optimizing conversion for ecommerce
DESCRIPTION
Slides from a talk we gave on conversion optimization in eCommerceTRANSCRIPT
Optimizing conversion in eCommerce
by Artem Daniliants / LumoLink
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TrainingOnline marketing Browser based
solutions
This is what we do
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Conversion?In internet marketing, conversion rate is the ratio of visitors who convert casual content views or
website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.
-- Wikipedia
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Your websiteServicesProducts
(Monetization)
Content(Value)
Conversion
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Google analytics is your (best) friend
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Setting up goal tracking in Google Analytics
LumoLink - Web solutions that workWhich distribution channel is the most effective?
LumoLink - Web solutions that workConversion rate can tell you
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On which distribution channel should we focus?
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eCommerce integration and conversion rate can tell you
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search keyword
search keyword
search keyword
search keywordsearch keyword
search keyword
search keyword
search keyword
search keyword
search keyword
Which keyword we should optimize for in search engines?
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search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
search keyword
Conversion tracking can tell you that too
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Google Analytics URL builderUse it to create unique URLs which conversion you can later analyze. Use this for example to analyze
performance of your posts in social media (Facebook Fan page, email, link exchange and so on).
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Your unique “campaign” URL
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12000
1234
Later you can view results of your custom campaigns in Google Analytics
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600€
90€
178
54
3.3€
1.6€
3.2%
1.3%
3.2%
1.3%
12000
1234
You can view conversion and ecommerce data for each campaign
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CAC“Customer acquisition cost” = CAC
Can be easily calculated if you’ve setup goal tracking in Google Analytics
More information
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Landing pagesPage specifically designed for high conversion
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What was this page optimized for?
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Landing page should• Display competitive advantage
• Encourage person to act
• “Call now to save X€”
• Assure users
• Easy return policy
• “99% of our users said that our product is ...”
• Provide additional information for those who want it
• Provide easy path to act
• Ordering form
• Phone number
• Have goal tracking setup in Google Analytics/AdWords
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Order processFunnel optimization
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Best practices• Short and sweet
• Make buying as easy as clicking one button
• Learn from the best: Amazon
• Make registration and future orders simple
• Don’t have too many steps
• Track your order process using Google Analytics
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Order step 1
Order step 2
Order step 3
Funnel conversion analysis allows you to optimize your order process
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A/B testingSimple and multivariate
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Use Google Website Optimizer to optimize your landing pages for higher conversion.
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Above the foldReduce unnecessary scrolling
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Make sure your most important content displayed in the first 600 pixels. This will make it visible to visitors right away without scrolling.
You can use http://browsersize.googlelabs.com/ to see where your layout needs optimizing.
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AdWordsConversion tracking will save you money
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Setup conversion tracking in AdWords and optimize your cost of conversion. This allows you to track your cost of acquisition and allows AdWords to optimize campaigns for better conversion.
This also allows you to get rid of keywords that don’t bring conversion.
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AdWords allows you to switch to CPA (Cost Per Action) type of bidding where you pay for conversions.
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SPEEEEEEEEEDDDDDD!Faster your site = More purchases
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Use Google Webmaster tools and Google Analytics to see
how fast is your website
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- unique and frequently updated content- h1- meta tags- links- meta data in general
SEO in the nutshell
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VideoUtilizing video can improve conversion and even search engine ranking
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UserFly records your visitors sessions to videos that you can use to analyze customer’s shopping behavior.
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Real time chat providers like Olark will allow you to easily setup real time chat on your website which can even further optimize your conversion.
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Image credits
•http://www.sxc.hu/photo/1287373
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Thank you!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed
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www.lumolink.com