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CONVERSION RATE OPTIMIZATION

Monday, January 23, 2012


What is CRO?

Monday, January 23, 2012


Standard Conversion Standard conversion rate is 3.1%

Monday, January 23, 2012


Theory -­‐ Credibility-­‐based  design -­‐  Easy  Naviga3on -­‐  Logo  Credibility -­‐  Memorable  Slogan -­‐  Benefit-­‐oriented  headline -­‐  Best  content  placement -­‐  Call  to  ac3on -­‐  Benefit-­‐oriented  content

Monday, January 23, 2012


Theory - Website must have USP (Unique Selling Proposition) - Custom language focus - Security logo - Social proof - Scarcity Wording - Hero Shot - Interactive to engage the customer

Monday, January 23, 2012


Credibility-based Design -­‐ Fast    load  3me  less  than  4  sec. -­‐  Mistake  Free    both  program  error  and  content  error -­‐  ACrac3ve    professional  design

Monday, January 23, 2012


Professional Design

Monday, January 23, 2012


Make Website easy to Navigate -­‐ Use  navigator  bar -­‐  Prefer  tab  naviga3on  appear  on  leG,  that  user  look  first -­‐  Longer  link  beCer  than  shorter  link  (event  buCon)    “submit”  or  “click  here  to  receive  free  PDF” -­‐  Use  site  map -­‐  Don't  use  company  or  group  jargon

Monday, January 23, 2012


Optimize the credibility of your logo -­‐ Be-­‐credibility  base  as  innova3on,  expert -­‐  Use  a  symbol  over  or  next  to  or  to  the  leG  of          company  name -­‐  Have  graphical  symbol  work  with  name expedia.com

1800flowers.com

amazon.com

booking.com

Monday, January 23, 2012


Write memorable Slogan -­‐ Biggest  benefit    Fast  Delivery,  Lowest  Cost,  Higher  Quality,Fast               Response  Time,  Mul3ple  Product  and  service -­‐  Are  simple -­‐  Use  ac3ve  voice,  with  adverb  near  the  verb  for                 more  impact -­‐  Differen3ate  your  brand

Monday, January 23, 2012


Use benefit oriented Headline -­‐ Short,  punchy,  summaries  of  important  topics -­‐  “Save  Time  and  Energy” -­‐  Use  passive  voice -­‐  Op3mum  link  length  is  7  to  12  words -­‐  Omit  ar3cles  and  quan3fiers  (a,  and,  the) -­‐  Arouse  curiosity  as  “How  to  increase  Your                     landing  page  Conversion  Rates  by  50%  to                     2005” Monday, January 23, 2012


Give important content on the best placement

-­‐ User  look  first  at  top  leG  and  scan  to  right  the          to   lest  in  an  F  shape -­‐  The  right  side  of  the  screen  work  well  for                         tes3monial,  call  to  ac3on  and  sign  up  form

Monday, January 23, 2012


Call to action -­‐ Call  to  ac3on  is  text,  text  link  or  text  on  buCon -­‐  Use  benefit  word  for  call  to  ac3on

Monday, January 23, 2012


Monday, January 23, 2012


Benefit oriented content -­‐ Use  your  copy  with  benefit  avoid  feature-­‐                         oriented -­‐  Offer  value-­‐oriented  contents  as  the  default               view  and  make  tab  or  link  for  more  info  as                     spec  and  feature -­‐  Write  for  scan  not  for  read

Monday, January 23, 2012


USP (Unique Selling Proposition) -­‐ Differen3ate  your  brand  from  compe3tor -­‐  Posi3on  of  your  company  as  “Best  choice  of               market” -­‐  Clearly  for  your  customer's  unique  needs

Monday, January 23, 2012


Step1 use biggest benefit -­‐ Instant  confirm -­‐  Lowest  rate -­‐  No  deposit -­‐  No  cancella3on  fee -­‐  Customer  reward  program -­‐  Mul3ple  packages

Monday, January 23, 2012


Step2 Be Unique -­‐ Your  company  as  the  most  logical  choice,  and         make  product  or  services  the  “must  have” -­‐  Offer  your  product  benefit  not  your  product               spec

Monday, January 23, 2012


Step3 Solve an industry “pain point” or “performance gap” -­‐ Iden3ty  which  needs  are  going  unfulfilled  in               your    industry    Late  Check-­‐out    Early  Check-­‐in    Free  Transfer    Free  Minibar    Free  Cancella3on

Monday, January 23, 2012


Step4 be specific and proof -­‐ Example  “You'll  lost  10  kg.  In  60  days  or  your           money  back!”

Monday, January 23, 2012


Step5 Integrate your USP in to website and all marketing material

-­‐ Adver3se -­‐  Business  card,  brochures,  fryers  and  signs -­‐  Voucher,  email  

Monday, January 23, 2012


Step6 delivery on your USP's promise

-­‐ Do  everything  that  you  promise

Monday, January 23, 2012


Custom language focus Agoda.co.th

Monday, January 23, 2012

Booking.com in  thai


Security Logo -­‐ Destroy  fear  factor  as  “Hacker”  use  trust                           informa3on  like

Monday, January 23, 2012


Social Proof -­‐ Customer  think  “what  other  people  think  is                 correct” -­‐  Good  tes3monial  and  review -­‐  Example    Best  Seller    Customer  who  bought  this  product  also                         bought...

Monday, January 23, 2012


Social Proof

Monday, January 23, 2012


Scarcity wording -­‐ Limited  3me  offer  for  this  promo3on -­‐  Only  2  rooms  leG  for  this  price -­‐  Hurry!  Limited  availability

Monday, January 23, 2012


Scarcity wording

Monday, January 23, 2012


Use illustrative product and service images “Hero Shot” -­‐ Show  aCrac3ve  people  in  uniforms  who  process  and         answering  the  ques3on -­‐  Place  your  picture  of  staff  on  your  “About  Us”  page,             show  that  your  staff  is  real -­‐  Use  high  quality  image -­‐  Don't  use  clip  art  not  relate  to  the  product -­‐  Posi3on  descrip3ve  text  right  of  your  product

Monday, January 23, 2012


Interactive elements to engage users

-­‐ Live  chat -­‐  Forum -­‐  Feedback  form -­‐  Adding  video  or  flash  movie  will  improve                           conversion -­‐  Adding  a  video  spoken  person  increase  the                 conversion  rate  to  discoverystroe.com  by  78%

Monday, January 23, 2012


Case study of sunshine.co.uk

Monday, January 23, 2012


Over all of sunshine.co.uk -­‐ Online  travel  agent  in  UK  offer  cheap  holiday -­‐  Use  six  month  in  CRO  process,  their                                       conversion  rate  almost  double -­‐  Before  CRO  revenue  was  850  million  baht  a               year -­‐  AGer  CRO  revenue  go  to  1,550  million  baht  a           year

Monday, January 23, 2012


What they did? -­‐ Try  to  make  survey -­‐  Give  customers  an  incen3ve  to  fill  out  the                      survey -­‐  The  covering  email  just  important  as  the                          survey   and  incen3ve -­‐  Usability  tes3ng -­‐  Know  your  analy3c -­‐  Split  Tes3ng

Monday, January 23, 2012


Take a survey                If  you  s3ck  to  mul3ple-­‐choice  ques3ons,  it's   easier  to  process  the  data  for  hundreds  or   thousand  of  customers.  However,  it  won't  be   anywhere  near  valuable  as  if  you  asked   ques3ons  with  open  text  field  response

Monday, January 23, 2012


Give customers an incentive to fill out the survey            The  more  people  complete  your  surveys,  the   more  valuable  they'll  be.  Sunshine.co.uk   decided  to  offer  everyone  who  fill  out  the   survey  the  chance  to  win  the  cost  of  their  last   holiday  which  could  be  as  much  as  several   100,000  baht.  This  investment  paid  off  quickly   when  we  started  to  implement  and  test  the   ideas  generated  by  the  survey's  feed  back.

Monday, January 23, 2012


The covering email is important -­‐ In  the  subject  line,  emphasize  the  benefit  to  customer,          That's   why  we  use  “Get  your  holiday  free”  instead  of                “Can  you  fill   out  our  survey?” -­‐  Sell  the  survey  like  you'd  sell  your  product  or  services.        So  we   emphasized  that  it  was  easy  to  fill  out  (“it  only                takes  about   3  minutes”)  and  added  the  incen3ve  (“win          back  the  cost  of   your  last  holiday”). -­‐  Email  should  be  personal.  The  more  personal  the                        email,   the  more  likely  people  to  response.  That  why  we        include  the   customer's  name  in  the  email,  as  well  as                signing  it  from  a   personal,  rather  than  from  a  nameless        marke3ng   department.  We  emphasized  this  further  by            including  a   photo  of  sunshine.co.uk's  MD  (and  Pluto).

Monday, January 23, 2012


Sample Email

Monday, January 23, 2012


Usability testing -­‐ Start  usability  tes3ng  quickly  and  easily  with               remote  tester  from  usertes3ng.com  and                           whatuserdo.com -­‐  Don't  just  test  your  site,  test  your  compe3tor           too -­‐  Do  oGen,  test  on  every  major  redesign  of  the           homepage,  resort  and  hotel  page -­‐  Do  it  now

Monday, January 23, 2012


Know your analytic -­‐ Google  analy3c  or  other  log  analy3c  soGware -­‐  Crazyegg.com -­‐  Clicktale.com

Monday, January 23, 2012


Split testing

Monday, January 23, 2012


What we changed? Make it  clear  why  you  rock

Monday, January 23, 2012


Misunderstanding          We  discovered  that  visitor  was  oGen   confusion  over  the  prices.  Visitors  weren't  sure   if  the  figures  were  per  person,  per  night  or   whether  flights  and  hotels  were  include.   Be  clarifying  the  pricing  and  what  it  include,   we  increase  the  conversion  rate  by  19%,   adding  200  million  baht  a  year

Monday, January 23, 2012


Miss understand

Monday, January 23, 2012


Result -­‐ Revenue  increase  from  850  million  baht  to                   1,550  baht  a  year -­‐  Our  affiliate  partner  could  double  their                                 commission -­‐  PPC  offered  hug  poten3al  for  growth

Monday, January 23, 2012


CRO Tool -­‐ Google  analy3c -­‐  Google  web  op3mizer -­‐  Survey  Monkey -­‐  Kiss  insight

Monday, January 23, 2012

- Crazy egg - Click tale - User testing - What user do


Goolge Analytic

hCp://www.google.com/analy3cs/ Monday, January 23, 2012


Survey Monkey hCp://www.surveymonkey.com/

Monday, January 23, 2012


Kiss insight hCp://www.kissinsights.com/

Monday, January 23, 2012


Crazy egg hCp://crazyegg.com/

Monday, January 23, 2012


Clicktale

hCp://www.clicktale.com/

Monday, January 23, 2012


User testing hCp://www.usertes3ng.com/

Monday, January 23, 2012


What user  do

hCp://www.whatusersdo.com/

Monday, January 23, 2012


CRO Tips -­‐ Listen  to  the  customer -­‐  Test  everything  and  oGen

Monday, January 23, 2012

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โดย คุณธนิต บดีศร กรรมการผู้จัดการบริษัทบลูเฮาส์ ทราเวล จำกัด

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