conversion killers

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

Who are eGenie?

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

Working with local SMEsBing & Google certifiedDelivering increased profit

eGenie Process

Marketing

Optimisation

Analysis

Recommendations

Agenda

• What are Conversions?

• Shopper thought process

• Conversion Killers

• Putting things right

What are Conversions?

Types of Conversion

Conversion Rate

= 50%

Why does it matter?

10%

20%

Acquisition Cost

Acquisition Cost

• Website• Web hosting• Blogging• Social Media• Pay Per Click• SEO• Site maintenance

Acquisition Cost - Example

Acquisition Cost - Example

• CR Sale Cost Total Cost Revenue Profit

20% £5 £1 £10 £10 £0

30% £5 £1 £10 £15 £5

Customer Value

• 20% = £1.00 = £0.00

• 30% = £1.50 = £0.50

Customer Value

• 20% 1m x = £0.00

• 30% 1m x = £500,000

Maximise Conversion Rate

Conversion Killers

What matters to you as an online shopper?

Conversion Killers

• Emotional• Rational

• Subconscious Signals• Feel

Design

Design

Design

• 5 Second Test

•What was that Website selling?

Design

Confusion

Confusion - Navigation

3 Clicks from Goal

Call to Action

Speed

Unexpected Costs

Conversion Rate Improvers

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

Trust

Trust – Trade Associations

Social Proof

Social Proof

Example: Recommendations help convert

Price

Shipping

Unique Selling Points

USPs – Features & Benefits

USPs - Awards

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?

Payment

Images

Help

Conversion Testing

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!

Questions

?

Contact• info@eGenie.biz Email

•0203 289 7715 Phone

•07866 253843 Text

•www.eGenie.biz Web