The document discusses optimizing websites for conversion rate optimization (CRO). It covers establishing a CRO foundation by understanding user personas and buying phases. It emphasizes testing value propositions, calls to action, and personalized content and experiences. The future of CRO is contextual personalization that delivers relevant content based on a user's full context and circumstances.

2. Contents
Why Optimise?
CRO Foundation
Personalisation with Sitecore
Testing
The Future

3. Follow up?
• 3 free CRO site audits
• Sitecore online demo
Details at the end.

5. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-

6. Source: IBM - http://www-

7.  Why Optimise?
CRO Foundation:
User personas
Buying phases
Value proposition
Calls to action
Copy
Personalisation with Sitecore
Testing
The Future

15. Personas Summary
• Focus on main user groups
and types of behaviour
• Start with quickest/biggest
wins
• Concentrate on goals

17. Buying Phases

21. Persona Buying Matrix
Awareness
Consideratio Purchase/
n
Conversion
Repurchase
Persona 1
Who is this
company?
What do they
offer?
Who else is
using them?
(Social
proof)
How secure is Can I easily
this?
order
again?
Persona 2
Is this for
me?
Does this fit
my
objectives?
How quickly
can I get it?
What happens Am I getting
if I don’t like added
the
value?
product/serv
ice?
Persona 3
Does this
solve my
problem?
How much
How much
does it cost? time will
this take?
What’s new?

22.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
Value proposition
Calls to action
Copy
Personalisation with Sitecore
Testing
The Future

23. Value Proposition
A promise of value to be delivered

24. • How you solve a customers
problem or improve their
situation
• What are the benefits?
• Why should they buy from
you? (USP)

25. It’s for real people so stop
with all that jargon
Revenue-focused marketing
automation & sales effectiveness
solutions unleash collaboration
throughout the business life cycle
???

27. • Headline. What is the end-benefit in 1 short
sentence. Include the product and/or the
customer. Attention grabber.
• Sub-headline or a 2-3 sentence paragraph. A
specific explanation of what you do/offer,
for whom and why is it useful.
• 3 bullet points. List the key benefits or
features.
• Visual. Images communicate much faster
than words. Show the product, the hero
shot or an image reinforcing your main

32. Calls to Action
• Explain what the result is
• Size, colour & position
• Simplify
• Create urgency

39. Talk to your customers

40. We’re the best?

41. About them not you…

42.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
Personalisation with Sitecore
Testing
The Future

43. Personalisation –
Behaviour

44. Visit Data Being Tracked &
Analysed

45. My Profile Being Updated
Based on Behaviour

46. Site Reacting Based on
Behavioural Profile

47. Personalisation – Rules
Based

48. Picked Up Campaign and
Extracted Search Terms

49. Product Enquiry

50. Moving Through Buying
Phases

51. Click To Redeem on FB

52. Updated Content on Home
Page

53. Further Updates Taking My
Info

54.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalisation with Sitecore
Testing
The Future

62.  Why Optimise?
CRO Foundation:
 User personas
 Buying phases
 Value proposition
 Calls to action
 Copy
 Personalisation with Sitecore
 Testing
The Future

63. The Future is…Contextual
Personalisation
“The circumstances that
form the settings for a
user, in terms of which it
can be fully understood.”

64. Delivering content that is
relevant to the user at the
current time – data is at the
centre of this
–Recorded/provided
–Behavioural
–Location based
–Social
–3rd party data sets
–Sensors

65. Location & Weather Data

66. Location & Event Data

67. Interested in a free site
audit or Sitecore online
demo?
Email: hello@lab.co.uk

68. tom@lab.co.uk
@TomHeadLab
www.lab.co.uk