Embed Size (px)
DESCRIPTION
I gave this presentation as an introduction to CRO, and the principles of what makes an effective website. The focus is on how to get more enquiries/customers for your website.
Citation preview
CraftedBriefing: turning visitors into customers
Search Director at Crafted Media
Team of 15 across disciplines
Responsible for increasing visitors, &
converting them
Hello
1) Increase the number of visitors to your
site
2) Improve the likelihood of them becoming a
customer
What do we do?
They’re already here
Visitors are already on your site
Often cheaper to convert more of them than
to find new ones
Virtuous circle, happy customers tell their
friends
Excuse me?
CRO – Conversion rate optimisation
◦ Abandonment Rate
◦ A/B testing
◦ Analytics
◦ Bounce rate
◦ Call to action
◦ Funnel
◦ Landing page
◦ UX, UI
1) Increase the number of visitors to your
site
2) Improve the likelihood of them becoming a
customer
Core aims don’t change
Now what?
Visitors turn into customers for a reason:
◦ They like your proposition
◦ You give them information they like and are
looking for
◦ Price
◦ They know what to do from here
◦ You are awesome
Giving visitors what they came for increases
the chance of conversion
Sometimes the cover is right…
Design isn’t a nicety, it’s a requirement
Standards matter
◦ Placement of basket
◦ Delivery information
◦ Address & contact details
“Don’t make me think” by Steve Krug
Where am I?
Where am I going?
Clear signposts give the user a journey to
follow.
◦ Consider placement of contact us information
◦ What action do you want them to perform?
Obvious is underrated
◦ Get them through the funnel
Design should be for a user, not a portfolio
What do you do again?
Fully describe your product or service
◦ Communicate your knowledge
◦ Imagine if you were face to face
Content is not just words
◦ Are you able to produce videos? Audio?
People buy from people
You are your greatest asset
◦ Write for users, not search engines
◦ Factual information is not boring if it’s relevant
Don’t give people a reason to look
elsewhere to complete the information
Safe and sound
Would you give your details to this website?
Trust indicators
◦ Testimonials
◦ 3rd party secure logos
Housekeeping shouldn’t always wait until
another day
◦ News updates
Statistics don’t always require maths
What are you visitors searching for?
◦ Consider if you’re using industry terminology
Are all your visitors the same, does your
website cater for their needs?
Learning Google Analytics is possible!
Google Analytics
Show me results
10 million new accounts
34% improvement
40% up
62% improvement
Change can be incremental
Doing good things is always worthwhile
Leverage what you have available
Be critical, be honest
Look at underlying data
Tools
www.wordle.net/create
www.google.com/insights/search/
www.surveymonkey.com
www.kissinsights.com
www.crazyegg.com
Books◦ http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/◦ http://www.webanalyticshour.com/
Learn Google Analytics◦ http://
www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes
◦ http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1
Tools◦ http://www.wordle.net/create ◦ http://www.surveymonkey.com◦ http://www.kissinsights.com ◦ http://www.crazyegg.com
Links◦ http://www.abtests.com ◦ http://www.conversion-rate-experts.com/
Links
http://www.flickr.com/photos/22077905@N00/http://www.flickr.com/photos/scissorhands33/http://www.flickr.com/photos/moonstoneportrait/ http://www.flickr.com/photos/mikecogh/http://www.flickr.com/photos/avlxyz/ http://www.flickr.com/photos/slava/ http://www.flickr.com/photos/stuartpilbrow/http://www.flickr.com/photos/by-jack/ http://www.flickr.com/photos/72213316@N00/ http://www.flickr.com/photos/sbh/http://www.flickr.com/photos/jdhancock/
Credits
