Introduction to Conversion Rate Optimisation
•Download as PPTX, PDF•
2 likes•402 views
The document provides an introduction to conversion rate optimization (CRO). It defines CRO as uncovering opportunities to improve website effectiveness by reviewing site performance, user behavior, and testing changes to drive revenue. The document outlines a website "scorecard" framework covering simplicity, relevance, urgency, unique selling points, reassurance, and reducing clutter. It also discusses three tools for quantitative analysis, qualitative research, and testing. In summary, the document presents an overview of CRO and provides a model for evaluating websites to identify optimization opportunities.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Introduction to Conversion Rate Optimisation
Similar to Introduction to Conversion Rate Optimisation (20)
More from Bristol Media
More from Bristol Media (20)
Recently uploaded
Recently uploaded (20)
Introduction to Conversion Rate Optimisation
- 1. ppc | display | cro | analytics | training An introduction to Conversion Rate Optimisation
- 2. ppc | display | cro | analytics | training What we’ll cover • What CRO is • A website “scorecard” • 3 Tools
- 3. ppc | display | cro | analytics | training What is CRO?
- 4. ppc | display | cro | analytics | training • 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…..
- 5. ppc | display | cro | analytics | training CRO is Getting more value from existing traffic.
- 6. ppc | display | cro | analytics | training CRO is Using a structured approach.
- 7. ppc | display | cro | analytics | training CRO is Evaluating Quantitative Data…..
- 8. ppc | display | cro | analytics | training ….and Qualitative Research. This website is awful…..
- 9. ppc | display | cro | analytics | training CRO is Considering your audience, your products, your goals.
- 10. ppc | display | cro | analytics | training CRO is Ongoing.
- 11. ppc | display | cro | analytics | training …and hopefully it includes A/B testing.
- 12. ppc | display | cro | analytics | training What CRO is NOT…..
- 13. ppc | display | cro | analytics | training CRO is NOT Search Engine Optimisation
- 14. ppc | display | cro | analytics | training CRO is NOT Doing what the HiPPO says. Image source: www.widerfunnel.com
- 15. ppc | display | cro | analytics | training CRO is NOT Copying other websites. Image source: House of Wax, Great Yarmouth.
- 16. ppc | display | cro | analytics | training CRO is NOT Driving volume at the expense of value.
- 17. ppc | display | cro | analytics | training CRO is NOT Guesswork Instinct Random
- 18. ppc | display | cro | analytics | training A website “scorecard”
- 19. ppc | display | cro | analytics | training
- 20. ppc | display | cro | analytics | training 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.
- 21. ppc | display | cro | analytics | training 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%
- 22. ppc | display | cro | analytics | training 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%
- 23. ppc | display | cro | analytics | training 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%
- 24. ppc | display | cro | analytics | training 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.
- 25. ppc | display | cro | analytics | training 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%
- 26. ppc | display | cro | analytics | training 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%
- 27. ppc | display | cro | analytics | training bit.ly/cro-scorecard
- 28. ppc | display | cro | analytics | training 3 x Tools
- 29. ppc | display | cro | analytics | training Quantitative Analysis
- 30. ppc | display | cro | analytics | training Quantitative Analysis
- 31. ppc | display | cro | analytics | training Qualitative Research
- 32. ppc | display | cro | analytics | training Testing
- 33. ppc | display | cro | analytics | training 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!
- 34. ppc | display | cro | analytics | training Thank You. Any questions? @ryanwebb www.search-star.co.uk bit.ly/cro-scorecard
Editor's Notes
- Getting more of your existing traffic to convert.
- There are hundreds of tools available and lots of opinions on what may work…… we need to define a structured approach to develop robust insight for testing.
- Getting more of your existing traffic to convert.
- See how real people behave on your website.
- CRO will be unique to you. There is no one size fits all.
- You shouldn’t stop, there is always room for improvement.
- House of wax in Great Yarmouth (Infamous because it is home to the worlds worst waxworks).
- There is no set template that works for everyone. We invest time developing the best possible data driven testing hypotheses. We then use various “rules of thumb” to help us find the most significant improvements, faster.
- Something which will help you to evaluate your own landing pages. A landing page score card (USPs, Clarity, Relevance, Timely, Anxiety, Clutter…..) Just let us know if you’d like one of these simple scorecards sent through to you so you can use it for yourself.
- These are the criteria that act as the “rules of thumb” we use to help us evaluate a website and make recommendations for change.
- This is sometimes referred to as “conversion coupling”.
- This is sometimes referred to as “conversion coupling”.
- Something which will help you to evaluate your own landing pages. A landing page score card (USPs, Clarity, Relevance, Timely, Anxiety, Clutter…..) Just let us know if you’d like one of these simple scorecards sent through to you so you can use it for yourself.
- More than 70 tools within the “testing and optimization” tool box. Within the overall landscape there are 1,900 tools. And this is not exhaustive. Many of which could be deemed to aid “CRO”.