Conversion Optimization
Philip Hansen
About Me
About Conversion Optimization
• Use common sense
• Test & make data driven decisions
• Know your customer
• Know your goals
Tools & Resources
• Google Analytics / Webmaster Tools
• Goal Funnels!
• Visual Website Optimizer / Optimizely
• KISSmetri...
Disclaimers
• Common sense / holistic approach
• Just because it worked for Johnny…
• Low traffic sites
– General / social...
Homepage
• Define yourself quickly & concisely
• Get them off of your homepage
• Slideshows
• Account creation & recognition
Site Search
• Cater to these visitors!
Category Pages
• Display relevant data
• Does ‘Buy Now’ make sense?
• Standard grid vs. line item
• Consider ‘Quick View’
Product Page
• Clear CTA – High on the page
• Reinforce stock levels & shipping expectations
• Customer generated content
• Image submission / Instagram feed
• Keep on page vs. take to basket
Basket
• Editable attributes // 1 Click wish list
• Minimize other actionable items (e.g. Remove button)
General Checkout Steps
• Remove unnecessary global elements
• Keep forms at top of page
• Limit form fields / Consolidate ‘terms’
• Make customer...
Mobile
Thank You!
Philip Hansen
phansen@miva.com
858.731.4111
Go Sell!
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
Conversion Optimization by Philip Hansen
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Conversion Optimization by Philip Hansen

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MivaCon 2014 Breakout Session: Conversion Optimization by Philip Hansen, Director of Sales at Miva Merchant

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  • Make your unique value proposition clear
  • B2BIncentivizeWelcome by nameCreate sticky-ness
  • 3-5X more likely to convertPowerSearch or native search can be formatted wellConsider more advanced tools as you have higher traffic / sku count
  • Use advanced tools if it makes senseMake sure you’re leveraging tools to full capabilities to maximize ROI
  • Streamlined version / B2B
  • No matter what, communicate to the prospective customer that something was added to their cartAJAX Add to Cart
  • No matter what, communicate to the prospective customer that something was added to their cartAJAX Add to Cart
  • Ditch category treeDon’t be Miva default
  • Ditch category treeDon’t be Miva default
  • No matter what, communicate to the prospective customer that something was added to their cartAJAX Add to Cart
  • No matter what, communicate to the prospective customer that something was added to their cartAJAX Add to Cart
  • Conversion Optimization by Philip Hansen

    1. 1. Conversion Optimization Philip Hansen
    2. 2. About Me
    3. 3. About Conversion Optimization • Use common sense • Test & make data driven decisions • Know your customer • Know your goals
    4. 4. Tools & Resources • Google Analytics / Webmaster Tools • Goal Funnels! • Visual Website Optimizer / Optimizely • KISSmetrics / MOZ • Pay attention to everyday shopping
    5. 5. Disclaimers • Common sense / holistic approach • Just because it worked for Johnny… • Low traffic sites – General / social marketing – On-page SEO – Email Marketing
    6. 6. Homepage
    7. 7. • Define yourself quickly & concisely
    8. 8. • Get them off of your homepage
    9. 9. • Slideshows
    10. 10. • Account creation & recognition
    11. 11. Site Search
    12. 12. • Cater to these visitors!
    13. 13. Category Pages
    14. 14. • Display relevant data • Does ‘Buy Now’ make sense?
    15. 15. • Standard grid vs. line item
    16. 16. • Consider ‘Quick View’
    17. 17. Product Page
    18. 18. • Clear CTA – High on the page
    19. 19. • Reinforce stock levels & shipping expectations
    20. 20. • Customer generated content
    21. 21. • Image submission / Instagram feed
    22. 22. • Keep on page vs. take to basket
    23. 23. Basket
    24. 24. • Editable attributes // 1 Click wish list
    25. 25. • Minimize other actionable items (e.g. Remove button)
    26. 26. General Checkout Steps
    27. 27. • Remove unnecessary global elements • Keep forms at top of page • Limit form fields / Consolidate ‘terms’ • Make customer service accessible • Reinforce trust symbols • ‘Magic cookie’ • Don’t yell “coupons” at them! • Pay attention to your goal funnel
    28. 28. Mobile
    29. 29. Thank You! Philip Hansen phansen@miva.com 858.731.4111 Go Sell!
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