Legal Insights @ Google CRO Presentation: Ryan Webb, Search Star

ppc | display | cro | analytics | training

FOR LEGAL WEBSITES


Contents

• Style vs. Substance

• Best Practice?

• Success Stories


Style vs. Substance


Challenge the HiPPO!

CRO is a great way to prove your boss wrong!


STYLE?


SUBSTANCE?


You Don’t Have to Sacrifice…

High Performing

Landing Page!

CRO can help achieve the balance


What is Best Practice?


1. Relevant Headline

Make headlines as relevant as possible.


2. Compelling CTAs?

Most

Com

pellin

g?

Make an effort with CTAs. Don’t go with the default.


3. USPs… So what?

?

P

Be short and direct with USPs that mean something.


4. Client Testimonials

Client stories sell your service, success and process all at once.


5. Content Without Clutter

Find clever ways of displaying more substantial content.


So, Do You Just Apply These Rules?

Golden Rules?

Proven to Work?

Must Haves?

Template?

Principles?

No…

You need to test, test & TEST!


Uncover Data Driven Testing Ideas

WEB ANALYTICS

AUDIENCE

PAID SEARCH

Ad copy

Keywords

Landing Pages

Targeting

USER TESTINGROBUST TESTING

HYPOTHESES

SURVEYS ETC.

Consider best practice, but use data to steer tests.


Success Stories


Button “Call to Action”

VS VS VS

ORIGINAL -1.4% -6.5% +12.2%


Form Position

ORIGINAL +10%


Validation

ORIGINAL -6.5%


Getting Started


Our Approach

Pen Portraits

1 IDENTIFY

2 PLAN

3 PRODUCE

4 TEST

5 ANALYSE

REPEAT

Target Audience Analysis

IDENTIFY: TOOL KITPROCESSWeb Analytics

ReviewCompetitor

ReviewUser Testing Cognitive Walk-

Throughs

IA Review

Prioritised Actions

Impact Assessment

Hypotheses Development

Goal Setting

Benchmarking Testing Plan

Landing Page Scorecard

WireframingCopywriting[Design] [Build]

Testing Set Up & Monitoring

MV TestingA/B Testing

ROI Analysis

Reporting Business Learnings


Plan


Produce

• It is unlikely you will include all of this

• We’d assess what compelling content you have and prioritise it accordingly


Test

ORIGINAL VARIATION 1

Traffic randomly split between variations.

Winner only determined once the test has been proven statistically significant.


Is there a business case for CRO?

1. What does your traffic cost to acquire?

2. What are your current main landing pages?

3. What is your current conversion rate?

4. Effect of 50% conversion rate increase?

Where we start…


Where you can start…


Thank You!