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Printable Handouts
Navigable Slide Index
- Introduction
- What is CRO?
- What isn’t CRO?
- Underlying principle of CRO
- Failure example: QR codes
- Key CRO skills
- The CRO process
- CRO in practice
- Research
- Types of research
- External keyword data
- Internal site search data
- Google analytics data
- Web form analytics data
- Customer interviews
- Empathy mapping
- Empathy map - example
- Customer value maps
- Buying a laptop - example
- Sales calls and live chat data
- Hypothesis
- What can influence a conversion
- What can stop a conversion
- Where is your current process falling down?
- What aren’t you doing? (1)
- What aren’t you doing? (2)
- Your CRO hypothesis (1)
- Your CRO hypothesis (2)
- If you can’t write it, draw it
- CRO litmus test
- Read
- The Irresistible Offer
- Making value decisions (1)
- Making value decisions (2)
- Desktop vs. mobile vs. tablet
- Test
- Pre-test: Feng-GUI
- Internal tests: fast (but beware)
- External tests: Usability Hub
- Consider statistical significance (1)
- Consider statistical significance (2)
- Refine
- Old design vs. new design
- Build
- Landing page tools
- Full website CRO platforms
- Handling developers
- Compare
- Compare vs. yourself
- Compare users to other users
- Compare vs. competitors (1)
- Compare vs. competitors (2)
- Case Study
- Amazon Prime: the problem
- Amazon Prime: the solution
- Amazon prime: the result
- The CRO process (a reminder)
- Bibliography
- Thank you
This material is restricted to subscribers.
Topics Covered
- The CRO process
- Research and data analysis
- What can influence or stop a conversion
- CRO tests
- Building tools
- Comparing CRO
- Amazon Prime case study
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External Links
Talk Citation
Newton, J. (2020, November 30). Conversion rate optimisation [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 12, 2024, from https://doi.org/10.69645/VNYO1113.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Hi, and welcome to this session on conversion rate optimization.
My name's John Newton.
I'm the Group Marketing Director at ClickThrough which is
a digital marketing agency that specializes in growth and conversion.
In this session, I'm going to explain what conversion rate optimization is and the
factors you need to consider when you're putting
together your conversion optimization strategy.
0:24
As with many of these talks,
I'm going to start with a definition of what conversion rate optimization or CRO is.
This comes from Wikipedia.
Conversion rate optimization is a system for increasing
the percentage of visitors to a website that convert into customers,
or more generally, take any desired action on a webpage.
I think that's a pretty good definition,
I put a much shorter one here,
making more from what you have.
With so many things that we do with our instant marketing.
It's all about trying to drive more visitors through to our websites,
either from Google, from social networks,
for display advertising but when it comes to conversion rate optimization,
it's not about increase in the number of people through to your website,
it's about increasing the value you get from each of those users who come through.
1:15
What isn't CRO?
What a key thing is it's not about tricking the user into doing what you want and we'll
talk about that in a moment and crucially
it's not just about changing the color of buttons.
1:27
What are the underlying principles of conversion rate optimization?
Well, this diagram here really shows it for you.
On the left, it's you,
and on the right it's the user.
On the left you, what do you want?
That's important thing that you want to get from someone coming through to your site.
It may be that you want them buy something.
It may be that you want them to give you their contact details.
On the right is what the user wants and in the middle,
that's where those two things overlap.
The aim of conversion rate optimization is to give the user what they want and in turn,
that gives you what you want.
For example, in order to get some contact information from you,
I need to give you some very useful content
that you can apply immediately to your organization.
Or in the case of Amazon Prime,
which we'll get to later,
in order to get you to spend more money with us
I need to make it easier for you to shop with me.