From Clicks to Customers - 5 Ways to Improve Website Sales

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FROM CLICKS TO CUSTOMERS:
5 WAYS TO IMPROVE WEBSITE SALES

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Andy Crestodina | Orbit Media Dalip Jaggi | Devise Interactive
Co-Founder and Strategic Director
of Orbit Media
@crestodina
Principal at Devise Interactive
@thinkdevise
PANEL SPEAKERS
The Dynamic CommunicatorTM
@dynamicjill
Jill Schiefelbein | Owner
MODERATOR PRESENTER PRESENTER

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TODAY’S AGENDA
Creating a Great User Experience
Choosing Images That Drive Action
Establishing Pricing Anchors
How to Use Social Proof
Creating a Sense of Urgency

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CREATING A GREAT USER EXPERIENCE:
WRITING AND PAGE LAYOUT FOR THE WEB

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FROM THE AUDIENCE
POINT OF VIEW
Questions to ask:
Is the content digestible and easy to
follow?
Did you avoid jargon?
Did you personalize the conversation?

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EVERYTHING HAS A REASON
Each content
section should
serve it’s own
purpose.
Before even
designing a page,
take your content
to a blank word
doc.
Start identifying
the content
hierarchy.
Keep font size
in mind.
Take spacing,
sizing and
kerning into
consideration.

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USE NUMBERS TO DRAW INTEREST
source: Conductor: 5 Data Insights Into the Headlines Readers Click
Overall Headline Preferences
Odd Numbers= 20% More Clicks

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HEADLINES: EMOTIONS GET SHARED
Source: What Makes Content Viral? Jonah Berger and Katherine L. MiLKMan
https://marketing.wharton.upenn.edu/files/?whdmsaction=public:main.file&fileID=3461
Source: Emotional Marketing Value
http://www.aminstitute.com/headline

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FORMAT FOR SCANNERS, NOT READERS
Headings and Subheadings
Bullet Lists and Numbered
Internal Links
Bolding and Italics
Multiple Images
Position in Sequence
List Order: Serial Position Effect

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FORMAT FOR USER EXPERIENCE
Heatmaps
Analytics
A/B testing of all types (content
and layouts)
Advanced tag tracking
Install and use beneficial tools and
scripts to help optimize your UX.

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TECHNICAL ASPECTS OF THE
USER EXPERIENCE
Optimize page speed
Mobile and responsive technology
is a must
Ensure your website is mobile friendly
and still holds compelling call to
actions and messaging across the board
Source: Comatica
The company, product and service names used are for identification purposes only. All trade marks and registered trade marks
are the property of their respective owners.

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CHOOSE IMAGES THAT
DRIVE ACTION

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IMAGE
SELECTION TIPS
Images should be self-explanatory
In most contexts, humanize the process by
providing real images with real purpose
Evoke emotion that helps influence
the call to action
Select images that attract with color and grab
attention
Personalize the process by featuring those who
may reflect your audience

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“IF YOU CAN’T WRITE A CAPTION FOR IT,
IT’S A STOCK PHOTO.”

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PICTURES IMPROVE LEARNING AND ACTION
sources: Pictorial Superiority Effect” Brain Rules, Dr. John Medina

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IMAGES HELP INCREASE SHARES
source: Twitter Media Blog, March 2014, Social Bakers, March 2014

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“IN A DESERT OF
TEXT, IMAGES
ARE WATER.
GIVE YOUR
READERS A SIP!”

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COLORS, TRUCKS AND HEDWIG VON RESTORFF
The company, product and service names used are for identification purposes only. All trade marks and registered trade marks are the property of their respective owners.

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ACTION COLORS AND CONVERSIONS
-

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WE’RE HARDWIRED TO LOOK AT FACES

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EYE TRACKING STUDIES SHOW
YOU LOOK WHERE THEY LOOK

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THE INVISIBLE ARROW EFFECT

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BASKERVILLE, THE MOST CREDIBLE FONT...
source: Twitter Media Blog, March 2014
Version One
Version Two
“If a one kilometer asteroid had approached the Earth
on a collision course at any time in human history before
the early twenty-first century, it would have killed at least
a substantial proportion of all humans.”
“If a one kilometer asteroid had approached the
Earth on a collision course at any time in human
history before the early twenty-first century,
it would have killed at least a substantial
proportion of all humans.”

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ESTABLISHING PRICING
ANCHORS TO
INCREASE SALES

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YOUR WEBSITE IS
YOUR STOREFRONT
What selling tactics are being used
in-store that can be replicated online?
Automatic makes automagic

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HOW TO DOUBLE SALES
source: Simonson, I. (1993). “Get closer to your customers by understanding how they make their choices,” California Management Review, 35: 68-84.

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PRICE PRIMING AND ANCHORING

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PRICE PRIMING AND ANCHORING IN ACTION
500% Increase in Conversions

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ATTENTION RATIO: TOO MANY OPTIONS
IS A BAD THING
All Varieties Top Seller Only
+ 233% Conversion Rate
+ 40% Average Order Value
+ 366% Average Revenue / Click
source: 5 Easy Tips to Improve Every Blog Design
source: Adlucent
The company, product and service names used are for identification purposes only. All trade marks and
registered trade marks are the property of their respective owners.

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HOW TO USE SOCIAL PROOF
FOR HIGHER CONVERSION

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WISDOM FROM THE CROWD

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10 WAYS TO OFFER SOCIAL PROOF
Testimonials Number of Happy Customers
Endorsements “Our Most Popular” Best-Seller
Social Media Shares Studies and Statistics
Social Media Widgets Press Mentions
Certifications, Awards Reviews
1 6
2 7
3 8
4 9
5 10

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“WHEN YOU
SAY IT, IT’S
MARKETING.
WHEN THEY
SAY IT, IT’S
SOCIAL PROOF.”
The company, product and service names used are for identification purposes only. All trade marks and
registered trade marks are the property of their respective owners.

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TRUST FROM AWARDS AND MEMBERSHIPS

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TESTIMONIALS = SUPPORTIVE EVIDENCE
Never Make a Testimonials Page!

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CALL TO ACTION CONFORM
Best Practices for Signup Form
Prominence
Promise
Proof!
1
2
3
Before
After

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SOCIAL PROOF: EVERYBODY’S DOING IT

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SOCIAL MEDIA WIDGETS

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SOCIAL ICONS ON YOUR SITE

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CREATING A SENSE OF
URGENCY TO DRIVE ACTION

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DEADLINE TO ACT
A deadline influences an immediate
conversion
Portrays demand to your user
Is one of the greatest psychological
tools you can use

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Rebates Early Bird Registration
Trial Periods Countdown Clocks
Free Samples Limited Supply
6 WAYS TO LEVERAGE LOSS / SAFETY
Remind Readers What They’ll Miss, Risk Or Lose By Not Choosing You.

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GUESS WHICH DAY WAS
THE EARLY BIRD DEADLINE?
Ticket Sales Growth
The company, product and service names used are for identification purposes only. All trade marks and registered trade marks are
the property of their respective owners.

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MUST HAVES

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Movement > Images > Text

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Q&A

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CLOSING THOUGHTS
Andy Crestodina
Co-Founder and Strategic
Director of Orbit Media
@crestodina
Dalip Jaggi
Principal at
Devise Interactive
@thinkdevise

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WEBINAR RECORDINGS FROM THIS SERIES
Access recorded sessions from the first 3
events at cbcommunity.comcast.com:
How to Master SEO and Grow Your Business
Using Social Media to Increase Sales
Build Your Audience with Content Marketing
Link To Today’s
Recorded Event Coming
Next Week To Your Inbox
Find out about
upcoming events at
entrepreneur.com/events

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THANK YOU
Want More Information?
Find ideas, solutions and perspectives from experts
and real business owners at Comcast Business
cbcommunity.comcast.com

From Clicks to Customers - 5 Ways to Improve Website Sales

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