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John Straw on conversion
 

John Straw on conversion

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  • Aesops Fables – The Fox and the Grapes.
  • If you know who the user is you can follow through on an abandoned cart
  • In case of browser crash
  • Checkout as a guest – keep me logged in for a month
  • Auto suggest like google
  • Perpetual display keeps the cart contents in the visitors eyes for the duration of the transaction

John Straw on conversion John Straw on conversion Presentation Transcript

  • Conversion
  • What Is A Conversion It might seem simple, but it doesn’t necessarily mean a sale. Each website has its own type of conversion, for example a quote Conversion - action that a website wants to achieve. Advanced websites - many different website goals from sales to email sign ups to community sign ups. Page 2
  • What Is Conversion RateIt is the percentage rate at which visitors are converting on your website: Total Sales/Total VisitorsFor ecommerce companies, it is about getting our customers to the from which they can purchase2 main strategies for improving sales: • increase traffic, • improve the conversion of the already existing traffic.This presentation focuses on the latter Page 3
  • Post Cognitive Dissonance Page 4
  • 3 Categories Of Conversion Rate Tactics “Come To Us” – Before reaching the website “Stay With Us” – Converting those on our website “Come Back” – After leaving the website Page 5
  • Come To Us • High Quality Traffic not Quantity of Traffic • Drive Higher Quality traffic and conversion rate goes up • Are the online marketing channels driving visitors that are truly looking for our products? • Do customers know what they’re getting before arrival? Page 6
  • Stay With Us (Part 1) - Personalisation Product Reviews & Recommendations Personalising message to customer = more sales • Cross selling • Different Sales Messaging Page 7
  • Stay With Us (Part 2) – User Experience Website experience pleasant, not just functional The use of images and videos to drive interaction & conversion. Other ideas include: •Minimising clicks to buy •Smoother checkout process •Better copywriting •Improving site speed Page 8
  • Stay With Us (Part 3) – A/B TestingShow different pages to different customersMeasures impact of changes to set conversion goalsFor example, test the impact of different bannersMeasures both design and content changes Page 9
  • Come BackAttract customers back to the site by Retargeting on products Send emails eg, when customers customers have viewed have abandoned the checkout Page 10
  • Channel Conversion Rate, Not Total Averages hide trends Total Visits Bookmark Visits1200000 3000001000000 250000 800000 200000 600000 150000 Non Source / Total 400000 100000 Bookmark 200000 50000 0 0 1 5 9 13 17 21 25 29 33 37 41 45 49 53 1 5 9 1317212529333741454953 Target conversion rate by channels, not total Page 11
  • Top Tips – Image Quality Page 12
  • Conversion - Top Tips
  • Top Tips – Product Copy Page 14
  • Top Tips – Product Video Page 15
  • Top Tips - Customisation Page 16
  • Top Tips – Charging for Shipping Kills Page 17
  • Top Tips - Merchandising Page 18
  • Top Tips – CRM Page 19
  • Top Tips – Save the Cart!! Page 20
  • Tops Tips – Show Contact Info, Off Live Chat Page 21
  • Top Tips – Progress Indicators Page 22
  • Top Tips – Address Uncertainty Page 23
  • Top Tips - Registration Page 24
  • Top Tips – Product Reviews Page 25
  • Top Tips – Big Buttons Page 26
  • Top Tips – Offer Payment Options Page 27
  • Top Tips - Better Search Page 28
  • Top Tips – Continually Promote ShoppingCart Contents Page 29