Understanding website conversions

Presented by Sam Shetty

About Sam - Me

• Career started in IT and then started consulting for startup

businesses

• My belief has always been how technology and people can bridge

together for business, with a focus on innovative software to create

a better customer experience.

• Working with Netregistry for the past 9 years. Advising and helping

clients with their online strategies.

• An active speaker in the small business industry – trade shows,

government events and workshops

Events & Workshops

Who is Netregistry?

• Netregistry is Australia’s largest domain name & web hosting

provider. We are a one-stop-shop to help businesses get and grow

online.

• Netregistry also offers email, web design, website security and

online marketing solutions

• Since launching in 1997, Netregistry has helped over 500,000

Australian business of all sizes grow online. With 1 in 3 Australian

domain names are registered with Netregistry.

• Netregistry aims to educate business owners through a range of

online resources, eBooks and workshops.

Common issues ?

• Does your website get enough traffic ?

• Are you struggling with website conversions?

• Are you targeting the right audience ?

• Is your website search engine friendly ?

• Is your website customer friendly ?

• Is your website quick to load ?

• Do you have the right call to action ?

• What does the online community think about your website?

Our internet world

Buzzwords

New sales process

Understanding your customers

www.consumerbarometer.com

Digital stamp

Multiple options

Multichannel reach

Setting goals

Understanding your website visitors

• How many clicks on an average does it take for a visitor to convert ?

• How long from the first visit, does it take for a visitor to convert ?

• When do I need to appear for research keywords (eg “ Home loans”)

• When Do I need to appear for transactional keywords ?

• When is really the best /day /week /month to send an email to the client?

Questions you should be asking ?

• What is the purpose of the website ?

• What are you trying to get your users to do once they

arrive on your website ?

• Who is your target audience ?

• How are you going to measure success ?

Conversion rate optimisation

What is conversion rate ?

What’s your conversation rate ?

CRO factors ?

Methods used for conversion tracking

Google Analytics

Analytics

Google Analytics measurement

Your website’s current position /traffic

Semrush.com

Allows you to measure your current situation in terms of traffic and your search

engine ranking.

Helps you to spy on competition traffic source and keyword strategy

Helps you to check on your competitors adwords campaigns

Great keywords research tool

Is Google recognising your efforts ?

Google webmaster tools : Free tool from Google for checking your current visibility.

www.google.com/webmastertools

Google webmaster tools gives you the following insights

How many websites are linking to your website

Alerts you when your website gets infected by Malware

Helps you submit your website sitemap to Google

Helps you understand your click through rates

Allows you to resubmit your website if it is blacklisted by Google

Beyond SEO

Ranking is not a business goal

• Being #1 is great, but

if it doesn’t drive

qualified traffic that

doesn’t convert for

business objectives,

then you haven’t

done anything.

Solution priorities

Don’t give customers too many ways to escape

All websites need landing pages

Main landing page sections

Landing pages for PPC

Build landing pages

Website usability tools

• www.crazyegg.com

• www.clicktale.com

• www.kissmetrics.com

• www.ghostrec.com

• www.visualwebsiteoptimizer.com

Usability issues

Content and Purchase

• Add to cart does not mean job is done.

• Add mini descriptions to in-cart and checkout screens.

• Add positive product reviews to confirmation emails to reinforce decision.

• Ask customers to submit a video using your product

• Create a video contest to increase submissions

“ 36.4 % if visitors who abandoned their shopping cart engaged with their automated email campaign” - Paypal

Testimonials... Building trust

Blogging attracts more visitors

Video for Online marketing

Website speed

Website speed

• Test site speed all the way through your

funnel, not just the homepage.

Is your website secure?

• 90% of businesses suffered some sort of

computer hack over the last 12 months

• More than 6,600 websites get added daily

to the Google malware blacklist

• 30% of all hacked websites is due to stolen

credentials such as FTP

• It takes 10 mins to crack a lowercase

password that is 6 characters long

My hosting, why should I bother ?

• Direct impact on your revenue

• Customer experience

• Repeat customers

• Mobile users

Responsive websites

Mobile users are different from desktop users

Local information seekers take action

Is PPC right for me ?

• Does your business have a unique selling point ?

• Do you stock products ?

• Do you need to feed your sales team with leads ?

• Low cost of lead acquisition

• Do you need to measure ROI ?

• Ability to focus on specific locations , time zone

• Ability to change your marketing message daily

• Better conversions

Make search prominent

Use a progress bar

Testimonials... Building trust

Seriously consider removing registration

Offering discounts

Website goals

Show delivery timescales and charges

Other important factors during checkout

Check your website inventory

Online marketing resources

• Matt cutts (www.mattcutts.com/blog)

• Moz.com

• www.searchengineland.com

• On page SEO report (www.lipperhey.com)

• Heat maps (http://www.crazyegg.com/)

• marketo.com

Conclusion

• Request a consultation / Mentoring session

• Upcoming workshops

Sam.shetty@netregistry.com.au

Thank you !!