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Ronan athlone presentation 21.6

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Conversion Optimization Talk at the Athlone Conference 2011

Conversion Optimization Talk at the Athlone Conference 2011

Published in: Business, Technology

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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

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