The document discusses conversion optimization and provides 9 levers for improving conversions. It explains that conversion optimization aims to increase visitor engagement by getting more subscribers, leads, and sales. The 9 levers are: 1) value proposition, 2) credibility, 3) planned journey, 4) relevance, 5) clarity, 6) content, 7) call to action, 8) urgency, and 9) testing and measuring. The document provides examples and explanations for each lever and emphasizes the importance of testing different website elements to improve conversions.

1. Hey ... you have a leaky bucket!
Conversion Optimisation
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2. Why should you
listen to me ?
 Increased conversion rate by 316% for Fuji Xerox in 60 days
 Increased conversions for De Groots Media by 400% earning
them additional revenue of $ 475000
 Increased conversion for Freedom Loans by reducing cost of
acquisition by 40%
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3. Credibility
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4. What is Conversion
optimisation?
Optimisation
• Increasing visitor
engagement
• Getting more
subscribers,
leads and sales
• Done using visitor
data and
customer surveys
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5. www.ArrowInternet.com.au 5

6. Where is the leakage
1,000 visitors to the site
100% Total Visits
60% Visit Shopping Area
30% Place Item in Cart
3% Make a Purchase
6 Visitors complete goal
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7. Exercise 1
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8. 9 Levers For Improving
Conversions
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9. 1. Value Proposition
• WIIFM
• USP
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10. 2. Credibility
 Testimonials
 Certifications
 Endorsements
 Reviews
 Team
 Office/Showroom
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11. Credibility
19-Nov-2009
Presented by Jasmine Batra
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12. 3. Planned Journey
• End outcomes
• Navigation path
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13. Visitor Flow
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14. Reverse Goal path
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15. 4. Relevance
• Customer Segmentation
• Language & Style
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16. Relevance
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17. Goal Flow
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18. Credibility and
Relevance
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19. 5. Clarity
• Understanding Intent
• Avoiding Distraction
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20. Clarity - Show or Tell
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21. 6. Content
• Customer-centric
• Message to Market
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22. Creating persuasive
copy
 Mention the problem
 Agitate the problem
 Invalidate all solutions but yours
 Offer your solution
 Amplify the desire
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23. Exercise 2
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24. Call to Action
• Soft and hard offers
• Strategic placement
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25. Call to Action
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26. 8. Urgency
• Scarcity
• Impact of not taking action
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27. 9. Test & Measure
Offers
Headlines
Copy
Images
Layout
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28. Exercise 3
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29. Recap
• 3 Stages Formula for increased conversions
• Trust factors:
(Value Proposition + Credibility + Relevance)
• Engagement:
(Journey + Content + Clarity)
• The Close:
(Call to action + Urgency)
• ALWAYS TEST & MEASURE!
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30. Gift
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