1129 Church Street, Suite 700 | New Haven, CT 06510PH: 203.773.0177 | FX: 203.903.0325www.freshnotes.com | Toll Free 888.576.3490

Improving Online ConversionsGetting StartedMarch 4, 2009

Moderator:John CollierFreshNotesCo-Founder & CEO

Special Guests:Ari KantrowitzE-Retailing Specialist

Eric WeberFreshNotesInteractive Designer

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> IMPROVING ONLINE CONVERSIONS

A Framework for Online Book Marketing THE GOALS

• Generate interest in a title. Produce a sale of a title in the near (but not necessarily immediate) future through an offline or online retail channel.

• Generate a sale. Convert a potential customer into an immediate online sale.

• Develop a relationship. Form a relationship with a book buyer to facilitate current and future book sales.

THE TOOLS

• Website. Retail, news, blog or other content site optimized for computers or mobile devices.

• Search engines. SEO, PPC advertising & Book Search.

• Display advertising. Banner ads distributed through media purchases or partnerships.

• Email. Your list or paid sponsorships.• Performance marketing. Affiliate & CPA

networks.• Social media. Facebook, MySpace, Twitter,

LibraryThing & YouTube.• Sharable widgets. Book or author widgets

to be placed on blogs or incorporated with social media.

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> IMPROVING ONLINE CONVERSIONS

Background Reading

GETTING STARTED ADVANCED

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> IMPROVING ONLINE CONVERSIONS

10 High-level Web Usability Principleshttp://www.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/

1. Don’t make users think

2. Don’t squander users’ patience

3. Manage to focus users’ attention

4. Strive for feature exposure

5. Make use of effective writing

6. Strive for simplicity

7. Don’t be afraid of the white space

8. Communicate effectively with a “visible language”

9. Conventions are our friends

10.Test early, test often

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> IMPROVING ONLINE CONVERSIONS

Capturing the Low-Hanging Optimization Fruit

Homepage Landing Page Category Page

Detail Page CheckoutSearch

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> IMPROVING ONLINE CONVERSIONS

Six Areas for Improving Online Conversions1. Reduce homepage bounce rates

2. Make category pages more effective links to conversions

3. Improve conversions on detail pages

4. Ensure you have an effective search utility

5. Increase order size

6. Reduce shopping cart abandonment

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> REDUCE HOMEPAGE BOUNCE RATES

1: Reduce homepage bounce rates

HOW?

• Offer product recommendations & include book covers; change recommendations frequently

• Provide search field directly on homepage

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> REDUCE HOMEPAGE BOUNCE RATES

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> REDUCE HOMEPAGE BOUNCE RATES

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> REDUCE HOMEPAGE BOUNCE RATES

1: Reduce homepage bounce rates

HOW?

• Offer product recommendations & include book covers; change recommendations frequently

• Provide search field directly on homepage

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> REDUCE HOMEPAGE BOUNCE RATES

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> REDUCE HOMEPAGE BOUNCE RATES

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> IMPROVE CATEGORY PAGE

2: Improve category page effectiveness

HOW?

• Provide options to sort and filter titles in category list

• Consider providing links to buy directly in category list

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> IMPROVE CATEGORY PAGE

Amazon.com

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> IMPROVE CATEGORY PAGE

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> IMPROVE CATEGORY PAGE

2: Improve category page effectiveness

HOW?

• Provide options to sort and filter titles in category list

• Consider providing links to buy directly in category list

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> IMPROVE CATEGORY PAGE

Amazon.com

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> IMPROVE CATEGORY PAGE

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> IMPROVE CATEGORY PAGE

Barnes & Noble

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> IMPROVE DETAIL PAGE

3: Improve detail page effectiveness

HOW?

• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen

• Offer backup call to action

• Recommend related products

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> IMPROVE DETAIL PAGE

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> IMPROVE DETAIL PAGE

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> IMPROVE DETAIL PAGE

3: Improve detail page effectiveness

HOW?

• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen

• Offer backup call to action

• Recommend related products

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> IMPROVE DETAIL PAGE

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> IMPROVE DETAIL PAGE

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> IMPROVING DETAIL PAGE

Potential Secondary Calls to Action1. Receive more information about this book by email

2. Download a brochure of PDF with more information

3. Share this book with a friend

4. Add to list for later retrieval or email reminders

5. Signup for more information about this author or future author sessions

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> IMPROVE DETAIL PAGE

3: Improve detail page effectiveness

HOW?

• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen

• Offer backup call to action

• Recommend related products

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> IMPROVE DETAIL PAGE

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> IMPROVE DETAIL PAGE

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> IMPROVE DETAIL PAGE

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> EFFECTIVE SEARCH UTILITY

4: Ensure that you have an effective search utility

HOW?

• Provide more than title search

• Offer purchase links on search results page

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> EFFECTIVE SEARCH UTILITY

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> EFFECTIVE SEARCH UTILITY

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> EFFECTIVE SEARCH UTILITY

4: Ensure you have an effective search utility

HOW?

• Provide more than title search

• Offer purchase links on search results page

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> EFFECTIVE SEARCH UTILITY

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> EFFECTIVE SEARCH UTILITY

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> INCREASE ORDER SIZE

5: Increase Order Size

HOW?

• Suggest relevant products when an item is added to the shopping cart

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> INCREASE ORDER SIZE

Barnes & Noble

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> INCREASE ORDER SIZE

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> INCREASE ORDER SIZE

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> REDUCE SHOPPING CART ABANDONMENT

6: Reduce Shopping Cart Abandonment

HOW?

• Provide a special checkout reminder on every page after a product is added to the shopping cart

• Eliminate all menus and page navigation after a user has clicked to checkout

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> REDUCE SHOPPING CART ABANDONMENT

Barnes & Noble

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> REDUCE SHOPPING CART ABANDONMENT

6: Reduce Shopping Cart Abandonment

HOW?

• Provide a special checkout reminder on every page after a product is added to the shopping cart

• Eliminate all menus and page navigation after a user has clicked to checkout

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> REDUCE SHOPPING CART ABANDONMENT

There is nothing to click except for things that are part of the checkout process. Even the Amazon.com logo is not clickable!

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John CollierCo‐Founder & CEOjohn@freshnotes.net203‐773‐0177

129 Church Street, Suite 700 | New Haven, CT 06510PH: 203.773.0177 | FX: 203.903.0325www.freshnotes.com | Toll Free 888.576.3490

Keith FolzDirector of Sales & Marketingkeith@freshnotes.net203‐773‐3357

> CONTACT

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