Transcript

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alison_garrison
I bet we could a longer checklist

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Webinar Agenda

● Meet today’s 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

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Meet the Hosts

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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 ClarkMarketing Consultant at Volusion

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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

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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

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IntroductionWhat we mean when we talk about conversions

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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

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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

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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

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An Effective HomepageWhen a visitor comes your store, what is their experience?

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What does your homepage say about you? Have you set the foundation to a clear brand message?

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Review Your Homepage

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First Impressions MatterFirst impressions will determine if someone is going to stay on your site

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Is your homepage effectively branded? Branding - logo, fonts, color palette and tone/language

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What does your homepage say?

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What does your homepage say?

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What does your homepage say?

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Who does your homepage appeal to?

● Target Audience

○ Age

○ Gender

○ Location

○ Hobbies

○ Interests

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Targeted PersonaWho 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

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Featured Products

Make sure compelling products are featured on

your homepage

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Homepage Promotions

PRO TIP! If you’re providing free shipping or other

promotions, be sure to place a call out in the header.

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Homepage PromotionsBest Practices

● Marketing Overlays:

○ Don’t pop-up... overlay!

○ Be likeable, even to visitors

that are only window

shopping

○ “Join the community”

○ Building trust = growing

sales

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Homepage Promotions Subhead if needed for extra content

● Just Uno slide -- opps for promotions or pop-ups

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Homepage PromotionsSubhead if needed for extra content

● Just Uno slide -- opps for promotions or pop-ups

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Use Thoughtful NavigationNavigation should be intuitive and useful

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Organizational Basics Use standard navigation practices to guide users

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Organization Basics Offer multiple ways for users to search or find products

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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

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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?

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Strategically Organized CategoriesIncrease conversions by strategically organizing your categories to make buying easier

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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

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Category Structure

● One category funnel process

● Doesn’t expand until the end

of the funnel

● Too many clicks

Tall architecture is discouraged

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Category Structure

● Flat Architecture allows visitors to find what they’re looking for

quickly

● Brings products closer to the home page

Flat architecture is best

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Category StructureGive visitors a cohesive experience between PPC ads & dedicated landing

pages

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Robust Product PagesEnsuring customers have all pertinent information to make an informed purchasing decision

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Quality ImagesA 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

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DIY Product ImagesYou can produce quality images without a professional

PRO TIP! Can’t afford professional photography? Smart phones work

great! Use natural lighting and photo editing software. Check out our

DIY Photography Resource Guide!

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Product Page ContentProduct names and descriptions should be descriptive and unique

● Product details - Price, description, quantity, instructional use,

general use, key benefits, technical specifications

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Product ReviewsReviews increase conversion rates

PRO TIP! Consider offering a coupon or reward for completing a

review

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Product VideosVideo endorsements are powerful conversion tools

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Related ProductsShow related products or accessories

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Establish Credibility Overcome objections by establishing trust

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Establish Credibility Make it easy for customers to trust your business

● SSL Certificate

● Credibility badges

● Provide 3rd party support when applicable

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Establish Credibility Be available to customers

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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

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Social Proof

● Growing your social audience is

about more than just “eyeballs”...

It’s 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.

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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

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Credibility

PRO TIP! Check out our

Social Media Webinar on how to

build your social media audience

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Easy Checkout ProcessMake it easy for customers to give you their money!

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Payment Methods

● Feature the correct logos in the footer or left navigation of

your site

● Multiple payment options to cast a wider net

Make paying you convenient

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Shipping Options

● Multiple expedited options

● Consider free shipping or a free

shipping price threshold

● Cheap, flat-rate shipping is a great

option, too

PRO TIP! Check your shipping costs

with all types of products (sizes &

weights) to different locations (CA, TX,

NY)

Offer multiple shipping options

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Checkout CTA ButtonsClear checkout process buttons to calculate shipping and proceed to checkout

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Login OptionsRemove obstacles and barriers by offering guest checkout

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Reduce Checkout Steps

● Use Auto Fill Options

● Take Away Distractions

Keep the customer moving forward

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Refund and Return Policy A clear, hassle-free return policy removes a significant barrier to purchase

● How many hoops do customers have to jump through?

● Are policies clear and easily understandable

● Important for other marketing efforts like Shopping Feeds

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“Hey, Don’t Go!”Strategic overlays reduce cart abandonment and increase sales

● Cart Abandonment – Justuno Marketing Overlays

o Exit from Cart page

o Time to purchase (Countdown Timer Offer)

o $ in Cart Triggers

● Send into your EMS, MAS or Cart Abandonment Email system

o Show same promo code or a visitor-specific code

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“Stay in the loop!”Strategic overlays reduce cart abandonment and increase sales

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Use Conversion Specific Tools Consider onsite marketing tools for increasing conversions

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Focusing on converting traffic!

“Onsite” Marketing

98% of visitors don’t convert

55% of shopping carts are abandoned (Forrester 2014)FUN FACT: For Every $10 spent on “Offsite/Traffic driving” marketing

technologies, only $1 is invested into “Onsite” conversion

technologies

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Justuno is a ‘promotions suite’ that focuses on onsite visitors

CONVERSION OPTIMIZATION

2. CONVERT 3. RETAIN

A/B Testing

Reviews Live Chat

Promotions Email/CRM

Cart Abandonment Analytics

Retargeting

1. ATTRACTLEAD GENERATION via Volusion

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Social Fan Growth

Sales

Conversion

Micro-Case Study: Onsite Promotions Work

Email Lead Capture{

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Make Informed Decisions Use Google Analytics data to identify issues and make improvements

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PRO TIP! Check out our Google Analytics Webinar

Google Analytics Bounce rate

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Google Analytics In-page analytics

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Google Analytics Landing pages

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Google Analytics Exit pages

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Be Mobile ReadyMobile friendliness is no longer optional

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Mobile Mobile is the new norm and a user expectation

Responsive Design = Websites designed to provide optimal viewing

and interaction experience across a wide range of devices.

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Mobile Promotions According to Justuno stats, Mobile comprises

of 47% of all on-site social interactions

● If your site is “mobile ready”, are your

promotions mobile-ready too?

● Think about using Geo-targeting (especially

if you have a physical store).

● Exit Offers? They don’t work (on Mobile…)

What does?

○ Time on site, # page loads, mobile-

specific offers

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Review Mobile Performance Review your mobile metrics in Google Analytics

PRO TIP! Visit your

website on your personal

phone to confirm the

design and checkout

process

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Build a Retention StrategyOnce you have converted them, keep ‘em coming back!

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Keep Them Engaged Use social media to build a connection and keep your

brand top of mind

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Incentives, promotions & email programs keep customers coming back

Retention Strategies

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Retention What are you doing to retain and bring your customers back?

● Smart email marketing - to drip on your prospects

● After the purchase - show a second offer to encourage return

● Email marketing for abandon carts

● Welcome back message - via a promotion

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ClosingResources and a Q&A

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Conversion Resources

● Volusion’s Ultimate Field Guide to Conversions

● Moz’s Guide to Conversion Rate Optimization

● Free trial with Justuno and coupon code Volusion25Off for their paid

service

● 6 Ecommerce Marketing Examples to Convert Visitors

● Call 1-888-750-3996 or visit here to learn more about Volusion’s

marketing services, including conversion consulting

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Thank you!Tweet or post your favorite takeaways with #sellmoreonline for a

chance to win a free Conversion Optimization Report


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