radically improve conversion rates - emsf 2009
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Kayden KellyCEO & Managing Director
3March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 15
Benefit
Cost
1 time
1 time
Increase ConversionBuy More Traffic
What’s the best plan of action?
1 timeX ForeverForever!!!!
Optimize your conversion rate!
Conversion Rate 2.15%Ecommerce Client
Change Conversion Rate Increase Per Year5% 2.3% $150,00025% 2.7% $775,000
$1,500,00050% 3.2%
5March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 17
FREE Tools Analytics - Website Optimizer - 4Q Survey
How do you increase conversion?
Pyramid Credit: Future Now
Fix what is broken first!
Biggest Conversion Gains
Top 10 Web Usability Principles
• Motivate (by Segment) Design your site to meet specific user needs and goals. Use motivators to draw different user "personae" into specific parts of your site.
• User task flow Who are your users? What are their tasks and online environment? For a site to be usable, page flow must match workflow.
• Architecture – it's 80% of usability Build an efficient navigational structure. Remember – if they can't find it in 3 clicks, they're gone.
• (Affordance) Make obvious how to interact with page Make controls understandable. Avoid confusion between emblems, banners, and buttons.
• Replicate Why reinvent the wheel? Use best practices (80%) and fine-tune to your specific site the last (20%). Use ergonomically designed templates for the most common 8-12 pages.
© 1996 - 2009 Human Factors International Inc.
Top 10 Web Usability Principles
• Usability test along the way Test early in design using low-fidelity prototypes. Don't wait until the end when it's too late. Know the technology limitations Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc. for compatibility.
• Know the technology limitations (iPhone Popularity Skyrocketing!)Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc for compatibility. Most websites have huge problems here!
• Know user tolerances (Fast! Big Factor in Enterprise SEO)Users are impatient. Design for a 2-10 second maximum download. Reuse header graphics so they can load from cache. Avoid excessive scrolling.
• Multimedia – be discriminating Good animation attracts attention to specific information, then stops. Too much movement or static visual noise distracts, slowing reading and comprehension.
• Use analytics Monitor traffic through your site. Which pages pique user interest? Which pages make users leave? Adjust your site accordingly.
© 1996 - 2009 Human Factors International Inc.
5March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 20
1 – Measure & Analyze
2 – Get to Know Audience
5 – Setup & Run Tests
4 – Make & Track Changes
3 – Identify & Prioritize Issues
Website Optimization Strategy
** Repeat Indefinitely **
Complete Arkangel Shakespeare
Searches 119Sales 0
Setup “Site Search” Tracking in Google Analytics
Are they finding it and buying?
What are your users looking for?
Start Testing (It’s FREE!)
minimum2-4 Weeks
~100 conversions per combination
TrafficWebsiteyou have this right?
B: Variation 1
+42%
B: Variation 2
• Email Opt-in
+17%
B: Variation 3
• Email Opt-in• How did you find us
+30%
A / B Test Winner?
A: Original
• Decrease Cost Per Acquisition (More $ 4 PPC)• Decrease Bounce Rates• Eliminate Subjectivity (HIPPO)• Let your Users tell you what works BEST
What to Expect from Testing - GWO
• Increase your conversion rate• Make People who visit your site Happy!
“How easy it was to navigate; it was not so easy last time I tried it about 3 months ago! Thanks for the improvement!”
“Very nice website, easy to use, which is nice!”
Simple Changes
Testimonials
Images
Readability
User Pathways
Call to Action
Offer/Bonuses
Navigation/Layout
Tagline/USP
Headline
Intro Text
Home
DetailTestimonials
Image
Guarantee/Returns
Benefits/Reviews
Call to Action
Offer/Bonuses
Navigation/Layout
Tagline/USP
Headline
Intro Text
Cart
Ordering Options
Cart Images
Call to ActionMessaging/Offers
Navigation/Layout
CategorySort/FilterNavigation/Layout
Tagline/USP
Headline
Intro Text
HomeTestimonials
Image
Readability
User Pathways
Call to Action
Offer/Bonuses
Navigation/Layout
Tagline/USP
Headline
Intro Text25% 25%
25% 25%
Overnight!(actual results may vary and typically take 3 months to 1 year. If you have excessive pains please consult a professional)
Category/Search
Product
Cart
Checkout
Orders
Site Visitors
60%
50%
30%
82%
2,952
Conversion Rate
Average Order Value
Total Sales
2.95%
$65.00
$191,880
Before
7,362
7.36%
$478,530
100,000
After
$65.00
82%
Home
100,000
40%
75%=+25%
Double Your Conversion Rate!
63%=+25%
38%=+25%
50%=+25%
How achievable is this really?
BeforeAfter
Key Funnel Step & Top
Landing Page
17 Destination Pages on site
Conversion Rate 3% 19%
Increased Conversion 591%
What are we testing?
What is a conversion?– Action want to test
Hypothesis?– State Question
– Predicted Outcome
Test Plan
Best Practices are starting point, they are not rules, you must Test!
4. Keep it Simple & Bold (major changes, fewer variations - A/B)
5. Conversion within 1-click
6. Test Pages with Most Potential Impact• Top of Funnel• Higher Traffic• Key Process Step
7. It’s just an Experiment right?(Carry out tests just to see what happens)
8. Be Patient(Don’t Get Frustrated and Don’t Rush to conclusions)
Top 5 Website Optimizer Beginner Tips
Intermediate Tips
• Start doing Multivariate Tests • Disable Multivariate Combinations you
don’t want before you start
• Disable Poor Performing Variations
0/36
Advanced Tips
How do you measure conversion on a video or a non-commerce site where the primary conversion is to watch the video or read the content of the page?
Time Spent on page
Advanced Tips
• Link Click Tracking – Move forward in funnel !!!!!!!
• Track Phone Call Conversions in Google Analytics– www.Ifbyphone.com
• Combine GA + GWO– Review differences in AOV Requires enabling “Ecommerce
Tracking” in Google Analytics
Why Optimize for Conversion?
• Testing is your Insurance Policy to avoid harmful changes
• Maximize your website and marketing investments
• The tools are all FREE or Inexpensive
• Opt-out of the recession with little investment
1. Put the best info and calls to action Above the FOLD (avoid false bottoms that make users think there isn’t any more content)
2. Repeat your Call to Action throughout a long page
3. Add a Form to the page to generate leads or even order your product
4. Make Calls to Action contextual and specific to content of page versus generalized calls to action
5. Call to Action Button Design (shape, style, size, color, whitespace, grouping, etc)
6. Customer Centric copy with benefits not just features (We We Calculator)
7. Remove Clutter (Dense well organized and separated content is not clutter)
8. 1 versus 2 versus 3 column layout9. Move content around on page 10. From Right-side to Left-side11. Change paragraph/content order (Make sure you
use the funnel style of writing for the web with most important point at top to fine points at the bottom (i.e. details)
12. Test Variations of Navigation and on some landing pages it might even be best to remove some or all navigation
13. Add categories/sub-categories to your home page - order and weight by popularity/importance
14. Emphasize Important Content (Bold, Larger/Colored Font, etc)
15. Large Headlines with clear user benefits• ‘Top 5 Reasons to stop ____’• ‘Why you need ___’• ‘3 Things you may not know that could
kill you’ • Make your content scannable • Add Sense of Urgency messaging like ‘Sale Ends
Today’ or ‘Only 5 Left’18. Different Fonts (Sizes, Colors/Contrast, Styles)19. Tagline/USP in header that provides distinct
positioning/differentiation20. Increase body copy (just enough) to overcome all
common objections
Top 50 Tips on What to Test using Google Website Optimizer
1. Rearrange2. Answer who, what, when, where, why and how3. Summarize/bulletize benefits at bottom of page4. Add Testimonials (with photo, name, company,
logo, title)5. Add Media Logos (if featured in news) or other
logos of things that will add credibility6. Larger/Wider Search Box7. Remove Instructions since it should be easy to
use and not require any explanation (of course you may need to improve your page first)
8. Test Images 1. Show your product/service in use to
demonstrate benefits and so user can better imagine what it would be like to own it and how would improve their life
2. Show happy customers (with product if applicable or after using product, etc)
3. Tell a story with product images4. More than one image (especially
different views from side, back, top, bottom)
5. Larger versus smaller versus no images (no images has surprised many as the best result in some cases)
6. Add Ability to Zoom7. Add Captions under your image8. Add Call-outs to draw attention to parts
of a photo/image and add info to point out most important aspects
9. Offer other ways to order by phone and fax (in cart)
10. Removal or de-emphasis of coupon/promo field in cart/checkout
11. Ajax/DHTML to hide optional form elements unless needed
12. Remove unnecessary fields or change order of fields
13. Visually Group and separate related fields14. # of checkout steps (1 vs 2 vs 3 vs 4)
1. Repeat main offer and benefits in cart2. Upsell on add to cart action or in cart3. Add Guarantees, Return Policies, Privacy
Protection (if ask for personal email/info)4. Credit Card and other payment logos when
asking for payment info5. Add Reassurance Logos like Verisign, BBB
online, McAfee Secure, Trust, and etc.6. Increase/Decrease Prices (your pricing can cause
concern by being lower than someone expects especially compared to your competitors)
7. Odd Pricing ending in 9’s and 7’s8. Different Offers
1. Free Shipping2. Save 20%3. Buy 1, Get 1 Free4. Buy now, pay later5. Pay in installments6. Free trial7. Longer/shorter commitment
9. More/less Product Copy1. Tabbed content versus long page of
content 10. Add reviews11. In Stock Messaging (above or below add to cart)12. Rich media like Video and Flash Animation13. Click to Call, Live Chat, and other widgets14. Ability to sort, filter, rank, and search product
category and sub-categories15. Proximity of content elements
1. Add vertical/horizontal space2. Move closer or farther away from certain
content on the page to see if proximity helps or hurts
16. Phone Numbers - where they are placed, how obvious, and know that different phone numbers may actually impact conversion
17. Faster loading pages (Optimized Images, etc) as load time can be a big impact
18. What is clickable - users expect almost everything to be clickable (www.CrazyEgg.com)
Twitter@blastam
Website Optimization Blogwww.blastam.com/blog
Website Optimization Platformwww.motivitycms.com
Thank you!
Top 50 Tips for What to Testwww.blastam.com/blog
Emailkayden@blastam.com
www.MotivityCMS.com(Subsidiary of Blast Advanced Media)
• Integrated with Salesforce.com, Constant Contact, Google, etc.
• Flexibility • Streamlined Checkout
(No Registration Required)• Robust Promotion Mgmt• Up/Cross-Selling• 100% Search Engine Friendly
Marketing Focused
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Google Integration
Website Optimization Platform
19
1. Price Points
2. Product Copy
3. Highlight Differentiators
4. Free Shipping
5. Customer Service
6. Guarantees
High Impact Ecommerce Test Aspects
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