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Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
Ronan athlone presentation 21.6
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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

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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<br />Ronan O’Brien<br />CEO – Zatori Results Ltd<br />
    • 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. 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.
    • 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. 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. <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. Use One URL only!<br />
    • 9. Ugly URLS<br />www.Example.com/store/cataglog/id/5/category/27<br />www.Example.com/Dogs/Dog-Food<br />
    • 10.
    • 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. Technology isn’t the Answer to Everything<br />
    • 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. Credits<br />Turkish Airlines<br />Vodafone.ie<br />Failblog.org<br />Jay Abraham<br />
    • 15. Video of Presentation & Discussion available at:<br />www.RonanOBrien.info<br />Contact on Twitter @Ronanob<br />

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