bristol media event cro introduction - july 2015
TRANSCRIPT
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An introduction to Conversion Rate
Optimisation
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What we’ll cover
• What CRO is
• A website “scorecard”
• 3 Tools
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What is CRO?
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• Uncovering the opportunities for improving the effectiveness of your website by:
– Reviewing the website
– Analysing performance data
– Understanding users’ behaviour
• Then running tests to monitor the impact these changes have on delivering revenue.
CRO is…..
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CRO is
Getting more value from
existing traffic.
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CRO is
Using a structured approach.
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CRO is
Evaluating Quantitative
Data…..
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….andQualitative Research.
This website is awful…..
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CRO is
Considering your audience, your products,
your goals.
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CRO is
Ongoing.
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…and hopefully it includes A/B
testing.
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What CRO is NOT…..
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CRO is NOT
Search Engine Optimisation
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CRO is NOT
Doing what the HiPPO
says.
Image source: www.widerfunnel.com
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CRO is NOT
Copying other
websites.
Image source: House of Wax, Great Yarmouth.
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CRO is NOT
Driving volume at the expense of value.
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CRO is NOT
GuessworkInstinctRandom
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A website “scorecard”
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The basic framework
Simplicity
Relevance
Deadline
USPs
Reassurance
Clutter
EASE PERSUASION+EASE PERSUASION
Simplicity USPs
Relevance Reassurance
Clutter Deadline
Ref: You should test that. (2013). – Author, Chris Goward / Wider Funnel.
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Simplicity EASE
“Don’t make me think”.
Steve Krug
Every extra second the potential
customer takes to work something out, will result in a lower
conversion rate.
Ref: Don’t make me think. Revisited. (2013). – Author, Steve Krug.
VS
ORIGINAL +12.2%
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Relevance EASE
“Ensure there is a bond between the
pre-click experience and
the corresponding post-click landing
experience”.
A seamless journey that considers visitor intent and continues
the theme of the messaging used in the earlier stages of
the funnel.
Ref: The 7 principles of conversion centred design (2014). – Author, Oli Gardner & Dan McGaw
ORIGINAL
+48%
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Clutter EASE
“Think about your ‘attention ratio’
and minimise the ratio of choices on your landing page vs the conversion
goals”.
Remove any superfluous content (or move it down the page) and make sure you have a primary “call to action” (CTA)
that is prominent and stands out.
Ref: Unbounce.com – 2015.
ORIGINAL
+200%
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USPs PERSUASION
“Something remarkable is worth
talking about. Worth noticing. It’s
a Purple Cow. Boring stuff is
invisible.”
Seth Godin.
Make sure you shout loud and clear about
your competitive advantage and why you should be the chosen provider
from your competitor set.
Ref: Purple Cow: Transform your business by being remarkable (2009). Seth Godin.
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Reassurance PERSUASION
“There’s nothing better than getting a good review, and customers like to
see them too when searching for products and
services online.”
People don’t like being the “guinea pig”. They need to
be shown that others have had a positive
customer experience. Social growth is
fuelling this expectation.
Ref: Google AdWords Product Team.
Click Through Rate +10 to 20%
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Deadline PERSUASION
“When access to something is restricted, the
perceived value for it increases. We
crave what we can’t have”
We don’t like to ‘trick’ visitors; but we also
don’t want to make it easy for them to procrastinate. We
want to give them a reason to act now rather than later.
Ref: Crazy Egg Blog (September 2014)
+5%
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bit.ly/cro-scorecard
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3 x Tools
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Quantitative Analysis
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Quantitative Analysis
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Qualitative Research
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Testing
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What we’ve covered
• CRO is ongoing, structured & includes A/B testing
• Not copying others or running random tests.
• Evaluate using “ease” and “persuasion” factors.
• Plenty of tools to help!
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Thank You.
Any questions?
@ryanwebbwww.search-star.co.uk
bit.ly/cro-scorecard
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What is Conversion Rate Optimisation?
Audience Conversions
Quantitative Analysis
Qualitative Research
Client Website
Testing
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