Optimizing Your Key Conversion Points: 5 Things You Might’ve Missed

THE 2017

Ecommerce Marketer’s

Virtual SummitPPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.

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

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

ECOMMERCE SUMMIT LOGISTICS

All SESSIONS ARE BEING RECORDED & SENT OUT

HAVE A QUESTION? SUBMIT IN CHAT BOX

MORE RESOURCES IN ‘HANDOUTS’ SECTION

Let’s Begin Today’s Session!

Optimizing Your Key Conversion PointsFive Things You Might Have Missed

Lauren LowmanUS Director of Demand Generation

Josue LedesmaGlobal Content Marketing Manager

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?

ConversionsThe What, Where, How, and Why

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

Where is it happening??● Homepage● Product pages● Shopping cart pages● Landing pages● Email● Social media ads● Banner ads● Display ads● Blog

How Do Conversions Happen??● The Right CTA● UX/UI● Lead Magnets / Incentives● Strong Content & Messaging● Continuity● Credibility● Social Proof● Focus● Personalization

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.

5 Things Your Key Conversions Points Need

Continuity

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.

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?

Credibility

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.

Tactics● Utilize trust symbols to improve your credibility

42% increase in conversions

72% increase in conversions

Focus

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.

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 CTA?

● Minimize and/or hide links

● Structure your design accordingly

Social Proof

Poll Q&A

Are you currently utilizing Social Proof in your marketing?• Yes• No• Not Sure

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

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

Personalization

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

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

Common Testing Pitfalls

If you’re not testing, start testing

Only 56% of businesses who are leveraging landing pages actually test

and optimize them.

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

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

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

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

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

Who/What is Trustpilot

Who is Trustpilot?

Why does Trustpilot Exist?

How Trustpilot Can Help1. Stand Out Online 2. Expand Your Reputation

3. Power Your Site With Trust 4. Improve Customer Satisfaction

Any questions?