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Masterclass   “Generating More Leads & More Sales from Your Website”   by Paul Rouke User Experience Director at PRWD SAMPLE SLIDES
My background Joined their 1st e-commerce team in 1999 in design and usability role 7 years experience focused on: – improving ‘visitor >> purchaser’ conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers ,[object Object],[object Object],[object Object]
[object Object],[object Object],About PRWD
PRWD clients
Setting the scene - What makes a good website?
A few questions ,[object Object],[object Object],[object Object]
Clear primary navigation Clear proposition Prominent call to action Credibility enhancement Visual stimulus
[object Object],[object Object],[object Object],[object Object],Online enquiry forms
Which form will visitors most use?
The good news ,[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding visitors Measuring performance Testing & improving
 
What do visitors do on my website? Determine what are the key website goals you want to monitor Get your IT person or web developer to set these up so you can track ‘conversions’ With Google Analytics you need to: Very useful links on using Google Analytics http://www.google.co.uk/support/googleanalytics/ http://www.google.com/support/conversionuniversity/?hl=en
 
Understanding visitors Measuring performance Testing & improving
 
Step 1 - Analytics There are other options but this is what we recommend for SME’s
Step 3 – Determine your key goals  Make an online enquiry Download a document Make an application Make a subscription Make a purchase
 
TIP – don’t treat every visitor the same No business will ever get every visitor being a potential customer – you need to filter/segment your traffic information
Understanding visitors Measuring performance Testing & improving
 
Best practice tips if you sell online
v Clarity of Primary Call to Action
Testing and improving –  A case study “Test location of enquiry form to determine which version visitors complete more”
Stage 1 – Decide what to test
Stage 2 – Run the test
Which test won? Original Test version A
How can different  calls to action  affect conversion rates?
 
Thankyou for coming along to   “Generating More Leads & More Sales from Your Website”   by Paul Rouke  Office: 0161 918 6729 Mobile: 07739 745 126 Web:  www.prwd.co.uk Blog:   www.paulrouke.co.uk   Email:  [email_address]
Any more questions...?

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Paul Rouke Website Improvement Masterclass - Sample

Hinweis der Redaktion

  1. For example, User Interface Engineering tested how online shoppers bought hiking boots from the REI and L.L. Bean sites. The firm found that although the boots were nearly identical, REI easily outsold its competitor. The difference: REI featured a photo that showed the sole of the hiking boot, while L.L. Bean did not. "This example shows that you have to know what the customer wants," Spool said. "It's crucial to know how they're shopping at your site and what they want."