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Bridgeline Digital & Guidance Webinar: "What Drives Conversions?"

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Presented by: Bridgeline Digital and Guidance ...

Presented by: Bridgeline Digital and Guidance

Webinar Title: What Drives Conversions?

Think Like Your Customer

Presenting prospective customers with relevant – and targeted – information on your website is one of the most effective ways to drive conversions in today’s fragmented digital landscape. With the right tools & visual direction in place, delivering the optimal digital experience for your customers can bring your eCommerce initiatives to new heights.

Air Date: September 18th, 2013, 2:00pm EST
Duration: 1 hour

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  • UX and Design has a lot to do with how a customer will explore the site:Is it attractive? What nomenclature is used? Clear Call to ActionQuality Images – zoom, view from multiple anglesSeamless checkout – including mobile
  • About Cece Kellie14 years agency experience including JWT, McGarryBowen, DRAFTFCB, Saatchi & Saatchi, Ogilvy, Razorfish and more…She has created award winning work for some of the world's top brands such as Adobe, Bloomberg, Citigroup, Discover America, GarnierFructis, General Electric, Johnson & Johnson, Kraft, Macy's, MetLife, MGA Entertainment, Microsoft, Mitsubishi, Rolex, Royal Caribbean, Scholastic, Toyota, Unilever and Verizon.Also was a stand-up comedian in a past life
  • As mentioned earlier, Bridgeline has over 2000 quality customers. Many of Customersare some of the most recognized brand names in the world. We have developed hundreds of Mission Critical Websites or web stores with complex content management and eCommerce requirements for companies like GE, L’Oreal, and UPS. What does this mean to you? It means that we can bring this experience, depth, and successful track record to your organization.
  • In todays webinar well discuss the visual direction & right tools needed to deliver the optimal digital experience for your customers.
  • When we think about driving conversions online, most of the time we think about just getting people to click ADD TO CART and CHECKOUT… Make the button bigger… Just put the Add to cart button everywhere… make it blink… add sound effects… When actually driving conversions is a little more complex than that and at the same time it’s very simple.And that’s what we’re going to chat about today.How User Experience strategies and clear visual design can help brands ENGAGE with their customers to not only increase conversions and drive sales but how the use of these strategies and techniques can help create customer loyalty and retention.
  • I think it’s important to understand that engaging the customer and driving conversions is going to be a little different depending on the website, the target audience, user behavior, customer goals and their mindset and motivations, etc.However, there are a few things EVERY website has to do in order to create engagement and lead the customer on a logical path towards purchase:Before we even start thinking about the navigation and the placement of buttons and drop down menus and product detail pages, we first have to put ourselves in the role of the customer who is shopping on our websites and ask questions like…Does the experience offer a clear and compelling view of the brand?How effectively does the experience engage the user’s curiosity and drive interaction?How effectively does the experience deliver what customers expect from the brand?Does the site offer content and functionality that informs product selection and facilitates decision-making?How effectively does the site support existing customer needs?How effectively does the site inspire repeat visits?There’s no right or wrong answer to these question – or as I like to say, “the UX police aren’t coming…”In the following examples we’ll look at how NAVIGATION, CTA’S, PRODUCT IMAGERY, SEARCH FUNCTIONALITY, CONTENT PRIORITIZATION and BEHAVIORAL TARGETING all work together to answer these questions -- creating engagement and increasing conversions.
  • The first example we have is Foot Locker and we can see here on the live site (www.footlocker.com)…Clear messaging– there is information here helping the customer to understand why purchasing from Footlocker is different from other brands… How does this product fit into the customer’s life and make it better… Lifestyle photography…Clear call to action – Shop NOT Add to cart… Good use of copy and visuals…Mental model of what I can buy here and what’s availableContent prioritization and hierarchy Navigation – All categories versus the carousel…All – go directly to the thing I want – use of mega menus… maybe this is a return visit – arrive on these kinds of pages via searchCarousel or call out – browsing states – facilitate decision makingSearch function – filters and
  • Servers Direct PDP (http://www.serversdirect.com/Servers/Rackmount/id-SD-6017R-N3RF/Supermicro_SD-6017R-N3RF):Product details at a glanceMultiple product images; different anglesBehavioral targeting with “Recently Viewed” itemsClear Call-to-Action with “Add to Cart” and “Add to Quote” – ready to buy stage versus browsingAlways cognizant of what is the customer’s logical path towards purchase based on where they are and what they’re doing
  • C&H PDP (http://www.chdist.com/product/faultless-eagle-polyurethane-casters-rigid-5diax2w-wheels-316741.aspx?var=88739):Rich with merchandising opportunities through tabbed navigation for product information (specs, description, additional resources such as a selling guide and the corresponding print catalogue page), and product videos. Features image zoom, stock and shipping status, and ratings and reviews, as well.“You May Also Like” and “Customers Also Bought” product recommendations – a dynamic system architecture tracks behavior and makes the appropriate recommendations, increasing salesLive chat feature increases site retention and decreases abandonment
  • Indochino PDP as a contrast to an industrial PDP (http://www.indochino.com/product/thomas-mason-for-indochino-double-purple-pinstripe-shirt):Large “Look Book” type imagery on right side of pageClear “Call to Action” – once again -- helping the customer understand what they can do here and what they should do here.. Customize in this example as opposed to add to cart – minimizes potential page abandonmentImagery… help customer imagine the complete the look – increasing intent to buyUpselling with “Complete the look” accessories – You’re not just selling items that you can wear… the site is selling a complete wardrobe, a certain type of lifestyle experience wearing the clothing… and here the product detail page is helping you put the look together…Educational measurement tools provided to increase customer satisfaction and reduce returnsSocial shopping promotes product and brand at the same time as allowing the customer to get feedback on looks
  • -Define Persuasive Content-Use example on slide to describe in simple terms.-Key Stat: Give the people what they want, according to Accenture research, 64% of consumers said they valued the targeted, relevant offers over privacy.
  • -Define Persuasive Content-Use example on slide to describe in simple terms.-Key Stat: Give the people what they want, according to Accenture research, 64% of consumers said they valued the targeted, relevant offers over privacy.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.
  • Define Responsive Design: An approach that adjusts a websites screen size based on the device accessing it.Talk to statistics. Highlight Triumph’s site.

Bridgeline Digital & Guidance Webinar: "What Drives Conversions?" Bridgeline Digital & Guidance Webinar: "What Drives Conversions?" Presentation Transcript

  • Presented by: @bridgeline bridgelinedigital.com Join the Conversation #DriveConversions @guidance guidance.com
  • Quick Poll Question WHAT VERTICAL DOES YOUR BUSINESS FALL INTO ? Answer at #DriveConversions Or in GotoWebinar Chat.
  • Intro to Bridgeline Digital & Guidance Matt Sullivan Director of Global Channels, Bridgeline Digital @Bridgeline Cece Kellie Creative Director, Guidance @Guidance Join the Conversation #DriveConversions
  • Who is Bridgeline Digital
  • Thousands of Customers Rely on Bridgeline & iAPPS
  • About Guidance ‣ Founded in 1993 (We’re celebrating our 20th Anniversary!) ‣ Full-service web design, development, and hosting & managed services agency ‣ HQ: Marina Del Rey with offshore teams in Buenos Aires, Romania, Singapore & India ‣ Guidance sites facilitate $3B+ annual online sales transactions ‣ Recipient of Webby Award, WebAwards, Interactive Media Award, and honored as the Best Places to Work in Los Angeles (4 Time Honoree!)
  • Dynamic, Personalized Customer Experience. What Drives Conversions? End Game – The proven tactics and features explained in today’s presentation: Increase shopping cart size Decrease cart abandonment Increase Total Customer Lifetime Value
  • Strategies That #DriveConversions Cece Kellie @guidance
  • UX & Visual Design @guidance
  • Create Engagement Drive Conversions @guidance
  • Navigation, CTAs, Content, Search
  • Imagery, Behavior, CTA
  • Behavior, Reviews, Content
  • Imagery, CTA, Content
  • The Tools That #DriveConversions @bridgeline Matt Sullivan
  • Increased Intelligence, Action, Conversions and Lift Provide consumers with a view of your entire digital world. Web Mobile Social Email @bridgeline
  • Persuasive & Dynamic Content ‣ Streamlines the online shopping experience ‣ Humanizes customer relationships in the digital world Selling Points: What Persuasive Content Can Do For you DEMO @bridgeline BEFORE AFTER
  • Mobile Matters: Overview ‣ As Smart Device adoption rates soar, businesses have to deliver the right experience to the right device. ‣ In Q1 of 2013, tablets exceeded traditional desktop devices for conversion rates for the first time. Users Shop & Convert on Smart Devices at a Higher Rate than Desktop Users ‣ Bank of America predicts retail revenue from mobile commerce in European and U.S. markets will further skyrocket to $67.1 billion in 2015. Don’t Change the Channel: Mobile Commerce Projected to Surge
  • Mobile Matters: The Problem ‣ Google study found 72% of consumers expect brands to have a Mobile- Friendly website. ‣ 55% of respondents said a frustrating mobile experience hurts their opinion of a brand. GREAT EXPECTATIONS …
  • Mobile Matters: The Solution ‣ 91% of Smart Phone Users Have Their Phone Within Arm’s Reach 24 hours A Day, Seven Days A Week ‣ 9 out of 10 smartphone searches result in an action (purchasing, visiting a business, etc.). Accessibility Leads to Action: Go Responsive! Deliver the right experience, to the right device.
  • Email Marketing: Lead Nurturing ‣ On average, nurtured leads generate 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) ‣ 89% of marketers said email was their primary channel for lead generation (Source: Forrester Research) Conversation Creates Conversions Lead Nurturing Pays .... Literally.
  • Email Marketing: Auto-Response Messages ‣ 21% of Customers Who Abandon a Shopping Cart Receive an Auto-Responder, Re- Engage & Buy. ‣ Abandoners spend 55% more on purchases than non-abandoners. Auto-Response Emails Based On Action Are Extremely Effective ATTRACT ENGAGE RE-ENGAGE CONVERT PURCHASE
  • Email Marketing: Audience Segmenting Based On Profile
  • Email Marketing: Audience Segmenting Based On Profile ‣ Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research). ‣ Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group) Optimize Every Client Communication With Personalized Messaging
  • Social Commerce ‣ 74% of consumers rely on social networks to guide their purchases. ‣ By 2015, 50% of Web Sales Will Occur Via Social Media According to Gartner: Social Commerce is a new online retail model that incorporates established social networks and/or peer-to-peer communication to drive sales.
  • Conclusion and Q&A Key Critical Differentiators that #DriveConversions. ‣ Deliver Dynamic User Experience. ‣ Personalize the Way You Communicate Content. ‣ Join the Social Revolution, Show You’re Listening.
  • Thank You Join the Webinar! Keep the conversation going at #DriveConversions. @bridgeline bridgelinedigital.com @guidance guidance.com