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How to Improve Conversion Rates and Increase ROIMichael Hope – Analytics & Conversion Manager

Agenda

CRO – Why its important

Elements of CRO

Heuristic vs. data driven

Testing methodology

CRO – Why it’s important

Maximising conversions

Maximising budget

Minimising waste

The purpose of CRO

Improve conversion

rate

Achieve better CPA

Bid more

Receive more traffic

Have more data to

work with

Conversion strategy

Optimise your website to meet user expectations and achieve business goals.

Calls to action

Make it obvious and easy for a visitor to know the next step.

Persuasion

Tell visitors why they need the product/service, not just what the product/service is.

Trust

A visitor is more likely to convert if they trust the website and brand.

Credibility

Visitors need confirmation that you can do what you say you can.

Usability

A visitor is more likely to convert if they can find what they want easily and have a great user experience.

Obstacles

Remove obstacles from the conversion journey, visitors don’t jump over online hurdles.

Examples

Campaign Monitor

Good aspects:Clear CTAClear headlineVisually engagingCredibility & trust

Potential improvements:

Context around CTACTA wordingUSPs

Gucci

Hard Graft

FIS Global – Obstacle

Booking.com – Urgency

Refractiv

Persuasive benefit and USP driven content.

Current clients and testimonials provide trust and credibility.

Google reseller status provides credibility.

Heuristic vs data driven

Testing methodology

Design & implement

Analysis & follow-up

Research & hypothesise

UKCR

Uplift of 31%

Transform

Uplift of 25.4%

Summary

Each element of CRO is equally important

Heuristic is good, data driven is better

Keep testing – CRO is an ongoing process

Questions?