This document summarizes an event about effective tools for website optimization. It discusses conversion rate optimization and the importance of tracking micro-conversions and customer behavior. Specific tools that were covered include heatmaps, scroll maps, surveys, content personalization, email automations, A/B testing, gamification, smart popups, speed optimization, and search. The document provides examples and advice on how to implement these tools, set goals, and measure results. It also describes the speaker's consulting services and partnership programs to help companies with digital marketing strategies and website optimizations.

1. eComm Talks #3:
Effective tools for website optimisation

2. ● 11+ years in Social Projects and NGO’s
● Marketing Professional for 7 years | ThinkFirst Digital for 3 years
● Startup subscription startup
● Business consulting for 2 years
Nikolay Nekov | Managing Director

3. I believe that real value comes when you not only offer the available resources, but you
consult your customers in the long run for the most appropriate solution for their business.
Everyone has limited resources and the strategy of using them has a key role to play.
Nikolay Nekov | Managing Director

4. About the team
- Think with the client & Consulting First
- Focused on Performance and CRO Optimisation
- Experience in gamification and loyalty programs
- Already worked with more than 25 companies

5. Services
Marketing Strategy and Performance
We will help you to get the clear vision of the market and how to
position your brand as trendsetter.
CRO Optimizations
A website is your greatest marketing asset. Done right, it will
single handedly turn visitors into paying customers.
Digital Consulting
Our consultants and digital marketers are here to partner with
you to achieve your digital marketing or omnichannel objectives.
Personalisation and Automations
We’re able to translate the market and user data into effective
strategies that bring you closer to your business goals.

7. Our Clients
We have a proven track record with successful
digital campaigns with one of the biggest
brands in Bulgaria.
Our team has a wide range of expertise in the
area of performance advertising, content and
creative, marketing strategy, website
development, PR and event management.

8. eComm Talks
- Increase the awareness about eComm trends and
Retail Innovations
- Share the knowledge
- Community building
- Newsletter / Podcast in 2021

9. Main topics
1. What is CRO and WHY is so important?
2. The reasons why we don’t optimise
3. Goals? Why we need to involve these
bastards
4. Main types of tools
- Behavior tracking
- Content personalization
- Gamification
- A/B testing
- Automations
5. Important steps to follow
6. Partnership network
7. Facebook Group and YouTube Channel

10. Conversion?
Conversion rate optimisation is the process of increasing the number of
site visitors who you want to take an action (which would result in a
conversion). This can include:
● Signing up to a newsletter
● Creating an account
● Completing a form
● Downloading a white paper
● Making a purchase

11. Micro Conversions
Set of different actions which are leading to Conversions. You
need to track and analyze it in order to know better where
you need to optimize the customer journey.
Examples:
- Visit category page
- Website search
- Add to wishlist or cart
- Initiate checkout
Track the ratio between.

12. Conversion Rate
Optimization?
Conversion rate optimisation is the process of increasing the
number of site visitors who you want to take an action (which would
result in a conversion).
What’s included in the process:
- Marketing strategy
- User behavior analytics
- UX/UI design analyze and optimization
- Data analytics
- Website development
Where to find it in Google Analytics: Conversions > Ecommerce > Overview

13. Why CRO is so
important?
Disclaimer:
- If we include the organic and direct traffic the change will be even more significant
- If you combine PPC and CRO the efficiency could be double

14. The main reasons we
don’t optimize

15. The main reasons
1. Lack of knowledge and experience.
2. Our Tech partner is not helping with the integrations.
3. Nobody is tracking the metrics which are important.
4. We believe that if the website is online so it means that
everything is fine.
5. We blame the only the advertising for the results.
6. We expect that our agency is doing it.

16. Goals? What..
It’s very simple - we just want MORE PROFIT.
Just don’t focus on the Macro Goals. Start with them.

17. Micro goals
Higher spend for first purchase
Higher Average Basket sum from
all clients
More purchases from the current
client base
Higher % of all clients with 2+
purchases

18. Goals? What..

19. I. Behavior tracking

20. Behavior tracking
The more you know your customers the more loyal they will be
to your products.

21. Behavior tracking
The main measures:
- Heatmaps
- Recordings
- Click, move and scroll maps
- Surveys

22. Heatmaps

23. Scroll maps

24. Scroll maps

25. Surveys
You cannot track everything. Sometimes it’s much better to ask
for feedback on specific pages.
(not on the checkout :)

26. Clarity advantage

27. Clicktale

28. Content
personalization
Source

29. 91% of consumers say they are more likely to
shop with brands that provide offers and
recommendations that are relevant to them.
- Accenture

30. Content
personalization
The most used placements:
- Recommended products (Product / Category page)
- Homepage sliders and carousels
- Cart/Checkout page
- Email recommendations
- Push notifications
- Retargeting Ads

31. Personalisation

32. Content
personalization

33. Content
personalization

34. Content
personalization
Personalisation Stages:
1. No Personalisation /
/ treats the audience as a whole
2. Minimal Personalisation /
/ basic identity campaign that considers name,
gender or age
3. Insight Driven /
/ considers membership status, propensity to purchase,
demographics
4. Enriched Insight /
/ using more variables still, and potentially partner data
5. Single Customer View /
/ real-time using identity, behaviour and
circumstances
6. Predictive Optimised (ie next best actions, enabled by machine learning)
Our team has the experience and know-how to deliver high-class stage 6
personalisation.
Source

35. III. Email Automations

36. Marketers report a 760% increase in email revenue
from personalized and segmented campaigns.
- Campaign Monitor

37. Email automations
What is important when you choose your email
automation provider:
- High deliverability across all email clients
- Clear connection with your website platform
- Features for flows building
- Actionable insights and data

38. Email automations

39. IV. A/B Testing

40. A/B Testing
Where to start from:
- Choose specific goals
- Choose elements to test and audience to address
- Start with small changes
- Set at least 3 months period

41. A/B Testing

42. A/B Testing

43. V. Gamification and
social influence

44. Gamification Framework

45. Gamification Framework

46. Gamification
Where to start from:
- Choose what type of gamification you want to use
- Brainstorm how to implement it in - text, images and
dynamic website content
- Make a map where and when you will implement it
and which are the goals you are setting
Ex: Test products quantity and limited editions
approach
10 examples

47. Gamification Tools

48. Gamification Tools

50. VI.Smart Popups..
please
Brave

51. VII. Speed

52. ● 40% of people abandon a website if it needs more than 3 seconds
to load.
● An eCommerce making $5,000 a day could potentially lose
$125,000 sales per year from 1 second page delay.
● Conversion rates increase 74% when load times improve from 8
seconds to 2 seconds.

53. Speed optimisation
1. Google PageSpeed Insight
2. Google Mobile Friendly test
3. GTMetrics
4. Wordpress Speed optimizing tools

54. VIII.Search
64% of people use search to address the
“I-want-to-buy-moment”
43% of users on retail websites go directly to the
search bar.

55. VIII.Search
Algolia

56. Sounds easy.. right?

57. Steps
1. Start with CRO Strategy
2. Connect and prioritize the tools with the CRO Strategy
3. Delegate some of the tasks to other people in your team.
4. Find a technical and marketing partner to walk through the
process.
5. Start with small steps, evaluate and upgrade.
6. Make monthly reporting KPI's and templates to analyse the
results.
7. Start with "What we want to achive".
8. If you need some support - call us :)

58. Partners Program
Type of clients:
1. Direct with clients
2. Working with development companies
3. Working with marketing teams/people
Commision based program
- 10% to 30% from the first 3 months

59. Community Group

60. Software partners

61. Book your free 30 mins
consultation >
+359884440770 nekov@thinkfirst.bg thinkfirst.bg