Understanding the importance of website conversions

1. Understanding website conversions
Presented by Sam Shetty

2. About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Working with Netregistry for the past 9 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops

3. Events & Workshops

4. Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
online.
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.

5. Common issues ?
• Does your website get enough traffic ?
• Are you struggling with website conversions?
• Are you targeting the right audience ?
• Is your website search engine friendly ?
• Is your website customer friendly ?
• Is your website quick to load ?
• Do you have the right call to action ?
• What does the online community think about your website?

6. Our internet world

7. Buzzwords

8. New sales process

9. Understanding your customers

10. www.consumerbarometer.com

11. Digital stamp

13. Multiple options

14. Multichannel reach

15. Setting goals

16. Understanding your website visitors
• How many clicks on an average does it take for a visitor to convert ?
• How long from the first visit, does it take for a visitor to convert ?
• When do I need to appear for research keywords (eg “ Home loans”)
• When Do I need to appear for transactional keywords ?
• When is really the best /day /week /month to send an email to the client?

17. Questions you should be asking ?
• What is the purpose of the website ?
• What are you trying to get your users to do once they
arrive on your website ?
• Who is your target audience ?
• How are you going to measure success ?

18. Conversion rate optimisation

20. What is conversion rate ?

21. What’s your conversation rate ?

22. CRO factors ?

23. Methods used for conversion tracking

24. Google Analytics

25. Analytics

26. Google Analytics measurement

27. Your website’s current position /traffic
Semrush.com
 Allows you to measure your current situation in terms of traffic and your search
engine ranking.
 Helps you to spy on competition traffic source and keyword strategy
 Helps you to check on your competitors adwords campaigns
 Great keywords research tool

28. Is Google recognising your efforts ?
Google webmaster tools : Free tool from Google for checking your current visibility.
www.google.com/webmastertools
Google webmaster tools gives you the following insights
 How many websites are linking to your website
 Alerts you when your website gets infected by Malware
 Helps you submit your website sitemap to Google
 Helps you understand your click through rates
 Allows you to resubmit your website if it is blacklisted by Google

29. Beyond SEO

30. Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
business objectives,
then you haven’t
done anything.

31. Solution priorities

32. Don’t give customers too many ways to escape

33. All websites need landing pages

34. Main landing page sections

35. Landing pages for PPC

36. Build landing pages

37. Website usability tools
• www.crazyegg.com
• www.clicktale.com
• www.kissmetrics.com
• www.ghostrec.com
• www.visualwebsiteoptimizer.com

38. Usability issues

39. Content and Purchase
• Add to cart does not mean job is done.
• Add mini descriptions to in-cart and checkout screens.
• Add positive product reviews to confirmation emails to
reinforce decision.
• Ask customers to submit a video using your product
• Create a video contest to increase submissions
“ 36.4 % if visitors who abandoned their shopping cart engaged
with their automated email campaign” - Paypal

40. Testimonials... Building trust

41. Blogging attracts more visitors

42. Video for Online marketing

43. Website speed

44. Website speed
• Test site speed all the way through your
funnel, not just the homepage.

45. Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long

46. My hosting, why should I bother ?
• Direct impact on your revenue
• Customer experience
• Repeat customers
• Mobile users

47. Responsive websites

48. Mobile users are different from desktop users

49. Local information seekers take action

50. Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions

51. Make search prominent

52. Use a progress bar

53. Testimonials... Building trust

54. Seriously consider removing registration

55. Offering discounts

56. Website goals

57. Show delivery timescales and charges

58. Other important factors during checkout

59. Check your website inventory

60. Online marketing resources
• Matt cutts (www.mattcutts.com/blog)
• Moz.com
• www.searchengineland.com
• On page SEO report (www.lipperhey.com)
• Heat maps (http://www.crazyegg.com/)
• marketo.com

61. Conclusion
• Request a consultation / Mentoring session
• Upcoming workshops
Sam.shetty@netregistry.com.au
Thank you !!