3. Standard Conversion
Standard
conversion
rate is 3.1%
Monday, January 23, 2012
4. Theory
-‐
Credibility-‐based
design
-‐
Easy
Naviga3on
-‐
Logo
Credibility
-‐
Memorable
Slogan
-‐
Benefit-‐oriented
headline
-‐
Best
content
placement
-‐
Call
to
ac3on
-‐
Benefit-‐oriented
content
Monday, January 23, 2012
5. Theory
- Website must have USP (Unique Selling Proposition)
- Custom language focus
- Security logo
- Social proof
- Scarcity Wording
- Hero Shot
- Interactive to engage the customer
Monday, January 23, 2012
6. Credibility-based Design
-‐
Fast
load
3me
less
than
4
sec.
-‐
Mistake
Free
both
program
error
and
content
error
-‐
ACrac3ve
professional
design
Monday, January 23, 2012
8. Make Website easy to Navigate
-‐
Use
navigator
bar
-‐
Prefer
tab
naviga3on
appear
on
leG,
that
user
look
first
-‐
Longer
link
beCer
than
shorter
link
(event
buCon)
“submit”
or
“click
here
to
receive
free
PDF”
-‐
Use
site
map
-‐
Don't
use
company
or
group
jargon
Monday, January 23, 2012
9. Optimize the credibility of your logo
-‐
Be-‐credibility
base
as
innova3on,
expert
-‐
Use
a
symbol
over
or
next
to
or
to
the
leG
of
company
name
-‐
Have
graphical
symbol
work
with
name
expedia.com 1800flowers.com
amazon.com booking.com
Monday, January 23, 2012
10. Write memorable Slogan
-‐
Biggest
benefit
Fast
Delivery,
Lowest
Cost,
Higher
Quality,Fast
Response
Time,
Mul3ple
Product
and
service
-‐
Are
simple
-‐
Use
ac3ve
voice,
with
adverb
near
the
verb
for
more
impact
-‐
Differen3ate
your
brand
Monday, January 23, 2012
11. Use benefit oriented Headline
-‐
Short,
punchy,
summaries
of
important
topics
-‐
“Save
Time
and
Energy”
-‐
Use
passive
voice
-‐
Op3mum
link
length
is
7
to
12
words
-‐
Omit
ar3cles
and
quan3fiers
(a,
and,
the)
-‐
Arouse
curiosity
as
“How
to
increase
Your
landing
page
Conversion
Rates
by
50%
to
2005”
Monday, January 23, 2012
12. Give important content on the best
placement
-‐
User
look
first
at
top
leG
and
scan
to
right
the
to
lest
in
an
F
shape
-‐
The
right
side
of
the
screen
work
well
for
tes3monial,
call
to
ac3on
and
sign
up
form
Monday, January 23, 2012
13. Call to action
-‐
Call
to
ac3on
is
text,
text
link
or
text
on
buCon
-‐
Use
benefit
word
for
call
to
ac3on
Monday, January 23, 2012
15. Benefit oriented content
-‐
Use
your
copy
with
benefit
avoid
feature-‐
oriented
-‐
Offer
value-‐oriented
contents
as
the
default
view
and
make
tab
or
link
for
more
info
as
spec
and
feature
-‐
Write
for
scan
not
for
read
Monday, January 23, 2012
16. USP (Unique Selling Proposition)
-‐
Differen3ate
your
brand
from
compe3tor
-‐
Posi3on
of
your
company
as
“Best
choice
of
market”
-‐
Clearly
for
your
customer's
unique
needs
Monday, January 23, 2012
17. Step1 use biggest benefit
-‐
Instant
confirm
-‐
Lowest
rate
-‐
No
deposit
-‐
No
cancella3on
fee
-‐
Customer
reward
program
-‐
Mul3ple
packages
Monday, January 23, 2012
18. Step2 Be Unique
-‐
Your
company
as
the
most
logical
choice,
and
make
product
or
services
the
“must
have”
-‐
Offer
your
product
benefit
not
your
product
spec
Monday, January 23, 2012
19. Step3 Solve an industry “pain
point” or “performance gap”
-‐
Iden3ty
which
needs
are
going
unfulfilled
in
your
industry
Late
Check-‐out
Early
Check-‐in
Free
Transfer
Free
Minibar
Free
Cancella3on
Monday, January 23, 2012
20. Step4 be specific and proof
-‐
Example
“You'll
lost
10
kg.
In
60
days
or
your
money
back!”
Monday, January 23, 2012
21. Step5 Integrate your USP in to website
and all marketing material
-‐
Adver3se
-‐
Business
card,
brochures,
fryers
and
signs
-‐
Voucher,
email
Monday, January 23, 2012
22. Step6 delivery on your USP's promise
-‐
Do
everything
that
you
promise
Monday, January 23, 2012
24. Security Logo
-‐
Destroy
fear
factor
as
“Hacker”
use
trust
informa3on
like
Monday, January 23, 2012
25. Social Proof
-‐
Customer
think
“what
other
people
think
is
correct”
-‐
Good
tes3monial
and
review
-‐
Example
Best
Seller
Customer
who
bought
this
product
also
bought...
Monday, January 23, 2012
27. Scarcity wording
-‐
Limited
3me
offer
for
this
promo3on
-‐
Only
2
rooms
leG
for
this
price
-‐
Hurry!
Limited
availability
Monday, January 23, 2012
29. Use illustrative product and
service images “Hero Shot”
-‐
Show
aCrac3ve
people
in
uniforms
who
process
and
answering
the
ques3on
-‐
Place
your
picture
of
staff
on
your
“About
Us”
page,
show
that
your
staff
is
real
-‐
Use
high
quality
image
-‐
Don't
use
clip
art
not
relate
to
the
product
-‐
Posi3on
descrip3ve
text
right
of
your
product
Monday, January 23, 2012
30. Interactive elements to engage
users
-‐
Live
chat
-‐
Forum
-‐
Feedback
form
-‐
Adding
video
or
flash
movie
will
improve
conversion
-‐
Adding
a
video
spoken
person
increase
the
conversion
rate
to
discoverystroe.com
by
78%
Monday, January 23, 2012
31. Case study of
sunshine.co.uk
Monday, January 23, 2012
32. Over all of sunshine.co.uk
-‐
Online
travel
agent
in
UK
offer
cheap
holiday
-‐
Use
six
month
in
CRO
process,
their
conversion
rate
almost
double
-‐
Before
CRO
revenue
was
850
million
baht
a
year
-‐
AGer
CRO
revenue
go
to
1,550
million
baht
a
year
Monday, January 23, 2012
33. What they did?
-‐
Try
to
make
survey
-‐
Give
customers
an
incen3ve
to
fill
out
the
survey
-‐
The
covering
email
just
important
as
the
survey
and
incen3ve
-‐
Usability
tes3ng
-‐
Know
your
analy3c
-‐
Split
Tes3ng
Monday, January 23, 2012
34. Take a survey
If
you
s3ck
to
mul3ple-‐choice
ques3ons,
it's
easier
to
process
the
data
for
hundreds
or
thousand
of
customers.
However,
it
won't
be
anywhere
near
valuable
as
if
you
asked
ques3ons
with
open
text
field
response
Monday, January 23, 2012
35. Give customers an incentive to fill
out the survey
The
more
people
complete
your
surveys,
the
more
valuable
they'll
be.
Sunshine.co.uk
decided
to
offer
everyone
who
fill
out
the
survey
the
chance
to
win
the
cost
of
their
last
holiday
which
could
be
as
much
as
several
100,000
baht.
This
investment
paid
off
quickly
when
we
started
to
implement
and
test
the
ideas
generated
by
the
survey's
feed
back.
Monday, January 23, 2012
36. The covering email is important
-‐
In
the
subject
line,
emphasize
the
benefit
to
customer,
That's
why
we
use
“Get
your
holiday
free”
instead
of
“Can
you
fill
out
our
survey?”
-‐
Sell
the
survey
like
you'd
sell
your
product
or
services.
So
we
emphasized
that
it
was
easy
to
fill
out
(“it
only
takes
about
3
minutes”)
and
added
the
incen3ve
(“win
back
the
cost
of
your
last
holiday”).
-‐
Email
should
be
personal.
The
more
personal
the
email,
the
more
likely
people
to
response.
That
why
we
include
the
customer's
name
in
the
email,
as
well
as
signing
it
from
a
personal,
rather
than
from
a
nameless
marke3ng
department.
We
emphasized
this
further
by
including
a
photo
of
sunshine.co.uk's
MD
(and
Pluto).
Monday, January 23, 2012
38. Usability testing
-‐
Start
usability
tes3ng
quickly
and
easily
with
remote
tester
from
usertes3ng.com
and
whatuserdo.com
-‐
Don't
just
test
your
site,
test
your
compe3tor
too
-‐
Do
oGen,
test
on
every
major
redesign
of
the
homepage,
resort
and
hotel
page
-‐
Do
it
now
Monday, January 23, 2012
39. Know your analytic
-‐
Google
analy3c
or
other
log
analy3c
soGware
-‐
Crazyegg.com
-‐
Clicktale.com
Monday, January 23, 2012
41. What we changed?
Make
it
clear
why
you
rock
Monday, January 23, 2012
42. Misunderstanding
We
discovered
that
visitor
was
oGen
confusion
over
the
prices.
Visitors
weren't
sure
if
the
figures
were
per
person,
per
night
or
whether
flights
and
hotels
were
include.
Be
clarifying
the
pricing
and
what
it
include,
we
increase
the
conversion
rate
by
19%,
adding
200
million
baht
a
year
Monday, January 23, 2012
44. Result
-‐
Revenue
increase
from
850
million
baht
to
1,550
baht
a
year
-‐
Our
affiliate
partner
could
double
their
commission
-‐
PPC
offered
hug
poten3al
for
growth
Monday, January 23, 2012
45. CRO Tool
-‐
Google
analy3c - Crazy egg
-‐
Google
web
op3mizer - Click tale
-‐
Survey
Monkey - User testing
-‐
Kiss
insight - What user do
Monday, January 23, 2012
46. Goolge Analytic
hCp://www.google.com/analy3cs/
Monday, January 23, 2012
47. Survey Monkey
hCp://www.surveymonkey.com/
Monday, January 23, 2012
48. Kiss insight
hCp://www.kissinsights.com/
Monday, January 23, 2012
49. Crazy egg
hCp://crazyegg.com/
Monday, January 23, 2012
50. Clicktale
hCp://www.clicktale.com/
Monday, January 23, 2012
51. User testing
hCp://www.usertes3ng.com/
Monday, January 23, 2012
52. What
user
do
hCp://www.whatusersdo.com/
Monday, January 23, 2012
53. CRO Tips
-‐
Listen
to
the
customer
-‐
Test
everything
and
oGen
Monday, January 23, 2012
