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eGenie Conversion Optimisation & Conversion Killers
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.
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eGenie Conversion Optimisation & Conversion Killers
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- 2. Me • GoogleAdWords 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 • Whatare Conversions? • Shopper thought process • Conversion Killers • Putting things right
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- 9. Why does itmatter? 10% 20%
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- 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
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- 18. What matters toyou as an online shopper?
- 19. Conversion Killers •Emotional • Rational • Subconscious Signals • Feel
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- 23. Design • 5Second Test •What was that Website selling?
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- 27. 3 Clicks fromGoal
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- 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
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- 40. Trust – TradeAssociations
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- 47. USPs – Features& Benefits
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- 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?
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- 54. Summary • ConversionRate 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!
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- 56. Contact • info@eGenie.bizEmail •0203 289 7715 Phone •07866 253843 Text •www.eGenie.biz Web
Editor's Notes
- #6 So, that was eLignum. We wanted to bring all that experience to the aid of local SMEs. But, we found that providing reports and recommendations had no value