Radically Improve Conversion Rates - eMSF 2009

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1 Kayden Kelly CEO & Managing Director

Transcript of Radically Improve Conversion Rates - eMSF 2009

Simple Changes can…

Double your Conversion Rate!• B2B / B2C• Lead Gen / Ecommerce

3March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 15

Benefit

Cost

1 time

1 time

Increase ConversionBuy More Traffic

What’s the best plan of action?

1 timeX ForeverForever!!!!

Optimize your conversion rate!

Conversion Rate 2.15%Ecommerce Client

Change Conversion Rate Increase Per Year5% 2.3% $150,00025% 2.7% $775,000

$1,500,00050% 3.2%

5March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 17

FREE Tools Analytics - Website Optimizer - 4Q Survey

How do you increase conversion?

Pyramid Credit: Future Now

Fix what is broken first!

Biggest Conversion Gains

Who should design your site?

Let your USERS design your site

Marketing IT

Management AgencyX

What users want

• Feel Smart• Sense of

Accomplishment• Reduce Stress• Confirmation• Reassurance

Top 10 Web Usability Principles

• Motivate (by Segment) Design your site to meet specific user needs and goals. Use motivators to draw different user "personae" into specific parts of your site.

• User task flow Who are your users? What are their tasks and online environment? For a site to be usable, page flow must match workflow.

• Architecture – it's 80% of usability Build an efficient navigational structure. Remember – if they can't find it in 3 clicks, they're gone.

• (Affordance) Make obvious how to interact with page Make controls understandable. Avoid confusion between emblems, banners, and buttons.

• Replicate Why reinvent the wheel? Use best practices (80%) and fine-tune to your specific site the last (20%). Use ergonomically designed templates for the most common 8-12 pages.

© 1996 - 2009 Human Factors International Inc.

Top 10 Web Usability Principles

• Usability test along the way Test early in design using low-fidelity prototypes. Don't wait until the end when it's too late. Know the technology limitations Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc. for compatibility.

• Know the technology limitations (iPhone Popularity Skyrocketing!)Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc for compatibility. Most websites have huge problems here!

• Know user tolerances (Fast! Big Factor in Enterprise SEO)Users are impatient. Design for a 2-10 second maximum download. Reuse header graphics so they can load from cache. Avoid excessive scrolling.

• Multimedia – be discriminating Good animation attracts attention to specific information, then stops. Too much movement or static visual noise distracts, slowing reading and comprehension.

• Use analytics Monitor traffic through your site. Which pages pique user interest? Which pages make users leave? Adjust your site accordingly.

© 1996 - 2009 Human Factors International Inc.

5March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 20

1 – Measure & Analyze

2 – Get to Know Audience

5 – Setup & Run Tests

4 – Make & Track Changes

3 – Identify & Prioritize Issues

Website Optimization Strategy

** Repeat Indefinitely **

WhatPeople Do

Setup Goals

Configure Goals• Setup Funnel Steps

Are people taking the desired actions?

Where are people abandoning in the process?

Weakest Link in Checkout Funnel

Complete Arkangel Shakespeare

Searches 119Sales 0

Setup “Site Search” Tracking in Google Analytics

Are they finding it and buying?

What are your users looking for?

Segment your analytics data

Segment your analytics data

Segment your analytics data

Losing 2 of 3

users on Popular Pages

Top Exits

Another Great, Cheap Tool!

WhyPeople Do What They Do

4Q Surveys (Free Tool)

Usability Tests are Cheap & Eye Opening!

Watch & Listen to Identify Obstacles

•Where, How, Why

• Weak Links• Changes• Test• Validate• Repeat

Start Testing (It’s FREE!)

minimum2-4 Weeks

~100 conversions per combination

TrafficWebsiteyou have this right?

A/B Testing

A BVS.

original new

A - OriginalA

A Variation 1B

A Variation 2

Added • Email Newsletter

B

A Variation 3

Added • Email Newsletter• How did you find us?

B

B: Variation 1

+42%

B: Variation 2

• Email Opt-in

+17%

B: Variation 3

• Email Opt-in• How did you find us

+30%

A / B Test Winner?

A: Original

Email Opt-in & How Heard -11%Email Newsletter Opt-in -25%

Not Just Layout…

• Decrease Cost Per Acquisition (More $ 4 PPC)• Decrease Bounce Rates• Eliminate Subjectivity (HIPPO)• Let your Users tell you what works BEST

What to Expect from Testing - GWO

• Increase your conversion rate• Make People who visit your site Happy!

“How easy it was to navigate; it was not so easy last time I tried it about 3 months ago! Thanks for the improvement!”

“Very nice website, easy to use, which is nice!”

Credit: Jim Sterne, Web Metrics Book

Funnel Problems?

Simple Changes

Testimonials

Images

Readability

User Pathways

Call to Action

Offer/Bonuses

Navigation/Layout

Tagline/USP

Headline

Intro Text

Home

DetailTestimonials

Image

Guarantee/Returns

Benefits/Reviews

Call to Action

Offer/Bonuses

Navigation/Layout

Tagline/USP

Headline

Intro Text

Cart

Ordering Options

Cart Images

Call to ActionMessaging/Offers

Navigation/Layout

CategorySort/FilterNavigation/Layout

Tagline/USP

Headline

Intro Text

HomeTestimonials

Image

Readability

User Pathways

Call to Action

Offer/Bonuses

Navigation/Layout

Tagline/USP

Headline

Intro Text25% 25%

25% 25%

2x Your overall site Conversion Rate!

2x Your Revenues!

Overnight!(actual results may vary and typically take 3 months to 1 year. If you have excessive pains please consult a professional)

Continuous Improvement is the key!

Monthly Revenues up

70%+

over record sales

Category/Search

Product

Cart

Checkout

Orders

Site Visitors

60%

50%

30%

82%

2,952

Conversion Rate

Average Order Value

Total Sales

2.95%

$65.00

$191,880

Before

7,362

7.36%

$478,530

100,000

After

$65.00

82%

Home

100,000

40%

75%=+25%

Double Your Conversion Rate!

63%=+25%

38%=+25%

50%=+25%

$286,650/month$3.4 million/year

How achievable is this really?

BeforeAfter

Key Funnel Step & Top

Landing Page

17 Destination Pages on site

Conversion Rate 3% 19%

Increased Conversion 591%

What are we testing?

What is a conversion?– Action want to test

Hypothesis?– State Question

– Predicted Outcome

Test Plan

Best Practices are starting point, they are not rules, you must Test!

4. Keep it Simple & Bold (major changes, fewer variations - A/B)

5. Conversion within 1-click

6. Test Pages with Most Potential Impact• Top of Funnel• Higher Traffic• Key Process Step

7. It’s just an Experiment right?(Carry out tests just to see what happens)

8. Be Patient(Don’t Get Frustrated and Don’t Rush to conclusions)

Top 5 Website Optimizer Beginner Tips

Intermediate Tips

• Start doing Multivariate Tests • Disable Multivariate Combinations you

don’t want before you start

• Disable Poor Performing Variations

0/36

Intermediate Tips

• Use WASP to see what tools your competitors are using

Advanced Tips

How do you measure conversion on a video or a non-commerce site where the primary conversion is to watch the video or read the content of the page?

Time Spent on page

Advanced Tips

• Segmentation– For example, Member vs Non-Member

Persona A (+8-10%)

Persona B (-4%)

Advanced Tips

• Link Click Tracking – Move forward in funnel !!!!!!!

• Track Phone Call Conversions in Google Analytics– www.Ifbyphone.com

• Combine GA + GWO– Review differences in AOV Requires enabling “Ecommerce

Tracking” in Google Analytics

Why Optimize for Conversion?

• Testing is your Insurance Policy to avoid harmful changes

• Maximize your website and marketing investments

• The tools are all FREE or Inexpensive

• Opt-out of the recession with little investment

1. Put the best info and calls to action Above the FOLD (avoid false bottoms that make users think there isn’t any more content)

2. Repeat your Call to Action throughout a long page

3. Add a Form to the page to generate leads or even order your product

4. Make Calls to Action contextual and specific to content of page versus generalized calls to action

5. Call to Action Button Design (shape, style, size, color, whitespace, grouping, etc)

6. Customer Centric copy with benefits not just features (We We Calculator)

7. Remove Clutter (Dense well organized and separated content is not clutter)

8. 1 versus 2 versus 3 column layout9. Move content around on page 10. From Right-side to Left-side11. Change paragraph/content order (Make sure you

use the funnel style of writing for the web with most important point at top to fine points at the bottom (i.e. details)

12. Test Variations of Navigation and on some landing pages it might even be best to remove some or all navigation

13. Add categories/sub-categories to your home page - order and weight by popularity/importance

14. Emphasize Important Content (Bold, Larger/Colored Font, etc)

15. Large Headlines with clear user benefits• ‘Top 5 Reasons to stop ____’• ‘Why you need ___’• ‘3 Things you may not know that could

kill you’ • Make your content scannable • Add Sense of Urgency messaging like ‘Sale Ends

Today’ or ‘Only 5 Left’18. Different Fonts (Sizes, Colors/Contrast, Styles)19. Tagline/USP in header that provides distinct

positioning/differentiation20. Increase body copy (just enough) to overcome all

common objections

Top 50 Tips on What to Test using Google Website Optimizer

1. Rearrange2. Answer who, what, when, where, why and how3. Summarize/bulletize benefits at bottom of page4. Add Testimonials (with photo, name, company,

logo, title)5. Add Media Logos (if featured in news) or other

logos of things that will add credibility6. Larger/Wider Search Box7. Remove Instructions since it should be easy to

use and not require any explanation (of course you may need to improve your page first)

8. Test Images 1. Show your product/service in use to

demonstrate benefits and so user can better imagine what it would be like to own it and how would improve their life

2. Show happy customers (with product if applicable or after using product, etc)

3. Tell a story with product images4. More than one image (especially

different views from side, back, top, bottom)

5. Larger versus smaller versus no images (no images has surprised many as the best result in some cases)

6. Add Ability to Zoom7. Add Captions under your image8. Add Call-outs to draw attention to parts

of a photo/image and add info to point out most important aspects

9. Offer other ways to order by phone and fax (in cart)

10. Removal or de-emphasis of coupon/promo field in cart/checkout

11. Ajax/DHTML to hide optional form elements unless needed

12. Remove unnecessary fields or change order of fields

13. Visually Group and separate related fields14. # of checkout steps (1 vs 2 vs 3 vs 4)

1. Repeat main offer and benefits in cart2. Upsell on add to cart action or in cart3. Add Guarantees, Return Policies, Privacy

Protection (if ask for personal email/info)4. Credit Card and other payment logos when

asking for payment info5. Add Reassurance Logos like Verisign, BBB

online, McAfee Secure, Trust, and etc.6. Increase/Decrease Prices (your pricing can cause

concern by being lower than someone expects especially compared to your competitors)

7. Odd Pricing ending in 9’s and 7’s8. Different Offers

1. Free Shipping2. Save 20%3. Buy 1, Get 1 Free4. Buy now, pay later5. Pay in installments6. Free trial7. Longer/shorter commitment

9. More/less Product Copy1. Tabbed content versus long page of

content 10. Add reviews11. In Stock Messaging (above or below add to cart)12. Rich media like Video and Flash Animation13. Click to Call, Live Chat, and other widgets14. Ability to sort, filter, rank, and search product

category and sub-categories15. Proximity of content elements

1. Add vertical/horizontal space2. Move closer or farther away from certain

content on the page to see if proximity helps or hurts

16. Phone Numbers - where they are placed, how obvious, and know that different phone numbers may actually impact conversion

17. Faster loading pages (Optimized Images, etc) as load time can be a big impact

18. What is clickable - users expect almost everything to be clickable (www.CrazyEgg.com)

Twitter@blastam

Website Optimization Blogwww.blastam.com/blog

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Thank you!

Top 50 Tips for What to Testwww.blastam.com/blog

[email protected]

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Download 50 Tips for What to Test

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1. Price Points

2. Product Copy

3. Highlight Differentiators

4. Free Shipping

5. Customer Service

6. Guarantees

High Impact Ecommerce Test Aspects

13

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