Conversion Rate Optimisation (CRO) presentation from Ian Miller and Barnie Mills, Crafted at CIM Digital Marketing Bootcamp, Peterborough, April 2013

1. Crafted
PRESENTATION
IS YOUR WEBSITE LOSING
YOU CUSTOMERS?

2. verb [ with obj. ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.

3. Introductions

4. Barnie Mills
Head of Design
@basscake
Ian Miller
Search Director
@millerian
40 digital experts spanning design, search and development

5. You’ve got traffic, now what?

6. Who are they and
what are they here for?

7. Where are they from?
What traffic sources might a site have?

8. Where are they from?
What traffic sources might a site have?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct

9. How do they behave?
What attributes can you drill into?

10. How do they behave?
What attributes can you drill into?
Metrics - numbers Dimensions - things
Visits Landing page
Pageviews Keyword
Goal completion rate % Browser
Revenue Source
Bounce rate % Medium
Average time on site City

11. Don’t make assumptions
• What is “bounce rate”?
• Segment traffic

14. And now it’s over to you…

15. So what do you like?
• 2 sites you like
• Why?

16. What don’t you like?
• 2 sites you don’t like
• Why?

17. First impressions

18. First impressions count!
The average
time spent on
a webpage is
25
seconds
On average,
visitors only
read around
20%
of content
One in five
visitors leave
a site within
5
seconds

19. The 5 second rule…
(not this one!)

20. Am I in the right place?

21. Do I trust you?

22. What do I do now?

23. Page load – we could have
failed before we’ve started
Every second loading =
0.65 increase in bounce rate!

24. The 5 second test

26. Questions
• What activities does this site cater for?
• What are 3 of the companies USPs?

27. What could be improved

29. Questions
• What service does the site offer?
• Why might you choose it over competitors?

30. What could be improved

32. Questions
• What industry is the site concerned with?
• Who is the site aimed at?
• What is its primary purpose?

33. What could be improved

35. Questions
• What does the company do?
• Who is the site aimed at?
• How could you find out more?

36. What could be improved

37. Ok ok, I’m interested, what now?

38. Calls to action (CTAs)

45. Trust marks

48. Social proof

52. 40%
Increase in
conversion

53. There is no silver bullet…

57. The devil is in the detail!
abtests.com

58. The start of something beautiful

59. Who’s had a good
experience online?
• Where?
• Why?

60. Beyond 1st Conversion

61. New vs Returning

62. Collecting data

63. Tools

69. Test and test again!

70. Don’t forget good
old fashioned service!

71. Round up

72. Blind date
• Turn up on time
• Make a good first impression
• Build trust
• Give clear signals
• Remember once you’ve gained someone’s trust you can just as easily lose it!

73. Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 344841
E. ian.miller@crafted.co.uk
E. barnie.mills@crafted.co.uk
London Office
Clerkenwell Workshops,
27/31 Clerkenwell Close,
London, EC1R 0AT
T. +44 (0) 20 3393 3852
www.crafted.co.uk
Thank you