John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014

Conversion rate optimisation for non-ecommerce sites

“If you can not measure it, you can not improve it.”William Thomson, 1st Baron Kelvin

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• Twitter: @JohnConversion

• LinkedIn: uk.linkedin.com/in/johnmillsinsight

• Email: john.mills@jobsite.co.uk

Conversion rate optimisation for non-ecommerce sites

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Conversion rate optimisation for non-ecommerce sites

Conversion rate optimisation for non-ecommerce sites

Understand your business and your users

Understand your business and your users

Understand your business and your users

Make your life harder

Make your life harder

Make your life harder

• Job alerts by email sign ups

• Registrations

• Vacancies added to shortlist

Where to test?

Where to test?

Measure everything

Measure Everything

Measure everything

• Don’t just measure the goals of your conversion campaign

• Measure against the business goals

• Measure your KPI’s

• Measure as far down the process a possible

Measure everything

• “Changing the design of the semi display template will increase the number of applications.”

Measure everything

Measure everything

Measure everything

• “Apply Now” CTA clicks were down by 2.5%

Measure everything

• Completed applications 2.5%

• The number of completed applications per visitor up by 3%

• Number of vacancies added to shortlists up by 25%

• Email job alerts – over 5,000 additional sign ups a month

Demonstrating value

Reporting results to the business

Reporting results to the business

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Reporting results to the business

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Demonstrating value

Demonstrating value

• How your business makes money

• How your business spends money

How your business makes money

How your business makes money

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How your business makes money

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How your business makes money

How your business spends money

How your business spends money

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How your business spends money

How your business spends money

How your business spends money

• Cost Per Application = £1.70

• 12% uplift = 8,000 additional applications

• Cost Per Application x additional applications = cost to purchase

• £1.70 x 8,000 = £13,600

How your business spends money

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How your business spends money

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Always base your numbers on the past

Always base your numbers on the past

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Takeaways

Takeaways

• Understand your business• Understand your users• Give yourself extra KPIs• Test where a 1% uplift has the most impact• Measure everything• Demonstrate value • Always base your figures on the past

Questions?

• Twitter: @JohnConversion

• LinkedIn: uk.linkedin.com/in/johnmillsinsight

• Email: john.mills@jobsite.co.uk