Post on 26-May-2020
Maximising your audiences sales
potential
Overview
Three areas for today
Content
Conversion
Personalisation
Content
Getting people interested in your subject matter interested in you
Content to drive traffic
Goal:
Drive as much qualified traffic to our website and
convert them into sales
Output/Content
Coordinated execution – using
existing channels
The End Results
YouTube figures
- 200,000+ views
- 43.7% views come via embedded videos
- Over 150,000 views in 2 weeks
The Results
-1500% first week traffic spike
-400% traffic lift over 5 months following
-3 to 1 Out sold previous releases
-2x Conversion rate on pages with videos vs not
Conversion optimisation
Ensuring barriers to conversion are minimised
Case Study: Availability message
Conversion Potential
Being unsure of how quickly a product will arrive is a
barrier to conversion.
Hypothesis
“In Stock” display will have impact on conversion
Rate.
Test case
Variation #1
Control
Original (Control)
Test Page Variation
The Result
Hypothesis proved correct
• 12.76% conversion increase
Case Study: Offer Free Shipping
Pain Points
Shipping costs are a high barrier to conversion
Hypothesis
Display the Free shipping threshold Amount
prominently on all the pages (home, category &
description pages) will improve conversion rate.
Free Shipping on Header
Variation #1
Control
Original (Control)
Test Page Variation Free Shipping in Header
The Result
Hypothesis proved correct
• 21.28% conversion increase
Case Study: Communicate Trust
Conversion Potential
Security is a concern for online purchasers.
Hypothesis
Prominently display of Certificates and Payment
options will have impact conversion rate.
The Test Case
Variation #1
Control
Test Page with Certificates and Payment
options
Original (Control)
The Result
Hypothesis proved correct
• 51.76% increase in conversion
Dynamic Merchandising &
Personalisation
Helping visitors find the right product for them
Personalisation – is the automated method of
serving each person individually with relevant
content using algorithms and real time decision
making – using your native Magento store.
Or ... these three people should
be merchandised too differently!
Companies who are
personalising web
experiences are
seeing an average
19% uplift in sales
Where have you visited in the site
before?
Where are you visiting from?
Size, colour, etc
Merchandising based on referral
source
Merchandising based on referral
source
Based on what you know of the
customer journey
Summary
The three key take outs
Key three things to remember
Focus content on your subject expertise
Test, test and test again
Use what you know about your customer everywhere
Questions?
Thank you