egenie conversion optimisation & conversion killers

56
Conversion Killers

Upload: egeniebiz

Post on 14-Jul-2015

182 views

Category:

Internet


2 download

TRANSCRIPT

Page 1: eGenie Conversion Optimisation & Conversion Killers

Conversion Killers

Page 2: eGenie Conversion Optimisation & 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

Page 3: eGenie Conversion Optimisation & Conversion Killers

Who are eGenie?

eGenie – “3 wishes – more customers, more sales, more profit”

Working with local SMEs

Bing & Google certified

Delivering increased profit

Page 4: eGenie Conversion Optimisation & Conversion Killers

eGenie Process

Marketing

Optimisation

Analysis

Recommendations

Page 5: eGenie Conversion Optimisation & Conversion Killers

Agenda

• What are Conversions?

• Shopper thought process

• Conversion Killers

• Putting things right

Page 6: eGenie Conversion Optimisation & Conversion Killers

What are Conversions?

Page 7: eGenie Conversion Optimisation & Conversion Killers

Types of Conversion

Page 8: eGenie Conversion Optimisation & Conversion Killers

Conversion Rate

= 50%

Page 9: eGenie Conversion Optimisation & Conversion Killers

Why does it matter?

10%

20%

Page 10: eGenie Conversion Optimisation & Conversion Killers

Acquisition Cost

Page 11: eGenie Conversion Optimisation & Conversion Killers

Acquisition Cost

• Website

• Web hosting

• Blogging

• Social Media

• Pay Per Click

• SEO

• Site maintenance

Page 12: eGenie Conversion Optimisation & Conversion Killers

Acquisition Cost - Example

Page 13: eGenie Conversion Optimisation & Conversion Killers

Acquisition Cost - Example

• CR Sale Cost Total Cost Revenue Profit

20% £5 £1 £10 £10 £0

30% £5 £1 £10 £15 £5

Page 14: eGenie Conversion Optimisation & Conversion Killers

Customer Value

• 20% = £1.00 = £0.00

• 30% = £1.50 = £0.50

Page 15: eGenie Conversion Optimisation & Conversion Killers

Customer Value

• 20% 1m x = £0.00

• 30% 1m x = £500,000

Page 16: eGenie Conversion Optimisation & Conversion Killers

Maximise Conversion Rate

Page 17: eGenie Conversion Optimisation & Conversion Killers

Conversion Killers

Page 18: eGenie Conversion Optimisation & Conversion Killers

What matters to you as an online shopper?

Page 19: eGenie Conversion Optimisation & Conversion Killers

Conversion Killers

• Emotional

• Rational

• Subconscious Signals

• Feel

Page 20: eGenie Conversion Optimisation & Conversion Killers
Page 21: eGenie Conversion Optimisation & Conversion Killers

Design

Page 22: eGenie Conversion Optimisation & Conversion Killers

Design

Page 23: eGenie Conversion Optimisation & Conversion Killers

Design

• 5 Second Test

•What was that Website selling?

Page 24: eGenie Conversion Optimisation & Conversion Killers

Design

Page 25: eGenie Conversion Optimisation & Conversion Killers

Confusion

Page 26: eGenie Conversion Optimisation & Conversion Killers

Confusion - Navigation

Page 27: eGenie Conversion Optimisation & Conversion Killers

3 Clicks from Goal

Page 28: eGenie Conversion Optimisation & Conversion Killers

Call to Action

Page 29: eGenie Conversion Optimisation & Conversion Killers
Page 30: eGenie Conversion Optimisation & Conversion Killers
Page 31: eGenie Conversion Optimisation & Conversion Killers
Page 32: eGenie Conversion Optimisation & Conversion Killers
Page 33: eGenie Conversion Optimisation & Conversion Killers
Page 34: eGenie Conversion Optimisation & Conversion Killers

Speed

Page 35: eGenie Conversion Optimisation & Conversion Killers

Unexpected Costs

Page 36: eGenie Conversion Optimisation & Conversion Killers

Conversion Rate Improvers

Page 37: eGenie Conversion Optimisation & Conversion Killers
Page 38: eGenie Conversion Optimisation & Conversion Killers

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

Page 39: eGenie Conversion Optimisation & Conversion Killers

Trust

Page 40: eGenie Conversion Optimisation & Conversion Killers

Trust – Trade Associations

Page 41: eGenie Conversion Optimisation & Conversion Killers

Social Proof

Page 42: eGenie Conversion Optimisation & Conversion Killers

Social Proof

Page 43: eGenie Conversion Optimisation & Conversion Killers

Example: Recommendations help convert

Page 44: eGenie Conversion Optimisation & Conversion Killers

Price

Page 45: eGenie Conversion Optimisation & Conversion Killers

Shipping

Page 46: eGenie Conversion Optimisation & Conversion Killers

Unique Selling Points

Page 47: eGenie Conversion Optimisation & Conversion Killers

USPs – Features & Benefits

Page 48: eGenie Conversion Optimisation & Conversion Killers

USPs - Awards

Page 49: eGenie Conversion Optimisation & Conversion Killers

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?

Page 50: eGenie Conversion Optimisation & Conversion Killers

Payment

Page 51: eGenie Conversion Optimisation & Conversion Killers

Images

Page 52: eGenie Conversion Optimisation & Conversion Killers

Help

Page 53: eGenie Conversion Optimisation & Conversion Killers

Conversion Testing

Page 54: eGenie Conversion Optimisation & Conversion Killers

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!

Page 55: eGenie Conversion Optimisation & Conversion Killers

Questions

?

Page 56: eGenie Conversion Optimisation & Conversion Killers

Contact

[email protected] Email

•0203 289 7715 Phone

•07866 253843 Text

•www.eGenie.biz Web