2. conversion rate optimisation - cro

3. Home Page
Services Page
Thank you Page
Start
Finish

4. Split testing

5. Continuous improvement

7. • Google Analytics
• Top 10 Landing pages
• Most viewed content – what happens next?
• Bounce rates – fix them fast
• Pages with most traffic – faster testing
• New site – research, research, research
• Design & Build with SEO & CRO in mind
• Test BIG changes first – see faster results
Where do you start?

8. Where to start? ... Think bounce rate

9. things you can test
Pages Content Traffic
Landing Pages Copy Search Traffic (SEO /
Paid)
Data Capture Call to Action Social Media
Live Chat Promotion Affiliate
Sales Funnels Colours Geography
Shopping Carts Social Proof Weekend v Weekday
Template Style / Layout Video New & Repeat
Squeeze Pages Images Demographic
Interactive / Flash Long v’s Short Behavioural

10. How long should a page be?
amazon.com

11. content
get their input for keyword brainstorming
and what SELLS

12. • If they don’t trust your company
• If they don’t believe your product
…is better than competitors
…is better than nothing
…works
• If they don’t understand what you’re
offering
• If you aren’t making enough offers
• If they see the decision as being too
risky
Build trust elements
Then…
…show advantages over competitors
…show benefits over “nothing”
…show proof it works
Use techniques to improve
comprehension
Make more offers
Use risk reduction strategies
Objection approach Make changes to overcome

13. •SEO, PPC, CRO
•Multiple P1 Google Rankings
•Doubled Web enquiries
•11.2% conversion rate

16. •SEO, PPC, CRO
•Multiple P1 Google Rankings
•370% LFL lift in traffic
• Online is No1 enquiry source

17. •SEO, PPC, CRO
•Multiple P1 Google rankings
•122% uplift in traffic
•8.7% conversion rate
•320% LFL in Cash