Name: Jeremy Bolt
Company: Bruce Clay Australia
- Jeremy is filling in for RIchard Baxter on Conversion Rate Optimisation
- CRO is all about understanding people and real people
- Creating desires and influence at different touchpoints
- CRO is part of the SEO/PPC/SMO ecosystem – they all intersect!
- CRO drives better rankings, traffic and conversions – it’s an integrated play
- The CRO and SEO intersects in these areas:
- Information Architecture
- Content Strategy
- Landing Page Design
- User Journey
- Build – Technical
- CRO only works when you have good amounts of traffic for a good sample size
- 3 reasons why you should care about CRO:
- customers leaving you
- you’re leaving money on the table
- your competitors are already testing
- Demographics and Psychographics play a big role in CRO – understand who your users are!
- Map CRO initiatives based on the user intent funnel
- Map keywords based on the user intent/journey funnel as well
- Psychographics is all about understanding why users are and not converting on your website
- Design should be user focused, not what the marketing, IT or CEO thinks is good
- Relevance is important – is the page addressing the needs, wants and desires of the user
- You have to answer what value is the page to the user. Use the so what? test. What is the unique proposition?
- What are the call to actions? Make it obvious. Provide confidence signals on the page. Security pages, etc.
- Start creating a conversion funnel and start analysing the loss at each stage of the funnel
- Track the user takes, navigating and converting
- Have a persuasion architecture – provide persuasion signals at every step of the user journey to help users along the way
- Have clear navigation, clear language, clear CTA and clear reminders
- There are 2 types of CRO testing: A/B split tests and Multivariate testing
- Sorry guys, gotta cut this one short, off to another session in the other room
Please excuse the typos, broken links, incomplete sentences, etc.