1. Hey ... you have a leaky bucket!
Conversion Optimisation
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2. Why should you
listen to me ?
 Increased conversion rate by 316% for Fuji Xerox in 60 days
 Increased conversions for De Groots Media by 400% earning
them additional revenue of $ 475000
 Increased conversion for Freedom Loans by reducing cost of
acquisition by 40%
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3. Credibility
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4. What is Conversion
optimisation?
Optimisation
• Increasing visitor
engagement
• Getting more
subscribers,
leads and sales
• Done using visitor
data and
customer surveys
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5. www.ArrowInternet.com.au 5

6. Where is the leakage
1,000 visitors to the site
100% Total Visits
60% Visit Shopping Area
30% Place Item in Cart
3% Make a Purchase
6 Visitors complete goal
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7. Exercise 1
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8. 9 Levers For Improving
Conversions
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9. 1. Value Proposition
• WIIFM
• USP
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10. 2. Credibility
 Testimonials
 Certifications
 Endorsements
 Reviews
 Team
 Office/Showroom
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11. Credibility
19-Nov-2009
Presented by Jasmine Batra
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12. 3. Planned Journey
• End outcomes
• Navigation path
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13. Visitor Flow
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14. Reverse Goal path
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15. 4. Relevance
• Customer Segmentation
• Language & Style
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16. Relevance
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17. Goal Flow
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18. Credibility and
Relevance
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19. 5. Clarity
• Understanding Intent
• Avoiding Distraction
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20. Clarity - Show or Tell
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21. 6. Content
• Customer-centric
• Message to Market
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22. Creating persuasive
copy
 Mention the problem
 Agitate the problem
 Invalidate all solutions but yours
 Offer your solution
 Amplify the desire
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23. Exercise 2
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24. Call to Action
• Soft and hard offers
• Strategic placement
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25. Call to Action
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26. 8. Urgency
• Scarcity
• Impact of not taking action
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27. 9. Test & Measure
Offers
Headlines
Copy
Images
Layout
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28. Exercise 3
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29. Recap
• 3 Stages Formula for increased conversions
• Trust factors:
(Value Proposition + Credibility + Relevance)
• Engagement:
(Journey + Content + Clarity)
• The Close:
(Call to action + Urgency)
• ALWAYS TEST & MEASURE!
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30. Gift
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