2. What Is A Conversion
It might seem simple, but it doesn’t
necessarily mean a sale. Each
website has its own type of
conversion, for example a
quote
Conversion - action that a website wants to achieve.
Advanced websites - many different website goals from sales to email
sign ups to community sign ups.
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3. What Is Conversion Rate
It is the percentage rate at which visitors are converting on your website:
Total Sales/Total Visitors
For ecommerce companies, it is about getting our customers to the
from which they can purchase
2 main strategies for improving sales:
• increase traffic,
• improve the conversion of the already existing traffic.
This presentation focuses on the latter
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5. 3 Categories Of Conversion Rate Tactics
“Come To Us” – Before
reaching the website
“Stay With Us” – Converting
those on our website
“Come Back” – After leaving
the website
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6. Come To Us
• High Quality Traffic not Quantity of Traffic
• Drive Higher Quality traffic and conversion rate goes up
• Are the online marketing channels
driving visitors that are truly looking
for our products?
• Do customers know what they’re
getting before arrival?
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7. Stay With Us (Part 1) - Personalisation
Product Reviews & Recommendations
Personalising message to customer = more sales
• Cross selling • Different Sales Messaging
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8. Stay With Us (Part 2) – User Experience
Website experience pleasant, not just functional
The use of images and videos to drive
interaction & conversion.
Other ideas include:
•Minimising clicks to buy
•Smoother checkout process
•Better copywriting
•Improving site speed
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9. Stay With Us (Part 3) – A/B Testing
Show different pages to different customers
Measures impact of changes to set conversion goals
For example, test the impact of different banners
Measures both design and content changes
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10. Come Back
Attract customers back to the site by
Retargeting on products Send emails eg, when customers
customers have viewed have abandoned the checkout
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11. Channel Conversion Rate, Not Total
Averages hide trends
Total Visits Bookmark Visits
1200000 300000
1000000 250000
800000 200000
600000 150000 Non Source /
Total
400000 100000 Bookmark
200000 50000
0 0
1 5 9 13 17 21 25 29 33 37 41 45 49 53 1 5 9 1317212529333741454953
Target conversion rate by channels, not total
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