10 proven ways to increase sales conversion

Download 10 Proven Ways to Increase Sales Conversion

Post on 07-Aug-2015

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  1. 1. Confidential and Proprietary Information
  2. 2. Confidential and Proprietary Information Webinar Agenda Meet todays speakers Introduction to conversions 10 conversion recommendations Closing Open Q&A Tweet or post your favorite takeaways with #sellmoreonline for a chance to win a free Conversion Optimization Report
  3. 3. Confidential and Proprietary Information Meet the Hosts
  4. 4. Confidential and Proprietary Information 650px by 900px 6+ years experience working with sales, marketing and technology 3 years experience working for Volusion and ecommerce websites Loves online shopping, social media and thinking about the user experience to increase conversions June Clark Marketing Consultant at Volusion
  5. 5. Confidential and Proprietary Information 650px by 900px 6+ years experience working with marketing and ecommerce 2 years experience working for Volusion Passionate about user experience and conversion optimization Her and her husband Chris are looking to adopt their first cat Marketing Consultant at Volusion Natalie Stambro
  6. 6. Confidential and Proprietary Information 650px by 900px 13+ years working with marketers and marketing technologies 3 years with Justuno as Head of Sales Passionate about increasing sales via smart marketing and sales technologies Addicted to social media and posting photos of his dog Mingus and son Alfie Special Guest & Justuno VP Sales Corey Snow
  7. 7. Confidential and Proprietary Information Introduction What we mean when we talk about conversions
  8. 8. Confidential and Proprietary Information What is a call to action? Tell your audience what to do next Call to Action (CTA) = An instruction to the audience to provoke an immediate response Lead the visitor to the next step
  9. 9. Confidential and Proprietary Information What is a sales funnel? Move your prospective customers through the sales funnel Sales Funnel = The ideal process your visitors experience to become customers Our goal is to increase the percentage of people who move from one level to the next in order to purchase
  10. 10. Confidential and Proprietary Information What is a conversion? Every page on your website should be geared toward a conversion Conversion = The point at which a recipient of a marketing message performs a desired action, getting someone to respond to your call to action In ecommerce, a conversion is typically a sales transaction (which will be our primary focus today) but could also be an email or social profile capture
  11. 11. Confidential and Proprietary Information An Effective Homepage When a visitor comes your store, what is their experience?
  12. 12. Confidential and Proprietary Information What does your homepage say about you? Have you set the foundation to a clear brand message?
  13. 13. Confidential and Proprietary Information Review Your Homepage
  14. 14. Confidential and Proprietary Information First Impressions Matter First impressions will determine if someone is going to stay on your site
  15. 15. Confidential and Proprietary Information Is your homepage effectively branded? Branding - logo, fonts, color palette and tone/language
  16. 16. Confidential and Proprietary Information What does your homepage say?
  17. 17. Confidential and Proprietary Information What does your homepage say?
  18. 18. Confidential and Proprietary Information What does your homepage say?
  19. 19. Confidential and Proprietary Information Who does your homepage appeal to? Target Audience Age Gender Location Hobbies Interests
  20. 20. Confidential and Proprietary Information Targeted Persona Who are you selling to? There may be multiple audiences worth your time! Leah, 37 Stay-at-home mother of three College educated Homeowner Looking for fun, educational summer activities for her kids Maggie, 22 Elementary school art teacher College educated Planning her class art projects for the year Passionate about art, children and her career Limited budget
  21. 21. Confidential and Proprietary Information Featured Products Make sure compelling products are featured on your homepage
  22. 22. Confidential and Proprietary Information Homepage Promotions PRO TIP! If youre providing free shipping or other promotions, be sure to place a call out in the header.
  23. 23. Confidential and Proprietary Information Homepage Promotions Best Practices Marketing Overlays: Dont pop-up... overlay! Be likeable, even to visitors that are only window shopping Join the community Building trust = growing sales
  24. 24. Confidential and Proprietary Information Homepage Promotions Subhead if needed for extra content Just Uno slide -- opps for promotions or pop-ups
  25. 25. Confidential and Proprietary Information Homepage Promotions Subhead if needed for extra content Just Uno slide -- opps for promotions or pop-ups
  26. 26. Confidential and Proprietary Information Use Thoughtful Navigation Navigation should be intuitive and useful
  27. 27. Confidential and Proprietary Information Organizational Basics Use standard navigation practices to guide users
  28. 28. Confidential and Proprietary Information Organization Basics Offer multiple ways for users to search or find products
  29. 29. Confidential and Proprietary Information Navigation Additional ways to plan your navigation Enable Site Search PRO TIP! Enable Site Search tracking in Google Analytics by: Admin -> View Settings -> Site Search Settings -> Click button and add the word search to the query parameter Review competitor websites for ideas on what may work
  30. 30. Confidential and Proprietary Information Navigation What are you trying to accomplish? Site Goals What are you trying to push? What steps need to be taken? Promote specific products? Product bundles? Upsells?
  31. 31. Confidential and Proprietary Information Strategically Organized Categories Increase conversions by strategically organizing your categories to make buying easier
  32. 32. Confidential and Proprietary Information Category Structure PRO TIP! Use Google Analytics In-Page Analytics to see where your customers are clicking on the page. Be selective with the number of categories to cut down on confusion
  33. 33. Confidential and Proprietary Information Category Structure One category funnel process Doesnt expand until the end of the funnel Too many clicks Tall architecture is discouraged
  34. 34. Confidential and Proprietary Information Category Structure Flat Architecture allows visitors to find what theyre looking for quickly Brings products closer to the home page Flat architecture is best
  35. 35. Confidential and Proprietary Information Category Structure Give visitors a cohesive experience between PPC ads & dedicated landing pages
  36. 36. Confidential and Proprietary Information Robust Product Pages Ensuring customers have all pertinent information to make an informed purchasing decision
  37. 37. Confidential and Proprietary Information Quality Images A picture is worth a 1,000 words or conversions! High quality images will include: High resolution pictures Multiple angles, including zoomed-in options Ideally show the product in use or on a static white background
  38. 38. Confidential and Proprietary Information DIY Product Images You can produce quality images without a professional PRO TIP! Cant afford professional photography? Smart phones work great! Use natural lighting and photo editing software. Check out our DIY Photography Resource Guide!
  39. 39. Confidential and Proprietary Information Product Page Content Product names and descriptions should be descriptive and unique Product details - Price, description, quantity, instructional use, general use, key benefits, technical specifications
  40. 40. Confidential and Proprietary Information Product Reviews Reviews increase conversion rates PRO TIP! Consider offering a coupon or reward for completing a review
  41. 41. Confidential and Proprietary Information Product Videos Video endorsements are powerful conversion tools
  42. 42. Confidential and Proprietary Information Related Products Show related products or accessories
  43. 43. Confidential and Proprietary Information Establish Credibility Overcome objections by establishing trust
  44. 44. Confidential and Proprietary Information Establish Credibility Make it easy for customers to trust your business SSL Certificate Credibility badges Provide 3rd party support when applicable
  45. 45. Confidential and Proprietary Information Establish Credibility Be available to customers
  46. 46. Confidential and Proprietary Information Establish credibility About Us Page Highlight your expertise, personality and industry knowledge Generally, the only place where you should speak in first person Connect with your customers
  47. 47. Confidential and Proprietary Information Social Proof Growing your social audience is about more than just eyeballs... Its about proving that people like your business New companies will greatly benefit from 0-60 mph social growth Never Buy Fans - acquire only high- quality fans Social proof helps sales and grows your audience vs. vs.
  48. 48. Confidential and Proprietary Information Social Proof People will be more likely to Follow/Like if social numbers are solid Posting regularly with relevant, likeable information is essential to growing your social audience and KEEPING that audience Social proof helps sales, grows audience
  49. 49. Confidential and Proprietary Information Credibility PRO TIP! Check out our Social Media Webinar on how to build your social media audience
  50. 50. Confid