1. 1. ppc | display | cro | analytics | training An introduction to Conversion Rate Optimisation
2. 2. ppc | display | cro | analytics | training What well cover What CRO is A website scorecard 3 Tools
3. 3. ppc | display | cro | analytics | training What is CRO?
4. 4. ppc | display | cro | analytics | training 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..
5. 5. ppc | display | cro | analytics | training CRO is Getting more value from existing traffic.
6. 6. ppc | display | cro | analytics | training CRO is Using a structured approach.
7. 7. ppc | display | cro | analytics | training CRO is Evaluating Quantitative Data..
8. 8. ppc | display | cro | analytics | training .and Qualitative Research. This website is awful..
9. 9. ppc | display | cro | analytics | training CRO is Considering your audience, your products, your goals.
10. 10. ppc | display | cro | analytics | training CRO is Ongoing.
11. 11. ppc | display | cro | analytics | training and hopefully it includes A/B testing.
12. 12. ppc | display | cro | analytics | training What CRO is NOT..
13. 13. ppc | display | cro | analytics | training CRO is NOT Search Engine Optimisation
14. 14. ppc | display | cro | analytics | training CRO is NOT Doing what the HiPPO says. Image source: www.widerfunnel.com
15. 15. ppc | display | cro | analytics | training CRO is NOT Copying other websites. Image source: House of Wax, Great Yarmouth.
16. 16. ppc | display | cro | analytics | training CRO is NOT Driving volume at the expense of value.
17. 17. ppc | display | cro | analytics | training CRO is NOT Guesswork Instinct Random
18. 18. ppc | display | cro | analytics | training A website scorecard
19. 19. ppc | display | cro | analytics | training
20. 20. ppc | display | cro | analytics | training 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.
21. 21. ppc | display | cro | analytics | training Simplicity EASE Dont make me think. Steve Krug Every extra second the potential customer takes to work something out, will result in a lower conversion rate. Ref: Dont make me think. Revisited. (2013). Author, Steve Krug. VS ORIGINAL +12.2%
22. 22. ppc | display | cro | analytics | training 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%
23. 23. ppc | display | cro | analytics | training 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%
24. 24. ppc | display | cro | analytics | training USPs PERSUASION Something remarkable is worth talking about. Worth noticing. Its 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.
25. 25. ppc | display | cro | analytics | training Reassurance PERSUASION Theres nothing better than getting a good review, and customers like to see them too when searching for products and services online. People dont 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%
26. 26. ppc | display | cro | analytics | training Deadline PERSUASION When access to something is restricted, the perceived value for it increases. We crave what we cant have We dont like to trick visitors; but we also dont 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%
27. 27. ppc | display | cro | analytics | training bit.ly/cro-scorecard
28. 28. ppc | display | cro | analytics | training 3 x Tools
29. 29. ppc | display | cro | analytics | training Quantitative Analysis
30. 30. ppc | display | cro | analytics | training Quantitative Analysis
31. 31. ppc | display | cro | analytics | training Qualitative Research
32. 32. ppc | display | cro | analytics | training Testing
33. 33. ppc | display | cro | analytics | training What weve 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!
34. 34. ppc | display | cro | analytics | training Thank You. Any questions? @ryanwebb www.search-star.co.uk bit.ly/cro-scorecard