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Author: Paul Rouke
Paul started PRWD - a specialist Conversion Optimisation agency - over 10 years ago, after spending seven years working in usability and customer experience at the UK's largest home shopping business, Shop Direct Group.
Paul is regarded as one of the UK’s leading experts on conversion optimisation, regularly writing and contributing to a number of digital marketing publications including Econsultancy, as well as keynoting at a range of conferences worldwide.
His passion for delivering significant growth improvements for businesses means he still maintains a hands-on role in delivering client projects with recent clients including Moss Bros, Games Workshop, Lovehoney, Schuh, Harveys, Moneysupermarket & MBS.
In the penultimate article in my series on conversion optimisation, I will explain how the global dominance of the German national football team through their commitment to success in all areas of the game, can be compared to a successful business using CRO to secure their position in the market.
In the second part of this series, I'll analyse the five common characteristics of businesses who are ready to use a data driven approach to generating significant growth through a conversion optimisation programme.
One of the most important areas to invest time into is developing the persuasive layer of your online experience and deliver more reasons for your visitors to do what you want them to do.
In fact, I see persuasion as being one of the next big battlegrounds online.
As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage.
One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of persuasive techniques used on its search results page.
Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.
In this article, which is the first in a series, I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business.
I was recently involved in an online discussion (ecomchat) which started when the question was asked "how important is delivery, shipping & returns for retailers?".
I responded with a home truth based on all the 100's of hours of user research that we have conducted/are continually conducting for multichannel retailers.
When a user/consumer has a choice of retailer from which to buy the product they are looking for, after price then it is almost always delivery options, delivery costs and then the returns proposition that are the three most important factors which influence buyer behaviour.
We are being asked more and more by our clients to provide support as they move towards responsive design. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors.
Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.
But the challenge is, with so few larger retailers with large product catalogues already having moved to a responsive design (and this doesn’t mean the ones that have are necessarily doing it well) where can inspiration be gained to deliver a best in class experience?
For what feels like the last five years it has been predicted that "next year will be the year of mobile."
Well perhaps 2012 was finally that year in many aspects, and long live the multichannel shopper I say. So before I start seeing "2013 will be the year of the tablet", I'm hoping that 2013 will finally be the year of conversion optimisation.
To be more precise this is actually profit optimisation, but let’s not muddy the waters too much and just focus on the big C for now.
Here are the predictions from me and my team at PRWD for what 2013 has in store for the testing and optimisation industry. What do you think?