Conversion Rate Optimisation - Be Wizard 2013

Principal SEO Consultant, Distilled

hannah.smith@distilled.net

@hannah_bo_banna

SEOmoz Associate.

Writer for SEO Chicks & State of Search.

Caffeine addict.

HANNAH SMITH

Conversion RateOptimisation

HANNAH SMITH

wait…actually,

HANNAH SMITH

How to MakeMore Money!

traffic@hannah_bo_banna

it’s not aboutmore

revenue@hannah_bo_banna

it’s about increasing

from existing traffic

the process…

@hannah_bo_banna

why people buyfind out

@hannah_bo_banna

why they don’tand

test @hannah_bo_banna

create new pages to

against your current page

@hannah_bo_banna

iterate continually

set the foundations…

@hannah_bo_banna

@hannah_bo_banna

goals & funnelsset up

step one:identify UX issues

how

user-friendly is your site?

@hannah_bo_banna

@hannah_bo_banna

@hannah_bo_banna

@hannah_bo_banna

live chat & emails

review

step two:identify customers’ objections

@hannah_bo_banna

didn’t you buy?

why

Image/Graph etc.

qualaroo.com@hannah_bo_banna

step three:identify why customers do like you

@hannah_bo_banna

did youchoose us?

why

@hannah_bo_banna

step four:competitor analysis

what

messagingare they using?

@hannah_bo_banna

which

sitewould you be more likely to book with?

@hannah_bo_banna

@hannah_bo_banna

step five:analyse your data

is your site

stoppingpeople from buying?

@hannah_bo_banna

what

objectionsaren’t being addressed?

@hannah_bo_banna

what

benefitsaren’t being communicated?

@hannah_bo_banna

step six:test

@hannah_bo_banna http://blog.optimizely.com/2013/02/06/is-it-done-yet-getting-real-about-test-length-estimates-and-calling-a-test

step six:analyse results

did your test work?

refine orrollout@hannah_bo_banna

a case study

please don’t

copythis…

@hannah_bo_banna

what works for one site won’t necessarily

workfor another…

@hannah_bo_banna

@hannah_bo_banna

research

revealed@hannah_bo_banna

quick quote was

confusing

@hannah_bo_banna

@hannah_bo_banna

benefits weren’t

communicated

@hannah_bo_banna

@hannah_bo_banna

lack of

trustno contact details / testimonials

@hannah_bo_banna

@hannah_bo_banna

newpage to test…

@hannah_bo_banna

@hannah_bo_banna

onecall to action…

@hannah_bo_banna

@hannah_bo_banna

@hannah_bo_banna

communicated

benefits@hannah_bo_banna

@hannah_bo_banna

@hannah_bo_banna

increased

trust@hannah_bo_banna

@hannah_bo_banna

@hannah_bo_banna

results?

@hannah_bo_banna

40% increase in conversions (bookings)

versus the control

@hannah_bo_banna

we’re continuing to

test & learn @hannah_bo_banna

remember where we started?

find out

why people buy &

why they don’t@hannah_bo_banna

test @hannah_bo_banna

create new pages to

against your current page

@hannah_bo_banna

iterate continually

any

questions?

@hannah_bo_banna hannah.smith@distilled.net

Image Credits

• Money - http://www.flickr.com/photos/59937401@N07/5858059202/sizes/l/• Coffee - http://www.aeonmagazine.com/being-human/julian-baggini-coffee-artisans/• Yes - http://www.flickr.com/photos/favspotting/395551043/sizes/m/

@hannah_bo_banna