The document outlines a conversion optimization strategy by Philip Hansen, emphasizing data-driven decisions, customer understanding, and efficient website design. It provides insights on tools, website structures, product pages, checkout processes, and the importance of clear calls-to-action. The goal is to enhance user experience and increase conversion rates across various platforms.

3. CONVERSION
OPTIMIZATION

4. PHILIP HANSEN
STRATEGY & SOLUTIONS
ABOUT ME

5. ABOUT CONVERSION OPTIMIZATION
• Use common sense
• TEST & make data driven decisions
• Know your customer
• Know your goals

6. TOOLS & RESOURCES
• Google Analytics / Webmaster Tools / Unified Analytics
• Goal Funnels!
• Visual Website Optimizer / Optimizely
• KISSmetrics / MOZ
• Pay attention to everyday shopping

7. DISCLAIMERS
• Common sense / holistic approach
• Just because it worked for Johnny…
• Low traffic sites
General / social marketing
On-page SEO
Email Marketing

8. HOMEPAGE

9. HOMEPAGE
Define yourself quickly & concisely

10. HOMEPAGE
Get them off of your homepage

11. HOMEPAGE
Slideshows

12. HOMEPAGE

13. HOMEPAGE
Account creation & recognition

14. SITE SEARCH

15. SITE SEARCH
Cater to these visitors!

16. SITE SEARCH

17. CATEGORY PAGES

18. CATEGORY PAGES
• Display relevant data
• Does ‘Buy Now’ make sense?

19. CATEGORY PAGES

20. CATEGORY PAGES
Standard grid vs. line item

21. CATEGORY PAGES
Consider ‘Quick View’

22. PRODUCT PAGES

23. PRODUCT PAGES
Clear CTA – High on the page

24. PRODUCT PAGES
Reinforce stock levels & shipping expectations

25. PRODUCT PAGES
Customer generated content

26. PRODUCT PAGES
Image submission / Instagram feed

27. PRODUCT PAGES
Keep on page vs. redirect to basket

28. BASKET PAGE

29. BASKET PAGE

30. BASKET PAGE

31. BASKET PAGE

32. BASKET PAGE
Editable attributes // 1 Click wish list

33. BASKET PAGE
Minimize other actionable items (e.g. Remove button)

34. GENERAL CHECKOUT

35. GENERAL CHECKOUT
• Remove unnecessary global elements
• Keep forms at top of page
• Limit form fields / Consolidate ‘terms’
• Make customer service accessible
• Reinforce trust symbols
• ‘Magic cookie’
• Don’t yell “coupons” at them!
• Pay attention to your goal funnel

36. GENERAL CHECKOUT

37. GENERAL CHECKOUT

38. GENERAL CHECKOUT

39. MOBILE

40. THANK YOU!
PHILIP HANSEN
PHANSEN@MIVA.COM
858.731.4111
GO SELL!