Get Your Site to Sell with CRO

(Conversion Rate Optimization)

Robert ClarkeOp Ed Marketing

Presented at:Silicon HaltonMay 12, 2015

What?Getting people to do what you want them to do…

Why?The average site wastes 75%+ of its traffic due to lack of persuasion and “sales-ability”(Source: Hubspot)

Companies spend $92 driving traffic for every $1 spent on

conversion (Source: RedEye)

17.48%, 14.96%, 21.99%, 23.28%, 34.49% (Source: Op Ed Marketing)

Why?

Doubling Your Website’s Conversion has the Same Impact as Doubling its Traffic!

How?

Steps to CRO…

Identify your Conversion Goals

PRIMARY GOALSPurchaseGet Quote Call-inStart Free-trialLive Chat

SECONDARYEmail Sign-upDownload White PaperShare a Blog PostFacebook Like

Analyze Your Site’s Behaviour

Where is the traffic?Where are users landing?Where are users leaving?

Where can you prioritize conversion?

Treat Every Page Like a Landing Page

What is this?Is it for me?

How is it different?Who else is using it?

What action can I take (CTA)?

Use Landing Pages

It’s ALWAYS About Them (Not You)

Track & Measure Conversions

Email signupsDownloads

WhitepapersPhone Calls (call-tracking)

Free Trials

Always Be Testing

Testing & Optimization Tips

Key Elements

Remove Navigation

Establish Trust

Get In Good “Form”

Use Focus & Direction

Make an Irresistible Offer

Retarget Non-Converters§  Retarget website

and/or landing page visitors

§  Offer something different than what they’ve already seen on your site

§  Useful for “soft sells” like White Papers, Free trial, Free Shipping, etc.

§  Can retarget using Google network, Facebook, etc.

Which Test Won?

122% more email signups

Landing/Web Page Critiques

roadtrip.unbounce.comUse promo code “op-ed” for 25% off

30 for 30§  30 Minute CRO session§  $30 paid to Silicon Halton§  Will analyze business website, landing pages

and provide insight and feedback§  Maximum 5 businesses, first come first serve

basis§  Email robert@op-ed.ca

Robert ClarkeOp Ed Marketingwww.op-ed.carobert@op-ed.ca@opedmarketing