Craig Sullivan is the Group Customer Experience Manager at Belron (who own Autoglass). Craig started by outlining what conversion rate optimisation is - any idea must have the goal of improving one of these 5:
- Profit
- Net Promoter Score
- Lower Costs
- Productivity
- Simply Delight the Customer
At Belron, Craig's department has delivered a 5000% return on investment, for every £1 they put in they get £50 back.
My key take aways:
- Usability & customers are the glue for conversion rate optimisation
- Make lots mistakes and learn from them
- Do both A/B split testing and MVT
- Interesting point about stock images - they convert worse – always use your own images
- The most benefits are derived from combining usability test with MVT
- By doing website, mobile and other channels together you get a lot of cross benefits
- Body language is important in pictures
- They use an x-factor style comp to test actors and create videos of them, which are then tested MVT to see which actor performs best online
- Interesting point from both Karl and Craig - base your ideas on what you think first i.e if you really hate something or don't understand it don't do it
- Belron tested live chat and found they saved 17 calls, but had 329 chats at about 8.25 minutes each - not a great result
- Call tracking with infinity tracking – allows you to track conversions across multi-channels
- Overall they have achieved a 32% measured increase in conversions
Jeff Greenfield is COO and Co-Founder of C3 Metrics. Jeff's talk was all about attribution - online tracking attributed conversions to the last action and ignored the fact that most users will touch multiple marketing activities before they convert.
My key take aways:
- 37% of conversions end with a brand related search
- 44% of conversions start with display advertsing
- C3 metrics allows you to track all touch points along the funnel and attribute a value to each
- They have had incredible results by allowing companies to identify which marketing activites are really driving sales
Next Talk: Confessions of a Conversion Rate Optimiser by Bryan Eisenberg
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