These are the presentation notes from Evan Weber's Affiliate Summit West presentation about boost your website's conversion rate. This is accomplished through a series of updates, tweaks and tools, all working in harmony to boost the overall conversion rate of your ecommerce website.
10 Cutting-Edge Ways to Improve Conversion Rates on Ecommerce Websites
1. 10 Innovative Ways to Solve the Website Conversion Rate Dilemma
By Evan Weber, CEO of Experience Advertising, Inc.
1. Retargeting/Remarketing – the lifeblood of conversion optimization
- Google Adwords Retargeting – Dynamic 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, See: SendRoll by Adroll
- Cart Abandonment Retargeting - Follow-up Emails, Sequences, Automation, See: SaleCycle
2. Pop-Ups – Build email list much faster than by sale.
- Entry Pop-up - Coupon for Email, WhitePaper, eBook, Webinar Signup
- 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 (apps)
3. Click-to-Call – getting really big.
- Getting Really Big Due to Smart Phones
- Google Offers Click-to-Call Only Campaigns
- Use Call Tracking Services – See: Convirza
- 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 - #1 source of targeted traffic. Make it work!
- Use Google Ad Extensions: Sitelinks, Call Out, Review Extensions
- Insert the Keyword In the Search Ad Title
- Offer a Promotion in the Ad Copy – Google Shopping add coupon code
- Keyword > Ad > Landing page – Continuity
- Click to Call - Call Tracking Software
- A/B Test to See Which Ads Convert Best
5. Pro-Active Live Chat – great for facilitating on-site sales and customer service.
- Adds a Human Touch – which people love.
- Proactively Engage with Visitors – on certain pages or site wide
- Target Pages for Chats
- Target Users for Chats – shows location of users and if they have returned to the site
- Offer Deals through Chat
- Be Friendly and Outgoing
- Convert Chat Transcripts into F.A.Q. Content – great for SEO and creating user-generated content.
2. 6. Multivariate (A/B) Testing – If you aren’t testing, you aren’t increasing conversion rate.
- Set-up experiments on page elements – start on the homepage and then to sections of the site.
- Common Elements to Test: Main Image, Submit Button, Logo, Add to Cart button, Product Photos,
Button Colors, Button Copy
- Optimizely.com, Convert.com – Case Studies
7. Trust and Security
- Secure Site + EV – the best for website security
- Norton’s Shopper Guarantee - #1 for ecommerce
- BBB Online – tried and true
- Charities – great for warm and fuzzy
- Associations and Organizations – great as well
8. Referrals and Sharing – turn visitors and customers into active referrers.
- Referral Programs; Affiliate Programs – very similar but you need both.
- Great Customer Experience = Referable Company
- Have Sharing and Referral Options Everywhere – on-site, in emails, on the phone, etc.
- Reward for Referring - lowers CPA, Increases Profit
- Promote Referral Program Everywhere - Boosted Posts on Facebook, Thank You Page,
Website Layout, CSRs, Website Header
9. Customer Reviews – the #1 motivating factor in customer purchasing behavior.
- 90% of online purchasers read a review
- Gather them Everywhere – on the site, through email
- Display them Everywhere – product pages, homepage, About Us
- Share Them Socially and Advertise Them
- Video Testimonials are Great – See Boast.io
- Blogger Product Reviews, Customer Experience Reviews
10. Incentivize and Monetize – The Low-hanging Fruit
- Motivate Buying with Incentives – See: Restaurant.com, ifeelgoods
- Scarcity and Limited Time Promotions
- Upsell in the Cart
- Have an Offer for Your Thank You Page and order confirmation emails
- Have a Strategy to Increase LTV
- Have Great Follow-up Emails
- Re-Market Offers and Products Regularly
Additional Resources:
3. Shopify App Directory – most of the best new apps for websites are here.
Presentation Notes – www.Bit.ly/EvanASW17
Evan’s LinkedIn Articles and Videos -
https://www.linkedin.com/today/author/evanweber1?trk=prof-sm
Thank you for attending!
Evan Weber, CEO
Experience Advertising, Inc.
evan@experienceadvertising.com
@experienceads
Skype: evan.experience
LinkedIn Profile: https://www.linkedin.com/in/evanweber1