Online Sales Optimisation
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Online Sales Optimisation

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The following presentation gives an overview of how to optimise the content on a website so that it optimally converts sales and leads, It goes through how to layout on-screen content accordng to best ...

The following presentation gives an overview of how to optimise the content on a website so that it optimally converts sales and leads, It goes through how to layout on-screen content accordng to best design practices, how to ensure that you have clear calls to actions on each page, how to optimise landing pages, to resist the temptation to clutter screens with too much text, understand how users scan content on your pages, and how long you have to make a good impression. The presentaton also looks at key performance metrics to help design highly optimised sales channels according to cost per acquisition per channel.

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    Online Sales Optimisation Online Sales Optimisation Presentation Transcript

    • Online Sales and Site Optimisation Keith Feighery: Digital Strategist
      • Design, Info Architecture & Calls to Action
      • Case Studies
    • Design with Clear Intent
    • Clear Layout
    • Obvious Benefits
    • Appropriate Channel Design
    • Decluttered Logical Flow
    • Demonstrate clear Call to Action
    • Clear and Intuitive Messages
    • Intuitive Info Flows
      • eCommerce Case Study
    • Case Study: Wiltshire Farm Foods
    • Key Take-Aways
      • Remove Clutter – focus on key goals all the time
        • Remove any obstacles
      • Provide lots of visual feedback
        • Users know that actions have been successful
      • Adhere to affordance rules – make them obvious
        • Big Buttons, Clear Large Links
      • Anticipate and Answer questions upfront
        • Embed as part of user experience
      • Knit USPs in copy and images of site
        • Emphasise all your differentiators
    • Website Optimisation
      • Dynamically Testi key elements of site
        • Test Copy, Calls to Action, Images, Placement
        • The $300,000,000 Button
      • Both Split (A/B) and Multi-Variate Test
        • Google Website Optimiser or Proprietary tools
      • Define and set up conversion points
        • Need to track and measure user actions
      • Clear calls to action significantly augment optimisation goals
        • Don’t force user to think – TELL THEM WHAT TO DO
    • Test Process
      • Never stop testing and tracking user actions on website
        • A/B Split Testing
          • Define specific site goals (sale, sign-up etc..)
          • Test two specific pages (typically high volume landing pages)
          • Commercial tools (Vertster) or Google Optimiser
          • Monitor which test is performing better
          • Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
        • Multi-Variate testing
          • Enables variable testing of elements within single pages
          • D ifferent copy text, form layouts and even landing page images and background colours together
          • Track combinations that achieve predetermined goals
      • Web 2.0 Examples
    • International Examples Web 2.0
    • Irish Web2.0 Examples
      • Look at Irish Enterprise Examples
    • Irish Software Examples
      • Sales Funnel Specifics
    • Managing the Sales Funnel
      • Methods of acquisition
        • PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.
      • Once there – what’s important?
        • Prove you can Add Value
      • Qualify Leads with intent
        • You want users who are amenable to your message – Its ok for users to self-select opt out
      • Monetise towards latter end of the Funnel
        • After user sees value and expresses intent
        • Push low-cost options in the middle of funnel
        • High cost ones at the end of your funnel
    • Customer Lifecycle
      • Understand the customer lifecycle
        • The various stages of a customer over a timer period
        • Create indicators to track their intent
        • As they begin to move lag – make sure you target them
      • Identify high repeat behaviour
        • Identify a common characteristic – and track this
          • e.g. have visited more than 3 time and purchase
      • Track rising and falling repeat rates
        • Have early warning systems in place
      • Track repeat rate by media source
        • Search Engine, PPC, Banner Ad etc..
    • Customer Lifetime Value
      • Segment customers into acquisition channels
      • Identify the potential lifetime value per channel
      • Identify length of customer lifecycle per channel
        • Low cost channels could have shortest lifecycle
      • Compare the relative potential value
        • Consider: length of lifecycle, potential revenue per Customer
      • A llocate money towards higher potential value customers
          • By corollary - away from lower potential value customers
    • Understanding “Recency”
      • Tracking Recency
        • Time since a customer last engaged in a behaviour
      • Recency is # 1 most powerful predictor of future behavior 
        • C an predict likelihood of purchases, visits, game plays, or “ other action-oriented” behavio u r
      • T he more Recent a customer is, the higher their potential value is
      • Segment Repeat segment into past and present (30 days)
        • Apply a recency filter for real-time view
      • L onger a customer has stopped engaging the less likely they are to repeat
      • Take adjustive measures to increase in quality recency repeat customers
      • Dave McClure’s
      • AARRR for Start Ups
    • Start-Up Metrics
      • A cquisition:
        • users come to site from various channels
      • A ctivation :
        • users enjoy 1 st visit: " happy ” experience
      • R etention:
        • users come back , visit site multiple times
      • R eferral:
        • users like product enough to refer others
      • R evenue:
        • users conduct some monetization behavior
    • Start-up Marketing Plan
      • Marketing Plan = Target Customer Acquisition Channels
        • 3 Important Factors = Volume (#), Cost ($), Conversion (%)
        • Measure conversion to target customer actions
        • Test audience segments, campaign themes, Call-To-Action (CTAs)
      • [Gradually] Match Channel Costs => Revenue Potential
        • Increase Vol. & Conversion, Decrease Cost, Optimize for Revenue Potential
        • Avg Txn Value (ATV), Ann Rev Per User (ARPU), Cust Lifetime Value (CLV)
        • Design channels that (eventually) cost <20-50% of target ATV, ARPU, CLV
      • Consider Costs, Scarce Resource Tradeoffs
        • Actual $ expenses
        • Marketing time & resources
        • Product/Engineering time & resources
        • Cashflow timing of expense vs. revenue, profit
    • 5 Steps Start-up Metrics Model Website.com R evenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, ECommerce A CQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains R etention Emails & Alerts System Events & Time-based Features Blogs, RSS, News Feeds
    • Acquisition Where are users coming from
      • Acquisition Methods
        • SEO / SEM
        • Blogs
        • Email
        • Social Media & Social Networks
        • Domains
      • Top 10 - 100 Keywords
        • Your Brand / Products
        • Customer Needs / Benefits
        • Competitor’s Brand / Products
        • Semantic Equivalents
        • Misspellings
      • Key Metrics to Track
        • Quantity (#)
        • Cost ($)
        • Conversions (%)
      • Tools
        • Google Analytics (web analytics)
        • google.com/analytics
        • Google Keyword Tool
        • adwords.google.com/select/KeywordToolExternal
        • SEO Book Tools
        • tools.seobook.com
    • Activation What do users do on first visit
      • Example Activation Goals
        • Click on something!
        • Account sign up / Emails
        • Referrals / Tell a friend
        • Widgets / Embeds
        • Low Bounce Rate
      • Key Metrics to Track
        • Pages per visit
        • Time on site
        • Conversions
      • Tools
        • Crazy Egg (Visual Click Mapping)
        • http://crazyegg.com
        • Google Website Optimizer (A/B & Multivariate Testing)
        • http://google.com/websiteoptimizer
        • Marketo.com (B2B Lead Generation Management)
        • http://marketo.com
    • Retention How users come back
      • Retention Methods
      • Automated Emails
        • * Track open rate / CTR / Quantity
      • RSS / News Feeds
        • * Track % viewed / CTR / Quantity
      • Widgets / Embeds
        • Track impressions / CTR / Quantity
      • Example Retention Goals
        • 1 - 3+ visits per month
        • Long customer life cycle / Low decay
        • Identify fanatics
      • Key Metrics to Track
        • Source
        • Quantity
        • Conversions
        • Visitor Loyalty
        • Session Length
      • Cohort Analysis
      • Distrib of Visits over Time
      • Rate of Decay
      • Effective Customer Lifecycle
    • Referrals How do users refer others
      • Referral Methods
      • Send to Friend: Email / IM
      • Social Media
      • Widgets / Embeds
      • Affiliates
      • Viral Growth Factor =
      • X * Y * Z
      • X = % of users who invite other people
      • Y = average # of people that they invited
      • Z = % of users who accepted an invitation
      A viral growth factor > 1 Equals an exponential organic user acquisition.
    • Revenue How do you make money
      • Revenue Tips
        • Start Free => 2% “ Freemium ”
        • Subscription / Recurring transactions
        • Qualify your customers -> Lead generation (arbitrage)
        • Sell something! (physical or virtual)
        • Don’t Rely on AdSense (only)
      • Resources & Tools
        • Revenue Metrics (Andrew Chen)
        • http://tinyurl.com/47r63a
        • How to Create a Profitable “Freemium” Startup (Andrew Chen)
        • http://tinyurl.com/8z9ygk
        • 2008 Affiliate Marketing Review (Scott Jangro)
        • http://tinyurl.com/86wak4
      • Appendix
    • Case Studies for Optimised Sites
      • Dave McClure’s Presentation
        • www.slideshare.net/dmc500hats/startup-metrics-for-pirates-startonomics-hawaii-nov-2009?src=embed
      • Andrew Chen’s Blog
        • www.andrewchenblog.com
      • Website Optimisation Sites
        • http://www.marketingexperiments.com/blog/
        • http://www.iamalandingpagedesigner.com/my-blog/
        • http://www.widerfunnel.com/