Tips and advice for website conversion rate optimisation

1. MAKE YOUR
WEBSITE
DELIVER
GOAL-ORIENTED WEBSITE DESIGN
BY DARREN FROM REDSTAR
November 17, 2014

2. WHO ARE REDSTAR?
• Digital Agency based in Manchester
• Team of 11, established in 2007
• Specialise in eCommerce and Multi Channel Solutions
• We don’t just build websites, we market them too
• Work with small and growing businesses
@webdarren

3. CONVERSION = ACTION
Simple
• Buy a Product
• Download a File
• Watch a Video
• Sign Up to
Newsletter
• Complete a
Contact Form
Complex
• Sign up to
Newsletter & Buy
Products 3 Months
Later
• Sign up for course,
watch all videos &
join forum
• Buy a product, an
upsell and buy
again in 3 months.
@webdarren

4. WAYS TO MEASURE
Product Sales:
Platform Reports &
Google Analytics
Downloads:
Google Analytics Event
Tracking
Form Completion:
Platform Reports &
Google Analytics Goal
Tracking
Newsletter & Sales:
Platform Report &
Google Analytics
@webdarren

5. WHAT REALLY MATTERS
Every Website Has A Conversion –
Andy Kinsey, SEOAndy
Conversions we usually forget about:
• Visitor Loyalty –
Keeping Website Visitors Returning
• Calls from the Website
• Users who first visit from a mobile device
and then visit using another device
• Page Views – Reducing Bounce Rate
@webdarren

6. THE CRONUT CYCLE
CRO = Conversion Rate Optimisation
@webdarren

7. THE CRONUT CYCLE
@webdarren

8. CRO, AB, MVT
AB Testing:
The controlled testing of given features of a page (or full
website) on a given group and measuring changes against
a control group.
MVT = Multi-Variant Testing:
The testing of a specific element of a given page (eg
button colour) or site in many ways and comparing this to a
control group.
CRO = Conversion Rate Optimisation
@webdarren

9. AB TESTING
ECOMMERCE DESIGN

10. MVT TESTING
ANDY’S FEATURE TEST
Which one of these do
you think converts best?
Original
Test A - Colour
Test B - Text

11. ANDY’S FEATURE TEST
THE RESULTS
Key Takeaway…
Not all changes
and tests will
bring improved
results, but you
will only know
through testing!
Original
Test A
Test B
@webdarren

12. FREE TOOLS FOR TESTING
1. Google Analytics
Goal Tracking, Event Tracking,
Campaign Tracking, eCommerce
Tracking, Experiments.
2. MailChimp AB Testing
Free after sending several emails
3. WP Leads CTA – InboundNow
Testing call to actions using wordpress,
eg Andy’s Test. Redstar.co.uk/go/wp-cta
@webdarren

13. PAID TOOLS FOR TESTING
1. Formisimo
Superb tool for testing forms in real time
and getting detailed reports.
2. Crazy-Egg
Heat map, confetti mapping and analytics
tool – ideal for detailed page analysis.
3. MailChimp
The paid version of MC comes with
added testing features.
@webdarren

14. TIPS FOR ALL WEBSITES
Go Beyond Your Industry
Always research outside of your industry, bring
innovation to your website through work in other
industries.
Always Be Testing
No site is ever perfect, there is always
something to try to improve.
Think Beyond What You See
Think about your emails, using an abandoned
cart system & talk with customers.
@webdarren

15. EXTERNAL EXPERTS
CAN HELP
5 Reasons to Ask an Expert for Advice
1. Faster Results
2. Experience means less mistakes
and hassle
3. Higher ROI
4. Save yourself money in the long term
5. Awareness of ever changing world
for best practice improvements
@webdarren

16. THANK YOU
Any Questions?
Slides available now at
www.redstar.co.uk
@webdarren
darren@redstar.co.uk
@webdarren