November 17, 2014

MAKE YOUR WEBSITE DELIVER GOAL-ORIENTED WEBSITE DESIGN

BY DARREN FROM REDSTAR

WHO ARE REDSTAR? •  Digital Agency based in Manchester •  Team of 11, established in 2007 •  Specialise in eCommerce and Multi Channel Solutions

•  We don’t just build websites, we market them too

•  Work with small and growing businesses

@webdarren

CONVERSION = ACTION Simple •  Buy a Product •  Download a File •  Watch a Video •  Sign Up to

Newsletter •  Complete a

Contact Form

Complex •  Sign up to

Newsletter & Buy Products 3 Months Later

•  Sign up for course, watch all videos & join forum

•  Buy a product, an upsell and buy again in 3 months.

@webdarren

WAYS TO MEASURE Product Sales: Platform Reports & Google Analytics Downloads: Google Analytics Event Tracking Form Completion: Platform Reports & Google Analytics Goal Tracking Newsletter & Sales: Platform Report & Google Analytics

@webdarren

WHAT REALLY MATTERS Every Website Has A Conversion – Andy Kinsey, SEOAndy

Conversions we usually forget about:

•  Visitor Loyalty – Keeping Website Visitors Returning

•  Calls from the Website

•  Users who first visit from a mobile device and then visit using another device

•  Page Views – Reducing Bounce Rate

@webdarren

THE CRONUT CYCLE CRO = Conversion Rate Optimisation

@webdarren

THE CRONUT CYCLE

@webdarren

CRO, AB, MVT AB Testing: The controlled testing of given features of a page (or full website) on a given group and measuring changes against a control group.

MVT = Multi-Variant Testing: The testing of a specific element of a given page (eg button colour) or site in many ways and comparing this to a control group.

CRO = Conversion Rate Optimisation

@webdarren

AB TESTING ECOMMERCE DESIGN

Which one of these do you think converts best?

MVT TESTING ANDY’S FEATURE TEST

Original

Test A - Colour

Test B - Text

Key Takeaway…

Not all changes and tests will bring improved results, but you will only know through testing!

ANDY’S FEATURE TEST THE RESULTS

Original

Test A

Test B

@webdarren

FREE TOOLS FOR TESTING 1.  Google Analytics

Goal Tracking, Event Tracking, Campaign Tracking, eCommerce Tracking, Experiments.

2.  MailChimp AB Testing Free after sending several emails

3.  WP Leads CTA – InboundNow Testing call to actions using wordpress, eg Andy’s Test. Redstar.co.uk/go/wp-cta

@webdarren

PAID TOOLS FOR TESTING 1.  Formisimo

Superb tool for testing forms in real time and getting detailed reports.

2.  Crazy-Egg Heat map, confetti mapping and analytics tool – ideal for detailed page analysis.

3.  MailChimp The paid version of MC comes with added testing features.

@webdarren

TIPS FOR ALL WEBSITES Go Beyond Your Industry Always research outside of your industry, bring innovation to your website through work in other industries. Always Be Testing No site is ever perfect, there is always something to try to improve. Think Beyond What You See Think about your emails, using an abandoned cart system & talk with customers.

@webdarren

EXTERNAL EXPERTS CAN HELP

5 Reasons to Ask an Expert for Advice 1.  Faster Results 2.  Experience means less mistakes

and hassle 3.  Higher ROI 4.  Save yourself money in the long term 5.  Awareness of ever changing world

for best practice improvements

@webdarren

THANK YOU Any Questions? Slides available now at www.redstar.co.uk @webdarren darren@redstar.co.uk

@webdarren