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
