BBMN Ryan Webb: Acquire, Convert, Retain - A Guide to CRO for Everyone

Editor's Notes

1. They specialise 100% in PPC and digital media buying. One of the UK’s largest dedicated PPC agencies, Clients range from multinational brands to niche start-ups
2. Project Graphics have an enviable international client roster and over the years have earned the reputation of Visual Communication Specialists by globally recognised designers, companies and organisations.  They are technical experts who produce and deliver two and three dimensional projects many of which are recognisable in the workspace, retail environments, events and museums all over the world.  From two production facilities, Project Graphics can deliver the answers, the services and the know-how.
3. They help companies develop more profitable customer relationships by delivering better customer experiences and by designing better customer journeys.
4. Noisy Little Monkey is THE digital marketing agency in Bristol. Through a unique hybrid of Search Engine Optimisation, Social Media Marketing creative flair and technical wizardry they’ll unlock your potential online and drive awareness, desire and profit
5. They de-mystify the use of social media, e-marketing and e-commerce, so that our clients are provided with campaigns that deliver against their business objectives and which are fully integrated with their websites, corporate identity and company ethos.
6. New Bath hosts, Cloud Heroes. We like to say that we enable digital business. Have been hosting great ideas for over 20 years.
7. The next Bristol event…
8. The next Bath event…
9. And now we’ll hand over to…..
10. An illustration of the challenge we often face at the start of a CRO project…..
11. The ongoing process of analysing and refining key pages on your website to increase the number of visitors who carry out something that is of value to you. The process uses both quantitative tools (e.g. web analytics) and qualitative methods (e.g. user testing) to gather data and develop insights that can be robustly tested.
12. Very few CRO recommendations will be the same and best solution for everyone. “Best practice guidance” is really just one source of inspiration for developing testing hypotheses and ideas…..
13. Something which will help you to evaluate your own landing pages. A landing page score card (USPs, Clarity, Relevance, Timely, Anxiety, Clutter…..) Just let us know if you’d like one of these simple scorecards sent through to you so you can use it for yourself.
14. User Testing uncovered the challenge that visitors were not clear why they had to “find my vehicle”. We considered adding more messaging to explain this, but because it’s a mobile journey we decided that instead of explaining it, we’d just make this first step of the journey easier (hence “continue” etc). So our testing hypothesis was: “Find my vehicle” is making people think about the process too much, if we can make it easier for them to get past this first step then the onward journey becomes clearer and they will keep moving down the funnel. The result was that the “continue” button saw 12.2% more visitors complete the enquiry process compared to the original.
15. Google Analytics showed that a significant number of visitors were arriving at the original landing page, clicking on the “start claim” button, but then not submitting the form. Our hypothesis was that this step in the journey was unnecessary to them and if we could get the form within the page then the journey would be more effective. The test is currently on-going, but initial results are showing there appears to be a 10% uplift in conversion due to embedding the form in the page.
16. Client had a data capture form where “phone number” was optional. However, obtaining the phone number was of real value to the business so we wanted to test the impact of We thought the conversion rate would fall, but we didn’t know how much it would fall by. By running this A/B test we saw that the number of enquiries fell by c. 6.5%.... And by working with the Client to evaluate the value of each lead (with and without a phone number) we can see that this meant including the validation was worthwhile.