Online Marketing Intensive Part 4: Conversion Optimisation 2013 If your website is like most, your funnel is leaking and you may not even be aware of it! Find out why your website visitors are leaving without taking action, and how to convert these visitors into bona fide customers. Next: Social Media Success - http://slidesha.re/1250n03

1. CONVERSION OPTIMISATION
It Will Make You A Market Leader
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2. Why should you listen to me ?
 Increased conversion rate by 316% for Fuji Xerox in 60 days
 Increased conversions for De Groots Media by 400% earning
them additional revenue of $ 475000
 Increased conversion for Freedom Loans by reducing cost of
acquisition by 40%
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3. Optimisation
What is Conversion Optimisation?
• Increasing visitor
engagement
• Getting more
subscribers, leads
and sales
• Done using visitor
data and customer
surveys
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4. Why Are Potential Buyers Leaving Your Website?
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5. 1,000 visitors to the site
100% Total Visits
60% Visit Shopping Area
Where is the 30% Place Item in Cart
leakage?
3% Make a Purchase
6 Visitors complete goal
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6. 9 Levers For Improving Conversions
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7. 1. Value Proposition
• WIIFM
• USP
Too many choices is not always a good thing
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8. 2. Credibility
 Testimonials
 Certifications
 Endorsements
 Reviews
 Team
 Office/Showroom
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9. Cartoon
Pictures are
Credibility not
authentic
The first few
links are It is not
Too much
irrelevant. an easy
People will be font to scrolling
uninterested read
Are they really
serious about
their products?
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10. Minimal
information
on company
history – it’s
a good start
Although it’s
neater, is it
working?
19-Nov-2009
Presented by Jasmine Batra
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11. Before

12. After

13. 3. Planned Journey
• End outcomes
• Navigation path
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14. Visitor Flow
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15. Reverse Goal path
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16. Goal Flow
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17. 4. Relevance
• Customer Segmentation
• Language & Style
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18. Do you really want
to see more pests
when you are
trying to get rid of
them?
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19. Credibility Call of
and Action
Relevance
Authentic Information
Design
Engagement
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20. 5. Clarity
• Understanding Intent
• Avoiding Distraction
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22. 6. Content
• Customer-centric
• Message to Market
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23. Creating Persuasive
Copy
 Mention the problem
 Agitate the problem
 Invalidate all solutions but yours
 Offer your solution
 Amplify the desire
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24. Call to Action
• Soft and hard offers
• Strategic placement
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25. 8. Action Statement
• Scarcity
• Impact of not taking action
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26. 9. Test & Measure
 Offers
 Headlines
 Copy
 Images
 Layout
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28. Recap
3 Stages Formula for Increased Conversions
Value Proposition + Credibility + Relevance = Trust
Journey + Content + Clarity = Engagement
Call To Action + Action Statement = $$$
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29. YOU MADE IT!