5 tips to increase your conversion rate
Transcript of 5 tips to increase your conversion rate
RETAILING E-COMMERCE FOR PEOPLE
for sole traders and SME’s, for family owned or public companies, for startups and
hundred years old firms.
baldwin.agency
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HOW CAN YOU INCREASE YOUR CONVERSION RATE?
How do you get rich(er)?
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WHAT’S A CONVERSION RATE?
The conversion rate is the percentage of users who take a desired action.
Example Conversion rate = 1% => 1 order / 100 visits
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WHY IS THIS SUCH AN IMPORTANT FIGURE?
Example Average order amount = 100 €
Average cost per click = 1 € Conversion rate = 1%
=> You need 99 € for 1 sales of 100 €
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THE GROWTH FUNNEL
Get visitors - Traffic building Tactics to bring people on your website / webshop
Activate Members - convert traffic Lead visitors to take predefined actions
(buy, subscribe, create account, comment)
Retain Users - Generate returning users Give reasons to people to become habitual users
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DEFINE YOUR GOALS Tell me about your goals (in life)…
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DEFINE YOUR GOALS The goals for Wizmo.ro
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• Telephone call to Wizmo • Contact form to Wizmo • Wizmo NSWL sign-up • User registration • Request an account button • Buy a package
• Listing request • Agent request • Publish a listing • Listing request info • Saved search • Submit review
CREATE FUNNELS IN GOOGLE ANALYTICS Example of funnels for Wizmo
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GOAL FUNNEL STEP 1 STEP 2 STEP 3
List your property
en/list-your-property
en/list-your-property/step-1
en/listing-published
/ro/adauga-o-proprietate
ro/list-your-property/step-1 ro/listing-published
Request a PRO account
/en/professionals /en/get-an-
account /en/form-sent
/ro/profesionisti /ro/solicita-un-cont /ro/formular-trimis
CREATE FUNNELS IN GOOGLE ANALYTICS Example of a funnel
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DIRECT SALES CONVERSION Example from a client
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WHAT’S A GOOD CONVERSION RATE ? You always want to sell more…
so the process of improving it, should be constant.
0,5% - 5%
IT DEPENDS ON YOUR BUSINESS
The sector you are active. Your gross margin.
Your business strategy. (growth vs profitability)
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5 USEFUL TACTICS Let’s say your e-commerce conversion rate is
0.5% and you want to increase it to 1%
PREMISES Your offer is competitive (price, product,
availability, delivery - cost & time)
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1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?
• Define who your target is - create personas
• Personas = fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.
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1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?
List your user stories or the goals to be done“The customer buys the hole, not the drill”.
1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?
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User stories
As a ___(persona)___ I want to _____(Action)_______ So that _____(expected outcome)____
As a … young professional… I want to … be able to search in the neighbourhood of where I work … so I can … see if there is an apartment for sale there…
1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?
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Jobs-to-be-done
When____(situation)___ I want to ___(Motivation)____ So I can ____(expected outcome)____
When …I have a property for sale… I want to … receive calls from potential buyers …. So I can … sell my property in 2 months …
1. BRING IN RELEVANT TRAFFIC How can you check if the traffic is relevant?
• Bounce rate = the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
• Check no. of pages and average time spent on your website.
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2. PERFECT YOUR SALES FLOW (build trust, develop relationship and prove your
expertise)
Don’t ask for the sale too fast…
Remember - The more expensive and/or complicated the product, the more time people
need before they’re ready to commit.
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3. IMPROVE THE PAGES THAT HAVE TO CONVERT
• Check funnels in Analytics - see where you lose traffic • Check abandonment rate • Heatmaps • Do A/B testing
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3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 1 Product content
• You should have a strong, convincing and believable headline that promotes the main offer. “On the average, 5 times as many people read the
headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80% of your money.“David Ogilvy
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3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 2 Product Content
• Your Unique Selling Proposition What is this product, Why choose this product, Who should choose this product?
• Images / Videos That build the story to show how your product can resolve / fix a problem the users are facing
• The offer - features vs. benefits Description of your product vs Benefits and Features of it
• Add incentives to take action right away Fear of missing out is working magic.
• Social proofShowing that real people trust you with your product
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3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 3 Single conversion goal
A clear call to action
• The size & color of your order buttons is very important, so is the wording of call to action. (e.g. “Join now and get access to XYZ” vs “Sign up”).
• For software products the primary call-to-action should often be the “demo/trial”, not the “checkout/purchase” buttons.
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4. BUILD TRUST Do you know the reasons why people
are usually not buying?
no need, no money,
not in a hurry, no trust
On the last one you can work on.
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4. BUILD TRUST
• Make it easy to verify the accuracy of the information on your site.
• Show that there’s a real organisation behind your site.
• Highlight the expertise you have.
• Make it look professional.
• Update your site’s content often.
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5. MAKE IT EASY TO BUY FROM YOU
• Tell your users what they should do next. In every page, always guide the user towards the action you want them to take.
• Do not give users too many options. The more choices you give, the more difficult it is for users to choose.
• Ask to fill as few fields as possible.
• Do not force users to sign up in order to buy. Let them check out as a guest.
• Free shipping (from a certain amount)
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TELL ME.
Any questions on this?
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MAARTEN DEBOO [email protected]
CRISTINA SZABO [email protected]