Karl Blanks from conversion rate experts started by saying don’t just whack a whole lot of best practises into your site.

Most common conversion killers:
• They aren’t in shopping mode – they are just browsing. Integrate them into your community. Offer free reports, create a forum
• Fatal distraction – you get interrupted a lot of the time. So many shopping visits are interrupted so get their email address sooner rather than later.
• They don’t believe your company or product are very good – establish trust by association. Media mentions, expert reviews, customer testimonials, celebrity associations
• Prospect defers decision – emphasise scarcity incorporate rolling offers
• Competitor gets the sale – niching, emphasise that you’re a specialist
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Sandra Niehaus from closed loop marketing started by saying you need to focus on credibility in the B2B space. Clarity and call to action are equally important.

First impressions matter, the choice is made in 1/20th of a second. 75 % of people make judgements on the brand based on the design quality. (Source BJ Fogg, Guidelines for Web Credibility).

Make sure that your traffic is landing on the correct page with the correct intent, this will help drive better traffic to the optimised landing page. Landing pages should be customised based on their PPC phrase. Start with a few landing pages then roll out to the rest of the site. Show the audience that you hear them and are responding relevantly.

Mini-site vs layered landing page : the layered landing page increased conversion rate by 20% from Google traffic.

Ensure that your calls to action are above the fold and that yu have many iterations of it. (more…)

Dr Karl Banks from Conversion rate experts started the session which why you need to test. You need to split test because before and after tests stink, they don’t operate in the same timescale. Meek tweaking doesn’t work, small fiddly changes take forever to determine statistical relevance. Carry out bold targeted changes.
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Tim Ash started the session with a tough truth. We see our web marketing as a rolling out the web carpet yet our visitors view is a castle wall that they have to climb to buy. The time has come to identify that we have all built the ugly baby. Look for problems constantly.

Top tools to find out that your baby is ugly: (more…)

Sandra Niehaus, Closed Loop Marketing

What makes design conversion rate optimised?

Making the right design choices starts with asking the right questions. Client questions’ are usually tactical. The most pressing design question is “should my buttons be red?”. It’s the wrong question to focus on. The correct question is “is this design conversion optimised?”
Conversion optimised includes Usablity and Priority.

Usablity
• Good “affordance” – buttons need to look like buttons. Drop shadow text is not a button. Raised where possible. (more…)

Ben Jesson from Conversion Rate Experts

Process for e-commerce optimisation
1) Identify blocked arteries
2) Understand non converting visitors
3) Prioritise ideas and create experimental strategy
4) Create content for experiments
5) Test your new creative using A/B or MVT
6) Analyse results and transfer winners into other media
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Maura Ginty from AutoDesk

Content questions:
• Who’s the audience?
• What do they want to do?
• What’s your value proposition?
• What’s the market space?
• Where’s your brand?
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