Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
2. DAY 1:
Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC
Strategies to Implement Today
9am PST / 12 pm EST
Tuesday, March 28th
Advanced SEO Site Audit Revealing If
Google can Find, Crawl, Index, and Rank
Your Site in 40 minutes or Less.
11am PST / 2 pm EST
Tuesday, March 28th
3. DAY 2:
Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion Points:
5 Things You Might’ve Missed
9am PST / 12 pm EST
Wednesday, March 29th
Why Omnichannel Selling Is Now
Tablestakes In Ecommerce
11am PST / 2 pm EST
Wednesday, March 29th
4. ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING
RECORDED & SENT OUT
HAVE A QUESTION?
SUBMIT IN CHAT BOX
MORE RESOURCES IN
‘HANDOUTS’ SECTION
8. Agenda
Conversions: The What, Where, How, and Why
5 Things Your Key Conversion Points Needs
Common Testing Pitfalls
How to get Ratings & Reviews in Google
What/Who is Trustpilot?
Questions?
10. What is a Conversion??
Depending on what you’re measuring, a conversion occurs when a user
takes a specific action you want them to take.
● Sales/purchases
● Newsletter signup
● Lead generation form
● Inbound phone calls
● Member sign-ins
11. Where is it happening??
● Homepage
● Product pages
● Shopping cart pages
● Landing pages
● Email
● Social media ads
● Banner ads
● Display ads
● Blog
12. How Do Conversions Happen??
● The Right CTA
● UX/UI
● Lead Magnets / Incentives
● Strong Content & Messaging
● Continuity
● Credibility
● Social Proof
● Focus
● Personalization
13. Why is Conversion Important??
● Drives revenue!
● Provides a baseline metric informing you whether the decisions
made and strategies implemented are positively impacting your
business.
● Measures effectiveness of campaigns, websites, ad placements etc.
16. Why is Continuity Important??
● Also known as message match
● Marketing Experiments study found that continuity improved
conversion rate by 50-60%
● Continuity ensures consistency across the entire customer journey
from an ad placement, to a product page, to conversion.
17. Tactics & Examples
● Make sure your copy, image, tone, and design are clear across all
channels that drive to the same conversion point.
● Does your offer on your landing page match the offer on your ad?
19. Why is Credibility Important??
● Consumers need to be able to trust
the message, the company, and
what a company is selling.
● Third-party credibility is a major
differentiator in the large
eCommerce industry.
● Security, data protection, privacy,
and even shipping all matter to a
consumer.
20. Tactics
● Utilize trust symbols to improve your credibility
42% increase in
conversions
72% increase in
conversions
22. Why is Focus Important??
● Focus ensures your site is geared towards one single goal -
conversion
● Multiple CTAs muddle the message and reduce conversion.
● Decision paralysis is real on an unfocused page
● Focus gives visitors one option - convert or leave.
23. Tactics & Examples
● At the point of conversion, which elements on
your landing page are absolutely necessary?
● Have one clear CTA, above the fold, on the
right.
● Don’t give a visitor a reason to navigate away.
Where’s the
● Minimize and/or hide
links
● Structure your
design accordingly
25. Poll Q&A
Are you currently utilizing Social Proof in your marketing?
• Yes
• No
• Not Sure
26. Why is Social Proof Important??
● Social Proof leverages your most important marketers: your
customers.
● Social proof leverages UGC - authentic and compelling.
● Sugru, saw a 55% conversion rate increase in an A/B test that tested
displaying reviews.
“Word-of-mouth has been and always will be a
driving force of success... If your business has
received some shining compliments in the past,
be sure to showcase them.” -
WordStream’s Guide to Great Landing Page
E-Book
27. Tactics & Examples
● Add Social Proof to your pages. This
can include:
○ Customer list or logos
○ Press mentions
○ Reviews
○ Social media integration
○ Testimonials
This Is It StoresGroupon
130% increase in
conversions, 315%
in revenue
ID Wholesaler
29. Why is Personalization Important??
● 75% of customers like
when brands personalize
shopping experiences for
them.
● 40% of online revenue
comes from returning
customers.
● Personalization increases
conversions, average
order value (AOV) and
leads to return customers
Start collecting data such as:
● Location/IP address
● Acquisition/referral
channel
● New or returning
customer
● Search and shopping
history
● Demographics
● Customer
Feedback/Reviews
30. Tactics & Examples
● Create pre-defined segments
● Shift your copy, design, and offerings based
on personalization data
● Always re-evaluate based on new data.
Very.Co.Uk SpearmintLove
Burton Menswear
32. If you’re not testing,
start testing
Only 56% of businesses who are leveraging
landing pages actually test and optimize them.
33. Not Thinking About The Macro-
Conversion
● Ultimately, revenue, purchases, and sales are what matters
● Micro-conversions, such as newsletter sign-ups, submission rates,
return customers, must lead to a macro-conversion.
● Test micro-conversions and macro-conversion correlations
Start from the macro down
34. Not waiting for statistical significance
● Set rules to follow when implementing a test.
● Minimum amount of time and conversions need to be set to ensure
you’re getting significant results.
Commonly used criteria include: 100
conversions and 7 days
35. Not Having Enough Traffic
● Tests should be run on highest traffic pages.
● Utilize fewer variations on low-traffic pages to reduce traffic split.
● Consider your channel or platform.
Too little traffic = a small sample
size
36. Neglecting Site and Load Speed
● 57% of visitors will
abandon a page if it takes
longer than 3 seconds to
load
● Size of images, web host,
caching tools, device, and
design all affect load times
37. Not Optimizing Your A/B Testing
● Test only one change in your split test
● Don’t let your A/B test hurt your SEO
○ don’t cloak or index test pages
○ use canonical links
○ keep test assets alive
○ use 301 redirects for past test pages