ConversionWorks at the How to be Social event

1. So what next?

2. How you see your website...

3. and your customer’s view.

4. Sorry your baby is ugly.

7. 500% increase in sales enquiries

8. 1. Define success

9. I want to get more ____________. Hint: Your website needs to make money

10. Key Performance Indicators (KPIs) I want to get more: KPI Online e-commerce sales How much revenue did I generate? Sales leads How many leads did I generate? Advertising revenue How many pages do my visitors see?

11. 2. Use analytics to track your marketing ROI and identify your barriers to conversion

14. 3. Remove barriers to conversion and find the most persuasive content

15. “We are not great advertisers. So we start with customers, figure out what they want,” Jeff Bezos CEO Amazon

16. Who designs your website? • Product manager • Head of marketing • Website manager • Web designer/ developer • The HiPPO (Highest paid persons opinion)

17. Who designs your website? • We need to get Product manager • • our customers Head of marketing Website manager • on this list. Web designer/ developer • The HiPPO (Highest paid persons opinion)

18. Multivariate testing: #1 lever for putting your customers at the heart of your website.

22. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Springfield Video 5. Sam’s Video

43. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your Find new Attract more Find the people Reach new business on customers with customers trying to ﬁnd you customers on Google Google Google Blurb No matter what Google AdWords Whether you run a No matter what Google Adwords your budget, connects you with small or large your budget, you gives your business you can display potential business, advertising can display your targeted and your ads on customers at on Google and our ads on Google and measurable Google and our precisely the advertising network our advertising advertising results. advertising magic moment – can work for you. network. Connect You’re in control of network. Pay when they are There’s no minimum with potential the customers you only if people actively searching spending customers at the target, the amount click your ads. on terms related requirement and you magic moment you spend and the to your business only pay when they’re searching types of ads you people actually click for your products or deliver. Start yours ads services, and only advertising today! pay when people click your ads. Button Start Now Let's get started Sign up now Click to begin Try Adwords now text Image How Adwords How to create works your ad

44. THE ANSWER... 42

45. Section Original Variation 1 Variation 2 Variation 3 Variation 4 Heading Advertise your Find new Attract more Find the people Reach new business on customers with customers trying to ﬁnd you customers on Google Google Google Blurb No matter what Google AdWords Whether you run a No matter what Google Adwords your budget, connects you with small or large your budget, you gives your business you can display potential business, advertising can display your targeted and your ads on customers at on Google and our ads on Google and measurable Google and our precisely the advertising network our advertising advertising results. advertising magic moment – can work for you. network. Connect You’re in control of network. Pay when they are There’s no minimum with potential the customers you only if people actively searching spending customers at the target, the amount click your ads. on terms related requirement and you magic moment you spend and the to your business only pay when they’re searching types of ads you people actually click for your products or deliver. Start yours ads services, and only advertising today! pay when people click your ads. Button Start Now Let's get started Sign up now Click to begin Try Adwords now text Image How Adwords How to create works your ad

46. Heading Button text Advertise your Start now business on Google Try Adwords now Attract more customers

47. 20% increase in new active Adwords advertisers!

48. TOP TIPS: #1 START SOME SIMPLE TESTS

50. TOP TIPS: #2 FIND THE BARRIERS TO CONVERSION

51. LANDING CHECKOUT PAGES PROCESS LANDING PAGES

52. Fears, Uncertainties and Doubts

53. TOP TIPS: #3 GREAT THINGS TO TEST

54. Great things to test Hero image Page title Product images Point of action assurances Call to action buttons

55. Hero Image

56. Eye tracking study Source: Grokdotcom Source: Grokdotcom

57. Hero Image

58. Hero Image

59. Hero Image

60. Page titles Try out several variations Did you make a promise? Have you included your unique value proposition?

63. Conversion rate increase from 10.3% to 19.6%

64. Product Images

67. Point of action assurances • Postage costs? • Delivery lead time? • In stock? • Security? • Returns?

71. Call to action buttons • Wording • Style and icons • Shape • Legibility • Size • Location on the • Colours page

74. Russell Sutton www.conversionworks.co.uk

ConversionWorks at the How to be Social event

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