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Designing For
Conversions
Jereme Wong
Chief Operating Officer, clickTRUE

   gplus.to/jeremewong
   twitter.com/jeremewong
   www.clicktrue.biz
We	
  are	
  an	
  online	
  consul-ng	
  firm,	
  that	
  help	
  brand	
  owners	
  Strategise,	
  Design	
  and	
  
Build	
  cap-va-ng	
  experiences	
  for	
  the	
  Web.	
                                  Google Confidential and Proprietary
                                                                                         à	
  www.clicktrue.biz	
  
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!




                                            Google Confidential and Proprietary   3
The Importance Of
      Background
Landing Page Design
•  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.
Landing Page Design Matters!

•  A mere 2-3 secs to
   retain them

•  First impression can be
   the difference of
   making and losing
   money




                                Google Confidential and Proprietary   5
2 Great Tips
       Background
(with case studies)
•  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.
Google Confidential and Proprietary   7
Google Confidential and Proprietary   8
Google Confidential and Proprietary
Google Analytics Insight on SOMA




                     §  Visitors were browsing around site with
                         only 3.7% landing on GOAL page
                     §  However, there were hardly any
                         conversions


                                                  Google Confidential and Proprietary   10
Google Confidential and Proprietary
§  Single landing page to focus visitors
§ 9.26% conversion rate!


                          Google Confidential and Proprietary
Google Confidential and Proprietary   13
701Panduan.com




                 Google Confidential and Proprietary   14
701Panduan.com Business Search




§  Top 10 search inquiries under Business Search contributes to 40% of
    paid Business Listing traffic




                                                        Google Confidential and Proprietary
User Searching for Wedding Services



               Wedding Package in KL




                                  Pre-wedding & Actual Day
                                            Latest concept

                                  e-album

                                       Studio in Kuala Lumpur




                                                        Google Confidential and Proprietary
Expectation of User


What I Click   What I Get
 Wedding                                         Services
                                   Wedding                                   Error 404
                                   Supplier/
                  Wedding                      (No mention of
                                    Bridal                                   Page Not
                                                Wedding on
                                   Services                                   Found
                                                   page)


               Names match.                                 Names don’t match.
               Comfort,                                     Frustration, loss of trust.
               trust, no thought
               required.




                                                                Google Confidential and Proprietary
Typical Wedding Search




                         Google Confidential and Proprietary
Wedding Search Results




                         Google Confidential and Proprietary
Landing Page Analysis
                                      Pre-wedding & Actual Day
                                                Latest concept

                                      e-album

                                         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



                                                  Google Confidential and Proprietary
Relevant Content Hidden From User

                               Content that is highly
                            relevant to user is hidden a
                                 click away under
                                 “Business Info”




                              Pre-wedding & Actual Day
                                        Latest concept

                              e-album

                                  Studio in Kuala Lumpur




                                        Google Confidential and Proprietary
Recommended Change
   BEFORE




   AFTER




                     Google Confidential and Proprietary
Conversions Up By 58%!




                         Google Confidential and Proprietary   23
Background
What’s Next?
Let s Practice!

1   Identify your conversion pages


2   Are your visitors distracted?


3   Review your promises


4   Survey your customers!




                                     Google Confidential and Proprietary   25
THANK YOU

gplus.to/jeremewong
twitter.com/jeremewong
www.clicktrue.biz

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10 GoMeasure (sg and kl) - designing for conversions - jereme wong - clicktrue

  • 1. Designing For Conversions Jereme Wong Chief Operating Officer, clickTRUE gplus.to/jeremewong twitter.com/jeremewong www.clicktrue.biz
  • 2. We  are  an  online  consul-ng  firm,  that  help  brand  owners  Strategise,  Design  and   Build  cap-va-ng  experiences  for  the  Web.   Google Confidential and Proprietary à  www.clicktrue.biz  
  • 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! Google Confidential and Proprietary 3
  • 4. The Importance Of Background Landing Page Design •  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.
  • 5. Landing Page Design Matters! •  A mere 2-3 secs to retain them •  First impression can be the difference of making and losing money Google Confidential and Proprietary 5
  • 6. 2 Great Tips Background (with case studies) •  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.
  • 7. Google Confidential and Proprietary 7
  • 8. Google Confidential and Proprietary 8
  • 10. Google Analytics Insight on SOMA §  Visitors were browsing around site with only 3.7% landing on GOAL page §  However, there were hardly any conversions Google Confidential and Proprietary 10
  • 11. Google Confidential and Proprietary
  • 12. §  Single landing page to focus visitors § 9.26% conversion rate! Google Confidential and Proprietary
  • 13. Google Confidential and Proprietary 13
  • 14. 701Panduan.com Google Confidential and Proprietary 14
  • 15. 701Panduan.com Business Search §  Top 10 search inquiries under Business Search contributes to 40% of paid Business Listing traffic Google Confidential and Proprietary
  • 16. User Searching for Wedding Services Wedding Package in KL Pre-wedding & Actual Day Latest concept e-album Studio in Kuala Lumpur Google Confidential and Proprietary
  • 17. Expectation of User What I Click What I Get Wedding Services Wedding Error 404 Supplier/ Wedding (No mention of Bridal Page Not Wedding on Services Found page) Names match. Names don’t match. Comfort, Frustration, loss of trust. trust, no thought required. Google Confidential and Proprietary
  • 18. Typical Wedding Search Google Confidential and Proprietary
  • 19. Wedding Search Results Google Confidential and Proprietary
  • 20. Landing Page Analysis Pre-wedding & Actual Day Latest concept e-album 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 Google Confidential and Proprietary
  • 21. Relevant Content Hidden From User Content that is highly relevant to user is hidden a click away under “Business Info” Pre-wedding & Actual Day Latest concept e-album Studio in Kuala Lumpur Google Confidential and Proprietary
  • 22. Recommended Change BEFORE AFTER Google Confidential and Proprietary
  • 23. Conversions Up By 58%! Google Confidential and Proprietary 23
  • 25. Let s Practice! 1 Identify your conversion pages 2 Are your visitors distracted? 3 Review your promises 4 Survey your customers! Google Confidential and Proprietary 25