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My deck on CRO from Be Wizard 2013
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Principal SEO Consultant, Distilled
@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
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