7. • Google Analytics
• Top 10 Landing pages
• Most viewed content – what happens next?
• Bounce rates – fix them fast
• Pages with most traffic – faster testing
• New site – research, research, research
• Design & Build with SEO & CRO in mind
• Test BIG changes first – see faster results
Where do you start?
9. things you can test
Pages Content Traffic
Landing Pages Copy Search Traffic (SEO /
Paid)
Data Capture Call to Action Social Media
Live Chat Promotion Affiliate
Sales Funnels Colours Geography
Shopping Carts Social Proof Weekend v Weekday
Template Style / Layout Video New & Repeat
Squeeze Pages Images Demographic
Interactive / Flash Long v’s Short Behavioural
12. • If they don’t trust your company
• If they don’t believe your product
…is better than competitors
…is better than nothing
…works
• If they don’t understand what you’re
offering
• If you aren’t making enough offers
• If they see the decision as being too
risky
Build trust elements
Then…
…show advantages over competitors
…show benefits over “nothing”
…show proof it works
Use techniques to improve
comprehension
Make more offers
Use risk reduction strategies
Objection approach Make changes to overcome