Improve Online Conversion Rate – Do more with your Website There is just one take away from this presentation. Improved Conversion Rate ! User Interface / Site Navigation / Flow Support / Help Marketing Mix / Attribution Model & some more which we wont cover today (Content, Speed, Customer Experience etc.) Every Customer Touch point is an User Interface Website, Mobile App, Call Center, Social Pages Give Users a chance to discover “Who you are”, “What you sell / do”, “Why they should trust you” and “Get out of their way quickly” & “Be there for them” If they have to learn how to navigate your site, you lose them If they can’t get what they are looking for, you lose them If they have to wait 5 minutes to talk to your custom rep, you lose them If they read about bad customer experiences on social pages, you lose them Page Bounce & Exit Rates Heat Map (i.e. what is working on a page & what is not) % of visitors who are visiting the Product Page % of visitors who reach Checkout Path Analysis (Path Length etc.) Checkout Flow (% of people who reach each step) Use A/B, Multivariate tests to design better UI

1. Improve Online Conversion Rate – Do more with
your Website
Ravish Kamath | Director Engineering
February 28th 2012
© 2012 Regalix Inc. Confidential, All Rights Reserved

2. About Ravish
 Director Engineering, responsible for customer success and driving product
strategy at Regalix
 7+ years of experience with leading Web 2.0 and Community Development
projects for Fortune 500 customers
 Evangelized and launched complianceonline.com (Winner of Forrester
Groundswell Award in 2009)
 Largest expert community of professionals
 4M+ users, 60K SKUs, 5M+ search index, 400 trainings a month
 White Labeled by NASDAQ in 2007
© 2012 Regalix Inc. Confidential, All Rights Reserved 2

3. Couple of Haiku’s
“Human Nature has a tendency to admire complexity but reward simplicity”
- Ben Huh, CEO, Cheezburger Network
“The interesting thing about averages is that they hide the truth very effectively”
- Avinash Kaushik, Google
© 2012 Regalix Inc. Confidential, All Rights Reserved 3

4. Before we dive in…
 A checklist
 You have a website
 Users can buy / register for a service on your website
 (Optionally) users have a mobile app through which they can interact with your brand
 You have some amount of marketing towards this website (could be SEM / PPC, Banner Ads, Affiliate
Networks, Shopping Engines or similar)
© 2012 Regalix Inc. Confidential, All Rights Reserved 4

5. Problems you may have grappled with….
 What metrics do I focus on ?
 Conversion Rate is dismal (maybe)
 How do I better serve my online customers ?
 How do I measure Loyalty ?
 How do I measure lifetime value of a customer ?
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6. In this webinar, we focus on one thing
Conversion Rate !
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7. Lets first focus on what affects conversion rate ?
 User Interface / Site Navigation / Flow
 Support / Help
 Marketing Mix / Attribution Model
 & some more which we wont cover today (Content, Speed, Customer Experience etc.)
© 2012 Regalix Inc. Confidential, All Rights Reserved 7

8. User Interface
 Every Customer Touch point is an User Interface
 Website, Mobile App, Call Center, Social Pages
 Give Users a chance to discover “Who you are”, “What you sell / do”, “Why they should trust you”
and “Get out of their way quickly” & “Be there for them”
 If they have to learn how to navigate your site, you lose them
 If they can’t get what they are looking for, you lose them
 If they have to wait 5 minutes to talk to your custom rep, you lose them
 If they read about bad customer experiences on social pages, you lose them
© 2012 Regalix Inc. Confidential, All Rights Reserved 8

9. User Interface – Pages & Responsibilities
SEARCH
CATEGORY SUPPORT REVIEW
HOME PRODUCT CHECKOUT ORDER STATUS
• Discovery • Compare • Trust • Trust
• Support • Get Help • Support • Support
• Search • Share • Purchase • Evangelize
• Trust • Decide • Share
• Research
• Purchase
© 2012 Regalix Inc. Confidential, All Rights Reserved 9

10. User Interface > Some Metrics
 Page Bounce & Exit Rates
 Heat Map (i.e. what is working on a page & what is not)
 % of visitors who are visiting the Product Page
 % of visitors who reach Checkout
 Path Analysis (Path Length etc.)
 Checkout Flow (% of people who reach each step)
 Use A/B, Multivariate tests to design better UI
© 2012 Regalix Inc. Confidential, All Rights Reserved 10

11. User Interface – Examples - Home
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12. User Interface – Examples - Category
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13. User Interface – Examples - Search
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14. User Interface – Examples - Checkout
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15. Support / Help
 Users will always have questions when they are shopping, SO…
 Where should users go when they have questions ?
 Mail them to you
 Call you on a 1800 number
 Visit your FAQ section
 Live chat with your representatives
 In many industries inbound calls have shown 20% conversion rate (function of product complexity:
for example:- product fitment, software licensing options and similar)
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16. Support / Help
 Consider Solutions that allow you to better
integrate your complete customer processes via
models:
Pro-active
Assisted
Self service
 Pro-active – Offers based on user browsing
behavior
 Assisted – Call / Chat with a representative
 Self service – Browse through an ever growing
knowledgebase of Q & A
© 2012 Regalix Inc. Confidential, All Rights Reserved 16

17. Marketing Mix / Attribution Model
Who gets it ? How much ?
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18. Consumer Touch point and Need Cycle
More spread out, More reasons
than you think !
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19. Marketing Mix / Attribution Model - Remember
Users may have entered your site through channel X, but converted on channel Y
Users are trying to find out more about you on different touch points (Web, Social,
Mobile, Store, Call Centers etc.)
Every Channel has a role (Entry, Assisting, Converting)
Attribution is important (Terminating an assisting channel can impact your overall
conversion rate !)
Assign weight-age to each (Not a fixed formula, but a decent one)
 Entry – 25%
 Assisting – 35%
 Converting – 40%
© 2012 Regalix Inc. Confidential, All Rights Reserved 19

20. Marketing Mix / Attribution Model -3
 Use Multi-channel Funnel Analytics
(Google Analytics) to determine your mix
 More often than not, your mix will have:
 Paid Advertising
 Organic Search
 Affiliate
 Direct
 Email
 Referral
What Next ?
Focus on assisting channels as well
Plan Spend / Effort accordingly
© 2012 Regalix Inc. Confidential, All Rights Reserved 20

21. In Summary
Conversion Rate is dependent on:
Good User Experience (UI) (Measure using Google Analytics or similar, Test them using tools like Google
Website Optimizer / Visual Website Optimzer)
Support – Provider your visitors the required mechanisms by which they can reach you
Marketing Mix – Give channels that participate in conversion their due
© 2012 Regalix Inc. Confidential, All Rights Reserved 21

22. Get in Touch
 Forefront of Innovation  visit: www.regalix.com
Digital Marketing Services
Technology Enabled Services  For a free evaluation of your website /
Regalix Labs ecommerce portal, please get in touch with
Ritu Josan, rjosan@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong
Advisory Board, 175+ Team  If you have any questions about this webinar
please feel free to get in touch with the
speaker Ravish Kamath, rkamath@regalix-
 Fortune 500 and Venture Backed Customers inc.com
(B2B and B2C)
 Global Operations: HQ in Silicon Valley, 4
Offices
 Industry Recognition
© 2012 Regalix Inc. Confidential, All Rights Reserved 22