Your SlideShare is downloading. ×
Optimizing conversion for eCommerce
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Optimizing conversion for eCommerce

453

Published on

Slides from a talk we gave on conversion optimization in eCommerce

Slides from a talk we gave on conversion optimization in eCommerce

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
453
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Optimizing conversion in eCommerce by Artem Daniliants / LumoLink
  • 2. This is what we doTraining Online marketing Browser based solutions LumoLink - Web solutions that work
  • 3. Conversion? In internet marketing, conversion rate is the ratio of visitors who convert casual content views orwebsite visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. -- Wikipedia LumoLink - Web solutions that work
  • 4. Services Content Products Your website (Value)(Monetization) Conversion LumoLink - Web solutions that work
  • 5. Google analytics is your (best) friend LumoLink - Web solutions that work
  • 6. Setting up goal tracking in Google Analytics LumoLink - Web solutions that work
  • 7. Which distribution channel is the most effective? LumoLink - Web solutions that work
  • 8. Conversion rate can tell you LumoLink - Web solutions that work
  • 9. On which distribution channel should we focus? LumoLink - Web solutions that work
  • 10. eCommerce integration and conversion rate can tell you LumoLink - Web solutions that work
  • 11. search keywordsearch keywordsearch keywordsearch keyword search keyword search keywordsearch keywordsearch keywordsearch keywordsearch keyword Which keyword we should optimize for in search engines? LumoLink - Web solutions that work
  • 12. search keywordsearch keywordsearch keywordsearch keywordsearch keyword search keywordsearch keywordsearch keywordsearch keywordsearch keyword Conversion tracking can tell you that too LumoLink - Web solutions that work
  • 13. Google Analytics URL builderUse it to create unique URLs which conversion you can later analyze. Use this for example to analyze performance of your posts in social media (Facebook Fan page, email, link exchange and so on). LumoLink - Web solutions that work
  • 14. Your unique “campaign” URL LumoLink - Web solutions that work
  • 15. 12000 1234Later you can view results of your custom campaigns in Google Analytics LumoLink - Web solutions that work
  • 16. 12000 600€ 178 3.3€ 3.2% 3.2% 1234 90€ 54 1.6€ 1.3% 1.3%You can view conversion and ecommerce data for each campaign LumoLink - Web solutions that work
  • 17. CAC “Customer acquisition cost” = CACCan be easily calculated if you’ve setup goal tracking in Google Analytics More information LumoLink - Web solutions that work
  • 18. Landing pagesPage specifically designed for high conversion LumoLink - Web solutions that work
  • 19. What was this page optimized for? LumoLink - Web solutions that work
  • 20. Landing page should• Display competitive advantage• Encourage person to act • “Call now to save X€”• Assure users • Easy return policy • “99% of our users said that our product is ...”• Provide additional information for those who want it• Provide easy path to act • Ordering form • Phone number• Have goal tracking setup in Google Analytics/AdWords LumoLink - Web solutions that work
  • 21. Order process Funnel optimization LumoLink - Web solutions that work
  • 22. Best practices• Short and sweet• Make buying as easy as clicking one button • Learn from the best: Amazon• Make registration and future orders simple• Don’t have too many steps• Track your order process using Google Analytics LumoLink - Web solutions that work
  • 23. Order step 1 Order step 2 Order step 3Funnel conversion analysis allows you to optimize your order process LumoLink - Web solutions that work
  • 24. A/B testing Simple and multivariate LumoLink - Web solutions that work
  • 25. Use Google Website Optimizer to optimize your landing pages for higher conversion. LumoLink - Web solutions that work
  • 26. Above the fold Reduce unnecessary scrolling LumoLink - Web solutions that work
  • 27. Make sure your most important content displayed in the first 600 pixels. This will make it visible to visitors right away without scrolling. You can use http://browsersize.googlelabs.com/ to see where your layout needs optimizing. LumoLink - Web solutions that work
  • 28. AdWordsConversion tracking will save you money LumoLink - Web solutions that work
  • 29. Setup conversion tracking in AdWords and optimize your cost of conversion. This allows you totrack your cost of acquisition and allows AdWords to optimize campaigns for better conversion. This also allows you to get rid of keywords that don’t bring conversion. LumoLink - Web solutions that work
  • 30. AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for conversions. LumoLink - Web solutions that work
  • 31. SPEEEEEEEEEDDDDDD! Faster your site = More purchases LumoLink - Web solutions that work
  • 32. Use Google Webmaster tools and Google Analytics to see how fast is your website LumoLink - Web solutions that work
  • 33. SEO in the nutshell- unique and frequently updated content- h1- meta tags- links- meta data in general LumoLink - Web solutions that work
  • 34. VideoUtilizing video can improve conversion and even search engine ranking LumoLink - Web solutions that work
  • 35. Some cool tools LumoLink - Web solutions that work
  • 36. UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping behavior. LumoLink - Web solutions that work
  • 37. Real time chat providers like Olark will allow you to easily setup real time chat on your website which can even further optimize your conversion. LumoLink - Web solutions that work
  • 38. Image credits• http://www.sxc.hu/photo/1287373 LumoLink - Web solutions that work
  • 39. Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com LumoLink - Web solutions that work

×