The document provides 10 tips for converting more website visitors into buyers by helping them through their online journey. It discusses bringing visitors to the right page, making the homepage useful, helping with navigation, giving the right search results, displaying products clearly, providing necessary product details, making registration optional, making purchases easy, reassuring visitors, and following up after conversions. The tips are aimed at simplifying the customer experience and removing barriers to encourage purchases.

1. Visitor meet the web
Make your website work
Ten ways visitors to buyers
Converting to convert more visitors into buyers
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2. Think about your customers’ online journey
Make it simple for them to find, choose, and buy the product they want
1 Bring me to the right page
2 Make your homepage useful
3 Help me navigate
4 Give me the right results when I search
5 Display groups of products clearly
6 Give me the product details I need
7 Make registration optional
8 Make it easy to buy or enquire
9 Reassure me
10 Conversion follow-up
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3. 1. Bring me to the right page
Electric Drills After
Buy Electric Drills from just £89.99
Free Next Day Delivery
www.Screwfix.com
Before
20% reduction in bounce rate
TOP þ Link ads to right page þ Ensure the selling points are visible
TIPS þ Mirror your ad title
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4. 2. Make your homepage useful
TOP þ Reaffirm your brand and site purpose þ Test product promotions
TIPS þ Inform customers of any promotions þ Make it easy to navigate further
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5. 3. Help me navigate
TOP þ Make product/service categories visible þ Highlight where to go next
TIPS þ Use easy-to-understand terms
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6. 4. Give me the right results when I search
boys socks
Before After
20% reduction in bounce rate
7% increase in conversion rate
TOP þ Check quality of results þ Allow customers to sort results
TIPS
þ Make site search visible þ Lay out search results clearly
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7. 5. Display groups of products clearly
After
Before
6% increase in conversion rate
TOP þ Provide a clear layout and design þ Group products logically
TIPS
þ Enable comparisons
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8. 6. Give me the product details I need
Before
After
5% increase in conversion rate*
TOP þ Summarise key product details þ Make your call-to-action button visible
TIPS þ Provide clear images
* Site testing originally conducted in German Google Confidential and Proprietary

9. 7. Make registration optional
23% of checkout abandonments occur due
to required registration*
TOP þ Allow purchase without registration þ Highlight the benefits
TIPS þ Make registration easy
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*Source: Forrester Research US: Required Registration Lowers Online Conversion Rates, April 2008.

10. 8. Make it easy to buy or enquire
Before
After
40% increase in quote submissions
TOP þ Don't ask for unnecessary details þ Expedite the process
TIPS
þ Show transparent steps þ Avoid distractions
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11. 9. Reassure me
1.8% increase in conversion rate*
TOP þ Be open about cancellations/returns þ Offer security
TIPS þ Offer transparency on price þ Clarify what happens after purchase
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12. 10.Conversion Follow-Up
Question to ask
Does the Thank You page clearly indicate what will
happen next? Is there post conversion interaction
with the customer, i.e. order tracking?
TOP þ Complete details on thank you page þ Cross-sell
TIPS þ Moffer reason to convert again
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13. Google tools support driving online sales
Website Optimiser
Optimize
Content
Monitor
Performance
Drive the Right
Traffic
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14. Purchasing decision process
Initial research
Reducing options
Final decision
Identifying point of sale
Purchase
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15. Initial research
Reducing options
Final decision
Identifying point of sale
Purchase
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16. Initial research
Reducing options
Final decision
Identifying point of sale
Last cookie
Purchase
Purchase
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17. How does the research path look?
Office computer In-house computer Tablet Smartphone
Initial research
Reducing options
Final decision
Identifying point of sale
Purchase Purchase
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18. Two Ways to Reach Consumers in Search
Branded Search: you ve already won!
consumers are already Brand aware, and
your Brand is top-of-mind
Generic Search: stand out & win them over!
consumers may be brand aware, but are
searching within the category & likely do not
have a specific Brand in mind

19. The Reach is Primarily in Generic Searches (Product, Category
& Affinity groups)
% Share of Search Reach
Consumer Packaged Goods Category
Affinity
(e.g., fashion week , lady gaga , skiing )
Category
(e.g., beauty tips , dry skin ,
wrinkles )
Product
(e.g., lotion ,
eye cream )
Brand
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Source: Google Internal Data; Circles are to scale for query volumes in the CPG: Home & Personal Care Category

20. The question we are trying to answer:
What is the impact of
Generic Search ads on
Branded Searching?
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21. Generics influence nearly ½ of Advertiser
Conversions, but only get credit for 1/3
in a last click model
Advertiser Conversions: Advertiser Conversions:
Last Click View with Search Funnels Insight
Search Conversion Breakdown: Search Conversion Breakdown:
Cross-Advertiser Set Cross-Advertiser Set
Branded
Exposed to
Ads on
Generic
Keywords*
14%
Generic
Generic 32%
32%
Branded
68% Branded
54%
*Defined as Last-click conversions on Branded keywords that were exposed to an Ad on a Generic keyword (click or impression)
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010

22. Clients with High Generics Coverage see 3.5X the
Branded conversions exposed to Generics
% of Branded Last-Click Conversions
Exposed to Generic Ads
(Advertisers Segmented by Generics Coverage)*
38%
11%
Clients with "Low" Coverage Clients with "High"Coverage
on Generic Keywords on Generic Keywords
Because Search Funnels only captures data for searches against which an Advertiser s ad was
displayed, this data could be self-fulfilling. However ,our Search Funnels Cross-Advertiser Case
Study suggests otherwise.
*Generics Coverage is measured by % total investment in Generics keywords, as well as meeting specific thresholds for impression share. Advertisers represented here clearly
fall into a high or low bucket; advertisers with coverage categorized as medium are excluded.
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010

23. Attribution Models: Al a Carte Menu
Excl Excl
Last Click First Click Linear Linear Branded Branded
Search Path (Clicks Only) (Imps = .25)
(Clicks Only) (Imps = .25)
Generic
search click 100% 25% 24% 33% 31%
Generic
search 6% 8%
impression
Generic
search click 25% 24% 33% 31%
Generic
search click 25% 24% 33% 31%
Branded
search click 100% 25% 24%
to conversion
How Conversions are Credited for each Model
• This is a representative sampling of some attribution models
• (Imps=value) denotes the weight assigned to an impression, which is calculated in proportion to clicks (e.g., Imp-.25 means each impression in the search
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path is weighted at .25 each click) 23

24. Conclusion: Every click is important!
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25. Thank you
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