conversion blunders etailers should avoid at all costs - webinar slides

Top 10 Easy-to-Fix CONVERSION KILLING BLUNDERS Online Retailers Should Avoid August 6, 2014 #ConvertMore

#ConvertMore

Scott Smigler ConversionsOnDemand CEO, Exclusive Concepts

•  eCommerce pioneer (~1997) •  Expert at influencing consumer behavior •  INC 5000, 5 years in a row

Conversions On Demand provides

hosted applications that improve your

conversions.

Your Presenters…

@ScottSmigler

Steve Haase HubSpot •  Principal Inbound Marketing Consultant •  Active public speaker •  Created campaigns for IBM, Dow, etc.

HubSpot’s top-ranked marketing

platform helps you generate more

traffic, leads, and sales. @SteveHaase

Your Presenters…

1. Why Focus on Conversion Rates

2. What is Conversion Testing and How to Do it Right

3. Top 10 Easy-to-Fix Conversion Blunders

4. Summary of Key Takeaways

AGENDA

Why Focus on Conversion Rates •  Part 1

Now up - @SteveHaase, HubSpot

Conversion = Yes

The buyer’s journey is a series of Yesses.

Any “no” ends the process, so you must help your prospect say “yes” at every step.

Gravity is not your friend. Your sales process must overcome a buyer’s inertia.

How well do you know your audience?

What is conversion testing, and how to do it right

•  Part 2

Now up - @ScottSmigler, ConversionsOnDemand.com

Why test?

Test. Don’t guess.

What is conversion testing? •  Observations •  Lead to questions •  Which form hypotheses •  Tested through experiments •  That generate data •  Informing conclusions •  That become shared

Start small

1.  Review customer questions (how fast do you ship?) 2.  Ask a question (does this hold others back from ordering?) 3.  Hypothesize (add estimated ship date to buy box = > $) 4.  Run test using appropriate testing software

1.  < 50,000 unique visitors? Try Optimizely 2.  > 50,000 unique visitors? Try SiteSpect / Exclusive Concepts 3.  Tip: Solutions like ConversionsOnDemand include a/b tests

5.  Evaluate data (conversion rate up 22%!) 6.  Implement, iterate, or try something new

What is not conversion testing?

•  Gut feel •  Add today, look at

tomorrow’s results •  Someone’s best guess

Top 10 easy-to-fix conversion killing blunders

•  Part 3

Now up - @ScottSmigler, ConversionsOnDemand.com

With color commentary from @SteveHaase, HubSpot

Blunder: No call to action under product thumbnails prompting shoppers to learn more before adding to cart

Asking for the sale too soon scares shoppers away

Obvious path to learn more that doesn’t make the shopper think

Blunder: Failing to emphasize “this site is secure” on the first step of checkout

No mention of secure checkout makes shoppers nervous about smaller sites

Secure checkout emphasis reassures that personal info is safe

Blunder: Neglecting to advertise shipping promotions near your add-to-cart button

No shipping info before clicking add-to-cart = anxiety

15% more revenue per visit with shipping promos

Blunder: Not confirming “free shipping” throughout your checkout to qualifying shoppers

Is there free shipping? Who knows?

“Free shipping” confirmed every step of checkout

Blunder: Not surfacing product review stars on section pages

No reviews shown means shoppers are less likely to buy

Stars make a buyer likely to click on a product

Blunder: Displaying left-hand navigation on product pages

Left-hand nav is overwhelming

No left nav makes for more focus on product

Blunder: Making site search hard to find

Site search too hard to find = lost sales

Wider search box encourages shoppers to search

Blunder: Putting your “add to cart” button below the fold

Cart below the fold = lost sales

Above the fold sells much better

Blunder: Vague error messages on checkout pages

Strange error messages make shoppers abandon your site

Highlighted fields and suggested solutions make resolution easy

Blunder: Ignoring cart abandonment

This shopper was distracted by cat photos and nothing stopped them when they abandoned their cart

The Cart Closer pop-up helps seal the deal

Summary of key takeaways •  Part 4

Now up - @ScottSmigler, ConversionsOnDemand.com

1.  The higher your conversion rate, the more profitable your marketing will be

2.  If you’re not doing conversion testing the right way, you’re just guessing

3.  Small changes, like emphasizing your site is secure, add up to make a big impact

Remember -

•  ConversionsOnDemand.com for conversion improvement

apps

•  HubSpot.com for marketing management and optimization

•  ExclusiveConcepts.com/blog

•  Blog.HubSpot.com/ecommerce

RESOURCES

QUESTIONS?

THANK YOU.