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How to Improve Conversion Rates and Increase ROIMichael Hope – Analytics & Conversion Manager
Agenda
CRO – Why its important
Elements of CRO
Heuristic vs. data driven
Testing methodology
CRO – Why it’s important
Maximising conversions
Maximising budget
Minimising waste
The purpose of CRO
Improve conversion
rate
Achieve better CPA
Bid more
Receive more traffic
Have more data to
work with
Conversion strategy
Optimise your website to meet user expectations and achieve business goals.
Calls to action
Make it obvious and easy for a visitor to know the next step.
Persuasion
Tell visitors why they need the product/service, not just what the product/service is.
Trust
A visitor is more likely to convert if they trust the website and brand.
Credibility
Visitors need confirmation that you can do what you say you can.
Usability
A visitor is more likely to convert if they can find what they want easily and have a great user experience.
Obstacles
Remove obstacles from the conversion journey, visitors don’t jump over online hurdles.
Examples
Campaign Monitor
Good aspects:Clear CTAClear headlineVisually engagingCredibility & trust
Potential improvements:
Context around CTACTA wordingUSPs
Gucci
Hard Graft
FIS Global – Obstacle
Booking.com – Urgency
Refractiv
Persuasive benefit and USP driven content.
Current clients and testimonials provide trust and credibility.
Google reseller status provides credibility.
Heuristic vs data driven
Testing methodology
Design & implement
Analysis & follow-up
Research & hypothesise
UKCR
Uplift of 31%
Transform
Uplift of 25.4%
Summary
Each element of CRO is equally important
Heuristic is good, data driven is better
Keep testing – CRO is an ongoing process
Questions?
