1. Conversion
Optimisation is NOT
Search Optimisation

2. Search Engine Optimisation
 Ensuring that the people searching for your
services/ products on search engines meet with
your websites search listings on those products
and services to find what they need & want

3. Conversion Optimisation
 A set of techniques, implemented to influence
customer behaviour towards outcomes that:
 Increase revenue or profit
 Remove cost from the business
 Increase productivity or work flexibility
 Increase Customer Service/ Satisfaction

4. Offline / Real World Examples
 Dairy accounts for 19
percent of an average
supermarket’s profit
 YET takes up just 3
percent of store space
 It generates more than
2.6 times return on
space
 Which is up to 6.2 times
higher return on space
than grocery

5. Recommendations for Dairy Depts
 The space for dairy in general should be increased
and is already underutilized
 Make the dairy department easier to shop
 Personalize the engagement
 Leverage more meaningful merchandising
 Taken from the Willard Bishop Store SuperStudy 2009.

6. Name the Season

7. What Retailers Do
 They know the amount of space allocated to each
dept
 They know the amount of revenue generated by
each dept
 They know their ‘Prime’ merchandising locations
 They know when to allocate more or less space
dependent on the sales/ seasons
 They know how to SELL!

8. Getting Back To Online...
 How do you find out this type of information about
your site?
 Analytics
 Session recording
 Performance optimisation
 Feedback
 Usability testing
 Remote testing
 Forms and search analytics
 Testing tools
 Survey tools
 Multi-variate testing

9. So...Where do you Optimise?
 It depends on your site...
 High traffic entry pages
 High exit pages
 Key value pages (credit card)
 High cost pages (PPC)
 Conversion influencer points
 Persuasion points
 Anywhere there is traffic & Calls
To Action!
 Funnels

10. What Things do you Test?
 Removing unnecessary messaging/images
 Re-wording copy/ messaging
 Including USPs on every page
 E-mail Subject lines
 Offer messaging (30% extra or 50% off?)
 Scent trails
 Call to actions
 Buttons
 Influencing pages / Messages
 Funnels
 As much as you can!

11. Funnels  How do they help?
 How many people
 Google: continue?
 A funnel represents the  How many leave?
path that you expect
 How many channel switch?
visitors to take on their
way to converting to the  Where do they go?
goal. Defining these  Are there influence pages?
pages allows you to see  Any error clusters?
how frequently visitors
 What are my pain points?
abandon goals, and
where they go.

12. The Value of Funnels
 Identify exits / sore points/ improve sales
 Confirmation pages lose sales
 A small change can reduce this
 Example case- resulted in drop from 75% to 2% exit
 Identify pages driving leads/ sales online and off
 Page with low conversion– big test opportunity
 Check for bugs in address lookups
 In most cases, over 50% of abandons stay on the site or
switch to convert via a different channel
 If promoting call centre consider dynamic phone numbering!

13. Ego and Opinions?
CEO
IT
Marketing
Who
Product designs this
Brand
page?
Pesky
Meddling Legal
Fools
THE
CUSTOMER
Source
@optimiseordie

14. Why not to be Precious about Design
 Testing is the only sure fire way of optimising your
website conversion
 It provides clear, statistical results- not opinions
 Results are often surprising:
 10% increase from funnel work
 6% extra conversions from mobile
 37% increase from image zoom test
 170% increase from site search test

15. Tools
 Browser testing www.browsercam.com
 Mobile devices www.perfectomobile.com
www.deviceanywhere.com
 Performance testing www.keynote.com
www.gomez.com
 MVT/AB Testing www.google.com/websiteoptimizer
 Heatmap & Usability Testing www.clicktale.com
www.crazyegg.com
End browser and device discrimination!

16. A Few of my Bibles...