Bristol media event cro introduction - july 2015

ppc | display | cro | analytics | training

An introduction to Conversion Rate

Optimisation


What we’ll cover

• What CRO is

• A website “scorecard”

• 3 Tools


What is CRO?


• Uncovering the opportunities for improving the effectiveness of your website by:

– Reviewing the website

– Analysing performance data

– Understanding users’ behaviour

• Then running tests to monitor the impact these changes have on delivering revenue.

CRO is…..


CRO is

Getting more value from

existing traffic.


CRO is

Using a structured approach.


CRO is

Evaluating Quantitative

Data…..


….andQualitative Research.

This website is awful…..


CRO is

Considering your audience, your products,

your goals.


CRO is

Ongoing.


…and hopefully it includes A/B

testing.


What CRO is NOT…..


CRO is NOT

Search Engine Optimisation


CRO is NOT

Doing what the HiPPO

says.

Image source: www.widerfunnel.com


CRO is NOT

Copying other

websites.

Image source: House of Wax, Great Yarmouth.


CRO is NOT

Driving volume at the expense of value.


CRO is NOT

GuessworkInstinctRandom


A website “scorecard”



The basic framework

Simplicity

Relevance

Deadline

USPs

Reassurance

Clutter

EASE PERSUASION+EASE PERSUASION

Simplicity USPs

Relevance Reassurance

Clutter Deadline

Ref: You should test that. (2013). – Author, Chris Goward / Wider Funnel.


Simplicity EASE

“Don’t make me think”.

Steve Krug

Every extra second the potential

customer takes to work something out, will result in a lower

conversion rate.

Ref: Don’t make me think. Revisited. (2013). – Author, Steve Krug.

VS

ORIGINAL +12.2%


Relevance EASE

“Ensure there is a bond between the

pre-click experience and

the corresponding post-click landing

experience”.

A seamless journey that considers visitor intent and continues

the theme of the messaging used in the earlier stages of

the funnel.

Ref: The 7 principles of conversion centred design (2014). – Author, Oli Gardner & Dan McGaw

ORIGINAL

+48%


Clutter EASE

“Think about your ‘attention ratio’

and minimise the ratio of choices on your landing page vs the conversion

goals”.

Remove any superfluous content (or move it down the page) and make sure you have a primary “call to action” (CTA)

that is prominent and stands out.

Ref: Unbounce.com – 2015.

ORIGINAL

+200%


USPs PERSUASION

“Something remarkable is worth

talking about. Worth noticing. It’s

a Purple Cow. Boring stuff is

invisible.”

Seth Godin.

Make sure you shout loud and clear about

your competitive advantage and why you should be the chosen provider

from your competitor set.

Ref: Purple Cow: Transform your business by being remarkable (2009). Seth Godin.


Reassurance PERSUASION

“There’s nothing better than getting a good review, and customers like to

see them too when searching for products and

services online.”

People don’t like being the “guinea pig”. They need to

be shown that others have had a positive

customer experience. Social growth is

fuelling this expectation.

Ref: Google AdWords Product Team.

Click Through Rate +10 to 20%


Deadline PERSUASION

“When access to something is restricted, the

perceived value for it increases. We

crave what we can’t have”

We don’t like to ‘trick’ visitors; but we also

don’t want to make it easy for them to procrastinate. We

want to give them a reason to act now rather than later.

Ref: Crazy Egg Blog (September 2014)

+5%


bit.ly/cro-scorecard


3 x Tools


Quantitative Analysis




Qualitative Research


Testing


What we’ve covered

• CRO is ongoing, structured & includes A/B testing

• Not copying others or running random tests.

• Evaluate using “ease” and “persuasion” factors.

• Plenty of tools to help!


Thank You.

Any questions?

@ryanwebbwww.search-star.co.uk

bit.ly/cro-scorecard


What is Conversion Rate Optimisation?

Audience Conversions


Qualitative Research

Client Website

Testing


Documents

Bristol media event cro introduction - july 2015