Briefing: turning visitors into customers
� Search Director at Crafted Media
� Team of 15 across disciplines
� Responsible for increasing visitors, & converting them
1) Increase the number of visitors to your site
2) Improve the likelihood of them becoming a customer
� 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
� 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
� 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
� Design isn’t a nicety, it’s a requirement
� Standards matter� Standards matter
◦ Placement of basket
◦ Delivery information
◦ Address & contact details
� “Don’t make me think” by Steve Krug
� Clear signposts give the user a journey to follow.
◦ Consider placement of contact us informationConsider 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
� Fully describe your product or service� 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?
� You are your greatest asset� 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
� Would you give your details to this website?
� Trust indicators� Trust indicators
◦ Testimonials
◦ 3rd party secure logos
� Housekeeping shouldn’t always wait until another day
◦ News updates
� 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!
� Change can be incremental
� Doing good things is always worthwhile
� Leverage what you have available
� Be critical, be honest
� Look at underlying data
[email protected]@millerian
� 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=1Splash&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/
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/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/
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