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CONVERSION OPTIMIZATION 2.0 PHILIP HANSEN
CONVERSION OPTIMIZATION 2.0
PHILIP HANSEN
About Conversion Optimization
• Use common sense
• TEST & make data driven decisions
• Know your customer, know your goals
“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.”
-Bryan Eisenberg, Call to Action
Disclaimers
• Use common sense
• There are no guarantees
• Low traffic sites
– General / social marketing
– On-page SEO & content strategies
– Email Marketing
What We Covered Last Year
• Usability & LOTS of Feature Ideas
• Homepage
• Category
• Product
• Checkout
• Site Search
Did anyone try something from last year?
Usability Recap
Homepage & Category
• Keep things clean
• Keep content and visuals consistent
• Get them off of homepage & category pages and into product / shopping process (customers don’t have their questions answered)
• Don’t give slideshows too much credit
Site Search
• It’s important. Don’t overlook it.
Product Page
• Keep things clean
• Keep product imagery consistent and professional
• Set expectations clearly
• Get customers interacting with your product data or page (social media, user generated content etc.)
Checkout Process
• Clear call to action buttons that are not clouded by insignificant action buttons
• Basket page is critical
• Limit form fields & consolidate terms
• Reinforce Security
• Reinforce Trust (Security & customer service availability)
Average Order Value
Average Order Value
• What is it?
• How do we measure it?
• Why is it important?
Common Ways to Increase AOV…
Native Miva Promotional Capabilities
• Add-On Product
• Buy X Get Y
• Percentage Discount
• Fixed Discount
• Shipping Discount(s)
• Specific Sale Price
• Volume Pricing
Upon Customer Login
• If redirecting to ‘my account’, bring product array into that page or featured categories to send into shopping experience
• Personalized product recommendations*
Ancillary Product Listings on Product Page
• “Related Products”, “Customers who bought this also bought…”, “Recently Viewed” (doesn’t have to be dynamic data)
– Don’t distract, yet make available (tabs)
– Advanced offerings like 4-Tell, Strands Recommender or Intellisuggest
Ancillary Product Listings on Product Page
• “Related Products”, “Customers who bought this also bought…”, “Recently Viewed” (doesn’t have to be dynamic data)
– Don’t distract, yet make available (tabs)
– Advanced offerings like 4-Tell, Strands Recommender or Intellisuggest
• Kits / Bundles
Add to Cart as Upsell
• Use AJAX add to cart to present key upsell opportunities (When user adds Grill to cart, they should be presented with corresponding cover and accessories)
Basket Page Product Arrays
• Wishlist Items
• Dynamic Suggested Products
• Threshold-fulfilling items (e.g. Free Shipping)
Formal Upsell Step During Checkout
• Design & implement carefully (Don’t hurt your funnel)
• Test different types of products and update frequently (especially if you have repeat customers)
Use Invoice Page
• Display products & Send them back into shopping mode
• If you have the margin, give something like Social Rebate a try
Mobile
Why Optimize for Mobile?
• Global Trend
– Not slowing down (and affecting every industry)
– Demandware reported nearly 1/2 of traffic and 1/3 orders from mobile/tablet in Q4 2014
• Your competitors are doing it
• Google tells you to do it (News Flash: April 21st Mobilegeddon)
• Your customers expect you to...
How to Optimize for Mobile?
• Responsive Frameworks
– Bootstrap
– Foundation
– CornerstoneUX – Matt Zimmermann
• Adaptive Future Capabilities with Miva Merchant
Mobile Layout Gotchas
• Designing desktop site with mobile and tablet as afterthought
– Strategy needs to go into position / order of elements on desktop as they affect mobile and tablet layouts
Mobile Layout Gotchas
• Target areas too small or tight
– Attributes
– Navigation Bar
– Call to Action Buttons
– Quantity / Other Input Fields
Mobile Layout Gotchas
• Text on images becomes illegible
– Keep text large
– Avoid text imbedded into images altogether
• One Page Checkout or long pages become burdensome (scroll factor can be slower than page load)
Mobile Layout Recommendations
• Optimize checkout flow with touch-assistance and native OS capabilities
– Dropdown menus
– Phone number input
– Credit Card number input
– Credit Card expiration dates
• Use PayPal and other alternative payments/checkouts
Mobile Optimization
• Do it.
