THE SEOGADGET GUIDE TO CONVERSION RATE OPTIMISATION

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1. Set up
funnels

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Find out where people don’t convert by using tools such as

  • Omniture
  • Kiss Metrics
  • Google Analytics

analyse the point at which users enter
your site until
the point they
exit and
identify the
missing
links

Track phone
calls with

  • mongoosemetrics
  • Adinsight

2. analytics

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build up a profile on what’s happening on the
site by using tools such as :

  • Com Score
  • crazyegg
  • clichtable
  • whatusersdo
  • Experian
  • User Testing

Analyse your forms, click ethnio
density and user behaviour

3. barriers

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Find out why people don’t
convert by using tools like :

  • ps
  • Olark
kissinsights
  • kampyle
  • Surveygizmo
Surveymonkey

Set up page level and on-exit
surveys. Resolve problems
early with live chat

4. go offline

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  • Speak to sales staff to discover their thoughts and any
    potential barriers they face when they sell and use the site
  • Become a secret shopper – create scenarios i.e. rude
    customer vs. extremely polite vs. technically challenging
    - test how your staff deal with it
  • Speak to your customer service staff in order
    to find out the common problems users have

5%

in retention =

25 to 85%

in profitability

gadget tips!

  • 1. You only need to ask 1 survey question
  • 2. Open ended questions allow users
    to really express their opinions
  • 3. Ask if they would like their responses
    to be followed up. Acquire their email
    address and solve any problems

6. Strengthen AOV

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increase your aov by:

  • Using effective promotions, gifts, samples, free trials, competitions, sales & offers
  • Creating bundles and saving packs to give the customer value
  • Rewarding customers with loyalty
    cards and effective rewards systems

8. testing

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admiralhat

“One accurate measurement is worth more than a thousand expert opinions” - Admiral Grace Hopper

We agree with the Admiral, test your designs with
tools such as :

There’s loads of split testing and multivariate software but your tests will only be as good as the ideas you put into them

  • Google Services
  • Google Website Optimizer
  • Visual Website Optimizer
  • monetate
  • unbounce

7. Wireframe the solutions

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Create visual mock-ups with
tools such as :

  • balsamiq
  • cacoo

List and prioritise the main conversion killers and derive solutions on how to
fix it and increase conversion

44%

of companies use split testing
software, it should be 100%

gadget tips

  • 1. Don’t test too many things, have a clear hypothesis
  • 2. Attach CrazyEgg or ClickTale on the variations to monitor the difference in click density
    and interaction. If you’re optimising a form ClickTale can be great at showing you the
    difference between the original and test
  • 3. Run a page level survey on the variations and ask the same question and monitor the difference
  • 4. Test your variation in multiple browsers and versions
  • 5. Test your designs across different phone types. Mobile Moxie is a great tool for
    testing across different phone types

9. review

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reviewAnalyse the test results, structure follow up tests to build on success or failure

reviewTry applying winning test candidates to other pages on the site or even other media channels such as magazine, brochure ware

REPEAT

REPEAT

THE PROCESS

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Green buttons convert better than red ones

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Desaturate your logo colours to improve conversion rate

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Have an arrow next
to your call to action will increase
your conversions

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Short pages convert
better than
long pages

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Pinks don’t
work on the
web when
defining shades

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A British Flag
in your logo
acquires more
leads

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"Let’s not do any a/b
multivariate testing.
I think we should
launch it live and see
what happens..."

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if you follow best practices and avoid testing then please turn yourself in. If it doesn’t work here’s why…

CRO FAIL!

If people don’t trust
your site then changing the colour of your buttons is like waiting for your cat to bark