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(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