Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.

1. MAKING THE MOST OF
YOUR WEBSITE
CONVERSION
RATE
OPTIMISATION
Date: October 7, 2015
Prepared by: Marty Hayes, Digital Director
https://uk.linkedin.com/in/martyhayes
@MartyHayes

2. A LITTLE BIT ABOUT VENTURE STREAM:
- WHO WE ARE
- WHAT WE DO
- WHO WE DO IT FOR
A LOT ABOUT CONVERSION RATE OPTIMISATION:
- WHAT IS CONVERSION RATE?
- HOW DO WE TURN VISITS INTO ACTION
- WHAT IS CONVERSION RATE OPTIMISATION?
- WHAT ARE THE MAIN PRINCIPLES OF CRO
- HOW CAN WE OPTIMISE FOR CONVERSIONS?
- KEY AREAS TO EXAMINE, ANALYSE & OPTIMISE
- QUESTIONS FOR THE FLOOR
- WHAT CAN YOU DO?
WHAT WILL WE COVER?

3. VENTURE
STREAM:
ABOUT US

4. VENTURE STREAM: ABOUT US
Managerial consulting
experience in leading digital
agency and client-side
ecommerce.
Drum-playing, jumper-
loving family man and
coveter of VW campervans.
Extensive ecommerce &
digital experience as
entrepreneur & consultant in
the US & UK.
US-UK cross ponder,
Boston Red Sox fan and
aspiring park ranger.
Vic Morgan
Founder & MD
Marty Hayes
Digital Director
Andy Robinson
Creative Director
10 years experience in
omni-channel ecommerce
design and creative
marketing with multi-million
pound brands.
Dog-lover with a penchant
for shiny gadgets and
American beer.
James Chapman
Bus. Development Director
Over 15 years experience in
account management and
business development.
Avid Football fan and proud
father of two who simply can
not get through the day
without a good cup of Tea.
LEADERSHIP TEAM

5. VENTURE STREAM: ABOUT US
EXPERTISE
DIGITAL MARKETING
•Search Engine Optimisation
•Paid Search Management
•Conversion Rate Optimisation
•Email Marketing
•Affiliate Marketing
•Social Media Marketing
•Content Production & Management
INNOVATION & DESIGN
•Ecommerce Website & Application
Application Design & Development
STRATEGY &
LEADERSHIP
•Full Outsourcing of Ecommerce
Development
•Full outsourcing of Digital Marketing
Marketing & Business Management

6. VENTURE STREAM: ABOUT US
OUR CLIENT MANTRA
We have built and grown ecommerce and digital businesses from the ground
up
We recognise that digital marketing and technology is about more than just
first impressions
We measure success the same way you do – significantly improved sales,
leads, profit, innovation and quality
We approach our consulting holistically, meaning we know what works and
can quickly react to changing trends and demands
We are part of your business
We’re only happy if you’re happy

7. VENTURE STREAM: ABOUT US
OUR CLIENTS

8. WHAT IS
CONVERSION
RATE?

9. The Google Analytics definition of Ecommerce Conversion Rate is:
WHAT IS “CONVERSION RATE”?
CRO: MAKING THE MOST OF YOUR WEBSITE
THE PERCENTAGE OF VISITS
THAT RESULTED IN AN
ECOMMERCE TRANSACTION

10. The Google Analytics Venture Stream definition of Ecommerce Conversion Rate is:
WHAT IS “CONVERSION RATE”?
THE PERCENTAGE OF VISITS
THAT RESULTED IN AN
ECOMMERCE TRANSACTION
CRO: MAKING THE MOST OF YOUR WEBSITE

11. WHAT IS THIS
“ACTION”
YOU SPEAK OF?
CRO: MAKING THE MOST OF YOUR WEBSITE

12. GOOGLE ANALYTICS: REVIEW

13. WITHOUT A
GOAL
YOU CAN’T SCORE
CASEY NEISTAT, FILM DIRECTOR
CRO: MAKING THE MOST OF YOUR WEBSITE

14. WHAT’S THE POINT IN
YOUR WEBSITE IF IT
DOESN’T HAVE
GOALS?
CRO: MAKING THE MOST OF YOUR WEBSITE

15. WHAT SHOULD MY WEBSITE’S GOALS BE?
S.M.A.R.T.SPECIFIC, MEASURABLE, ACHIEVABLE, RESULTS-FOCUSED, TIME-BOUND
CRO: MAKING THE MOST OF YOUR WEBSITE

16. WHAT IS THE POINT OF YOUR WEBSITE?
BUY
SOMETHING
SIGN UP
FOR
SOMETHING
DOWNLOAD
SOMETHING
ARRANGE A
CALLBACK
CALL US EMAIL US
FILL IN A
FORM
CREATE AN
ACCOUNT
CONSUME
CONTENT
SHARE
CONTENT
WATCH A
VIDEO
SUBSCRIBE
CRO: MAKING THE MOST OF YOUR WEBSITE

17. HOW DO WE
TURN VISITS
INTO
ACTIONS?

18. GOOGLE ANALYTICS: REVIEW

19. HOW WE
SEE OUR
WEBSITE…

20. GOOGLE ANALYTICS: REVIEW

21. HOW OUR
USERS SEE
OUR
WEBSITE…

22. GOOGLE ANALYTICS: REVIEW

23. THE PERILS OF A USER JOURNEY
VISITORS
BUY
SOMETHING
SIGN UP
FOR
SOMETHING
DOWNLOAD
SOMETHING
ARRANGE A
CALLBACK
GET IN
TOUCH
FILL IN A
FORM
GOALSWEBSITE STUFF
CRO: MAKING THE MOST OF YOUR WEBSITE

24. WHAT IS
CONVERSION
RATE
OPTIMISATION?

25. 59%OF RESPONDENTS TO AN
ECONSULTANCY SURVEY
SAID THAT CRO IS CRUCIAL
TO THEIR OVERALL DIGITAL
MARKETING STRATEGY
CRO: MAKING THE MOST OF YOUR WEBSITE
98%BELIEVE THAT CRO’S IMPACT
ON THEIR DIGITAL
MARKETING EFFORTS
CARRIES SOME KIND OF
IMPORTANCE

26. CRO DOES WHAT IT
SAYS ON THE TIN.
OPTIMISING YOUR WEBSITE
TRAFFIC TO INCREASE THE
NUMBER OF VISITORS WHO
TAKE THE DESIRED ACTION.
CRO: MAKING THE MOST OF YOUR WEBSITE

27. CRO IS…
• A structured approach to improving the
performance of your website
• Informed by insight (analytics, data and user
feedback)
• Defined by your website’s unique objectives
and needs (KPIs)
• Taking the traffic you already have and
making the most of it
CRO: MAKING THE MOST OF YOUR WEBSITE

28. WHAT ARE
THE MAIN
PRINCIPLES
OF CRO?

29. GOOGLE ANALYTICS: REVIEW

30. REMOVE BARRIERS TO ENTRY
CRO: MAKING THE MOST OF YOUR WEBSITE
FIRST
IMPRESSIONS
COUNT
GUEST
CHECKOUT
DON’T ASK
FOR TOO
MUCH INFO
DON’T MAKE
PEOPLE
‘REGISTER’
ENCOURAGE
RATHER THAN
FORCE (SELL
THE BENEFITS)
MOBILE,
TABLET,
BROWSER
ETC.

31. GOOGLE ANALYTICS: REVIEW

32. PROVIDE TRANSPARENCY
CRO: MAKING THE MOST OF YOUR WEBSITE
DON’T HIDE KEY
INFO
BE UPFRONT
ABOUT
EVERYTHING
DO WE KEEP
GETTING ASKED
THE SAME
QUESTIONS?
ARE
EXPECTATIONS
MANAGED?
HOW CAN WE
BUILD
CONFIDENCE?

33. GOOGLE ANALYTICS: REVIEW

34. BUILD TRUST & CONFIDENCE
CRO: MAKING THE MOST OF YOUR WEBSITE
WOULD YOU
TRUST YOUR
WEBSITE?
FOLLOW
BEST
PRACTICE
DON’T MAKE
ME THINK!
ARE YOU
FOR REAL?
TRUST
METRICS
SOCIAL
PROOF

35. GOOGLE ANALYTICS: REVIEW

36. PROVIDE ANSWERS TO QUESTIONS
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT DO WE GET
ASKED IN REAL
LIFE?
HOW CAN WE
HELP PEOPLE
MAKE A
DECISION?
WHAT ABOUT
NEW VISITORS?
DO WE MAKE
SENSE?
WHATS THE MOST
COMMONLY
ASKED
QUESTION?
MINE FOR DATA
(ONLINE &
OFFLINE)

37. GOOGLE ANALYTICS: REVIEW

38. PROVIDE A FOCUS
CRO: MAKING THE MOST OF YOUR WEBSITE
DON’T BY SHY
PRIORITISE
NAVIGATION
PRIORITISE
CTAs
FUNNEL
USERS
FOCUS ON
PRIMARY
ACTION FOR
EACH PAGE
UNCLUTTER
PAGES AND
HIGHLIGHT
KEY AREAS

39. HOW CAN WE
OPTIMISE FOR
CONVERSIONS?

40. WEBSITE
ANALYTICS
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?

41. ANALYTICS
CRO: MAKING THE MOST OF YOUR WEBSITE

42. SEGMENTATION
CRO: MAKING THE MOST OF YOUR WEBSITE

43. CRO: MAKING THE MOST OF YOUR WEBSITE

44. CRO: MAKING THE MOST OF YOUR WEBSITE
FOCUS ON CONVERTING THE
PEOPLE WHO MATTER TO YOUR
BUSINESS.
NOT ALL WEBSITE VISITORS
ARE CREATED EQUAL.
THEY ARE NOT ONE
HOMOGENOUS GROUP.

45. TOOLS &
SOFTWARE
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?

46. USER SURVEYS
CRO: MAKING THE MOST OF YOUR WEBSITE

47. VOICE OF CUSTOMER
CRO: MAKING THE MOST OF YOUR WEBSITE

48. HEATMAPS
CRO: MAKING THE MOST OF YOUR WEBSITE

49. TESTING &
LEARNING
HOW CAN WE
OPTIMISE FOR
CONVERSIONS?

50. SPLIT TESTING
CRO: MAKING THE MOST OF YOUR WEBSITE

51. USER EXPERIENCE TESTING
CRO: MAKING THE MOST OF YOUR WEBSITE

52. KEY AREAS
TO EXAMINE,
ANALYSE,
UNDERSTAND
& OPTIMISE…

53. HOMEPAGE
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE

54. CRO: MAKING THE MOST OF YOUR WEBSITE
Does this
immediately
strike you as a
‘shop’?
Are you real?
How can I
contact you?
Video and audio
auto-plays
No differentiation of
CTAs
What are
your USPs?

55. CRO: MAKING THE MOST OF YOUR WEBSITE
Where am I..?
What is that…?
Who are these? What do they do?
I wonder where
they’re based…

56. CRO: MAKING THE MOST OF YOUR WEBSITE
Where should I go
next?
No real sign-posting
or FOCUS
What’s in it for me?

57. LANDING
PAGE
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE

58. CRO: MAKING THE MOST OF YOUR WEBSITE
What should I do?
Set up an account
or Change My
Address?
This is the primary CTA,
believe it or not…

59. CRO: MAKING THE MOST OF YOUR WEBSITE
Is this a button?
It looks like a
button…
Very deep header –
does this add value?
Films?
All the good stuff
is down here

60. CRO: MAKING THE MOST OF YOUR WEBSITE
Go back? But I’ve
already been there…
What next?
I’ve read all that – make
me take action.
Provide a focus

61. CRO: MAKING THE MOST OF YOUR WEBSITE
This is the primary CTA,
leading to a contact
form….
Text-heavy, bold.
Social proof –
don’t hide it.

62. CRO: MAKING THE MOST OF YOUR WEBSITE
Anyone for a
game of chess?
Potentially
confusing UX – is
there a difference
between the grey
and the white?

63. FORM
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE

64. CRO: MAKING THE MOST OF YOUR WEBSITE
I’ve clicked on
‘Contact Us’
I then have to click
on ‘Contact Us’
again, to contact
you…

65. CRO: MAKING THE MOST OF YOUR WEBSITE
Aha!
A Contact Form!
Consider form
design and layout –
does it need such
long boxes?Why is
‘Subject’ a
required
field?
(Assuming
that’s what
the *
means)
Primary CTA
differentiation

66. CRO: MAKING THE MOST OF YOUR WEBSITE
There’s that
‘button’
again…
I just want to
contact you,
and I’m still not
sure how to…

67. CRO: MAKING THE MOST OF YOUR WEBSITE
Long page
Looks like
‘errors’ at the
top of the page
I just want to
contact you

68. CHECKOUT
OPTIMISATION
KEY AREAS TO
ANALYSE &
OPTIMISE

69. CRO: MAKING THE MOST OF YOUR WEBSITE
Primary CTA differentiation
How much
does delivery
cost?
Including logos and other trust
metrics should improve
conversion rate
Contact details more important
than ever at this stage

70. CRO: MAKING THE MOST OF YOUR WEBSITE
This is a shop….
Not much info on
‘products’
Do I have all the
info I need to
make a
purchase?
Taken straight to
PayPal on click –
unexpected
behaviour

71. QUESTIONS
FOR THE
FLOOR…

72. HAVE YOU EVER
WATCHED ONE OF
YOUR CUSTOMERS USE
YOUR WEBSITE?
CRO: MAKING THE MOST OF YOUR WEBSITE

73. DO YOU HAVE ANY IDEA
WHAT’S STOPPING NEW
VISITORS DOING WHAT
YOU WANT THEM TO?
CRO: MAKING THE MOST OF YOUR WEBSITE

74. WHY DO SO MANY OF
YOUR VISITORS EXIT
YOUR WEBSITE ON
PARTICULAR PAGES?
CRO: MAKING THE MOST OF YOUR WEBSITE

75. CAN YOU ASK SOME OF
YOUR EXISTING
CUSTOMERS TO HELP
IMPROVE YOUR
WEBSITE?
CRO: MAKING THE MOST OF YOUR WEBSITE

76. WHAT CAN
YOU DO?

77. - DIG IN TO YOUR WEBSITE ANALYTICS
- DECIDE ON AND CREATE YOUR WEBSITE’S GOALS
- CREATE A CULTURE OF DISCOVERY, TESTING & LEARNING
- SHOE-STRING BUDGET? DO SOME GUERILLA TESTING
- SMALL BUDGET? GET SOME TOOLS INSTALLED
- MODEST BUDGET? DO SOME UX TESTING
- BIGGER BUDGET? GO TO TOWN
- WANT TO KNOW MORE? JUST ASK
CRO: MAKING THE MOST OF YOUR WEBSITE
WHAT CAN YOU DO?

78. TAKEAWAYS

79. CRO: MAKING THE MOST OF YOUR WEBSITE

80. CONTACT US
www.venturestream.co.uk
hi@venturestream.co.uk
0191 5800 696
THANK YOU