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High Performance Sales and Marketing for the Web


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High Performance Sales and Marketing for the Web

  1. 1. CLICKS THAT COUNT <ul><li>38 Sure-Fire Tips for Increasing Your Website Conversion Today without Breaking the Bank </li></ul><ul><li>Amy Africa, [email_address] </li></ul>
  2. 2. What are the 5 most important things every website should have? <ul><li>Solid entry pages (12+) </li></ul><ul><li>Streamlined and easy-to-use navigation (including text search function) </li></ul><ul><li>The perfect shopping SYSTEM (includes cart and abandoned programs) </li></ul><ul><li>Thrust and trigger e-mails </li></ul><ul><li>NCASE (includes organics and alternates) </li></ul>
  3. 3. What is the #1 most underestimated thing online? <ul><li>Evidence. Proof that someone else just like them was already there. </li></ul><ul><li>Comes in all forms – ask the experts, polls, surveys, user reviews, and most important, PICTURES OF PEOPLE </li></ul>
  4. 4. What are the 2 most important things every entry page should have ON THE FIRST VIEW? <ul><li>E-Commerce Sites </li></ul><ul><ul><li>ATC or Buy Now Buttons </li></ul></ul><ul><ul><li>Perpetual Cart in at least two places </li></ul></ul><ul><li>Lead Generation Sites </li></ul><ul><ul><li>6-12 CTA for the inquiry </li></ul></ul><ul><ul><li>Perpetual Lead Form in at least two places </li></ul></ul>
  5. 5. What is the length of time in which the user stays or goes on your website? <ul><li>You need to measure from the time the user types what they’re looking for into Google. </li></ul><ul><li>Men make faster decisions than women. </li></ul><ul><li>Strangely enough, older people make faster decisions than younger ones. </li></ul>
  6. 6. What is the #1 tactic that you can use on your website to get people to stay when they’re about to leave? <ul><li>Plugs and SAB’s </li></ul><ul><ul><li>Purpose is to get users to drill deeper into the site. </li></ul></ul><ul><ul><li>Should be like mini-advertisements. </li></ul></ul><ul><ul><li>Every plug or SAB should have CLICK HERE NOW at the bottom of the box. </li></ul></ul><ul><ul><li>Provocative messages work best. These include teasers, facts, quizzes, polls, and the like. </li></ul></ul>
  7. 7. What is the maximum amount of traffic that any one entry page should account for? <ul><li>6 to 10 percent. </li></ul><ul><li>Block any non-viable entry pages from search engines. </li></ul><ul><li>Entry pages have a direct, and HUGE, impact on conversion. </li></ul><ul><li>Solid entry pages become RTP’s. </li></ul>
  8. 8. What is the maximum amount of time that the user should spend on the entry page? <ul><li>40 seconds the first time they see it. </li></ul><ul><li>7-18 seconds thereafter. </li></ul><ul><li>If they’re spending more than a minute, your navigation is too complicated. </li></ul><ul><li>If they’re spending less than 10 seconds, your navigation is not complicated enough. </li></ul>
  9. 9. From a user perspective, what is the “perfect cart?” <ul><li>One-click. </li></ul><ul><li>Second choice: </li></ul><ul><ul><li>View Cart (sometimes, not always) </li></ul></ul><ul><ul><li>Welcome Page </li></ul></ul><ul><ul><li>Bill-To </li></ul></ul><ul><ul><li>Ship To </li></ul></ul><ul><ul><li>Payment Information </li></ul></ul><ul><ul><li>Review Your Order </li></ul></ul><ul><ul><li>Confirmation Page </li></ul></ul>
  10. 10. What is a perpetual cart and do I need one? <ul><li>A perpetual cart is a cart that stays with you at all times and EVERY site should have AT LEAST one. </li></ul><ul><li>Best of breed sites have a perpetual cart in the upper righthand corner, the right column and the bottom. </li></ul><ul><li>They also have a larger-than-life, red PTC button at the bottom of the middle column. </li></ul>
  11. 11. What things should be in my perpetual cart? <ul><li>Number of items and total $ </li></ul><ul><li>Red checkout button when the user has item(s) in their cart </li></ul><ul><li>100% secure shopping guaranteed tag </li></ul><ul><li>Shopping cart icon </li></ul><ul><li>Links for view cart, print cart, e-mail cart and save cart </li></ul>
  12. 12. What things truly make a difference in the cart from a user perspective? <ul><li>Speed </li></ul><ul><li>Dynamic and/or pre-filled information </li></ul><ul><li>Alternate contact information </li></ul><ul><li>Picture of Wilford Brimley </li></ul><ul><li>Security and privacy guarantees </li></ul><ul><li>Single view presentations </li></ul><ul><li>Simplicity in colors and fields </li></ul><ul><li>Temperature bars </li></ul>
  13. 13. I don’t have a cart. How do I create the perfect lead form? <ul><li>Use vertical capturing fields only. </li></ul><ul><li>Prefill any/all information that you can. </li></ul><ul><li>Format the page, using the middle column only. </li></ul><ul><li>Use the colors that work. </li></ul><ul><li>Use as many submit now buttons as you can. </li></ul><ul><li>Ask ONLY relevant questions. </li></ul><ul><li>Make sure to address privacy and security on every view. </li></ul><ul><li>Use full contact information. </li></ul>
  14. 14. What is C-Navigation? <ul><li>Top Navigation </li></ul><ul><ul><li>Product tabs </li></ul></ul><ul><ul><li>Action bar </li></ul></ul><ul><ul><li>P/S Navigation </li></ul></ul><ul><li>Left-Hand Navigation </li></ul><ul><ul><li>Index of your Store </li></ul></ul><ul><li>Bottom Navigation </li></ul><ul><ul><li>Repeat of top navigation </li></ul></ul>
  15. 15. What should be in my right-hand navigation? <ul><li>There’s no such thing as right-hand navigation. The sole purpose of the right-hand column is to “save” the user from exiting. </li></ul><ul><ul><li>Offer box with deadline </li></ul></ul><ul><ul><li>Bestsellers lists </li></ul></ul><ul><ul><li>Recently viewed items </li></ul></ul><ul><ul><li>Highlights of specific products or categories </li></ul></ul>
  16. 16. We have a two-column site. Is that ok? <ul><li>No. (Read: absolutely not if you want to maximize your conversions.) </li></ul><ul><li>Yes, I know. Three-column sites are ugly. </li></ul>
  17. 17. What percentage of success does my navigation really account for? <ul><li>40-60% at a minimum. </li></ul><ul><li>Navigation is a self-fulfilling prophecy. </li></ul><ul><li>Text search should be a bonus. You should not include it as a means to your success. </li></ul><ul><li>Users don’t want to search, they want to find. You need to give them a variety of ways to find what they are looking for? </li></ul>
  18. 18. I just heard about backwards navigation. What is it? <ul><li>Things like breadcrumbs, recently viewed items, and Q-blocks, make up backwards navigation. </li></ul><ul><li>You should employ it any (and every!) chance you get. </li></ul>
  19. 19. Where should I put my text search box? <ul><li>If it’s perfect (or close to perfect) put it in the upper middle column (a la Amazon.) </li></ul><ul><li>If it’s not, place it in the top of the lefthand column, under the e-mail sign-up box. (The e-mail sign-up box should disappear if you have already collected their e-mail address.) </li></ul>
  20. 20. What is the average number of FS and what can I do about it? <ul><li>Failed searches account for about 2/3 of searches on an average B2B site. </li></ul><ul><li>You can help fix them with generic recommendations for no finds, improving your search results presentation, developing a dictionary and a thesaurus, using an abandoned search program (test e-mails and telemarketing) and so on…. </li></ul><ul><li>Searchers have #2 highest propensity to buy. </li></ul>
  21. 21. What is this BTF line that usability folks always talk about? <ul><li>The Below-the-Fold line is critical when it comes to web design. </li></ul><ul><li>Web designers design pages. Users see views. They are incredibly different. </li></ul>
  22. 22. How can I improve my product page conversion? <ul><li>Use more Buy Now/ATC buttons </li></ul><ul><li>Employ multiple visuals </li></ul><ul><li>Use pictures of people </li></ul><ul><li>Use H1, H2 and quick facts – don’t assume that your users can and/or are reading anything </li></ul><ul><li>Ask for the order on every page </li></ul>
  23. 23. What is theming? Is it that thing that used to not work? <ul><li>Theming allows you to feature a different topic every time a user visits your site. </li></ul><ul><li>Two years ago, it was the kiss of death. Now, for most sites, it works like gangbusters. </li></ul><ul><li>You need to develop a theme calendar. </li></ul>
  24. 24. Should I really put in the effort to cater to my repeat visitors? <ul><li>Repeat users should account for about half of your traffic. </li></ul><ul><li>Page personalization works well. Start with “Welcome Back Mark.” </li></ul><ul><li>If there are items in their carts, take them there immediately. </li></ul><ul><li>Your main entry page should change based on your traffic pattern. </li></ul>
  25. 25. What is a RURL? <ul><li>A referring URL is the last place the user was before they came to your site. It has a huge impact on your conversion. </li></ul>
  26. 26. All these metrics drive me bananas. What should I look at first? <ul><li>Your top exit pages. They’re often the easiest things to fix. (The exception is text search.) </li></ul>
  27. 27. What’s an AAUS? <ul><li>Average Active User Session. It’s the length of time that the user spends ACTIVELY on your site. </li></ul>
  28. 28. What’s the difference between a page view and a drill? <ul><li>A page view is just that – a view of the page. </li></ul><ul><li>A drill is an action the user takes. </li></ul><ul><li>You should look at your drills in conjunction with your AAUS. </li></ul>
  29. 29. What things should I look at that nobody has ever told me to look at? <ul><li>CTS and DTS. </li></ul><ul><ul><li>Clicks-to-Sale </li></ul></ul><ul><ul><li>Days-to-Sale </li></ul></ul>
  30. 30. What should my AR really be? <ul><li>Shopping Sites </li></ul><ul><ul><li>60% in checkout </li></ul></ul><ul><ul><li>View cart page will have the most abandons. That is NOT part of your checkout. </li></ul></ul><ul><li>Lead Generation Sites </li></ul><ul><ul><li>50% on forms </li></ul></ul>
  31. 31. What’s the difference between thrust and triggers? <ul><li>Thrust – assigned groups of people </li></ul><ul><li>Trigger – aka Good Dog e-mails (start with the 3 abandons) </li></ul><ul><li>To </li></ul><ul><li>From </li></ul><ul><li>Subject line </li></ul><ul><li>First two lines of your e-mail </li></ul><ul><li>Format </li></ul><ul><li>Deliverability </li></ul>
  32. 32. What are the best ways to create an integrated strategy? <ul><li>Watch your metrics, especially users paths and waves </li></ul><ul><li>Use different landing pages or sites for offline users </li></ul><ul><li>Emphasize Quick Order in at least 3 quads </li></ul><ul><li>Utilize P/S and redundant navigation </li></ul><ul><li>Feature a perpetual cart in the URQ/Offer Box Area </li></ul><ul><li>Use deadlines and/or test theming </li></ul><ul><li>Integrate e-mail deployment plan with offline circulation plan (thrust) </li></ul><ul><li>Focus on PCE’s and organic searches </li></ul>
  33. 33. What is hubbing? <ul><li>Concentrated strategy to connect all your microsites with ONE main site, called a hub. </li></ul><ul><ul><li>Design it with the purpose of eliminating text search but build it for the search engines. </li></ul></ul><ul><ul><li>It’s not a landing page, it’s a specific site. </li></ul></ul><ul><ul><li>You need to be aggressive. The user has already proven a propensity to buy. Customize your cart and personalize as much of the site as you can. </li></ul></ul>
  34. 34. Thank you! <ul><li>Questions? Comments? </li></ul><ul><li>[email_address] </li></ul>