conversion optimisation 2012

www.ArrowInternet.com.au

Hey ... you have a leaky bucket!

Conversion Optimisation

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Why should you listen to me ?

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Increased conversion rate by 316% for Fuji Xerox in 60 days

Increased conversions for De Groots Media by 400% earning them additional revenue of $ 475000

Increased conversion for Freedom Loans by reducing cost of acquisition by 40%

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Credibility

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Optimisation

• Increasing visitor engagement

• Getting more subscribers, leads and sales

• Done using visitor data and customer surveys

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What is Conversion optimisation?

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100%

60%

30%

3%

Where is the leakage

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1,000 visitors to the site

6 Visitors complete goal

Total Visits

Visit Shopping Area

Place Item in Cart

Make a Purchase

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Exercise 1

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9 Levers For Improving Conversions

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1. Value Proposition

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• WIIFM• USP

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2. Credibility

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Testimonials

Certifications

Endorsements

Reviews

Team

Office/Showroom

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Credibility

19-Nov-2009 Presented by Jasmine Batra

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3. Planned Journey

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• End outcomes

• Navigation path

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Visitor Flow

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Reverse Goal path

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4. Relevance

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• Customer Segmentation• Language & Style

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Relevance

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Goal Flow

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Credibility and Relevance

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5. Clarity

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• Understanding Intent • Avoiding Distraction

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Clarity - Show or Tell

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6. Content

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• Customer-centric• Message to Market

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Creating persuasive copy

Mention the problem

Agitate the problem

Invalidate all solutions but yours

Offer your solution

Amplify the desire22

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Exercise 2

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Call to Action

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• Soft and hard offers• Strategic placement

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Call to Action

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8. Urgency

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• Scarcity• Impact of not taking action

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9. Test & Measure

Offers

Headlines

Copy

Images

Layout27

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Exercise 3

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Recap

• 3 Stages Formula for increased conversions

• Trust factors: (Value Proposition + Credibility + Relevance)• Engagement:

(Journey + Content + Clarity)• The Close:

(Call to action + Urgency)

• ALWAYS TEST & MEASURE!29

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Gift

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