Turning Visitors into Customers: Exploring Conversion Rate Optimisation

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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.

Marketing

Turning visitors into
customers
Exploring Conversion Rate Optimisation

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Turning Visitors into Customers: Exploring Conversion Rate Optimisation

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

Turning Visitors into Customers: Exploring Conversion Rate Optimisation

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