1. How to Convert More Visitors into Customers Greig Whitton Founder, Evergrow Nick Hunt-Davis Creative Director, Maven Agency

2. Webinar outline What is conversion rate optimisation? How does it work? What are the keys to success? Where should you begin? Greig WhittonNick Hunt-Davis

3. What is CRO? Changing a website to: −Improve visitor experience −Encourage potential customers to complete purchase-related actions Greig WhittonNick Hunt-Davis

4. What is CRO? Average website conversion rates vary from 2% - 10% Greig WhittonNick Hunt-Davis

5. Why bother with CRO? There are abundant channels for driving traffic Greig WhittonNick Hunt-Davis

6. Why bother with CRO? Greig WhittonNick Hunt-Davis Effective CRO campaigns can yield huge benefits: −Expedia dropped a single form field and made over $10m in additional profit

7. Why bother with CRO? Greig WhittonNick Hunt-Davis Effective CRO campaigns can yield huge benefits: −The Heritage Foundation increased online donation revenue by 274%

8. Why bother with CRO? Greig WhittonNick Hunt-Davis Effective CRO campaigns can yield huge benefits: −Vidyard added a video to their website and doubled their conversion rate

9. Why bother with CRO? Greig WhittonNick Hunt-Davis Effective CRO campaigns can yield huge benefits: −Veeam Software changed a single word on their website and increased sales inquiries by 161%

10. Why bother with CRO? Greig WhittonNick Hunt-Davis For every $100 spent on driving traffic, companies spend just $1 on converting visitors

11. How does CRO work? 1.Research and plan: −Define success and set goals −Identify sources of traffic −Research visitor intentions, behavior, and objections −Brainstorm bold ideas for testing Greig WhittonNick Hunt-Davis

12. How does CRO work? 2.Create landing pages: −Landing pages are designed to encourage visitors from particular marketing channels to carry out specific purchase-related activities −Create landing pages around the bold ideas informed by your research Greig WhittonNick Hunt-Davis

13. How does CRO work? 3.Test landing page variations: −Compare the performance of different landing pages −Continue experimenting to create iterative improvements Greig WhittonNick Hunt-Davis

14. Keys to success 1.Match visitor expectations Greig WhittonNick Hunt-Davis

15. Keys to success 2.Eliminate distractions Greig WhittonNick Hunt-Davis

16. Keys to success 3.Emphasise benefits over features Greig WhittonNick Hunt-Davis

17. Keys to success 4.Use a clear call to action Greig WhittonNick Hunt-Davis

18. Keys to success 5.Remove friction Greig WhittonNick Hunt-Davis

19. 1.Clarify your sales funnel Where should you begin? Greig WhittonNick Hunt-Davis

20. 2.Identify sources of traffic Where should you begin? Greig WhittonNick Hunt-Davis

21. 3.Put yourself in your visitors’ shoes Where should you begin? Greig WhittonNick Hunt-Davis

22. Evergrow forums Online marketing guides Greig: 021 671 8225 Nick: 021 461 6817 Need more help? Greig WhittonNick Hunt-Davis