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Google Confidential and Proprietary
Simon J. SmithSales EngineerGoogle Amsterdam
After the Click:Conversion Optimisation
Google Confidential and Proprietary
Agenda
• Why conversions matter
• Success Stories
• What We Have Learned
• The Toolkit
• Food for Thought
• Advanced Topics
Google Confidential and Proprietary
3
Total EU online retail spend was €68b in 2009 rising to €114b by 2014 *
Nearly half of Western Europeanconsumers will buy products online by 2014 *
50% of online shoppers who place their items in their shopping carts do not buy **
0.4% growth in satisfaction with online shopping in last two years*
Sources: *Forrester Research Online Retail Forecast, 2009 **Core Metrics, 'Core Metrics Benchmark Industry Report' March 09 † Internet World Stats, Usage and Population statistics, June 2008
The typical online buyer will spend €601per year online by 2014 *
Google Confidential and Proprietary
SUCCESS STORIES
Google Confidential and Proprietary
Success Story: Google AdWords Sign-ups
Resulted in a 56% increase in users going on to sign up for AdWords.
Google Confidential and Proprietary
Success Story: Schuh Category Browsing
Resulted in a 6% increase in users going on to view product details.
Google Confidential and Proprietary
Success Story: Cottages4You Checkout Process
Resulted in a 21% increase in users going on to the next stage of checkout.
Google Confidential and Proprietary
Success Story: Next Site Search Results
Resulted in a 19% decrease in users exiting from search results page.
Google Confidential and Proprietary
WHAT WE HAVE LEARNED
Google Confidential and Proprietary
The Key Levers
Google Confidential and Proprietary
Conversion Rate2%
Product Research30%Support Seekers
20%
Investors and Job Seekers
8%
Everyone Else40%
Conversion Opportunity Pie
There Are No Simple Answers
Q: “What should my conversion rate be?”Nielsen Online MegaView - April 2009
Proflowers.com 42.8%
Vitacost.com 28.9%
Office Depot 25.9%
Metrostyle 25.5%
Woman Within 23.0%
Schwan’s 21.1%
1800Flowers.com 20.8%
CDW 20.8%
Lands End 18.8%
DrsFosterSmith.com 18.3%
A: It probably could be higher than what it is now.
Google Confidential and Proprietary
There Are No Simple Answers
Q: “What should my website look like?”
A: If there was an answer, every site would look the same.
Google Confidential and Proprietary
Products With Low Conversion Rates
There Are No Simple Answers
Q: “Where should I start improving my conversion rate?”
A: Where you will get the highest ROI.
High Bounce Rate Landing PagesTop Exit Pages
Early Goal Funnel Exit PagesLate Goal Funnel Exit Pages
Homepage
Highest $Index PageLowest $Index Page
Highest Traffic Page
Content Pages Product Pages
Category Pages
Google Confidential and Proprietary
The Approach
See What Sticks? SCIENCE!
Google Confidential and Proprietary
Using the Scientific Method
Google Confidential and Proprietary
Conversion Optimisation is in the Details
Ignore the Forest• Be wary of industry and
vertical benchmarks
• Your site-wide conversion rate can be misleading
• It can be difficult to connect a change on a landing page to final conversion
Focus on the Trees• Segment your data and
then segment some more
• Respect your various audiences
• Look at individual pieces of your site
Google Confidential and Proprietary
THE TOOLKIT
Google Confidential and Proprietary
Toolkit: Web Analytics
Google Confidential and Proprietary
Toolkit: In-Page Analytics, User Testing and Surveys
Google Confidential and Proprietary
Toolkit: Testing
Google Confidential and Proprietary
Toolkit: Consultants
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FOOD FOR THOUGHT
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A Generalised View of Most Websites
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Landing Pages
• Logical Connection to Traffic Source / Keyword / Audience
• Clear Call-To-Actions
• Relaying important information, but not over-weighting the page
• Reassure and dispense with any Fear, Uncertainty and Doubt.
Electric DrillsBuy Electric Drills from just £89.99Free Next Day Deliverywww.Screwfix.com
20% reduction in bounce rate
Google Confidential and Proprietary
The Home Page
• Balance of promotions and introductions
• Allow visitors to segment themselves quickly
Google Confidential and Proprietary
Funnels and Processes• Reasons for exit
Missing information Usability Not ready to buy Life!
5% increase in conversion rate*
Google Confidential and Proprietary
Funnels and Processes
• Make it easy to buy Don’t ask for unnecessary information Give users a short cut
23% of checkout abandonments occur due to required registration*
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The Advanced Topics
• Offline Traffic Sources Print, outdoor, television and radio
• Offline Conversions (ROPO) Call centres, brick and mortar, FMCG / Brand recall
• Conversion Attribution Models Last click, first click, weighting, view-throughs, social media
• Customer Relationship Management Better segmentation and re-targeting
• Automated Intelligence Determining segments and trends automatically
Google Confidential and Proprietary
Summary and Next Steps
Google Confidential and Proprietary
THANK YOU!