how to turn visitors into customers

CraftedBriefing: turning visitors into customers

Search Director at Crafted Media

Team of 15 across disciplines

Responsible for increasing visitors, &

converting them

Hello

1) Increase the number of visitors to your

site

2) Improve the likelihood of them becoming a

customer

What do we do?

They’re already here

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

Excuse me?

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

Core aims don’t change

Now what?

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

Sometimes the cover is right…

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

Where am I?

Where am I going?

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

What do you do again?

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?

People buy from people

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

Safe and sound

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

Statistics don’t always require maths

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!

Google Analytics

Show me results

10 million new accounts

34% improvement

40% up

62% improvement

Change can be incremental

Doing good things is always worthwhile

Leverage what you have available

Be critical, be honest

Look at underlying data

Tools

www.wordle.net/create

www.google.com/insights/search/

www.surveymonkey.com

www.kissinsights.com

www.crazyegg.com

Any questions?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=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

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