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(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
(WS13) Nikola Jellacic: Visitor meet the web
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(WS13) Nikola Jellacic: Visitor meet the web

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  1. Visitor meet the webMake your website workTen ways visitors to buyers Converting to convert more visitors into buyers Google Confidential and Proprietary 1
  2. Think about your customers’ online journeyMake it simple for them to find, choose, and buy the product they want 1 Bring me to the right page 2 Make your homepage useful 3 Help me navigate 4 Give me the right results when I search 5 Display groups of products clearly 6 Give me the product details I need 7 Make registration optional 8 Make it easy to buy or enquire 9 Reassure me 10 Conversion follow-up Google Confidential and Proprietary
  3. 1. Bring me to the right page Electric Drills After Buy Electric Drills from just £89.99 Free Next Day Delivery www.Screwfix.com Before 20% reduction in bounce rate TOP þ Link ads to right page þ Ensure the selling points are visible TIPS þ Mirror your ad title Google Confidential and Proprietary
  4. 2. Make your homepage useful TOP þ Reaffirm your brand and site purpose þ Test product promotions TIPS þ Inform customers of any promotions þ Make it easy to navigate further Google Confidential and Proprietary
  5. 3. Help me navigate TOP þ Make product/service categories visible þ Highlight where to go next TIPS þ Use easy-to-understand terms Google Confidential and Proprietary
  6. 4. Give me the right results when I search boys socks Before After 20% reduction in bounce rate 7% increase in conversion rate TOP þ Check quality of results þ Allow customers to sort results TIPS þ Make site search visible þ Lay out search results clearly Google Confidential and Proprietary
  7. 5. Display groups of products clearly AfterBefore 6% increase in conversion rate TOP þ Provide a clear layout and design þ Group products logically TIPS þ Enable comparisons Google Confidential and Proprietary
  8. 6. Give me the product details I need Before After 5% increase in conversion rate* TOP þ Summarise key product details þ Make your call-to-action button visible TIPS þ Provide clear images* Site testing originally conducted in German Google Confidential and Proprietary
  9. 7. Make registration optional 23% of checkout abandonments occur due to required registration* TOP þ Allow purchase without registration þ Highlight the benefits TIPS þ Make registration easy Google Confidential and Proprietary*Source: Forrester Research US: Required Registration Lowers Online Conversion Rates, April 2008.
  10. 8. Make it easy to buy or enquire Before After 40% increase in quote submissions TOP þ Dont ask for unnecessary details þ Expedite the process TIPS þ Show transparent steps þ Avoid distractions Google Confidential and Proprietary
  11. 9. Reassure me 1.8% increase in conversion rate* TOP þ Be open about cancellations/returns þ Offer security TIPS þ Offer transparency on price þ Clarify what happens after purchase Google Confidential and Proprietary
  12. 10.Conversion Follow-Up Question to ask Does the Thank You page clearly indicate what will happen next? Is there post conversion interaction with the customer, i.e. order tracking? TOP þ Complete details on thank you page þ Cross-sell TIPS þ Moffer reason to convert again Google Confidential and Proprietary 12
  13. Google tools support driving online sales Website Optimiser Optimize Content Monitor Performance Drive the Right Traffic 13 Google Confidential and Proprietary
  14. Purchasing decision process Initial research Reducing options Final decision Identifying point of sale Purchase Google Confidential and Proprietary
  15. Initial research Reducing options Final decisionIdentifying point of sale Purchase Google Confidential and Proprietary
  16. Initial research Reducing options Final decisionIdentifying point of sale Last cookie Purchase Purchase Google Confidential and Proprietary
  17. How does the research path look? Office computer In-house computer Tablet Smartphone Initial research Reducing options Final decision Identifying point of sale Purchase Purchase17 Google confidential Google Confidential and Proprietary
  18. Two Ways to Reach Consumers in SearchBranded Search: you ve already won!consumers are already Brand aware, and your Brand is top-of-mind Generic Search: stand out & win them over! consumers may be brand aware, but are searching within the category & likely do not have a specific Brand in mind
  19. The Reach is Primarily in Generic Searches (Product, Category & Affinity groups) % Share of Search Reach Consumer Packaged Goods Category Affinity (e.g., fashion week , lady gaga , skiing ) Category (e.g., beauty tips , dry skin , wrinkles ) Product (e.g., lotion , eye cream ) Brand Google Confidential and Proprietary 19Source: Google Internal Data; Circles are to scale for query volumes in the CPG: Home & Personal Care Category
  20. The question we are trying to answer: What is the impact of Generic Search ads on Branded Searching? Google Confidential and Proprietary 20
  21. Generics influence nearly ½ of Advertiser Conversions, but only get credit for 1/3 in a last click model Advertiser Conversions: Advertiser Conversions: Last Click View with Search Funnels Insight Search Conversion Breakdown: Search Conversion Breakdown: Cross-Advertiser Set Cross-Advertiser Set Branded Exposed to Ads on Generic Keywords* 14% Generic Generic 32% 32% Branded 68% Branded 54%*Defined as Last-click conversions on Branded keywords that were exposed to an Ad on a Generic keyword (click or impression)Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010
  22. Clients with High Generics Coverage see 3.5X the Branded conversions exposed to Generics % of Branded Last-Click Conversions Exposed to Generic Ads (Advertisers Segmented by Generics Coverage)* 38% 11% Clients with "Low" Coverage Clients with "High"Coverage on Generic Keywords on Generic Keywords Because Search Funnels only captures data for searches against which an Advertiser s ad was displayed, this data could be self-fulfilling. However ,our Search Funnels Cross-Advertiser Case Study suggests otherwise.*Generics Coverage is measured by % total investment in Generics keywords, as well as meeting specific thresholds for impression share. Advertisers represented here clearlyfall into a high or low bucket; advertisers with coverage categorized as medium are excluded.Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010
  23. Attribution Models: Al a Carte Menu Excl Excl Last Click First Click Linear Linear Branded Branded Search Path (Clicks Only) (Imps = .25) (Clicks Only) (Imps = .25) Generic search click 100% 25% 24% 33% 31% Generic search 6% 8% impression Generic search click 25% 24% 33% 31% Generic search click 25% 24% 33% 31% Branded search click 100% 25% 24% to conversion How Conversions are Credited for each Model• This is a representative sampling of some attribution models• (Imps=value) denotes the weight assigned to an impression, which is calculated in proportion to clicks (e.g., Imp-.25 means each impression in the search Google Confidential and Proprietarypath is weighted at .25 each click) 23
  24. Conclusion: Every click is important! Google Confidential and Proprietary 24
  25. Thank you Google Confidential and Proprietary 25

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