The slides from our brilliant seminar on June 14th covered SEO and CRO with guest speaker Andrew Gordon.

1. Conversion Rate Optimisation

3. Agenda How do we attract web visitors? What is CRO? How do we conduct CRO?

4. How do we attract web visitors?

5. Attracting visitors Traditional marketing Online Display Email Marketing Social Media Search Engine Marketing

6. What is SEM? Paid Search PPC= 30% PPC SEO= 70%

7. 87% of web users access information via search engines

9. SEO - a form of Voodoo?

12. How Google works Search Results Page (SERP) “ northern film festival” Google Algorithms Index

13. Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)

14. Keywords & Segmentation

15. Prioritising Keyphrases Priority Example Primary Cheap phone bills Secondary Phone bill savings Tertiary Reduce phone bill Lower phone bill Cut phone bills

18. Sergey Brin & Larry Page

20. Google’s spiders index site and links

22. http://www.youtube.com/watch?v=BNHR6IQJGZs So, how does Google decide which sites list where?

23. Not yet...

25. Wasted effort?

27. Conversion Rate Optimisation “ In internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website with the goal of increasing the percentage of visitors that convert into customers. It is commonly referred to as CRO . ”

28. Conversion Rate Optimisation Improve ROI of your PPC, SEO, Display Advertising, Social Media traffic...

30. 1. Align your website to your Business Objectives

31. What are we trying to achieve?

32. MWAs ...and Micro-conversions

33. What role does your site play?

34. Who are we targeting? What do they want?

35. The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need

36. The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches

37. 2. Design Conversion Funnels

38. Design Conversion Funnels

39. We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action

40. Landing Pages

41. Every page is a ‘Landing Page’

43. 3. Generate Test Hypotheses

45. Analytics tells us where to start

46. PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674

47. Repair before your Optimise

48. Usability Testing

49. 4. Continuous Process Improvement

52. 2003-4

53. 2010

55. Testing the variations

56. 40% increase in phone conversions

57. Version A 39.3% more 20 - 30 year olds A B

58. Version B 33% clicked ‘Take Debt Analyser’ A B

59. Version A 19% reduction homepage abandons A B

60. A CRO “Production Line” Analyse Data Funnel Design Testing

62. Conversion Rate Optimisation

63. What are we really selling?

64. Radio W.I.I.F.M

65. Value Proposition for Personas

66. Keyphrase Analysis and Selection Natural/Organic Search Engine Optimisation (SEO) Pay per Click (PPC) Maximum ROI 2. Index Content (Prepare submissions & make site spider-friendly) 3. Improve Rankings (Optimise page content) 4. Develop Link Partnerships (to channel traffic & maximise rankings) Carry Out Targeted PPC Campaigns (to capture specific search traffic) 1. Analyse Key Word Phrases (to maximise impact of Optimisation and PPC)

67. Keywords & Segmentation

68. The Purchase Process Satisfied Evaluate options Decide to Buy Search for Information Recognise a need

69. The search journey ‘ Browsing ’ ‘ Researching ’ ‘ Completing ’ “ Theatres” 380,000 Searches “ Theatres Manchester” 7500 Searches “ Buy Manchester theatre tickets” 500 Searches

70. The Awareness Ladder

71. Every page is a ‘Landing Page’

72. What do we want our site to achieve?

73. MWAs ...and Micro-conversions

74. MWAs and Micro-conversions Optimise your PPC, SEO, Display Advertising, Social Media traffic...

75. Conversion Planning Describe your MWAs ? What are your micro-conversions ?

76. Choosing what to measure

77. Important metrics? What’s your conversion rate? What’s your Dwell Time? Page Views? Bounce Rate? http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77264

78. Continual Process Improvement

81. 2003-4

82. 2010

83. A Method is more useful than tips...

84. PHAME Identify a PROBLEM Formulate a HYPOTHESIS Propose an ACTION Agree the METRICS Run the EXPERIMENT

85. Eisenberg/Future Now Uncovery Wireframing Storyboarding Prototyping Development Optimisation “ Persuasion Architecture”

86. Section Summary 1. Small changes can make a big difference 2. Sustaining success needs a System 3. Be clear about your Goals 4. Develop a Continual Process Improvement Culture

87. Stage 1: Research

88. What should you improve? Everything!

89. Where do you start?!

90. Where do you start? Fix the BIG things first

91. Analytics tells us where to start

92. PC = 2621 PI = 421 PC = 98 PI = 564 PC = 68 PI = 477 PC = 70 PI = 470 PC = 65 PI = 447 PC = 436 PI = 2548 PC = 98 PI = 576 100% 98.1% 22.2% 21.8% 17.9% 17.8% 16.8% Drop-off 58 Drop-off 2310 Drop-off 12 Drop-off 117 Drop-off 5 Drop-off 28 3042 662 2984 545 540 512 674

94. Repair before your Optimise

95. How people really use your website(s) Are they confused?

96. Are they confused?

97. Are they confused? A volunteer please…

98. The Curse of Knowledge

99. We assume others see the same as we do

101. How do we ‘listen to visitors’ List as many ways you can think of...

103. Usability Testing

104. http://www.youtube.com/watch?v=QckIzHC99Xc

107. What are your BIG areas? Where do you think are the BIG areas? Would your web visitors agree?

108. Stage 2: Solutions

114. Develop variations

117. Stage 3: Testing

118. Testing the variations 23 http://www.youtube.com/watch?v=XJT9TCqzw4U

119. 40% increase in phone conversions

120. Version A 39.3% more 20 - 30 year olds A B

121. Version B 33% clicked ‘Take Debt Analyser’ A B

122. Version A 19% reduction homepage abandons A B

124. Improving the wrong things!?

125. Stage 4: Review

126. Analyse the results

127. R.O.I.

128. The Reality of R.O.I. Investment Expected Return

129. The R.O.I. Equation ROI = (Gain from Investment - Cost of Investment) ____________________________________ Cost of Investment

130. Section Summary 1. Be clear about where to start 2. Fix the ‘Big Areas’ first 3. Test your solutions/variations in an objective way 4. Analyse the results from an ROI perspective

131. Usability is not enough

132. A web designer’s view A B

133. The Usability Perspective A B The How or ‘Usability’ Level of Effort

134. Usability is not enough A B The Why or ‘Persuasion’ Motivation

135. Persuading Web Visitors What is meant by being persuasive?

136. Persuading Web Visitors persuasive - intended or having the power to induce action or belief persuade - To successfully convince someone to agree to, accept, or do something en.wiktionary.org/wiki/persuade

137. We need to do 3 things... 1. Get their Attention 2. Keep them Engaged 3. Call them to Action

138. Landing Pages

140. The Appliance of Social Science

141. Man, the rational thinker...

142. The theory of evolution Charles Darwin, 1809 - 82

143. Out of Africa theory

144. Social Psychology

145. Social proof

147. The power of the ‘normative middle’

148. Power of the normative middle What do “other people” do?

150. Customer testimonials

151. Reciprocation

152. Christmas Cards to strangers Kent and Wolkott 1976

153. Encourage Reciprocation

155. Remember to ask for the reciprocal action

156. Commitment

157. Public commitments

158. Encourage completeness

160. Authority

161. 84

162. Credibility & Authority

163. Awards

164. Liking

165. We respond to people ‘we’ know

166. Strengthen feelings of ‘kinship’

167. Scarcity

168. Scarcity

169. Scarcity 275

170. Time Limited Events

171. Section Summary 1. Human beings have evolved from Africa 2. Our behaviour makes sense in an evolutionary perspective 3. Understand the applications of Social Psychology

172. Group Exercise

173. What can you learn from Social Media? From a Psychology perspective, why is Social Media so ‘persuasive’ Discuss your thoughts with your colleague. Are their ways your site could imitate Social Media?

174. Social Proof Initiation Public Commitment Membership of a Group Social Support Self and Identity Role Models Fun/enjoyable What can you learn from Social Media?

176. Enhance Social Status: ‘Points’

177. Why is Facebook persuasive? Phase 1: Discovery Learn about service (via friends) Visit site Phase 2: Superficial Involvement Decide to try Get started Phase 3: True Commitment Create content Stay active & loyal Invite others BJ Fogg, Stanford University

178. The Appliance of Cognitive Science

182. You have 3 brains

185. Expensive = Good

187. Brands as a metaphor?

188. What’s your metaphor? Choose a metaphor for your organisation Does that match your website?

189. We pattern match

190. We pattern match Conventions are your friend

191. Copying Amazon & doubling conversions

193. Seeing patterns in data?

194. Groupthink

195. Priming

196. Anchoring http://www.youtube.com/watch?v=0dMao4gHYfg

197. Identity & Decisions Consequence Model Identity Model Prof. James March, Stanford University

198. Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio

199. Meet Helen 28 – 38 Midlands, North East Works part-time 2 young children Partner works full-time Has broadband connection, magazines, local newspapers, radio

200. Lecturer A: Friendly, bright, kind, humorous

201. Lecturer A: Assertive, bright, kind, humorous

202. First & last is best...

203. Everything is relative 58

204. Everything is relative

205. Comparative Prices

206. 115

208. Provide context before details First you sort the items into like categories. Using color for sorting is common, but you can also use other characteristics, such as texture or type of handling needed. Once you have sorted the items, you are ready to use the equipment. You want to process each category from the sorting separately. Place one category in the machine at a time. Your new washing machine

209. How do I feel about that?

210. Emotional Response Images to generate an...

211. Faces are especially powerful

213. Risk vs Reward Easy to trigger the fear response...

214. The Brain’s Sentry

215. Loss Aversion

216. Risk Reduction: Guarantees

218. Point of Action Re-assurance

219. Privacy & other policies

220. Credible design

221. Attention to Detail

222. Depth and recency of info

223. FAQs

224. Ah, but you’ll say... 1. I could have told you that - it's obvious! 2. No, in my experience that's not true - people don't really behave like that 3. That applies to others but not me...

225. We don’t even know ourselves

226. The Confidence Illusion We all think we’re above average: Drivers Leaders Creatives Teachers Lovers

227. Section Summary 1. Cognitive Psychology is useful in understanding Decision Making 2. We take many ‘Mental Shortcuts’ 3. Explore ways to trigger these ‘Heuristics‘

228. The importance of Visual Design

229. The importance of Vision

230. Don’t read but scan

231. A couple of videos for you http://viscog.beckman.illinois.edu/grafs/demos/15.html http://www.youtube.com/watch?v=voAntzB7EwE&feature=player_embedded http://www.youtube.com/watch?v=38XO7ac9eSs&