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CONVERSION RATE OPTIMIZATION

Monday, January 23, 2012

What is CRO?


Standard Conversion

Standard conversion rate is 3.1%


Theory

-‐ Credibility-‐based design-‐ Easy Naviga3on-‐ Logo Credibility-‐ Memorable Slogan-‐ Benefit-‐oriented headline-‐ Best content placement-‐ Call to ac3on-‐ Benefit-‐oriented content


- Website must have USP (Unique Selling Proposition)- Custom language focus- Security logo- Social proof- Scarcity Wording- Hero Shot- Interactive to engage the customer

Theory


Credibility-based Design

-‐ Fast load 3me less than 4 sec.

-‐ Mistake Free both program error and content error

-‐ ACrac3ve professional design


Professional Design


Make Website easy to Navigate

-‐ Use navigator bar

-‐ Prefer tab naviga3on appear on leG, that user look first

-‐ Longer link beCer than shorter link (event buCon) “submit” or “click here to receive free PDF”

-‐ Use site map

-‐ Don't use company or group jargon


Optimize the credibility of your logo

-‐ Be-‐credibility base as innova3on, expert-‐ Use a symbol over or next to or to the leG of company name-‐ Have graphical symbol work with name

expedia.com 1800flowers.com

amazon.com booking.com


Write memorable Slogan

-‐ Biggest benefit Fast Delivery, Lowest Cost, Higher Quality,Fast Response Time, Mul3ple Product and service

-‐ Are simple

-‐ Use ac3ve voice, with adverb near the verb for more impact

-‐ Differen3ate your brand


Use benefit oriented Headline

-‐ Short, punchy, summaries of important topics-‐ “Save Time and Energy”-‐ Use passive voice

-‐ Op3mum link length is 7 to 12 words-‐ Omit ar3cles and quan3fiers (a, and, the)

-‐ Arouse curiosity as “How to increase Your landing page Conversion Rates by 50% to 2005”


Give important content on the best

placement

-‐ User look first at top leG and scan to right the to lest in an F shape

-‐ The right side of the screen work well for tes3monial, call to ac3on and sign up form


Call to action

-‐ Call to ac3on is text, text link or text on buCon-‐ Use benefit word for call to ac3on


Benefit oriented content

-‐ Use your copy with benefit avoid feature-‐ oriented

-‐ Offer value-‐oriented contents as the default view and make tab or link for more info as spec and feature

-‐ Write for scan not for read


USP (Unique Selling Proposition)

-‐ Differen3ate your brand from compe3tor-‐ Posi3on of your company as “Best choice of market”

-‐ Clearly for your customer's unique needs


Step1 use biggest benefit

-‐ Instant confirm-‐ Lowest rate-‐ No deposit

-‐ No cancella3on fee-‐ Customer reward program

-‐ Mul3ple packages


Step2 Be Unique

-‐ Your company as the most logical choice, and make product or services the “must have”

-‐ Offer your product benefit not your product spec


Step3 Solve an industry “pain

point” or “performance gap”

-‐ Iden3ty which needs are going unfulfilled in your industry

Late Check-‐out Early Check-‐in Free Transfer Free Minibar Free Cancella3on


Step4 be specific and proof

-‐ Example “You'll lost 10 kg. In 60 days or your money back!”


Step5 Integrate your USP in to website

and all marketing material

-‐ Adver3se-‐ Business card, brochures, fryers and signs-‐ Voucher, email


Step6 delivery on your USP's promise

-‐ Do everything that you promise


Custom language focus

Agoda.co.th Booking.com in thai


Security Logo

-‐ Destroy fear factor as “Hacker” use trust informa3on like


Social Proof

-‐ Customer think “what other people think is correct”

-‐ Good tes3monial and review-‐ Example Best Seller Customer who bought this product also bought...


Social Proof


Scarcity wording

-‐ Limited 3me offer for this promo3on-‐ Only 2 rooms leG for this price-‐ Hurry! Limited availability


Scarcity wording


Use illustrative product and

service images “Hero Shot”

-‐ Show aCrac3ve people in uniforms who process and answering the ques3on

-‐ Place your picture of staff on your “About Us” page, show that your staff is real

-‐ Use high quality image

-‐ Don't use clip art not relate to the product

-‐ Posi3on descrip3ve text right of your product


Interactive elements to engage

users

-‐ Live chat-‐ Forum-‐ Feedback form

-‐ Adding video or flash movie will improve conversion

-‐ Adding a video spoken person increase the conversion rate to discoverystroe.com by 78%


Case study of

sunshine.co.uk


Over all of sunshine.co.uk

-‐ Online travel agent in UK offer cheap holiday-‐ Use six month in CRO process, their conversion rate almost double

-‐ Before CRO revenue was 850 million baht a year

-‐ AGer CRO revenue go to 1,550 million baht a year


What they did?-‐ Try to make survey

-‐ Give customers an incen3ve to fill out the survey

-‐ The covering email just important as the survey and incen3ve

-‐ Usability tes3ng

-‐ Know your analy3c

-‐ Split Tes3ng


Take a survey

If you s3ck to mul3ple-‐choice ques3ons, it's easier to process the data for hundreds or thousand of customers. However, it won't be anywhere near valuable as if you asked ques3ons with open text field response


Give customers an incentive to fill

out the survey

The more people complete your surveys, the more valuable they'll be. Sunshine.co.uk decided to offer everyone who fill out the survey the chance to win the cost of their last holiday which could be as much as several 100,000 baht. This investment paid off quickly when we started to implement and test the ideas generated by the survey's feed back.


The covering email is important

-‐ In the subject line, emphasize the benefit to customer, That's why we use “Get your holiday free” instead of “Can you fill out our survey?”

-‐ Sell the survey like you'd sell your product or services. So we emphasized that it was easy to fill out (“it only takes about 3 minutes”) and added the incen3ve (“win back the cost of your last holiday”).

-‐ Email should be personal. The more personal the email, the more likely people to response. That why we include the customer's name in the email, as well as signing it from a personal, rather than from a nameless marke3ng department. We emphasized this further by including a photo of sunshine.co.uk's MD (and Pluto).


Sample Email


Usability testing

-‐ Start usability tes3ng quickly and easily with remote tester from usertes3ng.com and whatuserdo.com

-‐ Don't just test your site, test your compe3tor too

-‐ Do oGen, test on every major redesign of the homepage, resort and hotel page

-‐ Do it now


Know your analytic

-‐ Google analy3c or other log analy3c soGware-‐ Crazyegg.com-‐ Clicktale.com


Split testing


What we changed?

Make it clear why you rock


Misunderstanding

We discovered that visitor was oGen confusion over the prices. Visitors weren't sure if the figures were per person, per night or whether flights and hotels were include. Be clarifying the pricing and what it include, we increase the conversion rate by 19%, adding 200 million baht a year


Miss understand


Result

-‐ Revenue increase from 850 million baht to 1,550 baht a year

-‐ Our affiliate partner could double their commission

-‐ PPC offered hug poten3al for growth


CRO Tool

-‐ Google analy3c-‐ Google web op3mizer-‐ Survey Monkey

-‐ Kiss insight

- Crazy egg- Click tale- User testing- What user do


Goolge Analytic

hCp://www.google.com/analy3cs/


Survey Monkey

hCp://www.surveymonkey.com/


Kiss insighthCp://www.kissinsights.com/


Crazy egghCp://crazyegg.com/


ClicktalehCp://www.clicktale.com/


User testinghCp://www.usertes3ng.com/


What user dohCp://www.whatusersdo.com/


CRO Tips

-‐ Listen to the customer-‐ Test everything and oGen


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