SEO, Likes, Shares, etc. are good for popularity but do they convert to sales? What is the truth about having video on your site. Will it help sales? Find out the answer and the basic principle of how to increase online sales.

1. Conversion Rate Optimization:
How to Get More People to Do What You
Want Them To Do On Your Website
Jerusalem Digital Business SummitJerusalem Digital Business Summit
The Hebrew University of JerusalemThe Hebrew University of Jerusalem
November 14, 2017November 14, 2017

2. Your Internet Presence is an Investment
Where Are You Investing?
Where Do You Receive the Highest ROI?

Website

SEO

Blog

PPC

Affiliates

Email

Social Media

CRO

3. Conversion Optimization
“In Internet marketing, conversion
optimization, or conversion rate
optimization is the method of creating
an experience for a website or landing
page visitor with the goal of increasing
the percentage of visitors
that convert into customers.
It is also commonly
referred to as CRO.”

4. What Is Your Most Desired Action?

Leads

Sales

Subscriptions

Logins

Traffic

Downloads

Click-Throughs

Registration

5. Jakob's Law of the Web User Experience:
http://www.useit.com/alertbox/20000723.html
Users spend most of their time on other sites.
This means that users prefer your site to work
the same way as all the other sites they already know.
Keep in mind -
Users are highly goal-driven on the Web.
Your Job:
Make It Easy For Your Potential
Customers To Reach Their Goal

6. Establish Benefit and Value
How?

7. Why Are People Coming To Your Website?
What Is Your Most Desired Action?

9. Establish Benefit and Value

10. Establish Benefit and Value

12. In case you missed the message from high school
Don’t Be Cool or Popular -
Be Effective

13. The Goal Is Not
Get The Most Views
Be #1 on Google

14. The Goal Is Not
Get The Most Views
Be #1 on Google
Get The Most Shares
Get The Most Clicks

15. Don’t Make It About You

16. The Goal Is Not
Get The Most Views
Be #1 on Google
Get The Most Shares
Get The Most Clicks
Your Job:
Make It Easy For Your Potential
Customers To Reach Their Goal

17. “Only 9% of buyers trust vendor websites.”
Chief Marketing Officer Survey, 2014

18. Case Study: Air BnB

19. TEST!

Every visitor to your website is an opportunity.

Question assumptions.

Experiment early and often.
From Dan Siroker,
Director of Analytics for the Obama campaign
Founder http://www.optimizely.com
Original Optimized Improvement
Sign-Ups 8.26% 11.6% 40.6%
7,120,000 ~10,000,000 2,880,000
Volunteers 288,000 more
Contributions $60 M

20. Case Study: Air BnB
They know what they’re doing, right?

21. Case Study: Air BnB
April 2016

22. Case Study: Air BnB
April 2016
When users arrive at a webpage,
they don’t appreciate being surprised
by video or audio content that begins
playing without their consent.
Those users who do not want to watch the
video must devote cognitive resources
and extra effort to figure out how to …
pause the video, rather than
focusing on their goals
https://www.nngroup.com/articles/video-usability/

23. Case Study: Air BnB
April 2016
When videos play automatically,
many users’ first instincts are to
either mute or pause the video
https://www.nngroup.com/articles/video-usability/

24. Case Study: Air BnB
April 2016
The Most Popular Button On
A Website with Video is the Pause Button

25. Case Study: Air BnB
December 2016

26. Case Study: Air BnB
December 2016
A Slideshow? What Were They Thinking

27. Case Study: Air BnB
September 2017

29. Case Study: Air BnB
October 2017

30. Case Study: Air BnB
Nov 2017

31. Case Study: Air BnB
Nov 2017
One Sentence – Your 30 second elevator pitch
(Google says you only have 2.5 seconds)
Clear Call To Action
Graphic Cue
Suggestions
Use Color and Whitespace

32. Case Study: Air BnB
Remind You of Anyone?

34. Case Study: Air BnB
Nov 2017 (Refresh)

35. But It’s Cool!
The Competition Added It!
We Are Getting More Views!
But Are They Buying?

36. But It’s Cool!
The Competition Added It!
We Are Getting More Views!
But Are They Buying?
No. 1 Superbowl Ad Budweiser Puppy Love 2014
http://www.adweek.com/digital/here-are-top-10-super-bowl-ads-youtube-175605/

37. Among the top 10 Super Bowl ads of all time,
the best companies with the best ads
(Budweiser and Volswagen) lost sales
1. Budweiser: Puppy Love 2014
2. Clash of Clans: Revenge 2015
3. Volkswagen: The Force 2011
4. Budweiser: Lost Dog 2015
8. Bud Light: Real Life PacMan 2015
YouTube analyzed and ranked 10 years’ worth of Super Bowl commercials by the number of views a spot received
during January and February of the year that they were released. Here are the top ads (since 2007)
http://www.adweek.com/digital/here-are-top-10-super-bowl-ads-youtube-175605/
https://marketingland.com/massive-exposure-minimal-impact-doubts-super-bowl-ad-effectiveness-116572

38. What About Adwords?
Simple – Text Only
Google AdRank (Quality Score)
Search-Based Ads Based on Relevance

39. What About Adwords?
Relevance → $ (Google)
$ w/o Relevance → Decrease in Sales (Budweiser Superbowl Ads)
Google Ad Revenue in Billions of US $ 2001-2016
($0.07B - $79.38B)

40. What About Adwords?
Relevance → $ (Google)
$ w/o Relevance → Decrease in Sales (Budweiser Superbowl Ads)
Google Ad Revenue in Billions of US $ 2001-2016
($0.07B - $79.38B)Your Job:
Make It Easy For Your Potential
Customers To Reach Their Goal

41. Always Test

42. Always Test
Meet The Robinsons
“From Failure We Learn, From Success, Not So Much”

43. Establish Trust
Become Your Customer’s Friend

44. Establish Trust
Become Your Customer’s Friend

45. Establish Trust
What is the Goal of Your Website

46. Establish Trust
What is Your Website’s Goal = Ego-Centric

47. Establish Trust
What is Your Customer’s Goal

48. Establish Benefit and Value

49. Establish Trust
Why Would Someone Come to Your Website?

50. Be A Helpful Friend
“A key to the new model marketing is that you
go on the journey the customer has decided
to go on, rather than try and convince the
customer to go on your ‘brand’ journey.”
Marketing From Getting To Giving Attention
(Chapter 7 from Transform: A Rebel’s Guide
for Digital Transformation) Gerry McGovern
https://medium.com/@gerrymcgovern/marketing-from-getting-to-giving-attention-306145d488b0

51. Be A Helpful Friend
“Brands that help consumers simplify the
purchase journey have customers who are
86 percent more likely to purchase their
products and 115 percent more likely to
recommend their brand to others.”
Corporate Executive Board (CEB) Survey

52. Establish Trust
“Brands that help consumers simplify the
purchase journey have customers who are
86 percent more likely to purchase their
products and 115 percent more likely to
recommend their brand to others.”
Corporate Executive Board (CEB) Survey
Your Job:
Make It Easy For Your Potential
Customers To Reach Their Goal

53. Establish Trust
Design Websites That People Like
& They Will Buy & Refer Their Friends

54. Be Concise

55. Call To Action (CTA)
Contact Sales
There’s Got To Be Something Better, Right?

56. Call To Action (CTA)
Contact Sales
Contact Us

57. Call To Action (CTA)
Contact Sales
Contact Us
Get A Quote

58. Call To Action (CTA)
Contact Sales
Contact Us
Get A Quote
Get A Quote Now

59. Call To Action (CTA)
Contact Sales
Contact Us
Get A Quote
Get A Quote Now
Get YourQuote Now

60. Call To Action (CTA)
Contact Sales
Contact Us
Get A Quote
Get A Quote Now
Get YourQuote Now
Get My Quote Now

61. Speed
People decide what to do on your page in 2.5
seconds. If it is slow, they leave.
“In A/B tests, we tried delaying the page in increments of 100
milliseconds and found that even very small delays would result in
substantial and costly drops in revenue.” Greg Linden of Amazon
Wallmart.com 1 seconds faster → 2% increase in conversions
Firefox 2.2 seconds faster → 10 million more downloads
Bing, Yahoo & Google
If a search page takes more than half a second longer to load,
there is a significant drop in advertising revenue
https://medium.com/@gerrymcgovern/marketing-from-getting-to-giving-attention-306145d488b0

62. TEST!
Google Analytics - Google Content Experiments

Optimizely
http://www.optimizely.com

Feng-GUI
http://feng-gui.com

Clicktale
http://www.clicktale.com

63. TEST!
There are UNEXPECTED results.
Do you know what they are?
Ask the right questions!
Example:
VS.

64. TEST!
There are UNEXPECTED results.
Do you know what they are?
Ask the right questions!
Example:
VS.
"Buy Now" increased conversions
"Add to Cart" increased average order values because
shoppers didn't feel pressured to make a commitment.

65. TEST!
Test Yourself
What works for you may not work for others.
Don't Confuse Tactics with Strategy
What you are trying to achieve may not be their goal.

66. ThankYou
Charlie Kalech
Director, J-Town Internet Services Ltd.
www.j-town.co.il
charlie@j-town.co.il
@CharlieKalech
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