Date post: | 08-Apr-2017 |
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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?