Who owns Conversion Rate Optimisation in your company?

28 February 2011

“Who owns the website?” It’s a simple question, but one that is difficult to answer. I couldn’t say for sure, when I was asked it this week. If you asked the same question to people from different departments across your organisation, I expect you’d get many different answers. The majority of which would be along the lines of “I/we do”. Perhaps the answers differ because each department has a different understanding of the question. IT builds and maintains the product/website, so they own it. Sales are selling the product, so they own it. Marketing are promoting and attracting the customers, so they own it. So if it’s hard to answer the question at such a general level, how do you answer the second question: Who owns conversion rate optimisation?

Talk like a customer to attract a customer

16 January 2011

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Does your Search specialist input into the briefing of your creative agency for your next print, TV or radio campaign? No? How about your Email marketer? Probably not and why would they? That’s offline. These guys focus on clicks not branding, right? In many businesses there is a distinct line separating the Online (technical) marketers and the Offline (creative) marketers. And that’s a big mistake.

Making a business case for conversion testing

28 November 2010

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You've seen the headlines and read the great case studies and you just know you should be doing conversion testing (A/B, multi-variant, usability, etc.) on your website. Problem is, you have these other projects to do, you don’t have the resource to assign it to someone else and there is little awareness of conversion testing elsewhere in the company, particularly amongst senior decision makers. So how do you change that? Find out how.

5 ways to make your site credible and increase conversions

21 November 2010

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When you hear someone refer to ‘optimising the website’ you probably think one of two routes – search engine optimisation or A/B or multi-variant testing. What you probably don’t think of immediately is optimising your website’s credibility. It doesn’t matter how well you’ve optimised your ecommerce funnel, how much traffic your search efforts bring, you’ll still be missing your potential if your visitors don’t trust you and your site. They simply won’t buy, sign-up, download or recommend. So how do you establish credibility?

How to fix the REAL reasons behind your abandoned shopping carts

14 November 2010

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In early November at the Conversion Conference in London, I had the good fortune to hear Charles Nicholls from SeeWhy speak about abandoned online shopping carts. He cited a Forrester Research study from earlier this year that examined the reasons why website visitors abandon online shopping carts. The top 5 reasons could essentially be reduced to two factors - cost and readiness to buy. Find out how you can fix both these issues on your website.

Impact of TV imagery on website conversion rates

28 April 2010

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Impact of TV imagery on website conversion rates

It’s an unwritten law: spend big £/$ on a TV campaign and your website traffic will go through the roof. Your overall cost per visitor will naturally follow suit. So how do you get more out of the traffic you’re buying in? The answer is pretty simple - conversion rate optimisation. Test and tweak your pages and processes until you can get more people doing much more of the things you want them to do.

How to increase landing page conversions by 100%

1 February 2010

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An inordinate amount of time, effort and money goes into optimising paid search accounts. If you're good at it, you can either save a lot of money, or get a lot more bang for your buck. Anyone that has done paid search advertising will know that you can make some big improvements quite quickly just by optimising your accounts (I say 'just', there can be a lot of work involved and unless you're blessed with such talents it usually involves getting in a specialist or search agency to help). However, there comes a point where the changes you make result in smaller and smaller gains. It's still getting better but you're not getting as much return on your efforts as you once did. This leads to a belief that the only way to achieve more conversions is to increase the budget. Wrong. There is in fact, a massive opportunity staring you right in the face. The problem is you can't see it because you're probably looking in the wrong place. [...]

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