Conversion Conference London: The First 58 Takeaways - White.net

Conversion Conference London: The First 58 Takeaways

Conversion Conference London: The First 58 Takeaways

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By Tamsin Mehew / December 6, 2011

There were many great tips at Conversion Conference London last week – too many to fit into one blog post. Here are the first 58 takeaways from the first day. More to come soon!

Mobile and Real Time Optimisation

The conference started with Amy Africa, CEO of Eight By Eight, packing many tips for mobile conversion optimisation into her forty-five minute keynote.

  1. Three things matter for mobile:
    • You have to have some mobile presence (even if it’s not a full mobile site)
    • Optimise speed. A page should have a size around 50k.
    • Navigation.
  2. Mobile has a half to a third the number of conversions of a traditional site.
  3. You have to concentrate on only one goal.
  4. Get users’ email addresses or phone numbers so you can profile them.
  5. Pay attention to the user’s context, and use diversions to show them appropriate content.
    • Where have they entered the site from? Different sources convert differently, or will want different information. Twitter converts well on the phone. People from shopping sites will want prices. Concentrate on your top referring sources.
    • Where are they? You may want to show them a different page if they are looking at your site while in your store.
  6. Apps are not mobile sites. Concentrate on your mobile site rather than on making an app, unless you have a very good idea for the app.
  7. Treat users on tablets separately to those on mobile.
    • Tablet traffic convert around twice as much as desktop.
    • Mobile traffic convert a third or less.

  1. Navigation: Mobilise, don’t miniaturise.
    • Streamline your navigation, and make sure it is intuitive.
    • Only have five to eight choices.
    • Top navigation is better than bottom navigation.
    • Use breadcrumbs, sorts and jump links.
    • Use big buttons. Colour doesn’t matter, but size does.
    • Have a big search box at the top, and use auto-suggest.
  2. Change forms and checkouts.
    • Fields need to be bigger so people make fewer mistakes.
    • Make it easy to spot and correct errors.
    • Have only three to five choices in drop-down menus.
    • Be clear on the length of the process, for example by saying “step 1 of 7”.
  3. Over 92% of time is spent on the first view, above the fold.
    • Limit your message to one page and have the important stuff at the top.
    • Don’t waste space on adverts for other people’s brands.
  4. Don’t use Flash.
  5. The best way to get conversions is to have a click to call. Have your phone number everywhere.
  6. Graphical icons can help, but make sure to test as the wrong icons can bomb.
  7. Have images big but not too big.
  8. Only people on 4G will watch videos.
  9. Always have an option to email, so people can send a page to themselves.
  10. Abandon programs are key – find out how to convert abandoners on other channels.
  11. If a user shares something on social media, they won’t come back to your site. Give them options to share after they have converted.
  12. Always give the option to view the full website.
  13. Get something that’s good at tracking mobile, like Bango.

Turbo-Charging PPC & Display Landing Pages

First to speak in the session was Kai Radanitsch, from eBusinessLab, who talked about different sorts of searches and landing pages.

  1. Work out user intent from the search term – is it informational, navigational or transactional?
  2. Transactional searches have on average 1.5 words, while informational have 3.7.
  3. The highest quantities of transactional searches are between 11am and 4pm.
  4. When creating an ad for a keyword, use the keyword in the ad headline.
  5. Expand the keyword with a benefit
    • For instance, if the keyword is ‘London Hotel’, the headline could be ‘London Hotel from £44’.
  6. Ads are more attractive if there is a customer rating
    • Get ratings displayed by getting 30 four or five star reviews on Google Product Search.
  7. Use sitelinks – they may not be clicked on, but they broaden the offerings you can show in an ad.
  8. Homepages do not make the best landing pages. You need something on them to grab visitors and get them to your offerings.
  9. Article landing pages can have calls to action like newsletter signups.
  10. Rapid conversion landing page are good for things like insurance. They don’t give too much info, and make conversion quick.
  11. You could have a page which asks for a priority code that was in the advert, and prefill the code.
  12. From the search, get a mental hook to the landing page.
  13. Repeat the ad’s language on the landing page.

The second speaker was Guy Levine, CEO of Return On Digital.

  1. Don’t just think about keywords and landing pages, think about people and personas.
  2. PPC testing needs a good campaign setup. Get a good setup with ‘peel and stick’
    • Your first go at campaign structure is a stab in the dark.
    • When campaigns are running, find keywords that work
    • Peel the keywords out of their current ad groups
    • Stick them in new ad groups on their own, so tracking their performance is easier.
  3. Keep a tight correlation between keyword and ad copy.
  4. Track conversions
    • You want specific conversion actions, not pageviews and time on site.
    • Use phone tracking (like AdInsight).
  5. Multivariate testing versus A/B testing:
    • Multivariate testing needs a lot of people to come to the site, or will take ages with low traffic.
    • A/B testing is quicker as there are only two variants being tested.
    • Use A/B testing first, then use multivariate testing on smaller details.
  6. You want at least 100 conversions for each variant being tested before making decisions.
  7. Testing is about overcoming objections.
  8. The worst mistake is losing context. People get perplexed if a specific long tail search goes to a less specific landing page.
  9. Having PayPal is good for B2C.
  10. If you want to test alternative sources – like testing traffic from PPC rather than all traffic – then you need separate landing pages.
  11. The Call To Action button is the biggest priority for buying pages, while more elements are important for lead gen.
  12. Click Tale can tell you which form fields people don’t fill in (even if they abandon the form).
  13. Tell people
    • We are experts
    • This is what you should buy
    • Please buy it from us

SEO and SEM versus CRO – Tactics for Optimising Both Search & Conversion

The first speaker was Richard Baxter, Founder and Director of SEOgadget. His slides are available on Slide Share.

  1. There are many types of search:
    • Query Deserves Freshness
    • Image search
    • Video search
    • Rich snippets (eg movie ratings and show times)
    • Google Places
    • Social – if you’ve shared something on Google+ friends see it in the SERPs
  2. Understand user intent.
    • People searching for ‘Chicago pizza’ have  a longer dwell time on local results than people searching for ‘pizza’.
    • People searching for ‘how to make pizza’ look at the videos.
    • People looking for ‘pizza cutter’ look at the images.
  3. Can you influence CTR in the organic SERPs?
    • Tested with SERP Turkey
    • Informational searches get better CTR with informational meta-descriptions.
    • Transactional searches get better CTR with meta-descriptions emphasising the price and other transactional information.
    • The CTR was even higher for a transactional search when the transactional meta-description had a customer rating rich snippet.
  4. Can you change the description depending on the query intent?
    • Tip from SharkSEO – if you have a long meta description then Google will show the parts that are most relevant to the query.
    • If you have two descriptions the more relevant one will be used.

Patrick Altoft, Director of Search at Branded3. His slides are available here.

  1. There are many reasons why people don’t convert.
    • Some people may return later.
    • Some may not find what they’re after (traffic can’t be as targeted as with PPC).
  2. To increase conversion rates
    • Increase keyword relevancy
    • Get more visits to convert
    • Attract users at multiple points of the buying cycle
  3. Keyword research
    • Everyone uses the Google Keyword Tool so the top results are very competitive.
    • You can look at keywords from PPC and organic search, and use the conversion data on them to work out the opportunity for each keyword.
    • But even then you will have thousands of keywords, and you can’t concentrate on them all.
  4. Approach keyword research from a landing page perspective.
    • Work out the potential revenue per keyword per landing page
    • Use a pivot table to sum over landing pages to calculate the potential revenue per landing page.
    • Build links for the landing pages with the highest potential.
  5. Don’t build all links with the same anchor text
    • Vary anchor text with the top keywords for the landing page.
    • Add ‘noise’ and brand to some links, so it looks natural and adds long tail terms.
  6. Use the same landing page for PPC and for SEO – there’s more incentive to spend money to improve PPC landing pages.
  7. Optimise pages for short tail searches, then research and optimise for long tail.
  8. To get low competition long tail keyword ideas:
    • Put the page’s URL into the Google Keyword Tool
    • Check the “Only show ideas closely related to my search terms” box
    • Filter to show only keywords with fewer than 1000 monthly searches.

This was just the first morning of the two days. More takeaways to come.

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