How we improve Clients’ websites

Does it really work?

What’s new?

Detailed Health

ChecksCareful

Planning

A/B testing and

optimisation

Objectives

KPIs

Test Hypotheses

Test Plans

New Site Requirements

Landing Page

User Testing

Mobile Audits

Analytics

Site Speed

Website Review

Wireframes

A/B Test CreationSegmentation Messaging

Test ReportingTest Monitoring

Analytics Reporting

Simplicity USPs

Relevance Reassurance

Clutter Deadline

EASE

“Don’t make

me think”.

Steve Krug

Every extra second

the potential

customer takes to

work something out,

will result in a lower

conversion rate.

VS

ORIGINAL +12.2%

Ref: Don’t make me think. Revisited. (2013). – Author, Steve Krug.

EASE

“Ensure there is a

bond between the

pre-click

experience and

the corresponding

post-click landing

experience”.

Match the intent

and the motivation

of the visitor to the

messaging on

your website.

Ref: The 7 principles of conversion centred design (2014). –Author, Oli Gardner & Dan McGaw

ORIGINAL

+48%

EASE

“Think about your

‘attention ratio’

and minimise the

ratio of choices on

your landing page

vs the conversion

goals”.

Remove any “extra”

content and make

sure your primary

“call to action” (CTA)

is prominent and

stands out.

Ref: Unbounce.com – 2015.

ORIGINAL

+200%

PERSUASION

“Something

remarkable is worth

talking about.

Worth noticing. It’s

a Purple Cow.

Boring stuff is

invisible.”

Seth Godin.

Make sure you shout

loud and clear why

you should be the

chosen ahead of your

competitors.

Ref: Purple Cow: Transform your business by being remarkable (2009). Seth Godin.

+ Significant

PERSUASION

“There’s nothing

better than getting a

good review, and

customers like to

see them too when

searching for

products and

services online.”

People don’t like

being the “guinea

pig”. They need to be

shown that others

have had a positive

customer experience.

Social growth is

fuelling this

expectation.

Ref: Google AdWords Product Team.

Click Through Rate

+20%

PERSUASION

“When access to

something is

restricted, the

perceived value for

it increases. We

crave what we can’t

have”

We don’t like to ‘trick’

visitors; but we also

don’t want to make it

easy for them to

procrastinate. We

want to give them a

reason to act now

rather than later.

Ref: Crazy Egg Blog (September 2014)

+ Significant

.

Does the page headline match the paid traffic

message?Does the main message stand out from the page?

Does the primary CTA make sense as the next step to

take?Does the primary call to action stand out from the page?

Do images and video support the main message? Are there a large number of navigational options?

Is the language used clear, concise and direct?Is there reassurance given about your company’s

credibility?

Do you have a prominent primary call to action? Is there any evidence of happy customers?

Does the messaging work across different devices? Does a neutral third party provide further reassurance?

Are your USPs on the page at all? Are there any reasons to respond quickly?

Do they standout from the page? Do you display availability levels?

Do they demonstrate a compelling reason to choose

you?

Is there an advantage to responding now compared to

later?

The CRO team at Search Star are well versed in turning analysis into insight with over eight years’ experience in optimisation. With our experience we can make your

website work even harder. If you’d like to find out more call Ryan on 01225 58 38 38 or visit www.search-star.co.uk.

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bit.ly/landing-page-scorecard

On ‘exit’

New or returning visitor

Time on page

Scroll positionPage(s) visited

Frequency

Time & Day

Negative

Browser

Device

Traffic Source Query Parameter

Location IP Address