Online Sales Optimisation

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
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
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/

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Online Sales Optimisation

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