Stand 26 | @craftedmedia

Search Engine Optimisation (SEO) and User Experience: Is your website losing

you customers?

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Ian MillerSearch Director

Barnie MillsHead of Design

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What the next hour is about

• Engaging users to increase site conversion

• Quite a lot of common sense

• Some tools to check the results

• Hopefully, a way to remember everything…

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Choose an appropriate venue

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1

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Where are they coming from?

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Where are they coming from?

Source Medium

Google organic/cpc/referral

Bing organic/cpc

Facebook referral

Google shopping cpc

Yahoo organic/referral

Outlook direct

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What do we know about them?

Metrics - numbers Dimensions - things

Visits Landing page

Page views Keyword

Goal completion rate % Browser

Revenue Source

Bounce rate % Medium

Average time on site City

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Don’t make assumptions

• What is ‘bounce rate’?

• Spending time on site doesn’t always equate to value

• Segment traffic

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Non-paid Search Traffic

Paid Search Traffic

Direct Traffic

Referral Traffic

Visits

49,389

% of total: 43.21%(114,299)

38,756

% of total: 33.91%(114,299)

9,613

% of total: 8.41%(114,299)

16,427

% of total: 14.37%(114,299)

Pages/Visit

2.84

Site Avg: 2.62(8.22%)

2.25

Site Avg: 2.62(-14.17%)

2.71

Site Avg: 2.62(3.58%)

2.79Site Avg: 2.62

(86.45%)

% New Visits

77.63%

Site Avg: 76.66%(1.14%)

78.55%

Site Avg: 76.66%(2.46%)

76.30%

Site Avg: 76.66%(1.14%)

70.12%

Site Avg: 75.66%(-8.53%)

Bounce Rate

55.34%

Site Avg: 58.56%(-6.49%)

64.96%

Site Avg: 58.56%(10.92%)

57.73%

Site Avg: 58.56%(1-.41%)

53.64%

Site Avg: 58.56%(-8.39%)

Avg. Visit Duration

00:02:23

Site Avg: 00:02:29(-4.47%)

00:02:26

Site Avg: 00:02:29(-2.01%)

00:02:31

Site Avg: 00:02:29(1.13%)

00:02:55

Site Avg: 00:02:29(17.09%)

Which is more valuable?

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Non-paid Search Traffic

Paid Search Traffic

Direct Traffic

Referral Traffic

Visits

49,389

% of total: 43.21%(114,299)

38,756

% of total: 33.91%(114,299)

9,613

% of total: 8.41%(114,299)

16,427

% of total: 14.37%(114,299)

Goal Conversion Rate

9.69%

Site Avg: 17.62%(-45.02%)

18.14%

Site Avg: 17.62%(2.94%)

39.22%

Site Avg: 17.62%(122.54%)

27.64%

Site Avg: 17.62%(56.86%)

Goal Results Page

(Conversion Rate)

9.69%

Site Avg: 17.62%(-45.02%)

18.14%

Site Avg: 17.62%(2.94%)

39.22%

Site Avg: 17.62%(122.54%)

27.64%

Site Avg: 17.62%(56.96%)

Per Visit Goal

Conversion Rate

£0.00

Site Avg: £0.00(0.00%)

£0.00

Site Avg: £0.00(0.00%)

£0.00

Site Avg: £0.00(0.00%)

£0.00

Site Avg: £0.00(0.00%)

Do you still agree?

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The homepage(Like arranging to meet under the clock at Waterloo)

• Easy to offer a wide range of options

• Expectation is not as clearly defined

• Harder to plan in advance

Image by Elliott Brown “ell-r-brown” (Flickr)

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Landing pages(Like arranging to meet at the cinema)

• Expectation is more clearly defined

• We can plan in advance

Photo: ScypaxPictures, www.flickr.com

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I want one of these!(They’re fancy!)

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Make sure you turn up on time

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2

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Page loadWe could have failed before we’ve started

Every second loading = 0.65 increase in bounce rate!

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Mobile devicesThe pre-date bandwidth traffic jam!

• Consider image use

• What is really important?

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Mobile isn’t going to go awayYou can’t just ignore it!

Over half of Britainowns a smartphone

(Ofcom)

20% of adultsown a tablet

(Mobile OperatorsAssociation and YouGov)

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First impressions count online

One in five visitors leave websites in

5seconds

The average time spent on a

webpage is

25seconds

On average visitors onlyread around

20%of content

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The 5 second rule?

• Am I in the right place?

• Am I interested?

• Do I trust you?

• What next?

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A quick 5 second example…

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www.wiggle.co.uk

• What 3 activities does the site cater for?

• Name three advertised USPs

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Passing the 5 second test

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Dress appropriately

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Mobile devices

• How will your content display?

• How will the user interact?

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Which device should I target?

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40+ Android devices launched in 2012…

We no longer know the page size!

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Responsive web design

A single siteto maintain

A single setof analytics

Google recommends

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Image is everything

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We provide blue sky technical solutions...

SIGN UP No, I have no idea what you’re on about

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Clear calls to action PRESS

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(I also flash and play the themefrom The Apprentice every 30 seconds)

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For bespoke digitalmarketing call Crafted today

01473 213 222

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Looks are only skin deepLanguage is important

Learn More

About what? It’s a bit vague

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Looks are only skin deepLanguage is important

Try ‘Blind Date’ Free60 second sign up

What have I got to lose? And it only takes a minute!

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However, for most

of us having a clear,

concise call-to-action

isn’t enough…

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Build trust, build the relationship4

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The art of conversation

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Content should…

• Build trust

• Build empathy

• Build desire

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Don’t just talk about yourself

• Consider related subjects

• Be interesting

• Be relevant

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Social proof

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Trust marks

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Design patternsDon’t re-invent the wheel

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Beware the anti-pattern!The awkward handshake of user experience

• Don’t re-invent the wheel

• Be consistent

• Avoid the awkward handshake!

• darkpatterns.org

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Beware the dark side!When design patterns turn bad

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Image: http://darkpatterns.org/

library/trick_questions/

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Value your customers, it’s easier to lose trust than to gain it!

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Old fashioned customer serviceIt goes a long way

• Keep your promises

• Make your customers feel valued

• Keep the human touch

• Just be nice!

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Beyond first conversion

New visitors

Returning visitors

Visits

90,670

% of total: 73.15%(123.945)

38,756

% of total: 26.85%(123.945)

Revenue

£31,281.16

% of total: 49.22%(£63,548.66)

£32,267.50

% of total: 50.78%(£63,548.66)

Transactions

942

% of total: 52.63%(1,790)

848

% of total: 47.37%(1,790)

Average Value

£33.21

Site Avg. £35.50(-6.46%)

£38.05

Site Avg. £35.50(7.18%)

Ecommerce

Conversion Rate

1.04%

Site Avg. 1.44%(-28.06%)

2.55%

Site Avg. 1.44%(76.46%)

Per Visit Value

£0.35

Site Avg. £0.51(-32.71%)

£.0.97

Site Avg. £0.51(89.13%)

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Keep in touch5Stand 26 | @craftedmedia

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Newsletters

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Welcome to the club

• Know your customer

• Target them more efficiently

• Increase customer value

• Member offers/promotions

• Faster payment

• Make them feel ‘special’

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There is no silver bullet!

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Testing Assumptions

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Testing toolkit

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Stand 26 | @craftedmedia

Conversion rate Blind Date

1. Choose an appropriate venue

2. Turn up on time

3. Make a good first impression

4. Build trust, build the relationship

5. Keep in touch

Thank you…

Visit stand 26 now for your free digital marketing pack

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