This document discusses conversion optimization and how to improve conversion rates on websites. It outlines 9 levers that can be optimized such as strengthening the value proposition, building credibility, creating a planned visitor journey with relevant content, and using clear calls to action. These optimization techniques are meant to increase visitor engagement, leads, sales and reduce costs. The key is to test different elements like offers, headlines and page design to measure what improves conversions.

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CONVERSION OPTIMISATION
It Will Make You A Market Leader

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Why should you listen to me ?
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 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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Optimisation
• Increasing visitor
engagement
• Getting more
subscribers, leads
and sales
• Done using visitor
data and customer
surveys
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What is Conversion Optimisation?

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Why Are Potential Buyers Leaving Your Website?

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100%
60%
30%
3%
Where is the
leakage?
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1,000 visitors to the site
6 Visitors complete goal
Total Visits
Visit Shopping Area
Place Item in Cart
Make a Purchase

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9 Levers For Improving Conversions
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1. Value Proposition
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• WIIFM
• USP
Too many choices is not always a good thing

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2. Credibility
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 Testimonials
 Certifications
 Endorsements
 Reviews
 Team
 Office/Showroom

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Credibility
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The first few
links are
irrelevant.
People will be
uninterested
It is not
an easy
font to
read
Are they really
serious about
their products?
Too much
scrolling
Cartoon
Pictures are
not
authentic

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Presented by Jasmine Batra
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Although it’s
neater, is it
working?
Minimal
information
on company
history – it’s
a good start

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3. Planned Journey
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• End outcomes
• Navigation path

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Visitor Flow

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Reverse Goal path
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4. Relevance
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• Customer Segmentation
• Language & Style

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Do you really want
to see more pests
when you are
trying to get rid of
them?

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Goal Flow
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Credibility
and
Relevance
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Call of
Action
Design
Authentic Information
Engagement

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5. Clarity
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• Understanding Intent
• Avoiding Distraction

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6. Content
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• Customer-centric
• Message to Market

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Creating Persuasive
Copy
 Mention the problem
 Agitate the problem
 Invalidate all solutions but yours
 Offer your solution
 Amplify the desire
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Call to Action
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• Soft and hard offers
• Strategic placement

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8. Action Statement
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• Scarcity
• Impact of not taking action

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9. Test & Measure
 Offers
 Headlines
 Copy
 Images
 Layout
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Recap
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3 Stages Formula for Increased Conversions
Value Proposition + Credibility + Relevance = Trust
Journey + Content + Clarity = Engagement
Call To Action + Action Statement = $$$

32. YOU MADE IT!

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