Matt Woods is a CRO consultant who gives tips on optimizing websites for search engines. He discusses the importance of above the fold content that entices users to scroll further. Reviews and trust signals like case studies and certifications can boost conversions. Checkout optimizations include adding a guest checkout, address autocomplete, and hiding unnecessary navigation. Accessibility, speed, and image optimization are also important site-wide considerations.

1. 10 no test CRO wins
MATT WOODS
Erudite Agency
@
EruditeAgency

2. Hi, I’m Matt,
CRO Consultant
at Erudite”
Matt Woods
CRO Consultant and
Web developer
Matt started in corporate
software, but quickly moved
to commercial facing product
management, and now works on
optimising client sites and
building better product.
@EruditeAgency #BrightonSEO

3. Checkout Tips
Site Wide Tips
On Page tips
1
.
2
.
3
.
I’m Going to
Cover…
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4. B R I G H T O N S E O J U L Y 2 0 2 1
On Page Tips
01
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5. Above the
Fold
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6. The content
that you see
when the page
first loads
before
scrolling
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7. I must show
the user
everything!
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8. “Users want
to see
content
right away”
- Google, core
update 2012

10. 94% of first
impressions
are design
related
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Webbiquity

11. Visual
Hierarchy
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12. The content above the fold
should entice the user to the
next content block. As long
as they are interested they
will keep scrolling.
Your Goal.
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14. One key point
per view
height
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15. Too Much
Choice
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16. There are many
actions the user
can take when
landing on the
page
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17. My landing
page must send
users wherever
they want to
go!
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19. 38% of users
will leave if
their next
action isn’t
clear
@EruditeAgency #BrightonSEO
The Clickaway Pound

20. Users should know why you are
asking something of them
right away, and be able to
complete the task if no
further information is
required.
Your Goal.
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23. One key action
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24. Can you read the title or header?
Can you read the first sentence?
Is there a benefit to you before scrolling?
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25. Add
Reviews
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26. User generated
content giving
feedback on the
product
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27. 5 Reviews
270% increase
@EruditeAgency #BrightonSEO
Spiegel Research Center

28. Low Value
Product
190% increase
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High Value
Product
380% increase
Spiegel Research Center

29. Verified Buyers
4-5 Star Reviews
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Spiegel Research Center

32. Add Reviews,
But Verify
@EruditeAgency #BrightonSEO

33. Add Trust
Signals
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34. Content that
tells the user
you are
reputable
@EruditeAgency #BrightonSEO

35. Case Studies, Testimonials, Social Proof Stats
Industry Association Logos, Certifications
Partner Logos, Client Logos
@EruditeAgency #BrightonSEO

36. Trust is the
most common
reason for
abandoning
goal
completion
@EruditeAgency #BrightonSEO
Digitalcommcerce360

38. Useproof.com

39. What trust
signals are
relevant to your
site?
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40. Add Trust
Signals
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41. Checkout Tips
02
B R I G H T O N S E O J U L Y 2 0 2 1
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42. Guest
Checkout
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43. A user can
checkout without
signing up
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44. Reduce Friction
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45. 45% fewer exits
65% shorter time on
page
54% improvement in
conversion rate
@EruditeAgency #BrightonSEO
Erudite Agency

46. Add a Guest
Checkout
@EruditeAgency #BrightonSEO

47. Address
Auto
Search
@EruditeAgency #BrightonSEO

48. An address field
that dynamically
suggests complete
address as the
user types
@EruditeAgency #BrightonSEO

50. 21% of users
abandon because
checkout takes
too long
@EruditeAgency #BrightonSEO
Quicksprout

52. Ask Your Dev to
Implement Address
Search
@EruditeAgency #BrightonSEO

53. Hide Site
Navigation
@EruditeAgency #BrightonSEO

54. Navigation that
takes the user
away from the
checkout funnel
@EruditeAgency #BrightonSEO

56. 1.1% Increase in
Conversion Rate
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Erudite Agency

57. Do users exit the
site or go to
other pages?
@EruditeAgency #BrightonSEO

58. Express
Checkout
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59. One click payment
or payment
directly through
third party
@EruditeAgency #BrightonSEO

60. PayPal express
alone increases
conversion rate
61%
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PayPal

62. Add Express
Checkout
@EruditeAgency #BrightonSEO

63. Site Wide
Tips
03
B R I G H T O N S E O J U L Y 2 0 2 1
@EruditeAgency #BrightonSEO

64. Colour
Contrast
@EruditeAgency #BrightonSEO

65. Difference in
colour between
elements on top
or next to each
other
@EruditeAgency #BrightonSEO

66. Content is not
accessible to
users
@EruditeAgency #BrightonSEO

68. 1 in 12 Men
1 in 200 Women
@EruditeAgency #BrightonSEO
NHS

69. From
This

70. To
This

71. 8.6% increase
in conversion
rate
5.6% increase
in revenue
@EruditeAgency #BrightonSEO
Erudite Agency

72. WAVE
Evaluation
Tool
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74. Available as a chrome
extension or visit
https://wave.webaim.o
rg/
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75. Speed
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76. How quickly
does your site
load
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77. For every
second in delay
conversion can
decrease 20%
@EruditeAgency #BrightonSEO
Google

78. Serve images in latest format and correct size
Defer 3rd party scripts to after page load
Remove CSS and JavaScript bloat
@EruditeAgency #BrightonSEO

79. View my slides
here in full.
erudite.agency/brighton-seo