Conversion Optimisation - It Will Make You A Market Leader

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Conversion Optimisation - It Will Make You A Market Leader

  1. 1. www.ArrowInternetMarketing.com.au CONVERSION OPTIMISATION It Will Make You A Market Leader
  2. 2. 2 www.ArrowInternetMarketing.com.au
  3. 3. www.ArrowInternetMarketing.com.au Why should you listen to me ? 2  Increased conversion rate by 316% for Fuji Xerox in 60 days  Increased conversions for De Groots Media by 400% earning them additional revenue of $ 475000  Increased conversion for Freedom Loans by reducing cost of acquisition by 40%
  4. 4. www.ArrowInternetMarketing.com.au Optimisation • Increasing visitor engagement • Getting more subscribers, leads and sales • Done using visitor data and customer surveys 4 What is Conversion Optimisation?
  5. 5. www.ArrowInternetMarketing.com.au 5 Why Are Potential Buyers Leaving Your Website?
  6. 6. www.ArrowInternetMarketing.com.au 100% 60% 30% 3% Where is the leakage? 6 1,000 visitors to the site 6 Visitors complete goal Total Visits Visit Shopping Area Place Item in Cart Make a Purchase
  7. 7. www.ArrowInternetMarketing.com.au 9 Levers For Improving Conversions 8
  8. 8. www.ArrowInternetMarketing.com.au 1. Value Proposition 9 • WIIFM • USP Too many choices is not always a good thing
  9. 9. www.ArrowInternetMarketing.com.au 2. Credibility 10  Testimonials  Certifications  Endorsements  Reviews  Team  Office/Showroom
  10. 10. www.ArrowInternet.com.au Credibility 3 The first few links are irrelevant. People will be uninterested It is not an easy font to read Are they really serious about their products? Too much scrolling Cartoon Pictures are not authentic
  11. 11. www.ArrowInternet.com.au19-Nov-2009 Presented by Jasmine Batra 11 Although it’s neater, is it working? Minimal information on company history – it’s a good start
  12. 12. www.ArrowInternetMarketing.com.au 3. Planned Journey 12 • End outcomes • Navigation path
  13. 13. www.ArrowInternetMarketing.com.au 13 Visitor Flow
  14. 14. www.ArrowInternetMarketing.com.au Reverse Goal path 14
  15. 15. www.ArrowInternetMarketing.com.au 4. Relevance 15 • Customer Segmentation • Language & Style
  16. 16. www.ArrowInternetMarketing.com.au 16 Do you really want to see more pests when you are trying to get rid of them?
  17. 17. www.ArrowInternetMarketing.com.au Goal Flow 17
  18. 18. www.ArrowInternet.com.au Credibility and Relevance 18 Call of Action Design Authentic Information Engagement
  19. 19. www.ArrowInternetMarketing.com.au 5. Clarity 19 • Understanding Intent • Avoiding Distraction
  20. 20. www.ArrowInternet.com.au 20
  21. 21. www.ArrowInternetMarketing.com.au 6. Content 21 • Customer-centric • Message to Market
  22. 22. www.ArrowInternetMarketing.com.au Creating Persuasive Copy  Mention the problem  Agitate the problem  Invalidate all solutions but yours  Offer your solution  Amplify the desire 22
  23. 23. www.ArrowInternetMarketing.com.au Call to Action 24 • Soft and hard offers • Strategic placement
  24. 24. www.ArrowInternetMarketing.com.au 8. Action Statement 26 • Scarcity • Impact of not taking action
  25. 25. www.ArrowInternetMarketing.com.au 9. Test & Measure  Offers  Headlines  Copy  Images  Layout 27
  26. 26. www.ArrowInternetMarketing.com.au Recap 29 3 Stages Formula for Increased Conversions Value Proposition + Credibility + Relevance = Trust Journey + Content + Clarity = Engagement Call To Action + Action Statement = $$$
  27. 27. YOU MADE IT!
  28. 28. Stay Connected

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