Blog Archives

Don’t let the HiPPO drive the bus

This article first appeared on the carwow blog on Medium. Gut feel and opinion go a long way, but it can also take you down the wrong path if you don’t listen to your audience. At carwow, we’re strongly opinionated

Tagged with: , , , ,
Posted in Business Performance, Conversion Testing, Customer Experience, Product Development

The Recruiters Guide to Optimising Job Ads

Smart ecommerce retailers enjoy healthier profits by employing conversion rate optimisation techniques on their websites. Smart recruiters could do well by following suit.

If you’re new to the term ‘conversion rate optimisation’, its essentially getting more people to do the thing you want them to do. In retail terms, getting more people who land on a product page to place the item in their basket and pay for it.

If you flip the retail scenario over to recruitment, browsing shoppers are your candidates, buyers are your applicants and product pages are your job ads. From all the jobs on the display, you want the jobseeker to select yours. The transaction, in this instance, is made with the CV.

Of course, it’s clearly not just about the volume of applications, relevancy is crucial too. So you also need to ensure an accuracy match between the ‘buyer’ and ‘product’.

So how do you get more relevant applicants to apply for your jobs?

Tagged with: , , , ,
Posted in Conversion Testing

Who owns Conversion Rate Optimisation in your company?

“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?

Tagged with: , , , , ,
Posted in Business Performance, Conversion Testing

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.

Tagged with: , , , , , ,
Posted in Conversion Testing

Hey!

Of all the places you could've ended up, you've arrived here. Might as well stay a while. Grab a coffee and have a read. And if you like it, give it a little share on your favourite social channel. My self esteem will appreciate it.

If you any questions or want just want to say hi, pick a social network or drop me a message here.

Archives