Conversion Rate Optimisation: The Quickstart Session

Editor's Notes

• #2: Hello everyone! Thanks for choosing to come to this session today.
• #3: Hello, I’m James. Digital Account Manager I create strategy for various different client for Noisy Little Monkey
• #4: Noisy Little Monkey is a digital marketing agency based out of the Tobacco Factory in Bristol. We’re specialists in inbound marketing, marketing automation and HubSpot.
• #5: Who here is HubSpot Pro & Enterprise? I’ve made it so this talk is useful even if you don’t have HubSpot… But, you know, it helps
• #6: I really hope that by the end of this talk you’ll go from this…
• #7: To this. I really hope you’ll be itching to get back to the office to try out some best practice CRO And yes, there will be quite a lot of gifs in this talk. I apologise to all in advance if you despise the American-ness of gifs But if picture tells a thousand words, a gif tells 1001
• #9: First you have to define what a conversion is…
• #10: A conversion to me is this but there are many definitions of conversion. The sales team may define conversion as converting leads into customers But today..
• #11: This is a conversion. Converting visitors or website sessions into contacts
• #12: So CRO for the purposes of today’s session is… But it isn’t about gaming the system like this gif, the first step is about understanding who comes to your website, what their intent is and how well your website offers a solution to them. So why is CRO important?
• #13: So CRO for the purposes of today’s session is… But it isn’t about gaming the system like this gif, the first step is about understanding who comes to your website, what their intent is and how well your website offers a solution to them. So why is CRO important?
• #14: Hands up if you’ve been discussing a new campaign, new tactics, some “out there” social competition that you want to run. And then you get this look…
• #15: This is the look of a person struggling to see how your idea gets them a new house in the Bahamas. Because the further away from pounds and pence your tactics are, the harder it is to convince the higher ups. But don’t worry
• #16: This is the look of a person struggling to see how your idea gets them a new house in the Bahamas. Because the further away from pounds and pence your tactics are, the harder it is to convince the higher ups. But don’t worry
• #17: When we first talked about doing a CRO audit, Jon was a bit too excited, he started talking about… “If we increase our conversion rate by just 300%, I can probably buy that spaceship I’ve always wanted.” So you do need to manage expectation. But even a small jump can make a massive difference
• #18: Despite 67,000 sessions down to 58,000 sessions We gained 88 new contacts by increasing our conversion rate by approximately 0.5% 6 more customers = £144,000
• #19: It definitely wasn’t me btw
• #20: To begin you need to calculate your conversion rate
• #21: This is how to work out your conversion rate if you want to go old school Divide your website conversions i.e. your contacts by your total traffic Turn that into a percentage by x 100
• #22: Easier way to do it is to look in HubSpot Reports But what is a good conversion rate?
• #23: What is a good conversion rate? Difficult to find and depends hugely on your industry and products. But of the B2B HubSpot Clients we have, a good conversion rate sits between 2-4% For B2C or ecommerice, it’s a lot higher, between 6-12% NB If you think your website analytics aren’t set up properly, then you have bigger problems to solve. You need to come and speak to one of us and work out why. 
• #25: Most people when you talk to them about CRO jump straight to, “What can I test?” Let’s test  Red button vs Green button. Red means Alert or Stop but Green gives people a psychological boost or makes them feel jealous blah blah You can do this and you might get some results but it might be more by chance than design This is very tempting with HubSpot because a lot of the tools are there already. But we always recommend you begin with Setting up tests quickly is the quickest way to failing at CRO. For the majority of businesses that we work with, the first step is identifying how your website is converting visitors into contacts right now. 
• #26: This is so key and almost certainly where we’ve had our biggest conversion wins for our website and for our clients’ websites 
• #27: Working for a client of ours who sells ISO certifications, we identified immediately that they were giving away incredibly valuable information for free. Things like 20 page pdf guides, extended case studies, webinars. An easy win was just to put these valuable pieces of content behind forms.
• #28: Increased their website conversion rate by 200% from 1% to 3% in a matter of weeks.
• #29: It meant that they could capture contacts higher up the funnel and nurture them to become customers.
• #30: This also gave them a lot more clarity when it came to reporting marketing ROI. They could see a lot more customer journeys in full.
• #31: This is the kind of fix that has nothing to do with setting up tests but everything to do with CRO. 
• #32: So, whilst you are going through every stage of your CRO audit, you need to be equal parts cynical and objective. At every step put yourself into your personas’ shoes and ask yourself 
• #33: So, whilst you are going through every stage of your CRO audit, you need to be equal parts cynical and objective. At every step put yourself into your personas’ shoes and ask yourself 
• #34: This is so key and almost certainly where we’ve had our biggest conversion wins for our website and for our clients’ websites 
• #35: Don’t worry about taking too many notes, our free post-talk giveaway is CRO Audit template which should walk you through the nuts and bolts of it. We start with an audit because it’s amazing how much you miss unless you really put it under the conversion microscope. We did it for a client who sells ISO certifications 
• #38: Identify your key conversion pages What pages do you think are your most important pages? Homepage, Service pages, about us, people pages, Case Studies, Contact Us 
• #39: What pages do you think are your most important pages? Homepage, Service pages, about us, people pages, Case Studies, Contact Us
• #40: Go to Behaviour > Site Content > Landing Pages Filter by Goals Export from HubSpot or Google Analytics, Edit the necessary columns and input the data into your handy new GSheet 
• #41: Fill in your spreadsheet with all the numbers and then begin to make copious amounts of notes Export from HubSpot or Google Analytics, Edit the necessary columns and input the data into your handy new GSheet 
• #43: Make notes from an ideal POV. At this stage, everything and anything is possible. Do not worry about your developers or your content writers, deadlines or budgets? Make copious notes that you can come back to at a later date Don’t get bogged down in the intracacies of messaging a branding. Think only of where is this page pointing me, do I want to go there?
• #44: Make notes from an ideal POV. At this stage, everything and anything is possible. Do not worry about your developers or your content writers, deadlines or budgets? Make copious notes that you can come back to at a later date Don’t get bogged down in the intracacies of messaging a branding. Think only of where is this page pointing me, do I want to go there?
• #46: The job of a CTA Is to attract clicks Is it clear? Is it transparent? Is it worth it?
• #47: The job of a CTA Is to attract clicks Is it clear? Is it transparent? Is it worth it?
• #48: When you’re discussing the click rate of a CTA, context is so important. What pages does it live on? Is it top, middle or bottom of the funnel No question is more important than “Is this the most relevant next step?”Is it clear? Is it transparent? Is it worth it?
• #49: The job of a CTA Is to attract clicks Is it clear? Is it transparent? Is it worth it?
• #50: No question is more important than “Is this the most relevant next step?”
• #52: This lives in website analytics and you can select Landing Pages The slight issue here is that I’ve found it impossible to view sessions of landing pages and contact conversions. You may need to combine with GA or just stick with HubSpot
• #53: Once you have your data stick it in the spreadsheet and start analysing
• #54: Again context is pretty damn important Does it sell the sizzle? Your LP needs to focus on the outcomes. Why will filling in this form benefit the person downloading a piece of content or getting in touch?
• #55: Get rid of any distractions. No additional links should be on the page Is the page trying to do too much?
• #56: The concept of give/get is really important You need to assess whether what you’re asking for is equal to what you’re giving away Is the give good enough for that amount of detail?
• #58: You can use tools like Hotjar to see which field is stopping the conversion
• #60: Try and get both mobile and desktop recordings This is really just a catch all, gives you that qualitative data
• #62: Try and get both mobile and desktop recordings This is really just a catch all, gives you that qualitative data
• #68: Very simple to report using HubSpot Just plot in an estimate as to when you think you’ll have a conclusive result Either it worked, it didn’t work or it was inconclusive
• #71: CTAs Type – Design, Button, Text Static vs Gif Colour Messaging – Question vs Statement Landing Pages Page layout Messaging Offer – video vs pdf Form type
• #72: Don’t worry about taking too many notes, our free post-talk giveaway is CRO Audit template which should walk you through the nuts and bolts of it. We start with an audit because it’s amazing how much you miss unless you really put it under the conversion microscope. We did it for a client who sells ISO certifications 
• #73: Hello everyone! Thanks for choosing to come to this session today.