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CONVERSION OPTIMISATION


  It Will Make You A Market Leader



           www.ArrowInternet.com.au
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%




                      www.ArrowInternet.com.au                  2
Optimisation
          What is Conversion Optimisation?

• Increasing visitor
  engagement

• Getting more
  subscribers, leads
  and sales

• Done using visitor
  data and customer
  surveys

                   www.ArrowInternet.com.au   4
Why Are Potential Buyers Leaving Your Website?




               www.ArrowInternet.com.au          5
1,000 visitors to the site

                     100%                           Total Visits


                      60%                       Visit Shopping Area


Where is the          30%                   Place Item in Cart
 leakage?
                        3%           Make a Purchase



               6 Visitors complete goal
               www.ArrowInternet.com.au                               6
9 Levers For Improving Conversions




         www.ArrowInternet.com.au    8
1. Value Proposition


• WIIFM
• USP
               Too many choices is not always a good thing




             www.ArrowInternet.com.au                   9
2. Credibility

 Testimonials

 Certifications

 Endorsements

 Reviews

 Team

 Office/Showroom


                   www.ArrowInternet.com.au   10
Cartoon
                                                         Pictures are
                                Credibility                  not
                                                          authentic




 The first few
   links are     It is not
                                                              Too much
  irrelevant.    an easy
People will be    font to                                     scrolling
uninterested       read




                                                         Are they really
                                                         serious about
                                                        their products?




                             www.ArrowInternet.com.au              3
Minimal
                                                            information
                                                            on company
                                                            history – it’s
                                                            a good start
Although it’s
 neater, is it
  working?



    19-Nov-2009
    Presented by Jasmine Batra
                                 www.ArrowInternet.com.au          11
Before
After
3. Planned Journey


• End outcomes

• Navigation path




               www.ArrowInternet.com.au   12
Visitor Flow




www.ArrowInternet.com.au   13
Reverse Goal path




  www.ArrowInternet.com.au   14
Goal Flow




www.ArrowInternet.com.au   17
4. Relevance


•   Customer Segmentation
•   Language & Style




                www.ArrowInternet.com.au   15
Do you really want
  to see more pests
     when you are
  trying to get rid of
        them?




www.ArrowInternet.com.au   16
Credibility                                          Call of
     and                                               Action
  Relevance


Authentic Information



    Design

                                                   Engagement



                        www.ArrowInternet.com.au             18
5. Clarity
• Understanding Intent
• Avoiding Distraction




               www.ArrowInternet.com.au   19
www.ArrowInternet.com.au   20
6. Content

•   Customer-centric
•   Message to Market




                    www.ArrowInternet.com.au   21
Creating Persuasive
                           Copy

   Mention the problem

   Agitate the problem

   Invalidate all solutions but yours

   Offer your solution

   Amplify the desire

                          www.ArrowInternet.com.au   22
Call to Action
•   Soft and hard offers




•   Strategic placement




      www.ArrowInternet.com.au   24
8. Action Statement

         • Scarcity
•   Impact of not taking action




       www.ArrowInternet.com.au   26
9. Test & Measure
 Offers

 Headlines

 Copy

 Images

 Layout


                www.ArrowInternet.com.au   27
Recap

 3 Stages Formula for Increased Conversions

Value Proposition + Credibility + Relevance = Trust

   Journey + Content + Clarity = Engagement

     Call To Action + Action Statement = $$$




                  www.ArrowInternet.com.au            29
YOU MADE IT!

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Conversion Optimisation 2013

  • 1. CONVERSION OPTIMISATION It Will Make You A Market Leader www.ArrowInternet.com.au
  • 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% www.ArrowInternet.com.au 2
  • 3. Optimisation What is Conversion Optimisation? • Increasing visitor engagement • Getting more subscribers, leads and sales • Done using visitor data and customer surveys www.ArrowInternet.com.au 4
  • 4. Why Are Potential Buyers Leaving Your Website? www.ArrowInternet.com.au 5
  • 5. 1,000 visitors to the site 100% Total Visits 60% Visit Shopping Area Where is the 30% Place Item in Cart leakage? 3% Make a Purchase 6 Visitors complete goal www.ArrowInternet.com.au 6
  • 6. 9 Levers For Improving Conversions www.ArrowInternet.com.au 8
  • 7. 1. Value Proposition • WIIFM • USP Too many choices is not always a good thing www.ArrowInternet.com.au 9
  • 8. 2. Credibility  Testimonials  Certifications  Endorsements  Reviews  Team  Office/Showroom www.ArrowInternet.com.au 10
  • 9. Cartoon Pictures are Credibility not authentic The first few links are It is not Too much irrelevant. an easy People will be font to scrolling uninterested read Are they really serious about their products? www.ArrowInternet.com.au 3
  • 10. Minimal information on company history – it’s a good start Although it’s neater, is it working? 19-Nov-2009 Presented by Jasmine Batra www.ArrowInternet.com.au 11
  • 12. After
  • 13. 3. Planned Journey • End outcomes • Navigation path www.ArrowInternet.com.au 12
  • 15. Reverse Goal path www.ArrowInternet.com.au 14
  • 17. 4. Relevance • Customer Segmentation • Language & Style www.ArrowInternet.com.au 15
  • 18. Do you really want to see more pests when you are trying to get rid of them? www.ArrowInternet.com.au 16
  • 19. Credibility Call of and Action Relevance Authentic Information Design Engagement www.ArrowInternet.com.au 18
  • 20. 5. Clarity • Understanding Intent • Avoiding Distraction www.ArrowInternet.com.au 19
  • 22. 6. Content • Customer-centric • Message to Market www.ArrowInternet.com.au 21
  • 23. Creating Persuasive Copy  Mention the problem  Agitate the problem  Invalidate all solutions but yours  Offer your solution  Amplify the desire www.ArrowInternet.com.au 22
  • 24. Call to Action • Soft and hard offers • Strategic placement www.ArrowInternet.com.au 24
  • 25. 8. Action Statement • Scarcity • Impact of not taking action www.ArrowInternet.com.au 26
  • 26. 9. Test & Measure  Offers  Headlines  Copy  Images  Layout www.ArrowInternet.com.au 27
  • 27.
  • 28. Recap 3 Stages Formula for Increased Conversions Value Proposition + Credibility + Relevance = Trust Journey + Content + Clarity = Engagement Call To Action + Action Statement = $$$ www.ArrowInternet.com.au 29