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Conversion Killers
Me
• Google AdWords Certification
• Google Analytics Individual Qualification
• Bing Accredited Professional
• Google ecommerce Certified
• MSc Applied Economics & Data Analysis
• Large corporations – Web Analytics
• Essex SMEs – Online Marketing
Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEs
Bing & Google certified
Delivering increased profit
eGenie Process
Marketing
Optimisation
Analysis
Recommendations
Agenda
• What are Conversions?
• Shopper thought process
• Conversion Killers
• Putting things right
What are Conversions?
Types of Conversion
Conversion Rate
= 50%
Why does it matter?
10%
20%
Acquisition Cost
Acquisition Cost
• Website
• Web hosting
• Blogging
• Social Media
• Pay Per Click
• SEO
• Site maintenance
Acquisition Cost - Example
Acquisition Cost - Example
• CR Sale Cost Total Cost Revenue Profit
20% £5 £1 £10 £10 £0
30% £5 £1 £10 £15 £5
Customer Value
• 20% = £1.00 = £0.00
• 30% = £1.50 = £0.50
Customer Value
• 20% 1m x = £0.00
• 30% 1m x = £500,000
Maximise Conversion Rate
Conversion Killers
What matters to you as an online shopper?
Conversion Killers
• Emotional
• Rational
• Subconscious Signals
• Feel
Design
Design
Design
• 5 Second Test
•What was that Website selling?
Design
Confusion
Confusion - Navigation
3 Clicks from Goal
Call to Action
Speed
Unexpected Costs
Conversion Rate Improvers
User Journey
Questions
• Right Website
• Right Product
• Genuine seller
• Safe
• Best/Competitive Price
• Will I get it?
• What if something goes wrong?
Answers
• Style – CTA – Message - USP
• Info – Images – Help– USP
• Trust – Style – Social Proof
• Trust – Security – Social Proof
• Clear Pricing – Delivery –Promise
• Trust – Delivery - Social Proof
• Info - Policy
Trust
Trust – Trade Associations
Social Proof
Social Proof
Example: Recommendations help convert
Price
Shipping
Unique Selling Points
USPs – Features & Benefits
USPs - Awards
Information
• FAQs – Addressing customers concerns
• What if I change my order?
• When will I receive my order?
• What if there’s a problem?
• How can I pay?
Payment
Images
Help
Conversion Testing
Summary
• Conversion Rate is important for a profitable business
• Customers put off by bad design, poor navigation & slow sites
• Win customers by:• Building trust
• Showing social proof
• Eliminating concerns
• Providing buying information
• Test – don’t guess!
Questions
?