10 cutting-edge ways to improve conversion rates on ecommerce websites

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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.

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Page 1: 10 Cutting-Edge Ways to Improve Conversion Rates on Ecommerce Websites

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.

Page 2: 10 Cutting-Edge Ways to Improve Conversion Rates on Ecommerce Websites

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:

Page 3: 10 Cutting-Edge Ways to Improve Conversion Rates on Ecommerce Websites

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.

[email protected]

@experienceads

Skype: evan.experience

LinkedIn Profile: https://www.linkedin.com/in/evanweber1