The document provides three tips for boosting Christmas conversion rates online: 1) Focus on persuasive copy and content using scarcity/urgency messaging and a festive tone of voice. 2) Test strengths intelligently by focusing on strengths rather than weaknesses and learning insights rather than just revenue. Christmas online behavior is different with more visitors, intent driven by availability/pricing, and larger orders/cart sizes. 3) Ensure guest checkout is enabled to avoid losing sales at the last step. Additional tips include delivering on promises and utilizing customer feedback tools.

1. #ChristmasCRO
HOW TO BOOST CONVERSION RATES
OVER CHRISTMAS

2. #ChristmasCRO
Chris McCormick
Head of Optimisation at PRWD
Stephane Fulgeanu
Senior Consulting Manager at AB Tasty

3. #ChristmasCRO
The PRWD Team
Industry leading UK based conversion optimisation agency
10+ years working with some of the biggest brands across Europe

4. #ChristmasCRO
Clients we have worked with...

5. #ChristmasCRO
Our International Partnership
PRWD are the exclusive UK partner of the Global Optimization Group
The Global Optimization Group os a network of the world’s leading
conversion optimization agencies.

6. #ChristmasCRO
THREE
TOP TIPS
TO BOOST CHRISTMAS CONVERSIONS ONLINE

7. #ChristmasCRO
TOP TIP No. 1
FOCUS ON PERSUASION

8. #ChristmasCRO
Copy & Content

9. #ChristmasCRO
Scarcity & Urgency copy
Low stock messaging
creates an impression
that the product is scarce
Consider the use of
countdown timers or time limits
in order to generate urgency
Encourage immediate
action through the use
of limited time special
offers to create urgency

10. #ChristmasCRO
Scarcity & Urgency combined

11. #ChristmasCRO
Urgency messaging

12. #ChristmasCRO
Xmas tone of voice

13. #ChristmasCRO
Xmas tone of voice

14. #ChristmasCRO
Create fresh and engaging content
Capture your
audience's attention
Frequently update
and change your
content
Create excitement

15. #ChristmasCRO
Hourly Percentage Countdown

16. #ChristmasCRO
Hourly Deals - Unlocked

17. #ChristmasCRO
Hourly Deals - Coming soon...

18. #ChristmasCRO
Authoritative content

19. #ChristmasCRO
TOP TIP No. 2
TEST TO YOUR STRENGTHS

20. #ChristmasCRO
...and do it INTELLIGENTLY
REVENUE VS INSIGHTS &
LEARNINGS

21. #ChristmasCRO
TYPICAL APPROACH IS TO
IDENTIFY WEAKNESSES

22. #ChristmasCRO
Focus on your strengths

23. #ChristmasCRO
Test for
learnings & insights?

24. #ChristmasCRO
Xmas online behaviour is not once a year!
★ Large influx of new visitors
★ Conversion intent driven by availability and pricing
★ Increase in multi-product orders and cart size
★ Increased AOV due to more expensive seasonal purchases

25. #ChristmasCRO
TOP TIP No. 3
Guest checkout is a must

26. #ChristmasCRO
Don’t fall at the last hurdle

27. #ChristmasCRO
As it’s Christmas…
Here are a couple of extra tips
for you...

28. #ChristmasCRO
Deliver on your promises

29. #ChristmasCRO
Utilise Voice of Customer tools

30. #ChristmasCRO
Stephane Fulgeanu
Senior Consulting Manager, AB Tasty

31. #ChristmasCRO
What is AB Tasty?
A complete suite for conversion rate optimisation

32. #ChristmasCRO
Data Insights User EngagementTesting & Personalisation
Conversion rate optimisation

33. #ChristmasCRO
The CRO strategy cycle
From analysis to analysis

34. #ChristmasCRO
Analysis
Hypothesis
Testing
Learnings &
Segment
Discovery
Personalisation
#1

35. #ChristmasCRO
It’s all about timing...

36. #ChristmasCRO
Loading time
=
Speed Revenue
#2

37. #ChristmasCRO
Take action quickly
Agility Autonomy Safety
#2

38. #ChristmasCRO
Precision through
segmentation

39. #ChristmasCRO
Segment: Homogeneous group of visitors
sharing the same needs and behaviours.
#3
A/B test DMP Analytics

40. #ChristmasCRO
Make safe decisions

41. #ChristmasCRO
In Thomas Bayes we trust
Dynamic Traffic Allocation
Faster results, less traffic needed
More conversion, less loss
#4

42. #ChristmasCRO

43. #ChristmasCRO

44. #ChristmasCRO
Questions?
Stephane Fulgeanu
stephane@abtasty.com
Chris McCormick
chrismccormick@prwd.co.uk