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Optimizing conversion in eCommerce          by Artem Daniliants / LumoLink
This is what we doTraining           Online marketing Browser based                              solutions                ...
Conversion? In internet marketing, conversion rate is the ratio of visitors who convert casual content views orwebsite vis...
Services                                              Content  Products       Your website                                ...
Google analytics is your (best) friend                        LumoLink - Web solutions that work
Setting up goal tracking in Google Analytics                                    LumoLink - Web solutions that work
Which distribution channel is the most effective?                                        LumoLink - Web solutions that work
Conversion rate can tell you                               LumoLink - Web solutions that work
On which distribution channel should we focus?                                     LumoLink - Web solutions that work
eCommerce integration and conversion rate can tell you                                         LumoLink - Web solutions th...
search keywordsearch keywordsearch keywordsearch keyword search keyword search keywordsearch keywordsearch keywordsearch k...
search keywordsearch keywordsearch keywordsearch keywordsearch keyword search keywordsearch keywordsearch keywordsearch ke...
Google Analytics URL builderUse it to create unique URLs which conversion you can later analyze. Use this for example to a...
Your unique “campaign” URL              LumoLink - Web solutions that work
12000                            1234Later you can view results of your custom campaigns in Google Analytics              ...
12000     600€      178        3.3€         3.2%       3.2%                      1234      90€      54          1.6€      ...
CAC    “Customer acquisition cost” = CACCan be easily calculated if you’ve setup goal tracking in Google Analytics        ...
Landing pagesPage specifically designed for high conversion                               LumoLink - Web solutions that work
What was this page optimized for?                          LumoLink - Web solutions that work
Landing page should•   Display competitive advantage•   Encourage person to act    •   “Call now to save X€”•   Assure use...
Order process   Funnel optimization                     LumoLink - Web solutions that work
Best practices• Short and sweet• Make buying as easy as clicking one button • Learn from the best: Amazon• Make registrati...
Order step 1                          Order step 2                          Order step 3Funnel conversion analysis allows ...
A/B testing  Simple and multivariate                      LumoLink - Web solutions that work
Use Google Website Optimizer to optimize your landing pages for higher conversion.                                        ...
Above the fold  Reduce unnecessary scrolling                        LumoLink - Web solutions that work
Make sure your most important content displayed in the first 600 pixels. This will make it visible to                      ...
AdWordsConversion tracking will save you money                           LumoLink - Web solutions that work
Setup conversion tracking in AdWords and optimize your cost of conversion. This allows you totrack your cost of acquisitio...
AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for                                   ...
SPEEEEEEEEEDDDDDD!   Faster your site = More purchases                           LumoLink - Web solutions that work
Use Google Webmaster tools and Google Analytics to see   how fast is your website                               LumoLink -...
SEO in the nutshell- unique and frequently updated content- h1- meta tags- links- meta data in general                    ...
VideoUtilizing video can improve conversion and even search engine ranking                                              Lu...
Some cool tools           LumoLink - Web solutions that work
UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping                          ...
Real time chat providers like Olark will allow you to easily setup real time chat on your website which                   ...
Image credits• http://www.sxc.hu/photo/1287373                        LumoLink - Web solutions that work
Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed   Follow LumoLink on: Twitter / LinkedIn ...
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Optimizing conversion for eCommerce

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Slides from a talk we gave on conversion optimization in eCommerce

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Optimizing conversion for eCommerce

  1. 1. Optimizing conversion in eCommerce by Artem Daniliants / LumoLink
  2. 2. This is what we doTraining Online marketing Browser based solutions LumoLink - Web solutions that work
  3. 3. Conversion? In internet marketing, conversion rate is the ratio of visitors who convert casual content views orwebsite visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. -- Wikipedia LumoLink - Web solutions that work
  4. 4. Services Content Products Your website (Value)(Monetization) Conversion LumoLink - Web solutions that work
  5. 5. Google analytics is your (best) friend LumoLink - Web solutions that work
  6. 6. Setting up goal tracking in Google Analytics LumoLink - Web solutions that work
  7. 7. Which distribution channel is the most effective? LumoLink - Web solutions that work
  8. 8. Conversion rate can tell you LumoLink - Web solutions that work
  9. 9. On which distribution channel should we focus? LumoLink - Web solutions that work
  10. 10. eCommerce integration and conversion rate can tell you LumoLink - Web solutions that work
  11. 11. search keywordsearch keywordsearch keywordsearch keyword search keyword search keywordsearch keywordsearch keywordsearch keywordsearch keyword Which keyword we should optimize for in search engines? LumoLink - Web solutions that work
  12. 12. search keywordsearch keywordsearch keywordsearch keywordsearch keyword search keywordsearch keywordsearch keywordsearch keywordsearch keyword Conversion tracking can tell you that too LumoLink - Web solutions that work
  13. 13. Google Analytics URL builderUse 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). LumoLink - Web solutions that work
  14. 14. Your unique “campaign” URL LumoLink - Web solutions that work
  15. 15. 12000 1234Later you can view results of your custom campaigns in Google Analytics LumoLink - Web solutions that work
  16. 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 LumoLink - Web solutions that work
  17. 17. CAC “Customer acquisition cost” = CACCan be easily calculated if you’ve setup goal tracking in Google Analytics More information LumoLink - Web solutions that work
  18. 18. Landing pagesPage specifically designed for high conversion LumoLink - Web solutions that work
  19. 19. What was this page optimized for? LumoLink - Web solutions that work
  20. 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 LumoLink - Web solutions that work
  21. 21. Order process Funnel optimization LumoLink - Web solutions that work
  22. 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 LumoLink - Web solutions that work
  23. 23. Order step 1 Order step 2 Order step 3Funnel conversion analysis allows you to optimize your order process LumoLink - Web solutions that work
  24. 24. A/B testing Simple and multivariate LumoLink - Web solutions that work
  25. 25. Use Google Website Optimizer to optimize your landing pages for higher conversion. LumoLink - Web solutions that work
  26. 26. Above the fold Reduce unnecessary scrolling LumoLink - Web solutions that work
  27. 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. LumoLink - Web solutions that work
  28. 28. AdWordsConversion tracking will save you money LumoLink - Web solutions that work
  29. 29. Setup conversion tracking in AdWords and optimize your cost of conversion. This allows you totrack 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. LumoLink - Web solutions that work
  30. 30. AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for conversions. LumoLink - Web solutions that work
  31. 31. SPEEEEEEEEEDDDDDD! Faster your site = More purchases LumoLink - Web solutions that work
  32. 32. Use Google Webmaster tools and Google Analytics to see how fast is your website LumoLink - Web solutions that work
  33. 33. SEO in the nutshell- unique and frequently updated content- h1- meta tags- links- meta data in general LumoLink - Web solutions that work
  34. 34. VideoUtilizing video can improve conversion and even search engine ranking LumoLink - Web solutions that work
  35. 35. Some cool tools LumoLink - Web solutions that work
  36. 36. UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping behavior. LumoLink - Web solutions that work
  37. 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. LumoLink - Web solutions that work
  38. 38. Image credits• http://www.sxc.hu/photo/1287373 LumoLink - Web solutions that work
  39. 39. Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com LumoLink - Web solutions that work

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