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Jereme Wong, COO of clickTRUE (a Google Analytics Certified Partner), walks through 2 case studies of how content testing led to increased conversions for websites. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).
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Designing For Conversions Jereme Wong Chief Operating Officer, clickTRUE
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz
Google Confidential and Proprietary
We are an online consul-ng firm, that help brand owners Strategise, Design and Build cap-va-ng experiences for the Web.
à www.clicktrue.biz
Google Confidential and Proprietary 3
Agenda
1 The Importance Of Landing Page Design
2 2 Great Tips To Improve Conversions
3 Case Studies (SOMA, 701Panduan.com)
4 Let’s Practice!
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
The Importance Of Landing Page Design
Google Confidential and Proprietary
Landing Page Design Matters!
5
• A mere 2-3 secs to retain them
• First impression can be the difference of making and losing money
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
2 Great Tips (with case studies)
Google Confidential and Proprietary 7
Google Confidential and Proprietary 8
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Analytics Insight on SOMA
10
§ Visitors were browsing around site with only 3.7% landing on GOAL page
§ However, there were hardly any conversions
Google Confidential and Proprietary
Google Confidential and Proprietary
§ Single landing page to focus visitors
§ 9.26% conversion rate!
Google Confidential and Proprietary 13
Google Confidential and Proprietary
701Panduan.com
14
Google Confidential and Proprietary
701Panduan.com Business Search
§ Top 10 search inquiries under Business Search contributes to 40% of paid Business Listing traffic
Google Confidential and Proprietary
Wedding Package in KL
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
User Searching for Wedding Services
Google Confidential and Proprietary
What I Click
Wedding
What I Get
Wedding
Names match. Comfort, trust, no thought required.
Names don’t match. Frustration, loss of trust.
Wedding Supplier/
Bridal Services
Services
(No mention of Wedding on
page)
Error 404
Page Not Found
Expectation of User
Google Confidential and Proprietary
Typical “Wedding” Search
Google Confidential and Proprietary
“Wedding” Search Results
Google Confidential and Proprietary
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
There are no trigger words in search results (users will not be able to differentiate quickly the value proposition between merchants)
§ Results do not contain trigger words § Location is irrelevant at this juncture. § Too many Call-To-Action buttons
Landing Page Analysis
Google Confidential and Proprietary
Pre-wedding & Actual Day
e-album
Latest concept
Studio in Kuala Lumpur
Content that is highly relevant to user is hidden a
click away under “Business Info”
Relevant Content Hidden From User
Google Confidential and Proprietary
BEFORE
AFTER
Recommended Change
Google Confidential and Proprietary 23
Conversions Up By 58%!
Background What’s Next?
Google Confidential and Proprietary 25
Let’s Practice!
1 Identify your conversion pages
2 Are your visitors distracted?
3 Review your promises
4 Survey your customers!
THANK YOU
gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz
