CONVERSION OPTIMIZATION

PHILIP HANSENSTRATEGY & SOLUTIONS

ABOUT ME

ABOUT CONVERSION OPTIMIZATION

• Use common sense

• TEST & make data driven decisions

• Know your customer

• Know your goals

TOOLS & RESOURCES

• Google Analytics / Webmaster Tools / Unified Analytics

• Goal Funnels!

• Visual Website Optimizer / Optimizely

• KISSmetrics / MOZ

• Pay attention to everyday shopping

DISCLAIMERS

• Common sense / holistic approach

• Just because it worked for Johnny…

• Low traffic sites

General / social marketing

On-page SEO

Email Marketing

HOMEPAGE

HOMEPAGE

Define yourself quickly & concisely

HOMEPAGE

Get them off of your homepage

HOMEPAGE

Slideshows

HOMEPAGE

HOMEPAGE

Account creation & recognition

SITE SEARCH

SITE SEARCH

Cater to these visitors!

SITE SEARCH

CATEGORY PAGES

CATEGORY PAGES

• Display relevant data

• Does ‘Buy Now’ make sense?

CATEGORY PAGES

CATEGORY PAGES

Standard grid vs. line item

CATEGORY PAGES

Consider ‘Quick View’

PRODUCT PAGES

PRODUCT PAGES

Clear CTA – High on the page

PRODUCT PAGES

Reinforce stock levels & shipping expectations

PRODUCT PAGES

Customer generated content

PRODUCT PAGES

Image submission / Instagram feed

PRODUCT PAGES

Keep on page vs. redirect to basket

BASKET PAGE

BASKET PAGE

BASKET PAGE

BASKET PAGE

BASKET PAGE

Editable attributes // 1 Click wish list

BASKET PAGE

Minimize other actionable items (e.g. Remove button)

GENERAL CHECKOUT

GENERAL CHECKOUT

• Remove unnecessary global elements

• Keep forms at top of page

• Limit form fields / Consolidate ‘terms’

• Make customer service accessible

• Reinforce trust symbols

• ‘Magic cookie’

• Don’t yell “coupons” at them!

• Pay attention to your goal funnel

GENERAL CHECKOUT

GENERAL CHECKOUT

GENERAL CHECKOUT

MOBILE

THANK YOU!

PHILIP HANSENPHANSEN@MIVA.COM

858.731.4111GO SELL!