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CS Forum 2011 By Sophie Ottaway. Six key points from CS Forum 2011 1.Use ROI to demonstrate that less is more 2.Test, test and test again! 3.Choice of.

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Presentation on theme: "CS Forum 2011 By Sophie Ottaway. Six key points from CS Forum 2011 1.Use ROI to demonstrate that less is more 2.Test, test and test again! 3.Choice of."— Presentation transcript:

1 CS Forum 2011 By Sophie Ottaway

2 Six key points from CS Forum Use ROI to demonstrate that less is more 2.Test, test and test again! 3.Choice of words matter 4.We can’t ignore the power of video content 5.Gamification: The next big thing 6.Content can support learning on the web

3 Use ROI to demonstrate less is more Example: Mobile operator, Telenor cut their content by 87% Conversion rate up by 100% s to customer service reduced by 35%

4 Example 2: Liverpool council cut content from 5000 pages to 700. The following month: Lowest monthly support volumes Customer feedback excellent Internally, however – lots of complaints.

5 Test, test and test again! A website is never complete. Regular A/B testing: – Trial alternative copy – Trial alternative layout WikiJobs example: Trialled “Get started now” and “Click here to sign up” “Get started now” improved conversion by 35%

6 Choice of words matter Barriers to conversion: Ego – what do I get out of it? What’s in it for me? Inertia – why should I act now and not later? Fear and cynicism – how do I know you won’t contact me all the time? We can overcome these barriers in our choice of words.

7 Overcoming barriers to conversion Overcome ego Stress benefits to user at all stages “If you do x, you will get y” Remember the user has other choices, why should they choose you? Overcome inertia Add a time limit – act now! Limited edition Additional benefits for limited time only Use active words – “call us now to see how we can help your business!”

8 Overcome fear and cynicism Reassure the customer at every stage “We will not share your details..” Testimonials Case studies Success stories WikiJob added three short testimonials to a page and increased conversions by 48%.

9 We can’t ignore the power of video content Why do video? People watch it Everyone else is It’s an effective delivery mechanism It helps search engine rankings Example of poor video: Budget doesn’t have to mean rubbish!

10 Gamification Indiana University Alumni Association – Spirit of IU game

11 OpenText use case for Social adoption & usage Leaderboard improved social business usage and adoption by 250%

12 Green Giant with Facebook/Farmville Gamified Vegetables? Really?? Source: Farmvillefreak.com

13 Content supports learning

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15 Other cool stuff! Margot Bloomstein’s card sorting exercise Meet Content – Website and blog about writing effective web content for higher education (http://meetcontent.com)http://meetcontent.com


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