FreshNotes Online Conversion Webinar - Mar 4, 2009

Improving Online Conversions Getting Started March 4, 2009 Moderator: Special Guests: Eric Weber John Collier Ari Kantrowitz FreshNotes FreshNotes E-Retailing Specialist Interactive Designer Co-Founder & CEO 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 1 www.freshnotes.com | Toll Free 888.576.3490

> IMPROVING ONLINE CONVERSIONS A Framework for Online Book Marketing THE TOOLS THE GOALS • Website. Retail, news, blog or other content • Generate interest in a title. site optimized for computers or mobile Produce a sale of a title in the devices. near (but not necessarily immediate) future through an • Search engines. SEO, PPC advertising & offline or online retail channel. Book Search. • Generate a sale. Convert a • Display advertising. Banner ads distributed potential customer into an through media purchases or partnerships. immediate online sale. • Email. Your list or paid sponsorships. • Develop a relationship. Form a • Performance marketing. Affiliate & CPA relationship with a book buyer networks. to facilitate current and future • Social media. Facebook, MySpace, Twitter, book sales. LibraryThing & YouTube. • Sharable widgets. Book or author widgets to be placed on blogs or incorporated with social media. 2

> IMPROVING ONLINE CONVERSIONS Background Reading GETTING STARTED ADVANCED 3

> IMPROVING ONLINE CONVERSIONS 10 High-level Web Usability Principles http://www.smashingmagazine.com/2008/01/31/10-principles-of-effective- web-design/ 1. Don’t make users think 2. Don’t squander users’ patience 3. Manage to focus users’ attention 4. Strive for feature exposure 5. Make use of effective writing 6. Strive for simplicity 7. Don’t be afraid of the white space 8. Communicate effectively with a “visible language” 9. Conventions are our friends 10.Test early, test often 4

> IMPROVING ONLINE CONVERSIONS Capturing the Low-Hanging Optimization Fruit Homepage Landing Page Category Page Detail Page Search Checkout 5

> IMPROVING ONLINE CONVERSIONS Six Areas for Improving Online Conversions 1. Reduce homepage bounce rates 2. Make category pages more effective links to conversions 3. Improve conversions on detail pages 4. Ensure you have an effective search utility 5. Increase order size 6. Reduce shopping cart abandonment 6

> REDUCE HOMEPAGE BOUNCE RATES 1: Reduce homepage bounce rates HOW? • Offer product recommendations & include book covers; change recommendations frequently • Provide search field directly on homepage 7

> REDUCE HOMEPAGE BOUNCE RATES 8

> REDUCE HOMEPAGE BOUNCE RATES 1: Reduce homepage bounce rates HOW? • Offer product recommendations & include book covers; change recommendations frequently • Provide search field directly on homepage 10

> IMPROVE CATEGORY PAGE 2: Improve category page effectiveness HOW? • Provide options to sort and filter titles in category list • Consider providing links to buy directly in category list 13

> IMPROVE CATEGORY PAGE Amazon.com 14

> IMPROVE CATEGORY PAGE 15

> IMPROVE CATEGORY PAGE 2: Improve category page effectiveness HOW? • Provide options to sort and filter titles in category list • Consider providing links to buy directly in category list 16

> IMPROVE CATEGORY PAGE Amazon.com 17

> IMPROVE CATEGORY PAGE 18

> IMPROVE CATEGORY PAGE Barnes & Noble 19

> IMPROVE DETAIL PAGE 3: Improve detail page effectiveness HOW? • Clear primary call to action button above the fold. Repeat at bottom if page extends one screen • Offer backup call to action • Recommend related products 20

> IMPROVE DETAIL PAGE 21

> IMPROVING DETAIL PAGE Potential Secondary Calls to Action 1. Receive more information about this book by email 2. Download a brochure of PDF with more information 3. Share this book with a friend 4. Add to list for later retrieval or email reminders 5. Signup for more information about this author or future author sessions 26

> EFFECTIVE SEARCH UTILITY 4: Ensure that you have an effective search utility HOW? • Provide more than title search • Offer purchase links on search results page 31

> EFFECTIVE SEARCH UTILITY 32

> EFFECTIVE SEARCH UTILITY 4: Ensure you have an effective search utility HOW? • Provide more than title search • Offer purchase links on search results page 34

> INCREASE ORDER SIZE 5: Increase Order Size HOW? • Suggest relevant products when an item is added to the shopping cart 37

> INCREASE ORDER SIZE Barnes & Noble 38

> INCREASE ORDER SIZE 39

> INCREASE ORDER SIZE 40

> REDUCE SHOPPING CART ABANDONMENT 6: Reduce Shopping Cart Abandonment HOW? • Provide a special checkout reminder on every page after a product is added to the shopping cart • Eliminate all menus and page navigation after a user has clicked to checkout 41

> REDUCE SHOPPING CART ABANDONMENT Barnes & Noble 42

> REDUCE SHOPPING CART ABANDONMENT 6: Reduce Shopping Cart Abandonment HOW? • Provide a special checkout reminder on every page after a product is added to the shopping cart • Eliminate all menus and page navigation after a user has clicked to checkout 43

> REDUCE SHOPPING CART ABANDONMENT There is nothing to click except for things that are part of the checkout process. Even the Amazon.com logo is not clickable! 44

> CONTACT Our Contact Information John Collier Keith Folz Co‐Founder & CEO Director of Sales & Marketing john@freshnotes.net keith@freshnotes.net 203‐773‐0177 203‐773‐3357 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 45 www.freshnotes.com | Toll Free 888.576.3490

FreshNotes Online Conversion Webinar - Mar 4, 2009

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