Date post: | 07-Aug-2015 |
Category: |
Small Business & Entrepreneurship |
Upload: | volusion |
View: | 603 times |
Download: | 2 times |
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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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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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● 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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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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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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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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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
● 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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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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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