Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed
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The 2017 Ecommerce Marketer's Virtual Summit focuses on effective PPC advertising, SEO, and conversion optimization strategies across two days. Key sessions cover driving traffic, the importance of continuity and credibility in conversions, and leveraging social proof and personalization to enhance customer experience. Attendees can access recorded sessions and handouts, while practical tactics and common pitfalls in testing are discussed to improve conversion rates.
Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed
- 1. THE 2017 Ecommerce Marketer’s Virtual Summit PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.
- 2. DAY 1: Driving High Quality Traffic to Your Ecommerce Site Top 5 Game-Changing PPC Strategies to Implement Today 9am PST / 12 pm EST Tuesday, March 28th Advanced SEO Site Audit Revealing If Google can Find, Crawl, Index, and Rank Your Site in 40 minutes or Less. 11am PST / 2 pm EST Tuesday, March 28th
- 3. DAY 2: Converting Traffic & Multi-Channel Expansion Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed 9am PST / 12 pm EST Wednesday, March 29th Why Omnichannel Selling Is Now Tablestakes In Ecommerce 11am PST / 2 pm EST Wednesday, March 29th
- 4. ECOMMERCE SUMMIT LOGISTICS All SESSIONS ARE BEING RECORDED & SENT OUT HAVE A QUESTION? SUBMIT IN CHAT BOX MORE RESOURCES IN ‘HANDOUTS’ SECTION
- 5. Let’s Begin Today’s Session!
- 6. Optimizing Your Key Conversion Points Five Things You Might Have Missed
- 7. Lauren Lowman US Director of Demand Generation Josue Ledesma Global Content Marketing Manager
- 8. Agenda Conversions: The What, Where, How, and Why 5 Things Your Key Conversion Points Needs Common Testing Pitfalls How to get Ratings & Reviews in Google What/Who is Trustpilot? Questions?
- 9. Conversions The What, Where, How, and Why
- 10. What is a Conversion?? Depending on what you’re measuring, a conversion occurs when a user takes a specific action you want them to take. ● Sales/purchases ● Newsletter signup ● Lead generation form ● Inbound phone calls ● Member sign-ins
- 11. Where is it happening?? ● Homepage ● Product pages ● Shopping cart pages ● Landing pages ● Email ● Social media ads ● Banner ads ● Display ads ● Blog
- 12. How Do Conversions Happen?? ● The Right CTA ● UX/UI ● Lead Magnets / Incentives ● Strong Content & Messaging ● Continuity ● Credibility ● Social Proof ● Focus ● Personalization
- 13. Why is Conversion Important?? ● Drives revenue! ● Provides a baseline metric informing you whether the decisions made and strategies implemented are positively impacting your business. ● Measures effectiveness of campaigns, websites, ad placements etc.
- 14. 5 Things Your Key Conversions Points Need
- 15. Continuity
- 16. Why is Continuity Important?? ● Also known as message match ● Marketing Experiments study found that continuity improved conversion rate by 50-60% ● Continuity ensures consistency across the entire customer journey from an ad placement, to a product page, to conversion.
- 17. Tactics & Examples ● Make sure your copy, image, tone, and design are clear across all channels that drive to the same conversion point. ● Does your offer on your landing page match the offer on your ad?
- 18. Credibility
- 19. Why is Credibility Important?? ● Consumers need to be able to trust the message, the company, and what a company is selling. ● Third-party credibility is a major differentiator in the large eCommerce industry. ● Security, data protection, privacy, and even shipping all matter to a consumer.
- 20. Tactics ● Utilize trust symbols to improve your credibility 42% increase in conversions 72% increase in conversions
- 21. Focus
- 22. Why is Focus Important?? ● Focus ensures your site is geared towards one single goal - conversion ● Multiple CTAs muddle the message and reduce conversion. ● Decision paralysis is real on an unfocused page ● Focus gives visitors one option - convert or leave.
- 23. Tactics & Examples ● At the point of conversion, which elements on your landing page are absolutely necessary? ● Have one clear CTA, above the fold, on the right. ● Don’t give a visitor a reason to navigate away. Where’s the ● Minimize and/or hide links ● Structure your design accordingly
- 24. Social Proof
- 25. Poll Q&A Are you currently utilizing Social Proof in your marketing? • Yes • No • Not Sure
- 26. Why is Social Proof Important?? ● Social Proof leverages your most important marketers: your customers. ● Social proof leverages UGC - authentic and compelling. ● Sugru, saw a 55% conversion rate increase in an A/B test that tested displaying reviews. “Word-of-mouth has been and always will be a driving force of success... If your business has received some shining compliments in the past, be sure to showcase them.” - WordStream’s Guide to Great Landing Page E-Book
- 27. Tactics & Examples ● Add Social Proof to your pages. This can include: ○ Customer list or logos ○ Press mentions ○ Reviews ○ Social media integration ○ Testimonials This Is It StoresGroupon 130% increase in conversions, 315% in revenue ID Wholesaler
- 28. Personalization
- 29. Why is Personalization Important?? ● 75% of customers like when brands personalize shopping experiences for them. ● 40% of online revenue comes from returning customers. ● Personalization increases conversions, average order value (AOV) and leads to return customers Start collecting data such as: ● Location/IP address ● Acquisition/referral channel ● New or returning customer ● Search and shopping history ● Demographics ● Customer Feedback/Reviews
- 30. Tactics & Examples ● Create pre-defined segments ● Shift your copy, design, and offerings based on personalization data ● Always re-evaluate based on new data. Very.Co.Uk SpearmintLove Burton Menswear
- 32. If you’re not testing, start testing Only 56% of businesses who are leveraging landing pages actually test and optimize them.
- 33. Not Thinking About The Macro- Conversion ● Ultimately, revenue, purchases, and sales are what matters ● Micro-conversions, such as newsletter sign-ups, submission rates, return customers, must lead to a macro-conversion. ● Test micro-conversions and macro-conversion correlations Start from the macro down
- 34. Not waiting for statistical significance ● Set rules to follow when implementing a test. ● Minimum amount of time and conversions need to be set to ensure you’re getting significant results. Commonly used criteria include: 100 conversions and 7 days
- 35. Not Having Enough Traffic ● Tests should be run on highest traffic pages. ● Utilize fewer variations on low-traffic pages to reduce traffic split. ● Consider your channel or platform. Too little traffic = a small sample size
- 36. Neglecting Site and Load Speed ● 57% of visitors will abandon a page if it takes longer than 3 seconds to load ● Size of images, web host, caching tools, device, and design all affect load times
- 37. Not Optimizing Your A/B Testing ● Test only one change in your split test ● Don’t let your A/B test hurt your SEO ○ don’t cloak or index test pages ○ use canonical links ○ keep test assets alive ○ use 301 redirects for past test pages
- 40. Why does Trustpilot Exist?
- 41. How Trustpilot Can Help 1. Stand Out Online 2. Expand Your Reputation 3. Power Your Site With Trust 4. Improve Customer Satisfaction
- 42. Any questions?