I gave this presentation as an introduction to CRO, and the principles of what makes an effective website. The focus is on how to get more enquiries/customers for your website.

1. Crafted Briefing: turning visitors into customers

2. Search Director at Crafted Media Team of 15 across disciplines Responsible for increasing visitors, & converting them Hello

3. Increase the number of visitors to your site Improve the likelihood of them becoming a customer What do we do?

4. They’re already here

5. Visitors are already on your site Often cheaper to convert more of them than to find new ones Virtuous circle, happy customers tell their friends

6. Excuse me?

7. CRO – Conversion rate optimisation Abandonment Rate A/B testing Analytics Bounce rate Call to action Funnel Landing page UX, UI

8. Increase the number of visitors to your site Improve the likelihood of them becoming a customer Core aims don’t change

9. Now what?

10. Visitors turn into customers for a reason: They like your proposition You give them information they like and are looking for Price They know what to do from here You are awesome Giving visitors what they came for increases the chance of conversion

11. Sometimes the cover is right…

12. Design isn’t a nicety, it’s a requirement Standards matter Placement of basket Delivery information Address & contact details “Don’t make me think” by Steve Krug

14. Where am I? Where am I going?

15. Clear signposts give the user a journey to follow. Consider placement of contact us information What action do you want them to perform? Obvious is underrated Get them through the funnel Design should be for a user, not a portfolio

18. What do you do again?

19. Fully describe your product or service Communicate your knowledge Imagine if you were face to face Content is not just words Are you able to produce videos? Audio?

21. People buy from people

22. You are your greatest asset Write for users, not search engines Factual information is not boring if it’s relevant Don’t give people a reason to look elsewhere to complete the information

24. Safe and sound

25. Would you give your details to this website? Trust indicators Testimonials 3rd party secure logos Housekeeping shouldn’t always wait until another day News updates

28. Statistics don’t always require maths

29. What are you visitors searching for? Consider if you’re using industry terminology Are all your visitors the same, does your website cater for their needs? Learning Google Analytics is possible!

30. Google Analytics

31. Show me results

32. 10 million new accounts

33. 34% improvement

35. 40% up

36. 62% improvement

37. Change can be incremental Doing good things is always worthwhile Leverage what you have available Be critical, be honest Look at underlying data

38. Tools

39. www.wordle.net/create

40. www.google.com/insights/search/

41. www.surveymonkey.com

42. www.kissinsights.com

43. www.crazyegg.com

44. Any questions? ian.miller@craftedmedia.com @millerian

45. Books http://www.amazon.co.uk/Dont-Make-Think-Usability-ebook/dp/B000SEGQNS/ http://www.webanalyticshour.com/ Learn Google Analytics http://www.seomoz.org/blog/overcome-the-google-analytics-learning-curve-in-20-minutes http://www.google.com/support/conversionuniversity/bin/request.py?hl=en&contact_type=indexSplash&rd=1 Tools http://www.wordle.net/create http://www.surveymonkey.com http://www.kissinsights.com http://www.crazyegg.com Links http://www.abtests.com http://www.conversion-rate-experts.com/ Links

46. http://www.flickr.com/photos/22077905@N00/ http://www.flickr.com/photos/scissorhands33/ http://www.flickr.com/photos/moonstoneportrait/ http://www.flickr.com/photos/mikecogh/ http://www.flickr.com/photos/avlxyz/ http://www.flickr.com/photos/slava/ http://www.flickr.com/photos/stuartpilbrow/ http://www.flickr.com/photos/by-jack/ http://www.flickr.com/photos/72213316@N00/ http://www.flickr.com/photos/sbh/ http://www.flickr.com/photos/jdhancock/ Credits