John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014

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Conversion rate optimisation for non- ecommerce sites

description

"Conversion rate optimisation for non-ecommerce sites" slide deck, presented at MeasureFest 2014

Transcript of John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014

Page 1: John Mills Conversion rate optimisation for non-ecommerce sites Measurefest 2014

Conversion rate optimisation for non-ecommerce sites

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“If you can not measure it, you can not improve it.”William Thomson, 1st Baron Kelvin

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Shameless self promotion slide

• Twitter: @JohnConversion

• LinkedIn: uk.linkedin.com/in/johnmillsinsight

• Email: [email protected]

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Conversion rate optimisation for non-ecommerce sites

• Charity

• Gamming

• Utilities

• Media and publishing

• Banking

• Forces

• Travel

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Conversion rate optimisation for non-ecommerce sites

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Conversion rate optimisation for non-ecommerce sites

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Understand your business and your users

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Understand your business and your users

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Understand your business and your users

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Make your life harder

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Make your life harder

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Make your life harder

• Job alerts by email sign ups

• Registrations

• Vacancies added to shortlist

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Where to test?

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Where to test?

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Measure everything

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Measure Everything

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Measure everything

• Don’t just measure the goals of your conversion campaign

• Measure against the business goals

• Measure your KPI’s

• Measure as far down the process a possible

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Measure everything

• “Changing the design of the semi display template will increase the number of applications.”

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Measure everything

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Measure everything

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Measure everything

• “Apply Now” CTA clicks were down by 2.5%

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Measure everything

• Completed applications 2.5%

• The number of completed applications per visitor up by 3%

• Number of vacancies added to shortlists up by 25%

• Email job alerts – over 5,000 additional sign ups a month

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Demonstrating value

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Reporting results to the business

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Reporting results to the business

Picture Credit: https://www.flickr.com/photos/94838506@N03/8678428957/

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Reporting results to the business

Picture Credit: Disney

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Demonstrating value

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Demonstrating value

• How your business makes money

• How your business spends money

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How your business makes money

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How your business makes money

Picture Credit: http://www.taxrebate.org.uk/

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How your business makes money

Picture Credit: https://www.flickr.com/photos/84211160@N05/8681400696/

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How your business makes money

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How your business spends money

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How your business spends money

Picture Credit: http://www.401kcalculator.org/

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How your business spends money

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How your business spends money

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How your business spends money

• Cost Per Application = £1.70

• 12% uplift = 8,000 additional applications

• Cost Per Application x additional applications = cost to purchase

• £1.70 x 8,000 = £13,600

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How your business spends money

Picture Credit: The Simpsons 20TH CENTURY FOX

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How your business spends money

Picture Credit: warning: By Lip Kee from Singapore, Republic of Singapore (060219 heed warning sign.jpg

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Always base your numbers on the past

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Always base your numbers on the past

Picture Credit: Back to the Future - Universal Studios

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Takeaways

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Takeaways

• Understand your business• Understand your users• Give yourself extra KPIs• Test where a 1% uplift has the most impact• Measure everything• Demonstrate value • Always base your figures on the past

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Questions?

• Twitter: @JohnConversion

• LinkedIn: uk.linkedin.com/in/johnmillsinsight

• Email: [email protected]

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