10 gomeasure (sg and kl) - designing for conversions - jereme wong - clicktrue
DESCRIPTION
Jereme Wong, COO of clickTRUE (a Google Analytics Certified Partner), walks through 2 case studies of how content testing led to increased conversions for websites. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).TRANSCRIPT
![Page 1: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/1.jpg)
Designing For Conversions Jereme Wong Chief Operating Officer, clickTRUE
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz
![Page 2: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/2.jpg)
Google Confidential and Proprietary
We are an online consul-ng firm, that help brand owners Strategise, Design and Build cap-va-ng experiences for the Web.
à www.clicktrue.biz
![Page 3: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/3.jpg)
Google Confidential and Proprietary 3
Agenda
1 The Importance Of Landing Page Design
2 2 Great Tips To Improve Conversions
3 Case Studies (SOMA, 701Panduan.com)
4 Let’s Practice!
![Page 4: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/4.jpg)
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
The Importance Of Landing Page Design
![Page 5: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/5.jpg)
Google Confidential and Proprietary
Landing Page Design Matters!
5
• A mere 2-3 secs to retain them
• First impression can be the difference of making and losing money
![Page 6: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/6.jpg)
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
2 Great Tips (with case studies)
![Page 7: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/7.jpg)
Google Confidential and Proprietary 7
![Page 8: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/8.jpg)
Google Confidential and Proprietary 8
![Page 9: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/9.jpg)
Google Confidential and Proprietary
![Page 10: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/10.jpg)
Google Confidential and Proprietary
Google Analytics Insight on SOMA
10
§ Visitors were browsing around site with only 3.7% landing on GOAL page
§ However, there were hardly any conversions
![Page 11: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/11.jpg)
Google Confidential and Proprietary
![Page 12: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/12.jpg)
Google Confidential and Proprietary
§ Single landing page to focus visitors
§ 9.26% conversion rate!
![Page 13: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/13.jpg)
Google Confidential and Proprietary 13
![Page 14: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/14.jpg)
Google Confidential and Proprietary
701Panduan.com
14
![Page 15: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/15.jpg)
Google Confidential and Proprietary
701Panduan.com Business Search
§ Top 10 search inquiries under Business Search contributes to 40% of paid Business Listing traffic
![Page 16: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/16.jpg)
Google Confidential and Proprietary
Wedding Package in KL
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
User Searching for Wedding Services
![Page 17: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/17.jpg)
Google Confidential and Proprietary
What I Click
Wedding
What I Get
Wedding
Names match. Comfort, trust, no thought required.
Names don’t match. Frustration, loss of trust.
Wedding Supplier/
Bridal Services
Services
(No mention of Wedding on
page)
Error 404
Page Not Found
Expectation of User
![Page 18: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/18.jpg)
Google Confidential and Proprietary
Typical “Wedding” Search
![Page 19: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/19.jpg)
Google Confidential and Proprietary
“Wedding” Search Results
![Page 20: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/20.jpg)
Google Confidential and Proprietary
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
There are no trigger words in search results (users will not be able to differentiate quickly the value proposition between merchants)
§ Results do not contain trigger words § Location is irrelevant at this juncture. § Too many Call-To-Action buttons
Landing Page Analysis
![Page 21: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/21.jpg)
Google Confidential and Proprietary
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
Content that is highly relevant to user is hidden a
click away under “Business Info”
Relevant Content Hidden From User
![Page 22: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/22.jpg)
Google Confidential and Proprietary
BEFORE
AFTER
Recommended Change
![Page 23: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/23.jpg)
Google Confidential and Proprietary 23
Conversions Up By 58%!
![Page 24: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/24.jpg)
Background What’s Next?
![Page 25: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/25.jpg)
Google Confidential and Proprietary 25
Let’s Practice!
1 Identify your conversion pages
2 Are your visitors distracted?
3 Review your promises
4 Survey your customers!
![Page 26: 10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue](https://reader034.vdocument.in/reader034/viewer/2022052410/55515747b4c9059f768b47fc/html5/thumbnails/26.jpg)
THANK YOU
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz