Conversion Rate Opimisation (CRO) introduction and how to guide

CraftedPRESENTATION

IS YOUR WEBSITE LOSINGYOU CUSTOMERS?

verb [ with obj. ]

exercise skill in making (something):

he crafted the chair lovingly | (as adj. crafted) :

a beautifully crafted object.

Introductions

Barnie MillsHead of Design

Ian MillerSearch Director

40 digital experts spanning design, search and development

You’ve got traffic, now what?

Who are they, and what are they here for?

Where are they from?

What traffic sources might a site have?

Where are they from?

What traffic sources might a site have?

Source Medium

Google organic/cpc/referral

Bing organic/cpc

Facebook referral

Google shopping cpc

Yahoo organic/referral

Outlook direct

How do they behave?

What attributes can you drill into?

How do they behave?

What attributes can you drill into?

Metrics - numbers Dimensions - things

Visits Landing page

Pageviews Keyword

Goal completion rate % Browser

Revenue Source

Bounce rate % Medium

Average time on site City

Don’t make assumptions

• What is “bounce rate”?

• Segment traffic

And now it’s over to you…

So what do you like?

• 2 sites you like• Why?

What don’t you like?

• 2 sites you don’t like• Why?

First impressions

First impressions count!

The averagetime spent ona webpage is

25 seconds

On average, visitors onlyread around

20% of content

One in fivevisitors leavea site within

5seconds

The 5 second rule…

(not this one!)

Am I in the right place?

Do I trust you?

What do I do now?

Page load – we could have failed before we’ve started

Every second loading = 0.65 increase in bounce rate!

The 5 second test

Questions

• What activities does this site cater for?• What are 3 of the companies USPs?

What could be improved

Questions

• What service does the site offer?• Why might you choose it over competitors?

What could be improved

Questions

• What industry is the site concerned with?• Who is the site aimed at?• What is its primary purpose?

What could be improved

Questions

• What does the company do?• Who is the site aimed at?• How could you find out more?

What could be improved

Ok ok, I’m interested, what now?

Calls to action (CTAs)

Trust marks

Social proof

Linked in recommendation (Ian to find example)

40%Increase in conversion

There is no silver bullet…

The devil is in the detail!abtests.com

The start of something beautiful

Who’s had a goodexperience online?

• Where?• Why?

Beyond 1st conversion

New vs Returning

Collecting data

Tools

Clicktale

Response Tap

Qualaroo

User testing & feedback

User testing & feedback

Test and test again!

Don’t forget good old fashioned service!

Round up

Blind date

• Turn up on time• Make a good first impression• Build trust• Give clear signals• Remember once you’ve gained someone’s trust you can just as

easily lose it!

Ipswich Studio

32 Fore Street,

Ipswich, IP4 1JU

T. +44 (0) 1473 344841

E.

Tom.gillman@crafted.co.uk

London Office

Clerkenwell Workshops,

27/31 Clerkenwell Close,

London, EC1R 0AT

T. +44 (0) 20 3393 3852

www.crafted.co.uk

Thank you