Slides from a talk we gave on conversion optimization in eCommerce

1. Optimizing conversion in eCommerce
by Artem Daniliants / LumoLink

2. This is what we do
Training
Online marketing Browser based
solutions
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3. Conversion?
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or
website visits into desired actions based on subtle or direct requests from marketers, advertisers, and
content creators.
-- Wikipedia
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4. Services
Content
Products Your website
(Value)
(Monetization)
Conversion
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5. Google analytics is your (best) friend
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6. Setting up goal tracking in Google Analytics
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7. Which distribution channel is the most effective?
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8. Conversion rate can tell you
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9. On which distribution channel should we focus?
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10. eCommerce integration and conversion rate can tell you
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11. search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
Which keyword we should optimize for in search engines?
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12. search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
Conversion tracking can tell you that too
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13. Google Analytics URL builder
Use it to create unique URLs which conversion you can later analyze. Use this for example to analyze
performance of your posts in social media (Facebook Fan page, email, link exchange and so on).
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14. Your unique “campaign” URL
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15. 12000
1234
Later you can view results of your custom campaigns in Google Analytics
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16. 12000 600€ 178 3.3€ 3.2% 3.2%
1234 90€ 54 1.6€ 1.3% 1.3%
You can view conversion and ecommerce data for each campaign
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17. CAC
“Customer acquisition cost” = CAC
Can be easily calculated if you’ve setup goal tracking in Google Analytics
More information
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18. Landing pages
Page specifically designed for high conversion
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19. What was this page optimized for?
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20. Landing page should
• Display competitive advantage
• Encourage person to act
• “Call now to save X€”
• Assure users
• Easy return policy
• “99% of our users said that our product is ...”
• Provide additional information for those who want it
• Provide easy path to act
• Ordering form
• Phone number
• Have goal tracking setup in Google Analytics/AdWords
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21. Order process
Funnel optimization
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22. Best practices
• Short and sweet
• Make buying as easy as clicking one button
• Learn from the best: Amazon
• Make registration and future orders simple
• Don’t have too many steps
• Track your order process using Google
Analytics
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23. Order step 1
Order step 2
Order step 3
Funnel conversion analysis allows you to optimize your order process
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24. A/B testing
Simple and multivariate
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25. Use Google Website Optimizer to optimize your landing pages for higher conversion.
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26. Above the fold
Reduce unnecessary scrolling
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27. Make sure your most important content displayed in the first 600 pixels. This will make it visible to
visitors right away without scrolling.
You can use http://browsersize.googlelabs.com/ to see where your layout needs optimizing.
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28. AdWords
Conversion tracking will save you money
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29. Setup conversion tracking in AdWords and optimize your cost of conversion. This allows you to
track your cost of acquisition and allows AdWords to optimize campaigns for better conversion.
This also allows you to get rid of keywords that don’t bring conversion.
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30. AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for
conversions.
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31. SPEEEEEEEEEDDDDDD!
Faster your site = More purchases
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32. Use Google Webmaster tools
and Google Analytics to see
how fast is your website
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33. SEO in the nutshell
- unique and frequently updated content
- h1
- meta tags
- links
- meta data in general
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34. Video
Utilizing video can improve conversion and even search engine ranking
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35. Some cool tools
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36. UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping
behavior.
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37. Real time chat providers like Olark will allow you to easily setup real time chat on your website which
can even further optimize your conversion.
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38. Image credits
• http://www.sxc.hu/photo/1287373
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39. Thank you!
Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed
Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed
www.lumolink.com
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