Conversion Optimization and Exploding Your Sales<br />Ronan O’Brien<br />CEO – Zatori Results Ltd<br />
TheCostumeShop.ie – Fancy Dress Costumes<br />Mollys.ie – Online Pet Shop (Boutique)<br />TheBikiniShop.ie – Ladies Swimwe...
A Fundamental Shift in Advertising<br />Old Version<br />Marketing Budget (fixed) x Conversion Rate (unknown every time du...
A Fundamental Shift in Advertising<br />New Model: <br /> <br />Allow a % of profit for marketing and have an unlimited ma...
Onsite Optimization<br />Make your Product offering Simple and Clear<br />Where are you? Contact? Phone?<br />Prices<br />...
<script type=”text/javascript”>var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']...
Use One URL only!<br />
Ugly URLS<br />www.Example.com/store/cataglog/id/5/category/27<br />www.Example.com/Dogs/Dog-Food<br />
Barriers To Purchase<br />Constant Improvement Based on Customer Feedback<br />Accept Laser cards – 43% of Irish B2C custo...
Technology isn’t the Answer to Everything<br />
Business Optimization<br />There’s only 3 ways to grow your business<br />Increase size of orders<br />Increase frequency ...
Credits<br />Turkish Airlines<br />Vodafone.ie<br />Failblog.org<br />Jay Abraham<br />
Video of Presentation & Discussion available at:<br />www.RonanOBrien.info<br />Contact on Twitter @Ronanob<br />
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Ronan athlone presentation 21.6

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Conversion Optimization Talk at the Athlone Conference 2011

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  • Automating a broken system will just mean more mistakes fasterHave a twitter account is a bad idea if you haven’t budgeted employee time to respond and engage customers
  • Transcript of "Ronan athlone presentation 21.6"

    1. 1. Conversion Optimization and Exploding Your Sales<br />Ronan O’Brien<br />CEO – Zatori Results Ltd<br />
    2. 2. TheCostumeShop.ie – Fancy Dress Costumes<br />Mollys.ie – Online Pet Shop (Boutique)<br />TheBikiniShop.ie – Ladies Swimwear<br />TheMobilityShop.ie – Wheelchairs and Disability Aids<br />TheCostumeShop.IN – Based in Delhi India<br />2 More to launch before the summer is out<br />
    3. 3. A Fundamental Shift in Advertising<br />Old Version<br />Marketing Budget (fixed) x Conversion Rate (unknown every time due to diminished returns) = Sales(unpredictable)<br />
    4. 4.
    5. 5. A Fundamental Shift in Advertising<br />New Model: <br /> <br />Allow a % of profit for marketing and have an unlimited marketing budget. Using data what % of every 100 customers purchase. <br />For every 100 Euro profit allocate X Euro of that profit to customer acquisition.<br />Formula:<br />Conversion Rate (2- 11%) x Average Sale Amount (€XX) x Number as Sales (Variable) = Profit (X% of Gross)<br />
    6. 6. Onsite Optimization<br />Make your Product offering Simple and Clear<br />Where are you? Contact? Phone?<br />Prices<br />Split Testing (AB Testing) <br />Page load speed (New Google analytics code insert)<br />Duplicate Content<br />
    7. 7. <script type=”text/javascript”>var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);_gaq.push(['_trackPageLoadTime']);(function() {varga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true; ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’; var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s); })();</script><br />
    8. 8. Use One URL only!<br />
    9. 9. Ugly URLS<br />www.Example.com/store/cataglog/id/5/category/27<br />www.Example.com/Dogs/Dog-Food<br />
    10. 10.
    11. 11. Barriers To Purchase<br />Constant Improvement Based on Customer Feedback<br />Accept Laser cards – 43% of Irish B2C customers prefer it<br />Don’t be the bottle neck, having to call customer service means there is a problem<br />Eliminate & Simplify<br />
    12. 12. Technology isn’t the Answer to Everything<br />
    13. 13. Business Optimization<br />There’s only 3 ways to grow your business<br />Increase size of orders<br />Increase frequency of orders<br />Upstream and Downstream Products / Services <br />
    14. 14. Credits<br />Turkish Airlines<br />Vodafone.ie<br />Failblog.org<br />Jay Abraham<br />
    15. 15. Video of Presentation & Discussion available at:<br />www.RonanOBrien.info<br />Contact on Twitter @Ronanob<br />

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