crafted media how to turn visitors into customers

Briefing: turning visitors into customers

� Search Director at Crafted Media

� Team of 15 across disciplines

� Responsible for increasing visitors, & converting them

1) Increase the number of visitors to your site

2) Improve the likelihood of them becoming a customer

� 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

� CRO – Conversion rate optimisation

◦ Abandonment Rate

◦ A/B testing

◦ Analytics

◦ Bounce rate

◦ Call to action

◦ Funnel

◦ Landing page

◦ UX, UI

1) Increase the number of visitors to your site

2) Improve the likelihood of them becoming a customer

� 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

� Design isn’t a nicety, it’s a requirement

� Standards matter� Standards matter

◦ Placement of basket

◦ Delivery information

◦ Address & contact details

� “Don’t make me think” by Steve Krug

� Clear signposts give the user a journey to follow.

◦ Consider placement of contact us informationConsider 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

� Fully describe your product or service� 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?

� You are your greatest asset� 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

� Would you give your details to this website?

� Trust indicators� Trust indicators

◦ Testimonials

◦ 3rd party secure logos

� Housekeeping shouldn’t always wait until another day

◦ News updates

� 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!

� Change can be incremental

� Doing good things is always worthwhile

� Leverage what you have available

� Be critical, be honest

� Look at underlying data

ian.miller@craftedmedia.com@millerian

� 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=1Splash&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/

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