Post on 18-Sep-2014
description
Conversion Rate Optimisation
Agenda
How do we attract web visitors?
What is CRO?
How do we conduct CRO?
How do we attract web visitors?
Attracting visitors
Traditional marketing
Online Display
Email Marketing
Social Media
Search Engine Marketing
What is SEM?
Paid Search PPC= 30%
PPCSEO= 70%
87% of web users access information via search engines
SEO - a form of Voodoo?
How Google works
Google Algorithms Index
Search Results Page (SERP)
“northern film festival”
Keyphrase Analysis and Selection
2. IndexContent
(Prepare submissions & make site spider-
friendly)
3. Improve Rankings
(Optimise page content)
4. Develop Link Partnerships
(to channel traffic & maximise
rankings)
Carry Out Targeted PPC Campaigns
(to capture specific search traffic)
1. Analyse Key Word Phrases
(to maximise impact of Optimisation and PPC)
Natural/OrganicSearch EngineOptimisation
(SEO)
Pay per Click(PPC)
Maximum ROI
Keywords & Segmentation
Prioritising Keyphrases
Priority ExamplePrimary Cheap phone bills
Secondary Phone bill savings
Tertiary Reduce phone billLower phone billCut phone bills
Sergey Brin & Larry Page
Google’s spiders index site and links
http://www.youtube.com/watch?v=BNHR6IQJGZs
So, how does Google decide which sites list where?
So, how does Google decide which sites list where?
Not yet...Not yet...
Tension
What we want them to do
What they want to do
Wasted effort?
98%
Conversion Rate Optimisation
“In internet marketing, conversion optimization, or conversion rate optimization is the method of creating an experience for a website with the goal of increasing the percentage of visitors that convert into customers.
It is commonly referred to as CRO.”
Conversion Rate Optimisation
Improve ROI of your PPC, SEO, Display Advertising, Social Media traffic...
Conversion Rate Optimisation
• Align website to Business Objectives
• Design Conversion Funnels
• Generate Test Hypotheses
• Continuous Process Improvement
1. Align your website to your
Business Objectives
What are we What are we trying to trying to achieve?achieve?
MWAs...and Micro-conversions
What role does your site play?
Who are we targeting?
What do they want?
Satisfied
Evaluateoptions
Decideto
Buy
Search for
Information
Recognise a need
The Purchase Process
The search journey
‘Browsing’ ‘Researching’ ‘Completing’
“Theatres”
380,000 Searches
“Theatres Manchester”
7500 Searches
“Buy Manchester theatre tickets”
500 Searches
2. Design Conversion Funnels
Design Conversion Funnels
We need to do 3 things...
1. Get their Attention
2. Keep them Engaged
3. Call them to Action
Landing Pages
Every page is a ‘Landing Page’
“A great offer will do better than any amount of creative
ideas...”
• Drayton Bird
3. Generate Test Hypotheses
The Scientific Method
1. Ask a Question
2. Do Background Research
3. Construct a Hypothesis
4. Test Your Hypothesis by Doing an Experiment
5. Analyse Your Data and Draw a Conclusion
6. Communicate Your Results
Analytics tells us where to start
100%
98.1%
22.2%
21.8%
17.9%
17.8%
16.8%
Drop-off58
Drop-off2310
Drop-off 12
Drop-off 117
Drop-off5
Drop-off 28
3042
662
2984
545
540
512
674
PC = 2621
PI = 421
PC = 98
PI = 564
PC = 68
PI = 477
PC = 70
PI = 470
PC = 65
PI = 447
PC = 436
PI = 2548
PC = 98
PI = 576
Repair before your Optimise
Usability Testing
4. Continuous Process Improvement
Chaos
Control
Trials•Diversity•Speed•Goals•Metrics
ResultsInsights•Skills•Tools•Resources
EvaluateInspire
2003-4
2010
Testing the variations
40% increase in
phone conversions
Version A39.3% more 20 - 30 year olds
A B
Version B33% clicked ‘Take Debt Analyser’
A B
Version A19% reduction homepage abandons
A B
A CRO “Production Line”
Analyse Data
Funnel Design Testing
Conversion Rate Optimisation
What are we What are we reallyreally selling? selling?
Radio W.I.I.F.M
Value Proposition for Personas
Keyphrase Analysis and Selection
2. IndexContent
(Prepare submissions & make site spider-
friendly)
3. Improve Rankings
(Optimise page content)
4. Develop Link Partnerships
(to channel traffic & maximise
rankings)
Carry Out Targeted PPC Campaigns
(to capture specific search traffic)
1. Analyse Key Word Phrases
(to maximise impact of Optimisation and PPC)
Natural/OrganicSearch EngineOptimisation
(SEO)
Pay per Click(PPC)
Maximum ROI
Keywords & Segmentation
Satisfied
Evaluateoptions
Decideto
Buy
Search for
Information
Recognise a need
The Purchase Process
The search journey
‘Browsing’ ‘Researching’ ‘Completing’
“Theatres”
380,000 Searches
“Theatres Manchester”
7500 Searches
“Buy Manchester theatre tickets”
500 Searches
The Awareness Ladder
Every page is a ‘Landing Page’
What do we What do we want our site to want our site to
achieve?achieve?
MWAs...and Micro-conversions
MWAs and Micro-conversions
Optimise your PPC, SEO, Display Advertising, Social Media traffic...
Conversion Planning
Describe your MWAs?
What are your micro-conversions?
Choosing what to measure
Important metrics?
What’s your conversion rate?
What’s your Dwell Time?
Page Views?
Bounce Rate?http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77264
Continual Process Improvement
Chaos
Control
Trials•Diversity•Speed•Goals•Metrics
ResultsInsights•Skills•Tools•Resources
EvaluateInspire
2003-4
2010
A Method is more useful than tips...
PHAMEIdentify a PROBLEM
Formulate a HYPOTHESIS
Propose an ACTION
Agree the METRICS
Run the EXPERIMENT
Eisenberg/Future Now
Uncovery
Wireframing
Storyboarding
Prototyping
Development
Optimisation
“Persuasion Architecture”
Section Summary
1. Small changes can make a big difference
2. Sustaining success needs a System
3. Be clear about your Goals
4. Develop a Continual Process Improvement Culture
Stage 1: Research
What should you improve?
Everything!
Where do you start?!
Where do you start?
Fix the BIG things first
Analytics tells us where to start
100%
98.1%
22.2%
21.8%
17.9%
17.8%
16.8%
Drop-off58
Drop-off2310
Drop-off 12
Drop-off 117
Drop-off5
Drop-off 28
3042
662
2984
545
540
512
674
PC = 2621
PI = 421
PC = 98
PI = 564
PC = 68
PI = 477
PC = 70
PI = 470
PC = 65
PI = 447
PC = 436
PI = 2548
PC = 98
PI = 576
The Scientific Method(6 Steps)
1. Ask a Question
2. Do Background Research
3. Construct a Hypothesis
4. Test Your Hypothesis by Doing an Experiment
5. Analyse Your Data and Draw a Conclusion
6. Communicate Your Results
Repair before your Optimise
How people really use your website(s)
Are they confused?
Are they confused?
Are they confused?
A volunteer please…
The Curse of Knowledge
We assume others see the same as we do
How do we ‘listen to visitors’
List as many ways you can think of...
Usability Testing
Online Research Tools• Fivesecondtest• What Users Do• Feedback Army• Notable App• Morae• Silverback• Google Internal Site Search• Ethnio• Clicktale• Use Apollo
Other Survey Tools...
Google Talk Chatback Survey Monkey 4qsurvey.com CrazyEgg Usable Kamplye
What are your BIG areas?Where do you think are the BIG areas?
Would your web visitors agree?
Stage 2: Solutions
Small changes
can make a
BIG difference
Develop variations
Affordable Wireframing
• Slickplan.com• Gomockingbird.com• Hotgloo • Balsamic Mockups• Jumpchart• Pencil and paper :)
Stage 3: Testing
Testing the variations
23
http://www.youtube.com/watch?v=XJT9TCqzw4U
40% increase in
phone conversions
Version A39.3% more 20 - 30 year olds
A B
Version B33% clicked ‘Take Debt Analyser’
A B
Version A19% reduction homepage abandons
A B
Improving the wrong things!?
Stage 4: Review
Analyse the results
R.O.I.
The Reality of R.O.I.
Investment
Expected Return
The R.O.I. Equation
ROI = (Gain from Investment - Cost of Investment) ____________________________________
Cost of Investment
Section Summary
1. Be clear about where to start
2. Fix the ‘Big Areas’ first
3. Test your solutions/variations in an objective way
4. Analyse the results from an ROI perspective
Usability
is not
enough
A web designer’s view
A B
The Usability Perspective
A BThe How or ‘Usability’
Level of Effort
Usability is not enough
A BThe Why or ‘Persuasion’
Motivation
Persuading Web Visitors
What is meant by beingpersuasive?
Persuading Web Visitors
persuasive - intended or having the power to induce action or belief
persuade - To successfully convince someone to agree to, accept, or do something
en.wiktionary.org/wiki/persuade
We need to do 3 things...
1. Get their Attention
2. Keep them Engaged
3. Call them to Action
Landing Pages
“A great offer will do better than any amount of creative
ideas...”
• Drayton Bird
The Appliance of Social Science
Man, the rational thinker...
The theory of evolution
Charles Darwin, 1809 - 82
Out of Africa theory
Social Psychology
Social proof
The power of the ‘normative middle’
Power of the normative middle
What do “other people” do?
Customer testimonials
Reciprocation
Christmas Cards to strangers
Kent and Wolkott1976
Encourage Reciprocation
Remember to ask for the reciprocal
action
Commitment
Public commitments
Encourage completeness
Authority
84
Credibility & Authority
Awards
Liking
We respond to people ‘we’ know
Strengthen feelings of ‘kinship’
Scarcity
Scarcity
Scarcity
275
Time Limited Events
Section Summary
1. Human beings have evolved from Africa
2. Our behaviour makes sense in an evolutionary perspective
3. Understand the applications of Social Psychology
Group Exercise
What can you learn from Social Media?
From a Psychology perspective, why is Social Media so ‘persuasive’
Discuss your thoughts with your colleague.
Are their ways your site could imitate Social Media?
Social Proof
Initiation
Public Commitment
Membership of a Group
Social Support
Self and Identity
Role Models
Fun/enjoyable
What can you learn from Social Media?
Enhance Social Status: ‘Points’
Why is Facebook persuasive?Phase 1: Discovery
Learn about service (via friends)Visit site
Phase 2: Superficial Involvement
Decide to tryGet started
Phase 3: True Commitment
Create contentStay active & loyal Invite others
BJ Fogg, Stanford University
The Appliance of Cognitive Science
You have 3 brains
Expensive = Good
We think in metaphors
Metaphor
A person is a like a machine and fragile
Ideas are food and can be consumed
Ideas are people, or plants or money
Theories are like buildings
Example
He broke down, he cracked up, her ego is fragile
Raw facts, half-baked theories, warmed over ideas
Give birth to an idea, his brainchild, having a fertile imagination
The foundation of your argument, you are on shaky ground
Brands as a metaphor?
What’s your metaphor?
Choose a metaphor for your organisation
Does that match your website?
We pattern match
We pattern match
Conventions are your friend
Copying Amazon & doubling conversions
Seeing patterns in data?
Groupthink
Priming
Identity & DecisionsConsequence Model
Identity Model
Prof. James March, Stanford University
Meet Helen28 – 38
Midlands, North East
Works part-time
2 young children
Partner works full-time
Has broadband connection, magazines, local newspapers, radio
Meet Helen28 – 38
Midlands, North East
Works part-time
2 young children
Partner works full-time
Has broadband connection, magazines, local newspapers, radio
Lecturer A: Friendly, bright, kind, humorous
Lecturer A: Assertive, bright, kind, humorous
First & last is best...
Everything is relative
58
Everything is relative
Comparative Prices
115
Provide context before details
First you sort the items into like categories. Using color for sorting is common, but you can also use other characteristics, such as texture or type of handling needed.
Once you have sorted the items, you are ready to use the equipment. You want to process each category from the sorting separately. Place one category in the machine at a time.
Your new washing machine
How do I feel about that?
Emotional Response
Images to generate an...
Faces are especially powerful
Risk vs Reward
Easy to trigger the fear response...
The Brain’s Sentry
Loss Aversion
Risk Reduction: Guarantees
Lower perceived RiskTry it now, risk free
Take it and if you don’t like it, send it back
Buy now, pay later
First one free
We won’t charge you for 30 days
Point of Action Re-assurance
Privacy & other policies
Credible design
Attention to Detail
Depth and recency of info
FAQs
Ah, but you’ll say...
1. I could have told you that - it's obvious!
2. No, in my experience that's not true - people don't really behave like that
3. That applies to others but not me...
We don’t even know ourselves
The Confidence IllusionWe all think we’re above average:
Drivers
Leaders
Creatives
Teachers
Lovers
Section Summary
1. Cognitive Psychology is useful in understanding Decision Making
2. We take many ‘Mental Shortcuts’
3. Explore ways to trigger these ‘Heuristics‘
The importance of Visual Design
The importance of Vision
Don’t read but scan
A couple of videos for you
http://viscog.beckman.illinois.edu/grafs/demos/15.html
http://www.youtube.com/watch?v=voAntzB7EwE&feature=player_embedded
http://www.youtube.com/watch?v=38XO7ac9eSs&