Craig Smith, CEO of Trinity, presented 42 ways to improve conversion rates based on thousands of experiments Trinity has conducted. The presentation provided rapid fire website enhancements focused on user experience such as testing alternative "add to cart" flows, monitoring progression rates, using dynamic overlays, geo-specific messaging, and more. Smith emphasized testing and optimizing different elements of the user experience to grow conversions.

1. KEYNOTE
Craig Smith
CHIEF EXECUTIVE OFFICER
TRINITY
42 Ways to Improve
Conversion Rates
CHICAGO, IL ~ MAY 9 - 10, 2022
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest

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Provide a playbook to grow conversions
New ideas for your business based on thousands of real life
experiments that Trinity has launched since 2006 with VWO
(especially ecommerce!)
USER EXPERIENCE | About User Experience
My goal for today

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Follow your path to digital sophistication and growth.

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Let’s get to the strategies!
Rapid Fire Website Enhancements

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1. Experimenting with the
“Addition” Experiences
Increase the volume of cart additions
Test alternative approaches, by skipping the
cart page entirely
Overlay modals (as Adidas does in the right
example)
We have seen cart to checkout page
conversion rate increases exceed 25%

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2. Progression Rate Monitoring
By only reviewing your conversion rate and not your
page level micro-conversion rate, i.e. the percentages
that make up the paths in your merchandising
pages, you are missing the granular details that
define where your experience is broken or under-
performing.
At Trinity we use GA in conjunction with data
grabbing tools such as Supermetrics

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3. Dynamic Overlays
Effective in capturing email addresses and
encouraging users to opt in to utilize
promotional codes.
Tailored to the clickstream path and behavior of
the web user.
Targeted with promotions that correlate to
categories viewed or to the shipping value
proposition (ex. Give email for flat rate $3.00
shipping code)

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4. Geo-specific Messaging
Geo-specific messaging that relates to their
hometown location where they are based.
By utilizing IP addresses of web traffic, a website
can present both weather-related merchandise
promotions as well as shipping messaging

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5. Trust Badges
Consumers respond very positively to the
insertion of a trust provider logo, as a significant
subset of Web shoppers still feel somewhat
uneasy with utilizing credit card data
Gains from this type of solution can vary, at the
low end you may see a 1 to 2% increase in
conversion rate with in some instances we have
seen companies experience 6 to 10% increases.

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6. Additional Payment Methods
Additional payment functionality is another way to
provide a more effective checkout experience. In
this instance it comes down to convenience.
Additional payment options speed up transactions
and relieve shoppers from entering credit card and
ship details.

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7. Auto Populating City and
State after ZIP Code
Small change that can drive a big impact is to
auto populate state and city information after a
user enters in a zip code within a checkout form.
Within a test at Trinity, utilizing an API
connection that populated this address data
upon zip code population, this strategic page
enhancement drove an 8% page level
conversion increase which equaled hundreds
of thousands of dollars in revenue annualized.

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8. Form Analytics
Nearly every Internet business uses web analytics to
measure results, but very few use form analytics to
gauge the progression of users within specific fields
outlined in a given form (ex. Billing info in Checkout).

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9. Save for Later
Save for later functionality is a critical aspect of enabling
users to not lose progress from on-site research that has
been conducted. Not everyone is ready to buy now, in
fact most aren’t.

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10. Exit Interruption
Pop up triggered by mouse
velocity and browser pixel
thresholds, your site can gain
value from otherwise lost
sessions.

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11. Abandon Workflows
Abandon browse/cart/checkout
emails are another effective way to
ensure that your business takes as
many steps as possible to re-
engage customers.
Within this use case, your
eCommerce system sends a
tailored email message to the
website visitor, assuming they were
logged in, and emails the cart
content to the user, typically with a
promotion.

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12. Testing Free
Shipping
Thresholds
Every retailer uses free
shipping as a mechanism
to drive growth, especially
during peak seasons in
which conversions are at
their highest.
Test alternative thresholds
to find your economic
sweet spot

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13. Infinite Scroll
Mechanism to enable users to view an
endless supply of products without having
to engage in pagination clicks
Essentially infinite scroll uses JavaScript
and related technologies, to consistently
deliver products within a merchandising
grid type environment, until that
complete list of products reaches its
conclusion.

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14. Product Badging
Product badging is another great
way to distinguish merchandise
within a category as being on sale or
being part of an associated
promotion.
Following business rules, you can
associate badges within products
using backend factors. For example
any merchandising grid product
presentation you can show: free
shipping, on sale, and buy one get
one free.

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15. Emphasize Discounts
The concept of “was/is pricing” has always
been an effective way to merchandise
By showing the old pricing, new pricing and
the ultimate difference from the two, this
additional layer of information is an effective
way to persuade users

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16. "Email Me My
Cart" on Mobile
In today’s multi-device,
multi-touch world, the
need to bridge the gap
between desktop and
mobile sessions is
paramount.
Most brands do not have
the sophisticated data
systems to enable pre-
population of cart
contents across devices.

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17. Delivery & Ship Info at
the Product Page
Want a quick ecommerce improvement?
Include delivery and ship information at the
product page.
It works best if you enable users to input
their zip codes (or conduct a geo lookup)
and quickly deliver precise information (such
as 2-4 days with standard shipping).
This enhancement will serve your users well
by answering a critical question in their
minds (when will I get my stuff?!).

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18. Q&A
Q & A is a great addition to
your webstore/site.
Typically served via
Javascript, this type of
functionality allows your
shoppers to ask specific
questions on the page
which then are stored and
showed to future product
viewers.

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19. Related
Searches
How smart is your on-site
search? If you are not
using algorithm based
semantic matching to
help guide your shoppers,
your site search is likely
leaving dollars on the
table.

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20. Caching
A technical element of
utmost importance,
ensuring that your
website supports browser
caching is critical to
maximizing your site
performance.
There is a direct
correlation between speed
and conversion rates.
After a shopper loads an
element from your server,
there is no need to serve it
again when it can be
cached locally.

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21. Out of Stock
Reminders
Do you have product that goes out of
stock quickly? A good sign because your
merchandise is in demand, but this
delivers a terrible experience for your
eCommerce shoppers.
Instead of leaving your shoppers left
unfulfilled and miss out on lost revenue –
use technology to construct a user email
reminder that informs the user when the
product inventory rises above a certain
threshold or back in stock.

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22. Video
Analytics
Analytics tells you what is
happening, but primary
usability research tells you
why it is happening. A
great way to kickstart your
intelligence into your site
usability is to implement
video analytics into your
site.

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23. Optimize Layouts
Slight changes into how pages are constructed and
the overall design elements can equal large gains in
“progression” ratios.

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24. Unique Copy
at Product Level
One of the most
undervalued areas within
an eCommerce operation
is the importance of
product copy.
Brands and retailers
frequently just utilize
manufacturer content
that is provided. This copy
is typically “thin” and not
written to engage
shoppers and sell.

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25. Targeting by
Clickstream
Another tactic to more effectively
convert shoppers is to target
merchandising based upon product
views in a category.
For example, if a shopper goes to
WalMart.com and viewed 5 products
within the Starwars category, when the
users comes back to the website within
a subsequent visit or to the homepage,
tailored creative will be shown to further
spur a purchase to the product category
that was viewed.

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26. Clear Error
Messaging
Error messaging within your
checkout process and sign up
processes is an important
component to not overlook.

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27. Live Videos
In reviewing product page data
each day, we frequently see the
impact that product video can
have to the user experience.
Already proven as one of the most
effective advertising strategies
within Facebook, using a short but
descriptive video within the
product page is a great way to
further engagement and create a
greater degree of interactivity.

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28. Sale Section
Everyone likes a bargain and some
shoppers are driven mainly from
discounts and deals.
These shopper subsets frequently
show the propensity to click on
“sale” or “clearance” sections within
a website as a first navigation path.

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29. Live Chat in
the Cart (or
contact form)
Where do shoppers have
questions? While in the
cart and checkout process
of course. The “rubber
meets the road” within
these pages and your
website needs to provide a
quick pathway to service.

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30. Cart Messaging
Making persistent carts become even more
effective, as dynamic messaging around
order totals are provided, while informing
shoppers how much $ is needed to receive
incentives such as free shipping.

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31. Progress Indicators
As users flow through your
checkout process, there is always a
perception of “pain” as multiple
pages and form fields present
hurdles in ordering.
Because of this, it’s absolutely vital
to present exactly how many steps
are remaining in an ordering
process for complete alignment
with your shopper to reduce
abandonment.

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32. Visual Credit
Card Icons Within
Checkout
Visual of a credit card
along with logos to make
entering numeric values
more intuitive.

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33. Guest Checkout
Guest checkout is the process of
allowing a prospective shopper to
purchase from your store without
having to register or create an
account.
In these instances, most brands will
present the register option at the
respective thank you page, in
conjunction to potentially firing off
tracking pixels that visibility into cross
channel behavior and mobile usage.

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34. Maximize
"Thank You"
Pages
A new tactic that many
retailers are executing is to
show a visual of a credit
card along with logos to
make entering numeric
values more intuitive.
Google frequently follows
this approach within their
products in order to
reduce funnel leakage.

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35. Product
Remarketing
(Contextual Ads)
Sophisticated marketers
are using pixel created
audiences to serve
contextual ads that are
targeted for greater
effectiveness.

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36. Sticky Headers
Keep a website navigation in the
primary visual pane of the user –
therefore making the shopper have an
easier path to either utilize site search or
the website taxonomy.
This approach, which can be tested
against your control header with
optimization tools, can potentially
increase your overall usage of your
search box – which could drive greater
levels of engagement and overall
conversion.

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37. Security
Assurance
Even with the advances in
web security, consumers
are still scared of losing
their credit card
information by shopping
on a second rate website.

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38. Mega menus
Try optimizing your menu by using a
mega menu that expands across the
majority of your header presentation.
This extra real estate provides the
ability to integrate promotions to a
category, editor picks, as well as
relevant content that supports the
decision making process

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39. Timer
Countdowns
The old fashioned timer
presentation still works in
delivering urgency and
providing context to when
a shopper has to make a
decision.

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40. Gift Guides & Lists
Help your audience identify what
products to purchase by using
editorial lifts and gift guide related
content to make decision processes
easier

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41. Bot
Messengers
Every brand should be
considering and planning
a strategic bot strategy.
Both within Facebook
messenger and within a
native website, shoppers
are interacting with bots
and having rewarding
interactions.

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42. Urgency
Messaging
Integrate stock levels to
drive urgency within your
UX through scarcity

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Segmentation &
Personalization
Segmentation & Personalization
Create hyper-targeted revenue-generating emails while nurturing your
relationship with customers and subscribers.
More Methods

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Customer Journeys

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Final Thoughts

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csmith@trinity.one
Email me at the address above and I will send it to you!
If you would like this presentation…

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Free Conversion Assessment
Go through website and report with UX specialist, potentially review
GA data (optional) and construct an economic model around UX
revenue upside. Lets chat at the VWO booth!
Free Trial
VWO is offering a free trial of their software for attendees.
Thank you for attending!

52. Optimizing online engagements and experiences
Trinity | trinity.one
Thank you!