Conversion Optimisation is NOT Search Optimisation

Search Engine Optimisation Ensuring that the people searching for

your services/ products on search engines meet with your websites search listings on those products and services to find what they need & want

Conversion Optimisation A set of techniques, implemented to

influence customer behaviour towards outcomes that:

Increase revenue or profit Remove cost from the business Increase productivity or work flexibility Increase Customer Service/ Satisfaction

Offline / Real World Examples Dairy accounts for

19 percent of an average supermarket’s profit YET takes up just 3

percent of store space

It generates more than 2.6 times return on space Which is up to 6.2

times higher return on space than grocery

Recommendations for Dairy Depts The space for dairy in general should be

increased and is already underutilized Make the dairy department easier to shop Personalize the engagement Leverage more meaningful merchandising

Taken from the Willard Bishop Store SuperStudy 2009.

Name the Season

What Retailers Do They know the amount of space allocated to

each dept They know the amount of revenue generated

by each dept They know their ‘Prime’ merchandising

locations They know when to allocate more or less

space dependent on the sales/ seasons They know how to SELL!

Getting Back To Online... How do you find out this type of information

about your site? Analytics Session recording Performance optimisation Feedback Usability testing Remote testing Forms and search analytics Testing tools Survey tools Multi-variate testing

So...Where do you Optimise? It depends on your site... High traffic entry pages High exit pages Key value pages (credit card) High cost pages (PPC) Conversion influencer points Persuasion points Anywhere there is traffic &

Calls To Action! Funnels

What Things do you Test?

Removing unnecessary messaging/images Re-wording copy/ messaging Including USPs on every page E-mail Subject lines Offer messaging (30% extra or 50% off?) Scent trails Call to actions Buttons Influencing pages / Messages Funnels As much as you can!

Funnels Google:

A funnel represents the path that you expect visitors to take on their way to converting to the goal. Defining these pages allows you to see how frequently visitors abandon goals, and where they go. 

How do they help? How many people

continue? How many leave? How many channel

switch? Where do they go? Are there influence

pages? Any error clusters? What are my pain

points?

The Value of Funnels Identify exits / sore points/ improve sales Confirmation pages lose sales A small change can reduce this

Example case- resulted in drop from 75% to 2% exit Identify pages driving leads/ sales online and off

Page with low conversion– big test opportunity Check for bugs in address lookups In most cases, over 50% of abandons stay on the

site or switch to convert via a different channel If promoting call centre consider dynamic phone

numbering!

Ego and Opinions?

THE CUSTOMER

Pesky Meddling

FoolsLegal

Who designs this

page?

Who designs this

page?

CEO

MarketingIT

Product Brand

Source @optimiseordie

Why not to be Precious about Design Testing is the only sure fire way of optimising

your website conversion It provides clear, statistical results- not

opinions Results are often surprising:

10% increase from funnel work 6% extra conversions from mobile 37% increase from image zoom test 170% increase from site search test

Tools Browser testing www.browsercam.com

Mobile devices www.perfectomobile.comwww.deviceanywhere.com

Performance testing www.keynote.comwww.gomez.com

MVT/AB Testing www.google.com/websiteoptimizer

Heatmap & Usability Testing www.clicktale.com www.crazyegg.com

End browser and device discrimination!

A Few of my Bibles...