10 Innovative Ways to Solve the Website Conversion Rate DilemmaEvan Weber, CEO, Experience Advertising

1. Retargeting/Remarketing

Google Adwords Retargeting - Product Level, Category/Service Specific

Facebook Retargeting - Non-Converters, Customer Retention, Upsells, Email-to-Page Like

Twitter Retargeting - Non-Converters, CRM, Email-to-Follower

Video Retargeting - on Facebook, Twitter, Youtube, Video Ad Networks

Email Open Retargeting - targeting email blast openers

Cart Abandonment Retargeting - Follow-up Emails, Sequences

Retargeting Ads

2. Pop-Ups

Entry Pop-up - Coupon for Email, WhitePaper, eBook

Slideout Widget - vCita, Book Appointment, Contact, Send Money

Exit Pop-up - “Before you go…”, Robotic Live Chat, AI Window

On-Site Surveys - Great for Collecting Feedback (ForeSee)

Personalized Promotions - Slide-out Offers based on User Behavior

3. Click-to-Call

Getting Really Big Due to Smart Phones

Google Offers Click-to-Call Only Campaigns

Use Call Tracking Services

Use In Facebook Ads with Dedicated Toll-Free #’s

Have Great Salespeople Ready

Don’t Outsource It - It’s Internal Sales

4. PPC Search Ads and Display Ads

Use Google Ad Extensions: Sitelinks, Call Out, Review

Insert the Keyword In the Search Ad Title

Offer a Promotion in the Ad Copy

Keyword > Ad > Landing page - Continuity

Click to Call - Call Tracking Software

A/B Test to See Which Ads Convert Best

http://youtube.com/v/lqK2xl6Li4A

5. Pro-Active Live Chat

Adds a Human Touch

Proactively Engage with Visitors

Target Pages for Chats

Target Users for Chats

Offer Deals through Chat

Be Friendly and Outgoing

Convert Chat Transcripts into F.A.Q. Content

6. Multivariate (A/B) Testing

Set-up experiments on page elements

Common Elements to Test: Main Image, Submit Button, Logo, Add to Cart button, Product Photos, Button Colors, Button Copy

Optimizely.com, Convert.com

7. Trust and Security

- Secure Site + EV

- Norton’s Shopper Guarantee

- BBB Online

- Charities

- Associations and Organizations

8. Referrals and Sharing

Referral Programs; Affiliate Programs

Great Customer Experience = Referable Company

Have Sharing and Referral Options Everywhere

Reward for Referring - lowers CPA

Promote Referral Program Everywhere - Boosted Posts on Facebook, Thank You Page, Website Layout, CSRs, Website Header

9. Customer Reviews

90% of online purchasers read a review

Gather them Everywhere

Display them Everywhere

Share Them Socially and Advertise Them

Video Testimonials are Great

Blogger Product Reviews, Customer Experience Reveiws

10. Incentivize and Monetize

Motivate Buying with Incentives

Scarcity and Limited Time Promotion

Upsell in the Cart

Have an Offer for Your Thank You Page

Have a Strategy to Increase LTV

Have Great Follow-up Emails

Re-Market Offers and Products Regularly

Thank you for attending!

Evan Weber, CEO

Experience Advertising, Inc.

evan@experienceadvertising.com

@experienceads