conversion killers
TRANSCRIPT
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
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