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Conversion RatesO P T I M I Z I N G T E C H N I Q U E S & O U T P E R F O R M I N G Y O U R C O M P E T I T I O N

Matt McGlinnProduct Manager, Intelligence Solutionsmmcglinn@compete.com

Lauren StreisfeldRetail Consultant: Compete PROlstreisfeld@compete.com

20 November 2013

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Today’s Agenda

• Conversion Optimization Report Highlights• About the report• What optimization tactics are most popular?• Does investment (time + money) yield results?• Where are marketers planning on investing in conversion optimization• Gaps in knowledge: You may not be performing like you think

• Using competitive intelligence to influence optimization strategy• Bridge the performance knowledge gap• Use competitive data to get more resources, manage expectations and set the right goals• Identify best-in-class performers… and steal what they do best!• Stay Competitive: Understand to whom you are losing traffic and get it back!

• Q & A

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2013 Conversion Optimization Report Highlights

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About the Conversion Optimization Survey

• Online survey of Marketing executives (fielded Aug. 2013)

• 41% director level or above• Median conversion rate: 2%• Analysis grouped into high and low performers (2% and greater, less than 2%) • Conversion activities vary, but the majority of respondents are responsible for

e-commerce sales

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Marketers utilize multiple tactics to improve conversion rates

27% use more than four

unique tactics

Promotions gain short-term wins, but have long-term costs

Promotions gain short-term wins, but have long-term costs

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Marketers that invest in optimization get results, but often desire more resources to get the job done

• Marketers investing 10 – 25% of their time on optimization are morelikely to have higher conversion rates (2+%)

• Similarly, marketers investing more than 5% of their budget on optimization tactics are more likely to have higher conversion rates (2+%)

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Customer analytics, mobile and personalization are the highest investment priorities in the next 12 months

• Surprisingly, despite well documented successes with A/B testing investment lags behind many other tactics

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Marketers don’t know how good (or poorly) their websites are performing

• 70% of marketers not aware of their competitors’ conversion rates

7%

14%

Believe they have a below average conversion rate

Have conversionrate below 0.5%

5%

12%

Believe they have an above average conversion rate

Have conversionrate above 5.0%

2x! 2x+ !

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Using Competitive Intelligence to Optimize Conversions

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Why competitive intelligence?

• Internal data only tells your part of the story

• Knowing where you stand against your competitors helps you:• Identify your true rivals based on actual market behavior • Find best-in-class performers and mimic their tactics• Get more resources and help prioritize development and/or marketing• Manage expectations and set the right goals for you and your business

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Benchmarking against key rivals provides insight to the entire market landscape

54% of checkout starts do not complete

and order

54% of checkout starts do not complete

and order

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Head-to-head page analysis reveals opportunities for optimization testing

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Cross-shopping quickly identifies your strongest competition

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Once key competitors are established, head-to-head comparisons will introduce opportunities

1800flowers.com

avgs. 73% more paid search volume

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Q&A

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Thank you for joining us!

For more conversion optimization information:

• Download our 2013 Conversion Optimization Report:• http://success.compete.com/2013-conversion-optimization-report-download

• Learn how to optimize your online conversion funnel:• http://success.compete.com/3-steps-to-optimize-your-online-conversion-funnel

• Contact us to learn more about Compete Conversion Tracker:• sales@compete.com• 866-633-8390