11 questions to answer to improve your conversion rate

YOU NEED TO ANSWER 11 QUESTIONS

TO IMPROVE YOUR CONVERSIONS

HI. I’m Craig – @smallfarmdesign

StrategyAndDesign.co

72% OF SHOPPERS ABANDON THEIR SHOPPING CARTS

Sourced from Listrak Shopping Cart Abandonment Index

ONLY 28%

Build something modern and allow for buying multiple copies of an items like all other shopping sites.

2

26

32 31

9

Very Satisfied Quite Satisfied Neither Satisfied nor Dissatisfied

Quite Dissatisfied Very Dissatisfied

PERCENTAGE OF ECOMMERCE PROFESSIONALS SATISFIED WITH CONVERSION RATES

OF ECOMMERCE BUSINESSES ARE HAPPY WITH THEIR CONVERSION RATES

Sourced from eConsultancy: Conversion Rate Optimization Report 2013

MOST SHOPPERS DO NOT MAKE A PURCHASE THE FIRST TIME THEY VISIT A SITE, AND MANY CONSISTENTLY ADD ITEMS TO A SHOPPING CART WITHOUT EVER MAKING A PURCHASE.

WHAT ARE YOU TO DO SO NOW

START BY ASKING THESE QUESTIONS OPTIMIZE

WHO’S THE AUDIENCE? 1

WHAT’S THE VALUE OF YOUR PRODUCT OR

SERVICE?

2

WHAT SHOULD I DO FIRST?

3

WHAT IS ONE THING I CAN DO TO REDUCE

FRICTION?

4

HOW CAN I MAKE THE CALL TO ACTION

STRONGER?

5

LOW HANGING FRUIT ATTACK

FIRST

IS THE VALUE PROPOSITION

OBVIOUS?

LOW HANGING FRUIT

2 3

5 6 4

IS THE VALUE PROPOSITION OBVIOUS? This should answer the question ‘Why should I buy from you’.

Value proposition that is aspirational in nature.

Value proposition that clearly indicates why a customer should buy from Lululemon.

IS THE VALUE PROPOSITION

OBVIOUS?

LOW HANGING FRUIT

2 3

5 6 4

IS THE HEADLINE CLEAR &

COMPELLING?

IS THE HEADLINE CLEAR & COMPELLING? Your headline is the most important copy on your page – its job, stop visitors in their tracks.

Under Armour makes a strong statement with their hunting boots headline.

IS THE VALUE PROPOSITION

OBVIOUS?

LOW HANGING FRUIT

2 3

5 6 4

IS THE HEADLINE CLEAR &

COMPELLING?

ARE THE IMAGES PROFESSIONAL &

MOTIVATING?

ARE THE IMAGES PROFESSIONAL & MOTIVATING? High quality images should excite the visitor and make them believe they cannot live without your product.

Anthropologie has large, high quality images that show different angles of the dress.

IS THE VALUE PROPOSITION

OBVIOUS?

LOW HANGING FRUIT

2 3

5 6 4

IS THE HEADLINE CLEAR &

COMPELLING?

ARE THE IMAGES PROFESSIONAL &

MOTIVATING?

ARE BENEFITS FOCUSED ON THE

VISITOR?

ARE BENEFITS FOCUSED ON THE VISITOR? Customers want to know what the product or service will do for them –speak to visitors, not at them.

William-Sonoma talks about the benefits of using the egg poaching cups first.

IS THE VALUE PROPOSITION

OBVIOUS?

LOW HANGING FRUIT

2 3

5 6 4

IS THE HEADLINE CLEAR &

COMPELLING?

ARE THE IMAGES PROFESSIONAL &

MOTIVATING?

ARE BENEFITS FOCUSED ON THE

VISITOR?

ARE THE TESTIMONIALS

GENUINE?

ARE THE TESTIMONIALS GENUINE? A mix of positive and negative reviews helps to improve consumer trust and improve conversion.

As you can see here Patagonia doesn’t hide bad reviews.

IS THE VALUE PROPOSITION

OBVIOUS?

IS THE HEADLINE CLEAR &

COMPELLING?

ARE THE IMAGES PROFESSIONAL &

MOTIVATING?

ARE BENEFITS FOCUSED ON THE

VISITOR?

ARE THE TESTIMONIALS

GENUINE?

IS THE CALL-TO-ACTION

OBVIOUS?

LOW HANGING FRUIT

IS THE CALL-TO-ACTION OBVIOUS? The CTA must be nice and clear; and stand out from other elements on the page.

The hot pink CTA that Lululemon has chosen really stands out against the grey background.

88%

Build something modern and allow for buying multiple copies of an items like all other shopping sites.

52

36 28 26

Lack of Resources Lack of Budget Department Conflicts Lack of Strategy

4 BIGGEST BARRIERS PREVENTING YOU FROM IMPROVING YOUR CONVERSION RATES

OF ECOMMERCE BUSINESSES INDICATE LACK OF RESOURCES & BUDGET HURT CONVERSION RATES

Sourced from eConsultancy: Conversion Rate Optimization Report 2013

CONVERSION OPTIMIZATION HAS A VERY SIMPLE GOAL: MAKE MORE MONEY BY IMPROVING CONVERSIONS. THERE ARE PLENTY OF WAYS TO DO THIS BUT IT ALL

BEGINS WITH ASKING THE RIGHT QUESTIONS.

WANT HELP ?

Call: 330.648.3276 Email: Craig@StrategyAndDesign.co Visit: strategyanddesign.co

3 Ways to get help & find out more: