1. DOUBLING YOUR WEBSITE
CONVERSION USING PROVEN
TECHNIQUES
Brendan
Almack, Digital Marketing
Manager

2. What is Conversion Rate Optimisation (CRO)?
• Conversion: Any action
undertaken by a user on your
site that you deem to be
valuable
• CRO: The process of
analysing, improving and
testing your website to
increase the conversion rate

3. What is Conversion Rate Optimisation (CRO)?
• Increase the number of sales
generated by your website
• CRO can be implemented at
every stage of the user
purchase funnel
• “For every $100 spent on
driving traffic to
websites, companies spend
only $1 converting that traffic
into business.”*
* Forrester Research

4. Homepage vs. Landing Page

5. Campaign 1
Book a B&B In Galway
Campaign 2
Things to do in Galway
www.galwaybandb.ie
Homepage vs. Landing Page
www.galwaybandb.ie/bookings www.galwaybandb.ie/activities

6. Homepage vs. Landing Page
• A good landing page produces a focused experience for users
and takes account of the website traffic source
• Analysis Paralysis: Where too many options result in no
decision being made

7. Landing Page Basics
• Lead Generation vs. Click Through.
• Call to action (tell the user what to do).
• Focus the user’s attention (encapsulation).
• Use colour and contrast.
• Point the user in the right direction.

8. Landing Page Basics

9. Look Out For:
Frictional Elements
Unnecessary page
elements that might
distract your user

10. Look Out For:
Nuke Buttons
Buttons that make it too easy for
your user to abandon the
conversion

11. Look Out For:
Context
Understanding where your
user is in the purchase
process
things to do in Cork

13. Accommodation Booking
1. Make it look easy
2. Give your user options
3. Incentivise completing
the booking
4. Let them know how
great you are
5. Is the user ready to
book?

14. Things to Avoid
1. Using pop-ups to promote
special offers.
2. If no rooms/tickets are
available, help the user out.
3. Assuming that everyone is
ready to book or buy.
4. Sites that don’t work on
mobile.

15. Conversion Tracking
1. Set up goals and/or events in
Google Analytics
2. Set up a funnel in Google Analytics
(particularly important if the
purchase process involves several
steps)
3. Enable cross-domain tracking in
Google Analytics. This will allow you
to track across a third party
booking engine
4. Enable conversion tracking within
your paid search platform (e.g..
Google AdWords)

16. Cross Domain Tracking
• Third party booking engines are
common
• Need to track the entire user
journey
• If it is not configured, your
bounce rates could be artificially
inflated
• Some Google Analytics code
customisation required to pick
up cross-links

17. Getting Started With CRO
1. Do Your Research
Get an understanding of how your
users find you, where they land and
what they do on your site
2. Identify opportunities
Look for elements (pages, traffic
sources, location, language) with
low conversion rates
3. Come up with a test
Brainstorm reasons for low
conversion rate. Consult your
research
4. Test It
Never assume. Always test.

18. Testing it Out
1. Identify the quick wins most
likely to generate the greatest
returns.
2. Look for the big changes likely to
improve conversion rate. The
minor changes can come later.
3. Give the test adequate time.
4. Keep it simple. Don’t test too
many elements at the same time
(A/B vs. Multivariate).
5. Accept defeat, learn from it and
move on quickly. You will not get
it right every time.

19. Useful Tools
Research Tools
1. Google Analytics
2. Survey Monkey (www.surveymonkey.com)
3. Click Tale (www.clicktale.com)
4. Crazy Egg (www.crazyegg.com)
5. Customer Feedback / Sessions
Split Testing Tools
1. Unbounce (www.unbounce.com)
2. Google Analytics Experiments
3. Visual Website Optimizer (www.visualwebsiteoptimizer.com)
4. Optimizely (www.optimizely.com)

20. 3 Key Takeaways
1. Identify your principal website
conversions and start tracking
them.
2. Deep dive into your analytics
and familiarise yourself with
your top traffic sources and
landing pages.
3. Try and book/buy/enquire on
your own website.

21. Questions?

22. For more top tips be sure to check out our blog.
For updates on what’s new each month subscribe to
our newsletter.
Why not say ‘hi’? Get in touch on
Twitter, Google+, LinkedIn or YouTube.

23. Fáilte Ireland
88-95 Amiens Street
Dublin 1
Ireland
Lo-Call: 1890 525 525
WEBINARS
For details on future webinars please visit http://failteireland.webex.com
If you want to register for future webinars email websupports@failteireland.ie
Online Resources
failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx
Courses Available
failteireland.ie/Business-Supports/Websupports/Events
Online Business Tools
failteireland.ie/Develop-Your-Business/Business-Tools.aspx
For any other questions, contact the Business Supports
team on 01-8847762
KEEP IN CONTACT