stream)

  • 1. MAKING THE MOST OF YOUR WEBSITE CONVERSION RATE OPTIMISATION Date: October 7, 2015 Prepared by: Marty Hayes, Digital Director https://uk.linkedin.com/in/martyhayes @MartyHayes
  • 2. 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?
  • 4. 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 Morgan Founder & MD Marty Hayes Digital Director Andy Robinson Creative Director 10 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 Chapman Bus. 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
  • 5. 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 Application Design & Development STRATEGY & LEADERSHIP •Full Outsourcing of Ecommerce Development •Full outsourcing of Digital Marketing Marketing & Business Management
  • 6. 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
  • 7. VENTURE STREAM: ABOUT US OUR CLIENTS
  • 9. 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
  • 10. 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
  • 11. WHAT IS THIS “ACTION” YOU SPEAK OF? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 13. WITHOUT A GOAL YOU CAN’T SCORE CASEY NEISTAT, FILM DIRECTOR CRO: MAKING THE MOST OF YOUR WEBSITE
  • 14. WHAT’S THE POINT IN YOUR WEBSITE IF IT DOESN’T HAVE GOALS? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 15. 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
  • 16. WHAT IS THE POINT OF YOUR WEBSITE? BUY SOMETHING SIGN UP FOR SOMETHING DOWNLOAD 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
  • 17. HOW DO WE TURN VISITS INTO ACTIONS?
  • 23. THE PERILS OF A USER JOURNEY VISITORS BUY SOMETHING SIGN UP FOR SOMETHING DOWNLOAD SOMETHING ARRANGE A CALLBACK GET IN TOUCH FILL IN A FORM GOALSWEBSITE STUFF CRO: MAKING THE MOST OF YOUR WEBSITE
  • 25. 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
  • 26. 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
  • 27. 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
  • 30. REMOVE BARRIERS TO ENTRY CRO: MAKING THE MOST OF YOUR WEBSITE FIRST IMPRESSIONS COUNT GUEST CHECKOUT DON’T ASK FOR TOO MUCH INFO DON’T MAKE PEOPLE ‘REGISTER’ ENCOURAGE RATHER THAN FORCE (SELL THE BENEFITS) MOBILE, TABLET, BROWSER ETC.
  • 32. 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?
  • 34. BUILD TRUST & CONFIDENCE CRO: MAKING THE MOST OF YOUR WEBSITE WOULD YOU TRUST YOUR WEBSITE? FOLLOW BEST PRACTICE DON’T MAKE ME THINK! ARE YOU FOR REAL? TRUST METRICS SOCIAL PROOF
  • 36. 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)
  • 38. 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
  • 39. HOW CAN WE OPTIMISE FOR CONVERSIONS?
  • 41. ANALYTICS CRO: MAKING THE MOST OF YOUR WEBSITE
  • 42. SEGMENTATION CRO: MAKING THE MOST OF YOUR WEBSITE
  • 43. CRO: MAKING THE MOST OF YOUR WEBSITE
  • 44. 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.
  • 45. TOOLS & SOFTWARE HOW CAN WE OPTIMISE FOR CONVERSIONS?
  • 46. USER SURVEYS CRO: MAKING THE MOST OF YOUR WEBSITE
  • 47. VOICE OF CUSTOMER CRO: MAKING THE MOST OF YOUR WEBSITE
  • 48. HEATMAPS CRO: MAKING THE MOST OF YOUR WEBSITE
  • 49. TESTING & LEARNING HOW CAN WE OPTIMISE FOR CONVERSIONS?
  • 50. SPLIT TESTING CRO: MAKING THE MOST OF YOUR WEBSITE
  • 51. USER EXPERIENCE TESTING CRO: MAKING THE MOST OF YOUR WEBSITE
  • 54. 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?
  • 55. 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…
  • 56. CRO: MAKING THE MOST OF YOUR WEBSITE Where should I go next? No real sign-posting or FOCUS What’s in it for me?
  • 58. 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…
  • 59. 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
  • 60. 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
  • 61. 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.
  • 62. 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?
  • 64. 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…
  • 65. 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
  • 66. 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…
  • 67. CRO: MAKING THE MOST OF YOUR WEBSITE Long page Looks like ‘errors’ at the top of the page I just want to contact you
  • 69. 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
  • 70. 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
  • 72. HAVE YOU EVER WATCHED ONE OF YOUR CUSTOMERS USE YOUR WEBSITE? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 73. DO YOU HAVE ANY IDEA WHAT’S STOPPING NEW VISITORS DOING WHAT YOU WANT THEM TO? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 74. WHY DO SO MANY OF YOUR VISITORS EXIT YOUR WEBSITE ON PARTICULAR PAGES? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 75. CAN YOU ASK SOME OF YOUR EXISTING CUSTOMERS TO HELP IMPROVE YOUR WEBSITE? CRO: MAKING THE MOST OF YOUR WEBSITE
  • 77. - 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?
  • 79. CRO: MAKING THE MOST OF YOUR WEBSITE

Notes de l'éditeur

  1. Ask each attendee what the primary goal of their site is…
  2. Ask if anyone can think of any barriers to entry on their site
  3. Ask if anyone can think of any transparency issues on their site
  4. Ask if anyone has any ideas on this one? Contact details, testimonials, payment methods etc.
  5. Ask if anyone can think of examples
  6. Same again