Topics Discussed: Conversion – what, where, how, why 5 things your key conversion points might be missing Common pitfalls to watch out for when testing Live Q&A

1. THE 2017
Ecommerce Marketer’s
Virtual Summit
PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.

2. DAY 1:
Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC
Strategies to Implement Today
9am PST / 12 pm EST
Tuesday, March 28th
Advanced SEO Site Audit Revealing If
Google can Find, Crawl, Index, and Rank
Your Site in 40 minutes or Less.
11am PST / 2 pm EST
Tuesday, March 28th

3. DAY 2:
Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion Points:
5 Things You Might’ve Missed
9am PST / 12 pm EST
Wednesday, March 29th
Why Omnichannel Selling Is Now
Tablestakes In Ecommerce
11am PST / 2 pm EST
Wednesday, March 29th

4. ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING
RECORDED & SENT OUT
HAVE A QUESTION?
SUBMIT IN CHAT BOX
MORE RESOURCES IN
‘HANDOUTS’ SECTION

5. Let’s Begin Today’s Session!

6. Optimizing Your Key
Conversion Points
Five Things You Might Have Missed

7. Lauren Lowman
US Director of Demand Generation
Josue Ledesma
Global Content Marketing Manager

8. Agenda
Conversions: The What, Where, How, and Why
5 Things Your Key Conversion Points Needs
Common Testing Pitfalls
How to get Ratings & Reviews in Google
What/Who is Trustpilot?
Questions?

9. Conversions
The What, Where, How, and Why

10. What is a Conversion??
Depending on what you’re measuring, a conversion occurs when a user
takes a specific action you want them to take.
● Sales/purchases
● Newsletter signup
● Lead generation form
● Inbound phone calls
● Member sign-ins

11. Where is it happening??
● Homepage
● Product pages
● Shopping cart pages
● Landing pages
● Email
● Social media ads
● Banner ads
● Display ads
● Blog

12. How Do Conversions Happen??
● The Right CTA
● UX/UI
● Lead Magnets / Incentives
● Strong Content & Messaging
● Continuity
● Credibility
● Social Proof
● Focus
● Personalization

13. Why is Conversion Important??
● Drives revenue!
● Provides a baseline metric informing you whether the decisions
made and strategies implemented are positively impacting your
business.
● Measures effectiveness of campaigns, websites, ad placements etc.

14. 5 Things Your Key Conversions
Points Need

15. Continuity

16. Why is Continuity Important??
● Also known as message match
● Marketing Experiments study found that continuity improved
conversion rate by 50-60%
● Continuity ensures consistency across the entire customer journey
from an ad placement, to a product page, to conversion.

17. Tactics & Examples
● Make sure your copy, image, tone, and design are clear across all
channels that drive to the same conversion point.
● Does your offer on your landing page match the offer on your ad?

18. Credibility

19. Why is Credibility Important??
● Consumers need to be able to trust
the message, the company, and
what a company is selling.
● Third-party credibility is a major
differentiator in the large
eCommerce industry.
● Security, data protection, privacy,
and even shipping all matter to a
consumer.

20. Tactics
● Utilize trust symbols to improve your credibility
42% increase in
conversions
72% increase in
conversions

21. Focus

22. Why is Focus Important??
● Focus ensures your site is geared towards one single goal -
conversion
● Multiple CTAs muddle the message and reduce conversion.
● Decision paralysis is real on an unfocused page
● Focus gives visitors one option - convert or leave.

23. Tactics & Examples
● At the point of conversion, which elements on
your landing page are absolutely necessary?
● Have one clear CTA, above the fold, on the
right.
● Don’t give a visitor a reason to navigate away.
Where’s the
● Minimize and/or hide
links
● Structure your
design accordingly

24. Social Proof

25. Poll Q&A
Are you currently utilizing Social Proof in your marketing?
• Yes
• No
• Not Sure

26. Why is Social Proof Important??
● Social Proof leverages your most important marketers: your
customers.
● Social proof leverages UGC - authentic and compelling.
● Sugru, saw a 55% conversion rate increase in an A/B test that tested
displaying reviews.
“Word-of-mouth has been and always will be a
driving force of success... If your business has
received some shining compliments in the past,
be sure to showcase them.” -
WordStream’s Guide to Great Landing Page
E-Book

27. Tactics & Examples
● Add Social Proof to your pages. This
can include:
○ Customer list or logos
○ Press mentions
○ Reviews
○ Social media integration
○ Testimonials
This Is It StoresGroupon
130% increase in
conversions, 315%
in revenue
ID Wholesaler

28. Personalization

29. Why is Personalization Important??
● 75% of customers like
when brands personalize
shopping experiences for
them.
● 40% of online revenue
comes from returning
customers.
● Personalization increases
conversions, average
order value (AOV) and
leads to return customers
Start collecting data such as:
● Location/IP address
● Acquisition/referral
channel
● New or returning
customer
● Search and shopping
history
● Demographics
● Customer
Feedback/Reviews

30. Tactics & Examples
● Create pre-defined segments
● Shift your copy, design, and offerings based
on personalization data
● Always re-evaluate based on new data.
Very.Co.Uk SpearmintLove
Burton Menswear

31. Common Testing Pitfalls

32. If you’re not testing,
start testing
Only 56% of businesses who are leveraging
landing pages actually test and optimize them.

33. Not Thinking About The Macro-
Conversion
● Ultimately, revenue, purchases, and sales are what matters
● Micro-conversions, such as newsletter sign-ups, submission rates,
return customers, must lead to a macro-conversion.
● Test micro-conversions and macro-conversion correlations
Start from the macro down

34. Not waiting for statistical significance
● Set rules to follow when implementing a test.
● Minimum amount of time and conversions need to be set to ensure
you’re getting significant results.
Commonly used criteria include: 100
conversions and 7 days

35. Not Having Enough Traffic
● Tests should be run on highest traffic pages.
● Utilize fewer variations on low-traffic pages to reduce traffic split.
● Consider your channel or platform.
Too little traffic = a small sample
size

36. Neglecting Site and Load Speed
● 57% of visitors will
abandon a page if it takes
longer than 3 seconds to
load
● Size of images, web host,
caching tools, device, and
design all affect load times

37. Not Optimizing Your A/B Testing
● Test only one change in your split test
● Don’t let your A/B test hurt your SEO
○ don’t cloak or index test pages
○ use canonical links
○ keep test assets alive
○ use 301 redirects for past test pages

38. Who/What is Trustpilot

39. Who is Trustpilot?

40. Why does Trustpilot Exist?

41. How Trustpilot Can Help
1. Stand Out Online 2. Expand Your Reputation
3. Power Your Site With Trust 4. Improve Customer Satisfaction

42. Any questions?