This document discusses conversion killers that reduce conversion rates for online businesses. It defines conversion rate as the percentage of website visitors that complete a desired goal like making a purchase. Poor design, navigation issues, slow page speeds, unexpected costs and lack of trust and information are identified as common conversion killers. The document recommends building trust, showing social proof from others, addressing customer concerns upfront, providing important buying information and testing changes to improve conversion rates.

1. Conversion Killers

2. Me
• Google AdWords Certification
• Google Analytics Individual Qualification
• Bing Accredited Professional
• Google ecommerce Certified
• MSc Applied Economics & Data Analysis
• Large corporations – Web Analytics
• Essex SMEs – Online Marketing

3. Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more
profit”
Working with local SMEs
Bing & Google certified
Delivering increased profit

4. eGenie Process
Marketing
Optimisation
Analysis
Recommendations

5. Agenda
• What are Conversions?
• Shopper thought process
• Conversion Killers
• Putting things right

6. What are Conversions?

7. Types of Conversion

8. Conversion Rate
= 50%

9. Why does it matter?
10%
20%

10. Acquisition Cost

11. Acquisition Cost
• Website
• Web hosting
• Blogging
• Social Media
• Pay Per Click
• SEO
• Site maintenance

12. Acquisition Cost - Example

13. Acquisition Cost - Example
• CR Sale Cost Total Cost Revenue Profit
20% £5 £1 £10 £10 £0
30% £5 £1 £10 £15 £5

14. Customer Value
• 20% = £1.00 = £0.00
• 30% = £1.50 = £0.50

15. Customer Value
• 20% 1m x = £0.00
• 30% 1m x = £500,000

16. Maximise Conversion Rate

17. Conversion Killers

18. What matters to you as an online shopper?

19. Conversion Killers
• Emotional
• Rational
• Subconscious Signals
• Feel

21. Design

22. Design

23. Design
• 5 Second Test
•What was that Website selling?

24. Design

25. Confusion

26. Confusion - Navigation

27. 3 Clicks from Goal

28. Call to Action

34. Speed

35. Unexpected Costs

36. Conversion Rate Improvers

38. User Journey
Questions
• Right Website
• Right Product
• Genuine seller
• Safe
• Best/Competitive Price
• Will I get it?
• What if something goes wrong?
Answers
• Style – CTA – Message - USP
• Info – Images – Help– USP
• Trust – Style – Social Proof
• Trust – Security – Social Proof
• Clear Pricing – Delivery –Promise
• Trust – Delivery - Social Proof
• Info - Policy

39. Trust

40. Trust – Trade Associations

41. Social Proof

42. Social Proof

43. Example: Recommendations help convert

44. Price

45. Shipping

46. Unique Selling Points

47. USPs – Features & Benefits

48. USPs - Awards

49. Information
• FAQs – Addressing customers concerns
• What if I change my order?
• When will I receive my order?
• What if there’s a problem?
• How can I pay?

50. Payment

51. Images

52. Help

53. Conversion Testing

54. Summary
• Conversion Rate is important for a profitable business
• Customers put off by bad design, poor navigation & slow sites
• Win customers by:
• Building trust
• Showing social proof
• Eliminating concerns
• Providing buying information
• Test – don’t guess!

55. Questions
?

56. Contact
• info@eGenie.biz Email
•0203 289 7715 Phone
•07866 253843 Text
•www.eGenie.biz Web