Masterclass

“Generating More Leads & More Sales from Your Website”

by Paul RoukeUser Experience Director at PRWD

SAMPLE SLIDES

My background

Joined their 1st e-commerce team in 1999 in design and usability role

7 years experience focused on:

– improving ‘visitor >> purchaser’ conversion rates

– increasing average order values

– improving number of returning visitors

– converting offline shoppers to online shoppers

• The UK’s leading online and home shopping retailer• Annual sales of around £1.5 billion• Around 5 million customers

Evaluate & improve effectiveness of existing websites

Design and build high performing websites

About PRWD

PRWD clients

Setting the scene -

What makes a good website?

A few questions

1.How do you attract visitors to your website?

2.Why do you visit websites?

3.What things make you leave a poor website?

Clear primary navigation

Clear proposition

Prominent call to action

Credibility enhancement

Visual stimulus

Key ‘Principles’ we are taught

Keep them simple

Only ask for the minimum info required

People are busy, they don’t have time for big forms

Online enquiry forms

Which form will visitors most use?

The good news

A more effective website means you’ll get more bang for your marketing buck

• Google Adwords

• Search Engine Optimisation

• Social Media

• Email Marketing

Understandingvisitors

Measuringperformance

Testing &improving

What do visitors do on my website?

Determine what are the key website goals you want to monitor

Get your IT person or web developer to set these up so you can track ‘conversions’

With Google Analytics you need to:

Very useful links on using Google Analytics

http://www.google.co.uk/support/googleanalytics/http://www.google.com/support/conversionuniversity/?hl=en

Understandingvisitors

Measuringperformance

Testing &improving

Step 1 - Analytics

There are other options but this is what we recommend for SME’s

Step 3 – Determine your key goals

Make an online enquiry

Download a document

Make an application

Make a subscription

Make a purchase

TIP – don’t treat every visitor the same

No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information

Understandingvisitors

Measuringperformance

Testing &improving

Best practice tips if you sell online

v

Clarity of Primary Call to Action

Testing and improving – A case study

“Test location of enquiry form to determine which version visitors complete more”

Stage 1 – Decide what to test

Stage 2 – Run the test

Which test won?

Original Test version A

How can different calls to action affect conversion rates?

Thankyou for coming along to “Generating More Leads & More Sales from Your Website” by Paul Rouke

Office: 0161 918 6729Mobile: 07739 745 126

Web: www.prwd.co.ukBlog: www.paulrouke.co.uk

Email: paulrouke@prwd.co.uk

Any more questions...?