mivacon chicago - conversion optimization

CONVERSION OPTIMIZATION

PHILIP HANSEN

About Conversion Optimization

• Use common sense• TEST & make data driven decisions• Know your customer• Know your goals

Tools & Resources

• Google Analytics / Webmaster Tools / Unified Analytics

• Goal Funnels!• Visual Website Optimizer / Optimizely• KISSmetrics / MOZ• Pay attention to everyday shopping

Disclaimers

• Common sense / holistic approach• Just because it worked for Johnny…• Low traffic sites

– General / social marketing– On-page SEO– Email Marketing

HOMEPAGE

Homepage

• Define yourself quickly & concisely

Homepage

• Get them off of your homepage

Homepage

• Slideshows

Homepage

Homepage

• Account creation & recognition

Site Search

Site Search

• Cater to these visitors!

Site Search

Category Pages

Category Pages

• Display relevant data• Does ‘Buy Now’ make sense?

Category Pages

Category Pages

• Standard grid vs. line item

Category Pages

• Consider ‘Quick View’

Product Pages

Product Pages

• Clear CTA – High on the page

Product Pages

• Reinforce stock levels & shipping expectations

Product Pages

• Customer generated content

Product Pages

• Image submission / Instagram feed

Product Pages

• Keep on page vs. redirect to basket

Basket Page

Basket Page

Basket Page

Basket Page

Basket Page

• Editable attributes // 1 Click wish list

Basket Page

• Minimize other actionable items (e.g. Remove button)

General Checkout

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

General Checkout

General Checkout

General Checkout

Mobile

DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT

PRESENTER’S NAME

DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT