Slides from the presentation by Libby Bearman (aka@uxvixen) for the Suffolk Internet Marketing Specialists MeetUp. From the Website: Join Libby Bearman, CRO Manager at Browser Media, as she takes you through the online customer journey, unlocking a website's potential, and turning visitors into customers. Inside half an hour you'll learn: • How to improve a sucky homepage • How to stop people bailing when completing online forms • How to find the right copy to supercharge site performance As well as practical examples of conversion rate optimisation in action, you'll be invited to take part in a live website analysis, providing insight and feedback to fuel recommendations for testing in the future. You'll understand first hand what it means to be a conversion rate optimiser.

1. Turning visitors into
customers
Exploring Conversion Rate Optimisation

2. Agenda
• Introductions
• CRO in a Nutshell
• How to Improve a Sucky Homepage
• How to Stop People Bailing when Completing Online Forms
• How to Find the Right Copy to Supercharge Site Performance
• Over To You…
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

3. Introduction
Libby Bearman
CRO Manager, Browser Media
libby.bearman@browsermedia.co.uk
@uxvixen
+LibbyBearman
www.browsermedia.co.ukExploring Conversion Rate Optimisation

4. CRO in a Nutshell
“Data Driven Decision Making”
Quantitative Research
Web Analytics
Qualitative Research
User Feedback
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

5. CRO in a Nutshell
“Data Driven Decision Making”
Core Elements of CRO
USABILITY PERSUASION
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

6. Usability
• Learnability
How easy is it for users to complete basic tasks first time
• Efficiency
How quickly can users perform tasks?
• Memorability
When users return, how quickly can they re-establish proficiency?
• Errors
What types of errors do users make? How quickly can these be resolved?
• Satisfaction
How satisfying is it to use?
The 5 Quality Components of Usability
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

7. Persuasion
• Logic
How easy is the navigation? Are images, text and Calls to Action displayed in a
sequential way which makes sense to the user?
• Emotion
Does your content speak to the users’ requirements? Is the text compelling?
Does it anticipate and alleviate their anxieties?
• Credibility
Is the text believable? Is the site true to the brand’s credentials? Do the tone
and images convey quality and credence?
Aristotle’s 3 Elements of Persuasion
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

8. How To Improve a Sucky Homepage
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

9. A Good Homepage Is…
• Introduce Your Company
Logo
Tagline
Contact Details
• Guide Your Users
Succinct, descriptive navigation
• Highlight the Important Stuff
Summarise your service/product clearly and concisely
Self-Evident, Obvious & Self-Explanatory
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

10. A Bad Homepage Is…
• Who even are you?
Logo
Tagline
Contact Details
• How do I find what I’m looking for?
Succinct, descriptive navigation
• Why do you exist?
Summarise your service/product clearly and concisely
Busy, Confusing & Distracting
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

11. TEST IT
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

12. A Bad Homepage Is…
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

13. sorry
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

14. How To Stop People Bailing when Completing
an Online Form
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

15. Reasons for Bailing
• Something’s technically wrong
• It’s visually unappealing
• It’s too demanding
• It’s invasive
• It doesn’t speak to the user
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

16. Case Study
The Bad
☓Pretty demanding
☓Totally invasive
☓Ineffective language
The Good
✓Technically sound
✓Visually attractive
✓Use of colour
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

17. Case Study
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

18. TEST IT
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

19. How To Find the Right Copy to Supercharge
Site Performance
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

20. Good content is an artform
• Be Clear & Concise
Scrap the jargon
Use friendly language
A little honesty goes a long way
• Be Descriptive
Use subheadings to forward-load
Contrasting hyperlinks work in the same way
• Offer Information In Chunks
Miller’s Magical Number 7
So how do we become artists?
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

21. Good content is an artform
• Use Lists & Bullet Points
Short and scannable, lists are easy to digest
Bullets are concise, visually attractive and suggestive
• Consider Aesthetics
Legibility: Serif vs. Sans Serif fonts
The size and weight of a font will suggest information hierarchy
Left aligned text tends to be easiest to read online
• Enjoy Telling Your Story
Communicate personality and expertise
So how else do we become artists?
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

22. Personality & Expertise
Moz.com
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

23. TEST IT
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

24. Over To You…
… any volunteers?
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

25. Thanks For Listening!
Questions?
Exploring Conversion Rate Optimisation www.browsermedia.co.uk

26. Get In Touch
Libby Bearman
CRO Manager, Browser Media
libby.bearman@browsermedia.co.uk
@uxvixen
+LibbyBearman
www.browsermedia.co.ukExploring Conversion Rate Optimisation