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www.ArrowInternet.com.au
CONVERSION OPTIMISATION
It Will Make You A Market Leader
www.ArrowInternet.com.au
Why should you listen to me ?
2
 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
Optimisation
• Increasing visitor
engagement
• Getting more
subscribers, leads
and sales
• Done using visitor
data and customer
surveys
4
What is Conversion Optimisation?
www.ArrowInternet.com.au 5
Why Are Potential Buyers Leaving Your Website?
www.ArrowInternet.com.au
100%
60%
30%
3%
Where is the
leakage?
6
1,000 visitors to the site
6 Visitors complete goal
Total Visits
Visit Shopping Area
Place Item in Cart
Make a Purchase
www.ArrowInternet.com.au
9 Levers For Improving Conversions
8
www.ArrowInternet.com.au
1. Value Proposition
9
• WIIFM
• USP
Too many choices is not always a good thing
BEFORE
AFTER
www.ArrowInternet.com.au
2. Credibility
10
 Testimonials
 Certifications
 Endorsements
 Reviews
 Team
 Office/Showroom
BEFORE
AFTER
www.ArrowInternet.com.au
3. Planned Journey
12
• End outcomes
• Navigation path
www.ArrowInternet.com.au 13
Visitor Flow
www.ArrowInternet.com.au
Reverse Goal path
14
www.ArrowInternet.com.au
4. Relevance
15
• Customer Segmentation
• Language & Style
www.ArrowInternet.com.au 16
Do you really want
to see more pests
when you are
trying to get rid of
them?
www.ArrowInternet.com.au
Goal Flow
17
www.ArrowInternet.com.au
Credibility
and
Relevance
18
Call of
Action
Design
Authentic Information
Engagement
www.ArrowInternet.com.au
5. Clarity
19
• Understanding Intent
• Avoiding Distraction
www.ArrowInternet.com.au 20
www.ArrowInternet.com.au
6. Content
21
• Customer-centric
• Message to Market
www.ArrowInternet.com.au
Creating Persuasive
Copy
 Mention the problem
 Agitate the problem
 Invalidate all solutions but yours
 Offer your solution
 Amplify the desire
22
www.ArrowInternet.com.au
Call to Action
24
• Soft and hard offers
• Strategic placement
www.ArrowInternet.com.au
8. Action Statement
26
• Scarcity
• Impact of not taking action
www.ArrowInternet.com.au
9. Test & Measure
 Offers
 Headlines
 Copy
 Images
 Layout
27
Data Driven Decisions
www.ArrowInternet.com.au
Recap
29
3 Stages Formula for Increased Conversions
Value Proposition + Credibility + Relevance = Trust
Journey + Content + Clarity = Engagement
Call To Action + Action Statement = $$$
YOU MADE IT!

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Conversion Optimisation - It Will Make You A Market Leader