Growing revenue through conversion rate optimisation (CRO)

1. Growing Revenue through Conversion Rate Optimisation (CRO) Edd Wilson SEO Strategist edd@impression.co.uk

2. - Search marketing since 2010 - Joined Impression in 2014 - Agency and in-house - Speaker at STAT city crawl & Ecommercial Conference - Regularly contribute to industry blogs Edd Wilson SEO Strategist / CRO Lead @ Impression edd@impression.co.uk

3. CRO? edd@impression.co.uk

4. edd@impression.co.uk

5. What is CRO? Conversion rate optimisation (CRO), or conversion optimisation, is the process for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. edd@impression.co.uk

6. What is CRO? To get leads/sales, you need to make it easy for website users to interact edd@impression.co.uk

7. Average online business Time spent trying to bring traffic Time spent trying to convert traffic edd@impression.co.uk

8. The big investors in CRO edd@impression.co.uk

9. What is a conversion? edd@impression.co.uk

10. Types of conversions Ecommerce - Completed purchase Lead Generation - Contact form completion, Phone call Media/Content website - Articles read, bounce rate and page views edd@impression.co.uk

11. Types of conversions Macro Conversions Revenue Based Conversions Ecommerce order completion, paid subscription sign up Lead/member acquisition conversions Application form completion, member sign up Enquiry conversions Contact form completion edd@impression.co.uk

12. Types of conversions Micro Conversions Navigation based conversions Viewing a product page, entering the checkout process, reaching an application form Interaction (or completed action) based conversions Adding a product to the cart, downloading a PDF brochure, watching a promotional video, social actions, email newsletter sign up, Engagement based conversions Time on site over a certain threshold, number of pages viewed above target, edd@impression.co.uk

13. Focus - Conversions Macro Micro edd@impression.co.uk

14. How do we measure conversions? edd@impression.co.uk

15. Link edd@impression.co.uk

18. Conversion tracking edd@impression.co.uk

21. How to set up Analytics Goals edd@impression.co.uk

22. Conversion rate? edd@impression.co.uk

25. Benefits of CRO edd@impression.co.uk

26. Better ROI edd@impression.co.uk

27. Testing and optimisation allows data-driven updates to your website that will drive revenue edd@impression.co.uk

28. Better Customer Insights edd@impression.co.uk

29. Better Scalability edd@impression.co.uk

30. Better User Experience edd@impression.co.uk

31. User Testing edd@impression.co.uk

32. Page Analytics (Chrome) edd@impression.co.uk

34. Hotjar - Heatmaps edd@impression.co.uk

35. Trust Signals edd@impression.co.uk

36. Trust Signals - Reviews/Case Studies 90% of consumers read online reviews before visiting a business 88% of consumers trust online reviews as much as personal recommendations - 2017 study from BrightLocal edd@impression.co.uk

37. Trust Signals - Reviews/Case Studies edd@impression.co.uk

43. Trust Signals - Reviews/Case Studies

47. Trust Signals - Trust by association edd@impression.co.uk

51. Trust Signals - Membership signals edd@impression.co.uk

52. Trust Signals - Membership signals edd@impression.co.uk

53. Trust Signals - HTTPS edd@impression.co.uk

54. Trust Signals - HTTPS What Google Say From July 2018 on Chrome will mark HTTP sites as “non secure”. For the past several years, we’ve moved toward a more secure web by strongly advocating that sites adopt HTTPS encryption. And within the last year, we’ve also helped users understand that HTTP sites are not secure by gradually marking a larger subset of HTTP pages as “not secure”. Beginning in July 2018 with the release of Chrome 68, Chrome will mark all HTTP sites as “not secure”. edd@impression.co.uk

55. Optimising for your audience edd@impression.co.uk

56. Who is your target audience? edd@impression.co.uk

58. What motivates them? edd@impression.co.uk

59. What you’re trying to find out... hello@impression.co.uk What are they trying to overcome by investing in your product/service? What about your product/service appeals to them? What are they thinking about when deciding whether or not to buy from you?

60. Ask your customers - why did you buy from us? edd@impression.co.uk

61. Steal information from your competitors! edd@impression.co.uk

66. Persona Ideas hello@impression.co.uk Job Role: Interests: Challenges: Key Attributes: Values: Technology used:

67. Device Testing edd@impression.co.uk

68. Is your web page mobile friendly? edd@impression.co.uk

69. Winning on mobile edd@impression.co.uk

70. Google Chrome - Inspect edd@impression.co.uk

71. Google Analytics

72. Google Analytics

73. Mobile First Indexing - Q4 2017 hello@impression.co.uk What Google Say Google begins mobile first indexing, using mobile content for all search rankings. While called an 'experiment,' it’s actually the first move in Google's planned shift to looking primarily at mobile content, rather than desktop, when deciding how to rank results. What you can do Audit your website from a mobile perspective - Pete from Impression

74. Page Speed edd@impression.co.uk

76. Google Pagespeed insights edd@impression.co.uk

77. Pagespeed - Recommendations - Enable compression - Minify CSS, Javascript and HTML - Browser caching - Use a content distribution network - Optimise images edd@impression.co.uk

78. Pagespeed - Wordpress hello@impression.co.uk - WP Fastest Cache - Faster rendering - W3 Total Cache - Caching - WP Super Minify - Compressing files - WP Smush - Image compression

79. Website benchmarking edd@impression.co.uk

80. Testing edd@impression.co.uk

81. Split Testing hello@impression.co.uk

82. Hypothesis hello@impression.co.uk Changing X into Y will get you Z X = What your analysis indicates as a problem Y = What change you think will solve that problem Z = What will have this effect on your KPI

83. hello@impression.co.uk Tools

84. Top Tips edd@impression.co.uk

85. Progress Indicator edd@impression.co.uk

86. Create Urgency edd@impression.co.uk

87. How to guides / Buying Guides edd@impression.co.uk

88. Brick & Mortar location edd@impression.co.uk

89. Static Images vs a Carousel edd@impression.co.uk

90. Contact form length edd@impression.co.uk

91. Modal boxes

92. CTA Text

93. Final thoughts edd@impression.co.uk

94. Optimisation is not a magic money tap, it’s a better way of working edd@impression.co.uk

95. Optimisation is a journey, it’s not a destination edd@impression.co.uk

96. Your website is never finished edd@impression.co.uk

97. Thank you Any questions? liam@impression.co.uk Edd@impression.co.uk Fothergill House King Street Nottingham NG1 2AS 01158 242 212

Growing revenue through conversion rate optimisation (CRO)

Growing revenue through conversion rate optimisation (CRO)

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