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

    1. 1. Conversion
    2. 2. 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
    3. 3. 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
    4. 4. Post Cognitive Dissonance Page 4
    5. 5. 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
    6. 6. 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
    7. 7. Stay With Us (Part 1) - Personalisation Product Reviews & Recommendations Personalising message to customer = more sales • Cross selling • Different Sales Messaging Page 7
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. Top Tips – Image Quality Page 12
    13. 13. Conversion - Top Tips
    14. 14. Top Tips – Product Copy Page 14
    15. 15. Top Tips – Product Video Page 15
    16. 16. Top Tips - Customisation Page 16
    17. 17. Top Tips – Charging for Shipping Kills Page 17
    18. 18. Top Tips - Merchandising Page 18
    19. 19. Top Tips – CRM Page 19
    20. 20. Top Tips – Save the Cart!! Page 20
    21. 21. Tops Tips – Show Contact Info, Off Live Chat Page 21
    22. 22. Top Tips – Progress Indicators Page 22
    23. 23. Top Tips – Address Uncertainty Page 23
    24. 24. Top Tips - Registration Page 24
    25. 25. Top Tips – Product Reviews Page 25
    26. 26. Top Tips – Big Buttons Page 26
    27. 27. Top Tips – Offer Payment Options Page 27
    28. 28. Top Tips - Better Search Page 28
    29. 29. Top Tips – Continually Promote ShoppingCart Contents Page 29

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