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11 Questions to Answer to Improve Your Conversion Rate

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Nearly 75% of eCommerce website visitors put an item in their shopping cart and then leave, never to return. You will never convert 100% of your website visitors. However, simple changes can help you convert a whole lot more. This presentation will show you how to ask the right questions to improve conversion rates.

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11 Questions to Answer to Improve Your Conversion Rate

  1. 1. YOU NEED TO ANSWER 11 QUESTIONS TO IMPROVE YOUR CONVERSIONS
  2. 2. HI. I’m Craig – @smallfarmdesign StrategyAndDesign.co
  3. 3. 72% OF SHOPPERS ABANDON THEIR SHOPPING CARTS Sourced from Listrak Shopping Cart Abandonment Index
  4. 4. ONLY 28% OF ECOMMERCE BUSINESSES ARE HAPPY WITH THEIR CONVERSION RATES PERCENTAGE OF ECOMMERCE PROFESSIONALS SATISFIED WITH CONVERSION RATES Build something modern and allow for buying multiple copies of an items like all other shopping sites. 2 26 32 31 9 Very Satisfied Quite Satisfied Neither Satisfied nor Dissatisfied Quite Dissatisfied Very Dissatisfied Sourced from eConsultancy: Conversion Rate Optimization Report 2013
  5. 5. MOST SHOPPERS DO NOT MAKE A PURCHASE THE FIRST TIME THEY VISIT A SITE, AND MANY CONSISTENTLY ADD ITEMS TO A SHOPPING CART WITHOUT EVER MAKING A PURCHASE.
  6. 6. SO NOW WHAT ARE YOU TO DO
  7. 7. OPTIMIZE START BY ASKING THESE QUESTIONS
  8. 8. 1 WHO’S THE AUDIENCE?
  9. 9. 2 WHAT’S THE VALUE OF YOUR PRODUCT OR SERVICE?
  10. 10. 3 WHAT SHOULD I DO FIRST?
  11. 11. 4 WHAT IS ONE THING I CAN DO TO REDUCE FRICTION?
  12. 12. 5 HOW CAN I MAKE THE CALL TO ACTION STRONGER?
  13. 13. ATTACK LOW HANGING FRUIT FIRST
  14. 14. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? 2 3 4 5 6
  15. 15. IS THE VALUE PROPOSITION OBVIOUS? This should answer the question ‘Why should I buy from you’. Value proposition that is aspirational in nature. Value proposition that clearly indicates why a customer should buy from Lululemon.
  16. 16. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? 2 3 4 5 6
  17. 17. IS THE HEADLINE CLEAR & COMPELLING? Your headline is the most important copy on your page – its job, stop visitors in their tracks. Under Armour makes a strong statement with their hunting boots headline.
  18. 18. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? 2 3 4 5 6
  19. 19. ARE THE IMAGES PROFESSIONAL & MOTIVATING? High quality images should excite the visitor and make them believe they cannot live without your product. Anthropologie has large, high quality images that show different angles of the dress.
  20. 20. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? 2 3 ARE BENEFITS FOCUSED ON THE VISITOR? 4 5 6
  21. 21. ARE BENEFITS FOCUSED ON THE VISITOR? Customers want to know what the product or service will do for them –speak to visitors, not at them. William-Sonoma talks about the benefits of using the egg poaching cups first.
  22. 22. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? 2 3 ARE BENEFITS FOCUSED ON THE VISITOR? ARE THE TESTIMONIALS GENUINE? 4 5 6
  23. 23. ARE THE TESTIMONIALS GENUINE? A mix of positive and negative reviews helps to improve consumer trust and improve conversion. As you can see here Patagonia doesn’t hide bad reviews.
  24. 24. LOW HANGING FRUIT IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? ARE BENEFITS FOCUSED ON THE VISITOR? ARE THE TESTIMONIALS GENUINE? IS THE CALL-TO-ACTION OBVIOUS?
  25. 25. IS THE CALL-TO-ACTION OBVIOUS? The CTA must be nice and clear; and stand out from other elements on the page. The hot pink CTA that Lululemon has chosen really stands out against the grey background.
  26. 26. 88% OF ECOMMERCE BUSINESSES INDICATE LACK OF RESOURCES & BUDGET HURT CONVERSION RATES 4 BIGGEST BARRIERS PREVENTING YOU FROM IMPROVING YOUR CONVERSION RATES Build something modern and allow for buying multiple copies of an items like all other shopping sites. 52 36 28 26 Lack of Resources Lack of Budget Department Conflicts Lack of Strategy Sourced from eConsultancy: Conversion Rate Optimization Report 2013
  27. 27. CONVERSION OPTIMIZATION HAS A VERY SIMPLE GOAL: MAKE MORE MONEY BY IMPROVING CONVERSIONS. THERE ARE PLENTY OF WAYS TO DO THIS BUT IT ALL BEGINS WITH ASKING THE RIGHT QUESTIONS.
  28. 28. ? WANT HELP 3 Ways to get help & find out more: Call: 330.648.3276 Email: Craig@StrategyAndDesign.co Visit: strategyanddesign.co

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