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Archive for the ‘Conversion Optimisation’ Category

How to Make the Most of Valentine’s day

Wednesday, February 10th, 2010

For those of you who need reminding Valentines is now only 6 days away. Why would you need reminding? You see it everywhere. Shop windows, web pages, email reminders, it’s everywhere!

Plan your Valentines Day content

Many of you will be planning Valentines related content  or offers on your sites over the next couple of days. But it doesn’t stop there. 16th of Feb is Pancake Day, 14th of March is Mothers Day, 17th March St Patricks Day, 2nd April Easter starts.

Make the most of the Event

The question we’d like to ask is does all this ‘event’ related brand association increase conversions on your website? Of course, there will be a different answer for every product on every site.  Will the content reduce your bounce, or are many of your customers so un enthralled they’ll click away immediately? Does the themed content carry a product offer with it? Is it the offer that increases conversion rates or the theme.

Test different Messages and Landing Pages

Euston Digital can help you find the answers to these questions. If you’re planning new content themes for and future event, or just wanting to test a new layout, we can A/B test the traffic we send through and monitor conversion rates to give you the insight as to whether it’s good for conversions or not?

For a one off fee of £200 you can get information which would enable you to optimise all your future themed campaigns.

Don’t waste your time and money

Don’t waste time, labour costs and marketing budgets on campaigns that don’t improve conversion rates. Euston Digital can help you focus your spend on the marketing that delivers results.

Tags: ab testing
Posted in Conversion Optimisation | No Comments »

ReMarketing on the Google Content Network with Euston Digital

Wednesday, February 10th, 2010

Euston Digital are excited to be taking part in the Google AdWords Remarketing BETA.

What is Remarketing?

Lets say someone visits your travel website looking for a hotel:

They look at a few hotels, and then leave your website.

Later on that day they’re browsing a website that is part of the Google Content Network. With Remarketing, we can reach out to that person and show them an advert for your website:

The user will be reminded that they were on your website, and decides to return and buy.

Why remarket?

Remarketing has been credited with a real boost to conversion rates. Only 5%-10% of people visiting your website end up buying from you. ‘Remarketing’ targets those people who leave without buying, and nudges them back to your site. They’re already familiar with your brand, and are therefore more likely to convert.

Network Performance

Compared against other Advertising Networks, a Remarketing network outperforms in almost every case.

Campaign Results

Early results indicate that click through rates and conversion rates make these campaigns amoungst the best performing.

Scale

The Google Content network is huge. Make it work in a small way and it will really scale.

How does Remarketing work technically?

We work with Google to produce javascript tags. You will need to place these on your website, on your sign up process, and on your confirmation page.

This javascript sets a user cookie that tells Google whether:

*They’ve visited your website

*They’ve entered the sign up process

*They’ve bought something from you

We can then target those users according to which of these situations apply to them.

For example, for those users who have entered the sign up process but then left, we might want to reach them with an advert that gives them that product at a discount.

For those users who have bought something from you, we might want to reach them with an advert for a complimentary product.

Here’s  a good visual:

For more information about how Euston Digital can use Remarketing to boost your sales, get in touch.

Tags: google, remarketing
Posted in Conversion Optimisation, PPC | No Comments »

Keep people on your website using video

Thursday, January 28th, 2010

As a market leading PPC, SEO and Social Media agency Euston Digital spend lots of time and money driving traffic to our clients websites.

But getting people there is just a small part of the marketing mix. Converting those visitors into customers are what distinguishes a good website from a great one.

We work with our clients to improve their website conversion rates. An important way to do this is by using moving images and audio. That’s why we’re very pleased to announce the launch of our website video service.

We can create and deliver short videos, and place them on your website. We’ve used these videos to boost website dwell times and retain eye-attention thanks to our imaginative creative.

Here’s a short showcase:

Our video film projects range from 30 second clips to much larger projets. If you’re interested in finding out more about web video production and whether your website would benefit from having a tailored video, get in touch.

Tags: conversion rate
Posted in Conversion Optimisation, Web Video | 1 Comment »

9 Tips to boost your Website Conversion Rate

Thursday, December 3rd, 2009

Digital Advertising Agencies are good at sending their clients website traffic. But what happens if that traffic doesn’t turn into sales? You tend to get this:

“Don’t blame me, your website doesn’t work”

At Euston Digital, we drive bucket loads of high quality traffic to our client’s websites. For us the story doesn’t end there. Once that traffic is on their website, we work with the client to get as much of that traffic to the confirmation page.

Here’s 9 tips to help turn website visitors into website customers.

1. Product Images

*Selling an expensive product? Then provide detailed photos and images. The higher the price, the more info and images you’ll need
*Put your image gold above the fold. Don’t make people scroll..
*Use interactive (such as javascript image zoom) and video technology to showcase the product

2. Buy Now Buttons

These are one of the most important elements to boost website conversion. Here’s the rules:
*Make them eye catching by using a contrasting colour to the rest of your page.
*Make the button big and easy to read
*Make your ‘buy’ button rectangular and horizontal.
*Icons on the button can add further emphasis
*Place your buy button just to the right of the product image.
*Make sure there is at least 1 ‘buy now’ button above the fold.

3. Checkout form

*Don’t make people register on your website.
*Only ask for essential info
*Keep the form easy with big but few fields
*Reduce the number of steps in the checkout. Each time you ask visitors to progress to the next stage is an opportunity for them to exit.
*Use clear language not industry jargon
*Use an ‘expand’ jquery to reveal addition BUT OPTIONAL information that a user can leave.
*Errors: Highlight errors inline rather than with pop ups.
*Don’t reset the form if it is submitted incorrectly. Preserve all the correct bits, and highlight where the errors are.

4. Use a Progress indicator

Use a numbered line across the top of each page in the checkout to show users what stage they’re at in the registration process. It reassures them of where they are, and how far they’ve got to go before its all finished.

5. Reassure the customer with the right information

Within the checkout process the customer should have access to the answers of the following questions:

1.    Can I return the product?
2.    Can I review my order before confirming?
3.    How do I contact customer support?
4.    Are you going to charge me now?
5.    Can I revise my order later?
6.    What’s the total price including delivery?
7.    How long before it is delivered
8.    Is your website a safe place to leave my credit card details?
9.    How else can I pay?
10.     What are you going to do with my contact details? Are you going to sell them?

Remember to keep the form simple – answers to these questions should be shown on a +show or -hide basis using technology like javascript ‘accordian’

6. Gather email data so you can reach them again

It’s important that you don’t block any purchases by asking for unnecesary information. But grabbing your website visitors’ permission agreed email address allows you to build a valuable database of future propsects. These emails will form the basis of your customer community.

My three bits of advice are:

1.    Don’t force your customers to opt in their email address unless you its unavoidable.
2.    If you haven’t got opt-in permission by the time they hit the confirmation page, ask for it then.
3.    Ask for their opt in permission when you send them a confirmation email
4.    Give them the option to sign up to a newsletter without buying anything. Its the chance to get some value from visitors who don’t buy from you.

7. Where did you hear about us?

Don’t bother asking where they heard about you. Many people can’t tell the difference between a search engine and a browser. Others will have multiple sources. Most won’t remember. Many just click the top option. The information you get will be skewed enough to be almost worthless.

8. Use official stamps to build trust

Wherever possible, use the logos of independent trade bodies to add authority and reassurance to your website. Make sure to add them above the fold to minimise bounce rates.

These might be:

*Qualifications
*Industry bodies
*Affiliations
*Secure payment gateway badges
*Places you’ve been seen (like TV)
*Brand names you sell

9. Test and Test. And then test it again

Of all the advice on this blog, this is the most important. Whatever change you make, test whether it improves your website conversion rate.

At Euston Digital we use Google Website Optimiser to test website changes until we get robust, statistical proof that the changes we have made actually work.

Website Optimiser diverts a percentage of your traffic to the ‘new’ layout to find out whether website visitors have a better response to it than the original.

That’s it.

Getting visitors to your website is only half the story. Converting them to customers is what distinguishes average websites from great ones.

Follow these simple rules to improve the conversion rate of your website.

If you’d like to know more about how Euston Digital can improve your website conversion rate, then get in touch.

Tags: conversion rate, web design
Posted in Conversion Optimisation | 9 Comments »