Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture...

MAKING THE MOST OF YOUR WEBSITE

CONVERSION RATE OPTIMISATION

Date: October 7, 2015Prepared by: Marty Hayes, Digital Director

https://uk.linkedin.com/in/martyhayes@MartyHayes

A LITTLE BIT ABOUT VENTURE STREAM:

- WHO WE ARE

- WHAT WE DO

- WHO WE DO IT FOR

A LOT ABOUT CONVERSION RATE OPTIMISATION:

- WHAT IS CONVERSION RATE?

- HOW DO WE TURN VISITS INTO ACTION

- WHAT IS CONVERSION RATE OPTIMISATION?

- WHAT ARE THE MAIN PRINCIPLES OF CRO

- HOW CAN WE OPTIMISE FOR CONVERSIONS?

- KEY AREAS TO EXAMINE, ANALYSE & OPTIMISE

- QUESTIONS FOR THE FLOOR

- WHAT CAN YOU DO?

WHAT WILL WE COVER?

VENTURE STREAM:ABOUT US

VENTURE STREAM: ABOUT US

Managerial consulting experience in leading

digital agency and client-side ecommerce.Drum-playing, jumper-loving family man and

coveter of VW campervans.

Extensive ecommerce & digital experience as

entrepreneur & consultant in the US &

UK.US-UK cross ponder,

Boston Red Sox fan and aspiring park ranger.

Vic MorganFounder & MD

Marty HayesDigital Director

Andy RobinsonCreative Director10 years experience in

omni-channel ecommerce design and creative marketing with

multi-million pound brands.

Dog-lover with a penchant for shiny

gadgets and American beer.

James ChapmanBus. Development Director

Over 15 years experience in account management

and business development.

Avid Football fan and proud father of two who

simply can not get through the day without a

good cup of Tea.

LEADERSHIP TEAM


EXPERTISE

DIGITAL MARKETING•Search Engine Optimisation

•Paid Search Management

•Conversion Rate Optimisation

•Email Marketing

•Affiliate Marketing

•Social Media Marketing

•Content Production & Management

INNOVATION & DESIGN•Ecommerce Website & Application Design & Development

•Supplier Configuration

•Proof of Concept & MVP Consulting

•User Experience Design

•Prototyping & Testing

•Market & Customer Research

STRATEGY & LEADERSHIP•Full Outsourcing of Ecommerce Development

•Full outsourcing of Digital Marketing & Business Management

•Venture Partnerships

•Board Leadership

•Management, Development & Support

•Business & Financial Planning & Budgeting


OUR CLIENT MANTRA

We have built and grown ecommerce and digital businesses from the ground up

We recognise that digital marketing and technology is about more than just first impressions

We measure success the same way you do – significantly improved sales, leads, profit, innovation and quality

We approach our consulting holistically, meaning we know what works and can quickly react to changing trends and demands

We are part of your business

We’re only happy if you’re happy


OUR CLIENTS

WHAT IS CONVERSION RATE?

The Google Analytics definition of Ecommerce Conversion Rate is:WHAT IS “CONVERSION RATE”?

CRO: MAKING THE MOST OF YOUR WEBSITE

THE PERCENTAGE OF VISITS THAT RESULTED IN

AN ECOMMERCE TRANSACTION

The Google Analytics Venture Stream definition of Ecommerce Conversion Rate is:WHAT IS “CONVERSION RATE”?

THE PERCENTAGE OF VISITS THAT RESULTED IN

AN ECOMMERCE TRANSACTION


WHAT IS THIS “ACTION”

YOU SPEAK OF?


GOOGLE ANALYTICS: REVIEW

WITHOUT A GOAL

YOU CAN’T SCORECASEY NEISTAT, FILM DIRECTOR


WHAT’S THE POINT IN YOUR WEBSITE

IF IT DOESN’T HAVE GOALS?


WHAT SHOULD MY WEBSITE’S GOALS BE?

S.M.A.R.T.

SPECIFIC, MEASURABLE, ACHIEVABLE, RESULTS-FOCUSED, TIME-BOUND


WHAT IS THE POINT OF YOUR WEBSITE?

BUY SOMETHING

SIGN UP FOR

SOMETHINGDOWNLOAD SOMETHING

ARRANGE A CALLBACK

CALL US EMAIL US FILL IN A FORM

CREATE AN ACCOUNT

CONSUME CONTENT

SHARE CONTENT

WATCH A VIDEO SUBSCRIBE


HOW DO WE TURN VISITS INTO ACTIONS?

HOW WE SEE OUR WEBSITE…

HOW OUR USERS SEE OUR WEBSITE…

THE PERILS OF A USER JOURNEY

VISITORS BUY

SOMETHING

SIGN UP FOR

SOMETHING

DOWNLOAD SOMETHIN

GARRANGE A CALLBACK

GET IN TOUCH

FILL IN A FORM

GOALSWEBSITE STUFF


WHAT IS CONVERSION RATE OPTIMISATION?

59%OF RESPONDENTS TO AN ECONSULTANCY SURVEY

SAID THAT CRO IS CRUCIAL TO THEIR OVERALL DIGITAL

MARKETING STRATEGY


98%BELIEVE THAT CRO’S

IMPACT ON THEIR DIGITAL MARKETING EFFORTS

CARRIES SOME KIND OF IMPORTANCE

CRO DOES WHAT IT SAYS ON THE TIN.

OPTIMISING YOUR WEBSITE TRAFFIC TO

INCREASE THE NUMBER OF VISITORS WHO TAKE THE DESIRED ACTION.


CRO IS…• A structured approach to improving

the performance of your website

• Informed by insight (analytics, data and user feedback)

• Defined by your website’s unique objectives and needs (KPIs)

• Taking the traffic you already have and making the most of it


WHAT ARE THE MAIN PRINCIPLES OF CRO?

REMOVE BARRIERS TO ENTRY


FIRST IMPRESSIONS

COUNTGUEST

CHECKOUTDON’T ASK FOR TOO

MUCH INFO

DON’T MAKE PEOPLE

‘REGISTER’

ENCOURAGE RATHER THAN FORCE (SELL

THE BENEFITS)

MOBILE, TABLET,

BROWSER ETC.

PROVIDE TRANSPARENCY


DON’T HIDE KEY INFO

BE UPFRONT ABOUT

EVERYTHING

DO WE KEEP GETTING ASKED

THE SAME QUESTIONS?

ARE EXPECTATIONS

MANAGED?

HOW CAN WE BUILD

CONFIDENCE?

BUILD TRUST & CONFIDENCE


WOULD YOU TRUST YOUR

WEBSITE?

FOLLOW BEST

PRACTICEDON’T MAKE ME THINK!

ARE YOU FOR REAL?

TRUST METRICS

SOCIAL PROOF

PROVIDE ANSWERS TO QUESTIONS


WHAT DO WE GET ASKED IN

REAL LIFE?

HOW CAN WE HELP PEOPLE

MAKE A DECISION?

WHAT ABOUT NEW VISITORS? DO WE MAKE

SENSE?

WHATS THE MOST COMMONLY

ASKED QUESTION?

MINE FOR DATA (ONLINE & OFFLINE)

PROVIDE A FOCUS


DON’T BY SHY PRIORITISE NAVIGATION

PRIORITISE CTAs

FUNNEL USERS

FOCUS ON PRIMARY

ACTION FOR EACH PAGE

UNCLUTTER PAGES AND HIGHLIGHT KEY AREAS

HOW CAN WE OPTIMISE FOR CONVERSIONS?

WEBSITE ANALYTICS


ANALYTICS


SEGMENTATION



FOCUS ON CONVERTING THE PEOPLE WHO MATTER TO

YOUR BUSINESS.

NOT ALL WEBSITE VISITORS ARE CREATED EQUAL.

THEY ARE NOT ONE HOMOGENOUS GROUP.

TOOLS & SOFTWARE


USER SURVEYS


VOICE OF CUSTOMER


HEATMAPS


TESTING & LEARNING


SPLIT TESTING


USER EXPERIENCE TESTING


KEY AREAS TO EXAMINE, ANALYSE, UNDERSTAND & OPTIMISE…

HOMEPAGE OPTIMISATION

KEY AREAS TO ANALYSE & OPTIMISE


Does this immediately strike you as

a ‘shop’?Are you real?

How can I contact you?

Video and audio auto-plays

No differentiation of CTAs

What are your USPs?


Where am I..?

What is that…?

Who are these? What do they do?

I wonder where they’re based…


Where should I go next?

No real sign-posting or FOCUS

What’s in it for me?

LANDING PAGE OPTIMISATION



What should I do? Set up an

account or Change My Address?

This is the primary CTA, believe it or not…


Is this a button? It looks like a

button… Very deep header – does this add

value?

Films?

All the good stuff is down

here


Go back? But I’ve already been there…

What next? I’ve read all that – make

me take action.

Provide a focus


This is the primary CTA, leading to a contact form….

Text-heavy, bold.

Social proof – don’t hide it.


Anyone for a game of chess?

Potentially confusing UX –

is there a difference

between the grey and the

white?

FORM OPTIMISATION



I’ve clicked on ‘Contact Us’

I then have to click on ‘Contact

Us’ again, to contact you…


Aha!A Contact Form!

Consider form design and layout

– does it need such long boxes?Why is

‘Subject’ a required

field?(Assuming

that’s what the *

means)Primary CTA

differentiation


There’s that ‘button’ again…

I just want to contact you, and I’m still

not sure how to…


Long page

Looks like ‘errors’ at the top of the page

I just want to contact you

CHECKOUT OPTIMISATION



Primary CTA differentiation

How much does

delivery cost?

Including logos and other trust metrics should

improve conversion rate

Contact details more important than ever at this

stage


This is a shop….

Not much info on ‘products’

Do I have all the info I need

to make a purchase?

Taken straight to PayPal on

click – unexpected behaviour

QUESTIONS FOR THE FLOOR…

HAVE YOU EVER WATCHED ONE OF YOUR CUSTOMERS

USE YOUR WEBSITE?


DO YOU HAVE ANY IDEA WHAT’S

STOPPING NEW VISITORS DOING WHAT YOU WANT

THEM TO?CRO: MAKING THE MOST OF YOUR WEBSITE

WHY DO SO MANY OF YOUR VISITORS

EXIT YOUR WEBSITE ON PARTICULAR

PAGES?CRO: MAKING THE MOST OF YOUR WEBSITE

CAN YOU ASK SOME OF YOUR EXISTING

CUSTOMERS TO HELP IMPROVE YOUR

WEBSITE?CRO: MAKING THE MOST OF YOUR WEBSITE

WHAT CAN YOU DO?

- DIG IN TO YOUR WEBSITE ANALYTICS

- DECIDE ON AND CREATE YOUR WEBSITE’S GOALS

- CREATE A CULTURE OF DISCOVERY, TESTING & LEARNING

- SHOE-STRING BUDGET? DO SOME GUERILLA TESTING

- SMALL BUDGET? GET SOME TOOLS INSTALLED

- MODEST BUDGET? DO SOME UX TESTING

- BIGGER BUDGET? GO TO TOWN

- WANT TO KNOW MORE? JUST ASK


WHAT CAN YOU DO?

TAKEAWAYS

CONTACT [email protected] 5800 696

THANK YOU

Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture...

Marketing

Transcript of Conversion Rate Optimisation: Making The Most of Your Website (Service Network Event by Venture...