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Zurigo 1


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Zurigo 1

  1. 1. After the Click:Conversion Optimisation<br />Simon J. Smith<br />Sales Engineer<br />Google Amsterdam<br />
  2. 2. Agenda<br />Why conversions matter<br />Success Stories<br />What We Have Learned<br />The Toolkit<br />Food for Thought<br />Advanced Topics<br />
  3. 3. Total EU online retail spend was €68bin 2009 rising to €114bby 2014 *<br />Nearly half of Western European<br />consumers will buy products online by 2014 *<br />The typical online buyer will spend €601<br />per year online by 2014 *<br />50%of online shoppers who place their items in their shopping carts do not buy **<br />0.4%growth in satisfaction with online shopping in last two years*<br />3<br />Sources: *Forrester Research Online Retail Forecast, 2009<br /> **Core Metrics, 'Core Metrics Benchmark Industry Report' March 09<br /> † Internet World Stats, Usage and Population statistics, June 2008<br />
  4. 4. Success Stories<br />
  5. 5. Success Story: Google AdWords Sign-ups<br />Resulted in a 56%increase in users going on to sign up for AdWords.<br />
  6. 6. Success Story: Schuh Category Browsing<br />Resulted in a 6%increase in users going on to view product details.<br />
  7. 7. Success Story: Cottages4You Checkout Process<br />Resulted in a 21%increase in users going on to the next stage of checkout.<br />
  8. 8. Success Story: Next Site Search Results<br />Resulted in a 19%decrease in users exiting from search results page.<br />
  9. 9. What We Have Learned<br />
  10. 10. The Key Levers<br />
  11. 11. There Are No Simple Answers<br />Q: “What should my conversion rate be?”<br />A: It probably could be higher than what it is now.<br />
  12. 12. There Are No Simple Answers<br />Q: “What should my website look like?”<br />A: If there was an answer, every site would look the same.<br />
  13. 13. There Are No Simple Answers<br />Q: “Where should I start improving my conversion rate?”<br />Highest $Index Page<br />Lowest $Index Page<br />Products With Low Conversion Rates<br />Top Exit Pages<br />Highest Traffic Page<br />High Bounce Rate Landing Pages<br />Content Pages<br />Product Pages<br />Homepage<br />Early Goal Funnel Exit Pages<br />Late Goal Funnel Exit Pages<br />A: Where you will get the highest ROI.<br />Category Pages<br />
  14. 14. The Approach<br />See What Sticks?<br />SCIENCE!<br />
  15. 15. Using the Scientific Method<br />
  16. 16. Conversion Optimisation is in the Details<br />Ignore the Forest<br />Be wary of industry and vertical benchmarks<br />Your site-wide conversion rate can be misleading<br />It can be difficult to connect a change on a landing page to final conversion<br />Focus on the Trees<br />Segment your data and then segment some more<br />Respect your various audiences<br />Look at individual pieces of your site<br />
  17. 17. The Toolkit<br />
  18. 18. Toolkit: Web Analytics<br />
  19. 19. Toolkit: In-Page Analytics, User Testing and Surveys<br />
  20. 20. Toolkit: Testing<br />
  21. 21. Toolkit: Consultants<br />
  22. 22. Food for Thought<br />
  23. 23. A Generalised View of Most Websites<br />
  24. 24. Landing Pages<br />Logical Connection to Traffic Source / Keyword / Audience<br />Clear Call-To-Actions<br />Relaying important information, but not over-weighting the page<br />Reassure and dispense with any Fear, Uncertainty and Doubt.<br />Electric DrillsBuy Electric Drills from just £89.99Free Next Day<br />20% reduction in bounce rate<br />
  25. 25. The Home Page<br />Balance of promotions and introductions<br />Allow visitors to segment themselves quickly<br />
  26. 26. Funnels and Processes<br />Reasons forexit<br />Missing information<br />Usability<br />Not ready to buy<br />Life!<br />5% increase in conversion rate*<br />
  27. 27. Funnels and Processes<br />23% of checkout abandonments occur due to required registration*<br /><ul><li>Make it easy to buy
  28. 28. Don’t ask for unnecessary information
  29. 29. Give users a short cut</li></li></ul><li>The Advanced Topics<br />Offline Traffic Sources<br />Print, outdoor, television and radio<br />Offline Conversions (ROPO)<br />Call centres, brick and mortar, FMCG / Brand recall<br />Conversion Attribution Models<br />Last click, first click, weighting, view-throughs, social media<br />Customer Relationship Management<br />Better segmentation and re-targeting<br />Automated Intelligence<br />Determining segments and trends automatically<br />
  30. 30. Summary and Next Steps<br />
  31. 31. Thank You!<br />