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Principal SEO Consultant, Distilled
@hannah_bo_banna
SEOmoz Associate.
Writer for SEO Chicks & State of Search.
Caffeine addict.
HANNAH SMITH
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Conversion RateOptimisation
HANNAH SMITH
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wait…actually,
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HANNAH SMITH
How to MakeMore Money!
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traffic@hannah_bo_banna
it’s not aboutmore
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revenue@hannah_bo_banna
it’s about increasing
from existing traffic
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the process…
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@hannah_bo_banna
why people buyfind out
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@hannah_bo_banna
why they don’tand
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test @hannah_bo_banna
create new pages to
against your current page
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@hannah_bo_banna
iterate continually
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set the foundations…
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@hannah_bo_banna
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@hannah_bo_banna
goals & funnelsset up
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step one:identify UX issues
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how
user-friendly is your site?
@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
live chat & emails
review
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step two:identify customers’ objections
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@hannah_bo_banna
didn’t you buy?
why
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Image/Graph etc.
qualaroo.com@hannah_bo_banna
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step three:identify why customers do like you
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@hannah_bo_banna
did youchoose us?
why
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@hannah_bo_banna
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step four:competitor analysis
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what
messagingare they using?
@hannah_bo_banna
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which
sitewould you be more likely to book with?
@hannah_bo_banna
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@hannah_bo_banna
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step five:analyse your data
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is your site
stoppingpeople from buying?
@hannah_bo_banna
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what
objectionsaren’t being addressed?
@hannah_bo_banna
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what
benefitsaren’t being communicated?
@hannah_bo_banna
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step six:test
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@hannah_bo_banna http://blog.optimizely.com/2013/02/06/is-it-done-yet-getting-real-about-test-length-estimates-and-calling-a-test
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step six:analyse results
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did your test work?
refine orrollout@hannah_bo_banna
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a case study
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please don’t
copythis…
@hannah_bo_banna
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what works for one site won’t necessarily
workfor another…
@hannah_bo_banna
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@hannah_bo_banna
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research
revealed@hannah_bo_banna
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quick quote was
confusing
@hannah_bo_banna
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@hannah_bo_banna
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benefits weren’t
communicated
@hannah_bo_banna
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@hannah_bo_banna
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lack of
trustno contact details / testimonials
@hannah_bo_banna
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@hannah_bo_banna
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newpage to test…
@hannah_bo_banna
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@hannah_bo_banna
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onecall to action…
@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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communicated
benefits@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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increased
trust@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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results?
@hannah_bo_banna
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40% increase in conversions (bookings)
versus the control
@hannah_bo_banna
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we’re continuing to
test & learn @hannah_bo_banna
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remember where we started?
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find out
why people buy &
why they don’t@hannah_bo_banna
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test @hannah_bo_banna
create new pages to
against your current page
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@hannah_bo_banna
iterate continually
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Image Credits
• Money - http://www.flickr.com/photos/59937401@N07/5858059202/sizes/l/• Coffee - http://www.aeonmagazine.com/being-human/julian-baggini-coffee-artisans/• Yes - http://www.flickr.com/photos/favspotting/395551043/sizes/m/
@hannah_bo_banna