MivaCon Philly - Conversion Optimization
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When it comes to increasing sales for your ecommerce site, most people focus on getting more traffic to their site. This can be expensive and often is not the best way to maximize ROI. Learn about the latest tools and tactics to get more sales and profit from the traffic you’re already getting.
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MivaCon Philly - 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
- 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
Editor's Notes
- Make your unique value proposition clear
- B2B Incentivize Welcome by name Create sticky-ness
- 3-5X more likely to convert PowerSearch or native search can be formatted well Consider more advanced tools as you have higher traffic / sku count
- Use advanced tools if it makes sense Make sure you’re leveraging tools to full capabilities to maximize ROI
- Rapid ordering
- No matter what, communicate to the prospective customer that something was added to their cart AJAX Add to Cart
- Ditch category tree Don’t be Miva default