Optimizing conversion for eCommerce

Optimizing conversion in eCommerce by Artem Daniliants / LumoLink

This is what we doTraining Online marketing Browser based solutions LumoLink - Web solutions that work

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

Services Content Products Your website (Value)(Monetization) Conversion LumoLink - Web solutions that work

Google analytics is your (best) friend LumoLink - Web solutions that work

Setting up goal tracking in Google Analytics LumoLink - Web solutions that work

Which distribution channel is the most effective? LumoLink - Web solutions that work

Conversion rate can tell you LumoLink - Web solutions that work

On which distribution channel should we focus? LumoLink - Web solutions that work

eCommerce integration and conversion rate can tell you LumoLink - Web solutions that work

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

search keywordsearch keywordsearch keywordsearch keywordsearch keyword search keywordsearch keywordsearch keywordsearch keywordsearch keyword Conversion tracking can tell you that too LumoLink - Web solutions that work

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

Your unique “campaign” URL LumoLink - Web solutions that work

12000 1234Later you can view results of your custom campaigns in Google Analytics LumoLink - Web solutions that work

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

CAC “Customer acquisition cost” = CACCan be easily calculated if you’ve setup goal tracking in Google Analytics More information LumoLink - Web solutions that work

Landing pagesPage speciﬁcally designed for high conversion LumoLink - Web solutions that work

What was this page optimized for? LumoLink - Web solutions that work

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

Order process Funnel optimization LumoLink - Web solutions that work

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

Order step 1 Order step 2 Order step 3Funnel conversion analysis allows you to optimize your order process LumoLink - Web solutions that work

A/B testing Simple and multivariate LumoLink - Web solutions that work

Use Google Website Optimizer to optimize your landing pages for higher conversion. LumoLink - Web solutions that work

Above the fold Reduce unnecessary scrolling LumoLink - Web solutions that work

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

AdWordsConversion tracking will save you money LumoLink - Web solutions that work

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

AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for conversions. LumoLink - Web solutions that work

SPEEEEEEEEEDDDDDD! Faster your site = More purchases LumoLink - Web solutions that work

Use Google Webmaster tools and Google Analytics to see how fast is your website LumoLink - Web solutions that work

SEO in the nutshell- unique and frequently updated content- h1- meta tags- links- meta data in general LumoLink - Web solutions that work

VideoUtilizing video can improve conversion and even search engine ranking LumoLink - Web solutions that work

Some cool tools LumoLink - Web solutions that work

UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping behavior. LumoLink - Web solutions that work

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

Image credits• http://www.sxc.hu/photo/1287373 LumoLink - Web solutions that work

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

Optimizing conversion for eCommerce

by LumoLink on Feb 09, 2012

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