get your site to sell with cro (conversion rate optimization)
TRANSCRIPT
Get Your Site to Sell with CRO
(Conversion Rate Optimization)
Robert ClarkeOp Ed Marketing
Presented at:Silicon HaltonMay 12, 2015
What?Getting people to do what you want them to do…
Why?The average site wastes 75%+ of its traffic due to lack of persuasion and “sales-ability”(Source: Hubspot)
Companies spend $92 driving traffic for every $1 spent on
conversion (Source: RedEye)
17.48%, 14.96%, 21.99%, 23.28%, 34.49% (Source: Op Ed Marketing)
Why?
Doubling Your Website’s Conversion has the Same Impact as Doubling its Traffic!
How?
Steps to CRO…
Identify your Conversion Goals
PRIMARY GOALSPurchaseGet Quote Call-inStart Free-trialLive Chat
SECONDARYEmail Sign-upDownload White PaperShare a Blog PostFacebook Like
Analyze Your Site’s Behaviour
Where is the traffic?Where are users landing?Where are users leaving?
Where can you prioritize conversion?
Treat Every Page Like a Landing Page
What is this?Is it for me?
How is it different?Who else is using it?
What action can I take (CTA)?
Use Landing Pages
It’s ALWAYS About Them (Not You)
Track & Measure Conversions
Email signupsDownloads
WhitepapersPhone Calls (call-tracking)
Free Trials
Always Be Testing
Testing & Optimization Tips
Key Elements
Remove Navigation
Establish Trust
Get In Good “Form”
Use Focus & Direction
Make an Irresistible Offer
Retarget Non-Converters§ Retarget website
and/or landing page visitors
§ Offer something different than what they’ve already seen on your site
§ Useful for “soft sells” like White Papers, Free trial, Free Shipping, etc.
§ Can retarget using Google network, Facebook, etc.
Which Test Won?
122% more email signups
Landing/Web Page Critiques
roadtrip.unbounce.comUse promo code “op-ed” for 25% off
30 for 30§ 30 Minute CRO session§ $30 paid to Silicon Halton§ Will analyze business website, landing pages
and provide insight and feedback§ Maximum 5 businesses, first come first serve
basis§ Email [email protected]
Robert ClarkeOp Ed [email protected]@opedmarketing