Improving Online Conversions
  Getting Started
  March 4, 2009




  Moderator:                                         Sp...
> IMPROVING ONLINE CONVERSIONS




A Framework for Online Book Marketing
                                        THE TOOLS...
> IMPROVING ONLINE CONVERSIONS




Background Reading

         GETTING STARTED     ADVANCED




                         ...
> IMPROVING ONLINE CONVERSIONS




10 High-level Web Usability Principles
http://www.smashingmagazine.com/2008/01/31/10-pr...
> IMPROVING ONLINE CONVERSIONS




Capturing the Low-Hanging Optimization Fruit




       Homepage    Landing Page   Cate...
> IMPROVING ONLINE CONVERSIONS




Six Areas for Improving Online Conversions
1. Reduce homepage bounce rates
2. Make cate...
> REDUCE HOMEPAGE BOUNCE RATES




1: Reduce homepage bounce rates

HOW?
• Offer product recommendations & include book co...
> REDUCE HOMEPAGE BOUNCE RATES




                          8
> REDUCE HOMEPAGE BOUNCE RATES




                          9
> REDUCE HOMEPAGE BOUNCE RATES




1: Reduce homepage bounce rates

HOW?
• Offer product recommendations & include book co...
> REDUCE HOMEPAGE BOUNCE RATES




                         11
> REDUCE HOMEPAGE BOUNCE RATES




                         12
> IMPROVE CATEGORY PAGE




2: Improve category page effectiveness

HOW?
• Provide options to sort and filter titles in ca...
> IMPROVE CATEGORY PAGE

Amazon.com




                                       14
> IMPROVE CATEGORY PAGE




                          15
> IMPROVE CATEGORY PAGE




2: Improve category page effectiveness

HOW?
• Provide options to sort and filter titles in ca...
> IMPROVE CATEGORY PAGE

Amazon.com




                                       17
> IMPROVE CATEGORY PAGE




                          18
> IMPROVE CATEGORY PAGE

Barnes & Noble




                                           19
> IMPROVE DETAIL PAGE




3: Improve detail page effectiveness

HOW?
• Clear primary call to action button above the fold....
> IMPROVE DETAIL PAGE




                        21
> IMPROVE DETAIL PAGE




                        22
> IMPROVE DETAIL PAGE




3: Improve detail page effectiveness

HOW?
• Clear primary call to action button above the fold....
> IMPROVE DETAIL PAGE




                        24
> IMPROVE DETAIL PAGE




                        25
> IMPROVING DETAIL PAGE




Potential Secondary Calls to Action
1. Receive more information about this book by email
2. Do...
> IMPROVE DETAIL PAGE




3: Improve detail page effectiveness

HOW?
• Clear primary call to action button above the fold....
> IMPROVE DETAIL PAGE




                        28
> IMPROVE DETAIL PAGE




                        29
> IMPROVE DETAIL PAGE




                        30
> EFFECTIVE SEARCH UTILITY




4: Ensure that you have an effective search utility

HOW?
• Provide more than title search
...
> EFFECTIVE SEARCH UTILITY




                             32
> EFFECTIVE SEARCH UTILITY




                             33
> EFFECTIVE SEARCH UTILITY




4: Ensure you have an effective search utility

HOW?
• Provide more than title search
• Off...
> EFFECTIVE SEARCH UTILITY




                             35
> EFFECTIVE SEARCH UTILITY




                             36
> INCREASE ORDER SIZE




5: Increase Order Size

HOW?
• Suggest relevant products when an item is added to the
  shopping...
> INCREASE ORDER SIZE

Barnes & Noble




                                         38
> INCREASE ORDER SIZE




                        39
> INCREASE ORDER SIZE




                        40
> REDUCE SHOPPING CART ABANDONMENT




6: Reduce Shopping Cart Abandonment

HOW?
• Provide a special checkout reminder on ...
> REDUCE SHOPPING CART ABANDONMENT

Barnes & Noble




                                          42
> REDUCE SHOPPING CART ABANDONMENT




6: Reduce Shopping Cart Abandonment

HOW?
• Provide a special checkout reminder on ...
> REDUCE SHOPPING CART ABANDONMENT




There is nothing to click except for
things that are part of the checkout
process. ...
> CONTACT




    Our Contact Information


              John Collier                           Keith Folz
              ...
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FreshNotes Online Conversion Webinar - Mar 4, 2009

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A webinar that suggests some best practices for book publishers seeking to improve their online conversions.

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FreshNotes Online Conversion Webinar - Mar 4, 2009

  1. 1. Improving Online Conversions Getting Started March 4, 2009 Moderator: Special Guests: Eric Weber John Collier Ari Kantrowitz FreshNotes FreshNotes E-Retailing Specialist Interactive Designer Co-Founder & CEO 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 1 www.freshnotes.com | Toll Free 888.576.3490
  2. 2. > IMPROVING ONLINE CONVERSIONS A Framework for Online Book Marketing THE TOOLS THE GOALS • Website. Retail, news, blog or other content • Generate interest in a title. site optimized for computers or mobile Produce a sale of a title in the devices. near (but not necessarily immediate) future through an • Search engines. SEO, PPC advertising & offline or online retail channel. Book Search. • Generate a sale. Convert a • Display advertising. Banner ads distributed potential customer into an through media purchases or partnerships. immediate online sale. • Email. Your list or paid sponsorships. • Develop a relationship. Form a • Performance marketing. Affiliate & CPA relationship with a book buyer networks. to facilitate current and future • Social media. Facebook, MySpace, Twitter, book sales. LibraryThing & YouTube. • Sharable widgets. Book or author widgets to be placed on blogs or incorporated with social media. 2
  3. 3. > IMPROVING ONLINE CONVERSIONS Background Reading GETTING STARTED ADVANCED 3
  4. 4. > IMPROVING ONLINE CONVERSIONS 10 High-level Web Usability Principles http://www.smashingmagazine.com/2008/01/31/10-principles-of-effective- web-design/ 1. Don’t make users think 2. Don’t squander users’ patience 3. Manage to focus users’ attention 4. Strive for feature exposure 5. Make use of effective writing 6. Strive for simplicity 7. Don’t be afraid of the white space 8. Communicate effectively with a “visible language” 9. Conventions are our friends 10.Test early, test often 4
  5. 5. > IMPROVING ONLINE CONVERSIONS Capturing the Low-Hanging Optimization Fruit Homepage Landing Page Category Page Detail Page Search Checkout 5
  6. 6. > IMPROVING ONLINE CONVERSIONS Six Areas for Improving Online Conversions 1. Reduce homepage bounce rates 2. Make category pages more effective links to conversions 3. Improve conversions on detail pages 4. Ensure you have an effective search utility 5. Increase order size 6. Reduce shopping cart abandonment 6
  7. 7. > REDUCE HOMEPAGE BOUNCE RATES 1: Reduce homepage bounce rates HOW? • Offer product recommendations & include book covers; change recommendations frequently • Provide search field directly on homepage 7
  8. 8. > REDUCE HOMEPAGE BOUNCE RATES 8
  9. 9. > REDUCE HOMEPAGE BOUNCE RATES 9
  10. 10. > REDUCE HOMEPAGE BOUNCE RATES 1: Reduce homepage bounce rates HOW? • Offer product recommendations & include book covers; change recommendations frequently • Provide search field directly on homepage 10
  11. 11. > REDUCE HOMEPAGE BOUNCE RATES 11
  12. 12. > REDUCE HOMEPAGE BOUNCE RATES 12
  13. 13. > IMPROVE CATEGORY PAGE 2: Improve category page effectiveness HOW? • Provide options to sort and filter titles in category list • Consider providing links to buy directly in category list 13
  14. 14. > IMPROVE CATEGORY PAGE Amazon.com 14
  15. 15. > IMPROVE CATEGORY PAGE 15
  16. 16. > IMPROVE CATEGORY PAGE 2: Improve category page effectiveness HOW? • Provide options to sort and filter titles in category list • Consider providing links to buy directly in category list 16
  17. 17. > IMPROVE CATEGORY PAGE Amazon.com 17
  18. 18. > IMPROVE CATEGORY PAGE 18
  19. 19. > IMPROVE CATEGORY PAGE Barnes & Noble 19
  20. 20. > IMPROVE DETAIL PAGE 3: Improve detail page effectiveness HOW? • Clear primary call to action button above the fold. Repeat at bottom if page extends one screen • Offer backup call to action • Recommend related products 20
  21. 21. > IMPROVE DETAIL PAGE 21
  22. 22. > IMPROVE DETAIL PAGE 22
  23. 23. > IMPROVE DETAIL PAGE 3: Improve detail page effectiveness HOW? • Clear primary call to action button above the fold. Repeat at bottom if page extends one screen • Offer backup call to action • Recommend related products 23
  24. 24. > IMPROVE DETAIL PAGE 24
  25. 25. > IMPROVE DETAIL PAGE 25
  26. 26. > IMPROVING DETAIL PAGE Potential Secondary Calls to Action 1. Receive more information about this book by email 2. Download a brochure of PDF with more information 3. Share this book with a friend 4. Add to list for later retrieval or email reminders 5. Signup for more information about this author or future author sessions 26
  27. 27. > IMPROVE DETAIL PAGE 3: Improve detail page effectiveness HOW? • Clear primary call to action button above the fold. Repeat at bottom if page extends one screen • Offer backup call to action • Recommend related products 27
  28. 28. > IMPROVE DETAIL PAGE 28
  29. 29. > IMPROVE DETAIL PAGE 29
  30. 30. > IMPROVE DETAIL PAGE 30
  31. 31. > EFFECTIVE SEARCH UTILITY 4: Ensure that you have an effective search utility HOW? • Provide more than title search • Offer purchase links on search results page 31
  32. 32. > EFFECTIVE SEARCH UTILITY 32
  33. 33. > EFFECTIVE SEARCH UTILITY 33
  34. 34. > EFFECTIVE SEARCH UTILITY 4: Ensure you have an effective search utility HOW? • Provide more than title search • Offer purchase links on search results page 34
  35. 35. > EFFECTIVE SEARCH UTILITY 35
  36. 36. > EFFECTIVE SEARCH UTILITY 36
  37. 37. > INCREASE ORDER SIZE 5: Increase Order Size HOW? • Suggest relevant products when an item is added to the shopping cart 37
  38. 38. > INCREASE ORDER SIZE Barnes & Noble 38
  39. 39. > INCREASE ORDER SIZE 39
  40. 40. > INCREASE ORDER SIZE 40
  41. 41. > REDUCE SHOPPING CART ABANDONMENT 6: Reduce Shopping Cart Abandonment HOW? • Provide a special checkout reminder on every page after a product is added to the shopping cart • Eliminate all menus and page navigation after a user has clicked to checkout 41
  42. 42. > REDUCE SHOPPING CART ABANDONMENT Barnes & Noble 42
  43. 43. > REDUCE SHOPPING CART ABANDONMENT 6: Reduce Shopping Cart Abandonment HOW? • Provide a special checkout reminder on every page after a product is added to the shopping cart • Eliminate all menus and page navigation after a user has clicked to checkout 43
  44. 44. > REDUCE SHOPPING CART ABANDONMENT There is nothing to click except for things that are part of the checkout process. Even the Amazon.com logo is not clickable! 44
  45. 45. > CONTACT Our Contact Information John Collier Keith Folz Co‐Founder & CEO Director of Sales & Marketing john@freshnotes.net keith@freshnotes.net 203‐773‐0177 203‐773‐3357 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 45 www.freshnotes.com | Toll Free 888.576.3490

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