You get Visitors to your website, but they don't turn into customers. This presentation explains what kills off those conversions and prevents people from doing what you want them to do., be that buying a product, signing up for a newsletter or phoning you up.

1. Conversion Killers
Conversion Killers

2. Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more
profit”
Working with local SMEs
Bing & Google certified
Delivering increased profit

3. eGenie Process
Marketing
Optimisation
Analysis
Recommendations

4. Our Customers

5. Agenda
• What are Conversions?
• Shopper thought process
• Conversion Killers
• Putting things right

6. What are Conversions?

7. Types of Conversion

8. Conversion Rate
= 50%

9. Why does it matter?
10%
20%

10. Acquisition Cost

11. Acquisition Cost
• Website
• Web hosting
• Blogging
• Social Media
• Pay Per Click
• SEO
• Site maintenance

12. Conversion Rate - Example

13. Conversion Rate - Example
• CR Sale Cost Total Cost Revenue Profit
20% £5 £1 £10 £10 £0
30% £5 £1 £10 £15 £5

14. Customer Value
• 20% = £1.00 = £0.00
• 30% = £1.50 = £0.50

15. Customer Value
• 20% 1m x = £0.00
• 30% 1m x = £500,000

16. Maximise Conversion Rate

17. Conversion Killers

18. What matters to you as an online shopper?

19. Conversion Killers
• Emotional
• Rational
• Subconscious Signals
• Feel

21. Design

22. Design

23. Design
• 5 Second Test
•What was that Website selling?

24. Design

25. Confusion

26. Confusion - Navigation

27. 3 Clicks from Goal

28. Call to Action

30. Speed

31. Unexpected Costs

32. Conversion Rate Improvers

34. User Journey
Questions
• Right Website
• Right Product
• Genuine seller
• Safe
• Best/Competitive Price
• Will I get it?
• What if something goes wrong?
Answers
• Style – CTA – Message - USP
• Info – Images – Help– USP
• Trust – Style – Social Proof
• Trust – Security – Social Proof
• Clear Pricing – Delivery –Promise
• Trust – Delivery - Social Proof
• Info - Policy

35. Trust

36. Trust – Trade Associations

37. Social Proof

38. Social Proof

39. Example: Recommendations help convert

40. Price

41. Shipping

42. Unique Selling Points

43. USPs – Features & Benefits

44. USPs - Awards

45. Information
• FAQs – Addressing customers concerns
• What if I change my order?
• When will I receive my order?
• What if there’s a problem?
• How can I pay?

46. Payment

47. Images

48. Help

49. Conversion Testing

50. Summary
• Conversion Rate is important for a profitable business
• Customers put off by bad design, poor navigation & slow sites
• Win customers by:
• Building trust
• Showing social proof
• Eliminating concerns
• Providing buying information
• Test – don’t guess!

56. Any questions?
info@eGenie.biz
www.eGenie.biz
01245 790388