create buyers - conversion workshop ppt
Post on 29-Nov-2014
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Conversion Rate Optimization
Expectations for Conversion
Improvement doesn’t happen overnight
Every business is different
There are common best practices
If it’s not broken, don’t “fix it!”
A measure of the number of potential customers that go on to make a purchase
What is Conversion?
A good conversion rate is dependent upon a variety of factors
The Conversion Funnel
Search Engines
Blogs
Social Media
Backlinks
A Client Enters your Store
● Show what you are selling● Answer common questions● Guide them on where to go next
Some Helpful Tools:● Five second test● Are you answering your client’s questions?
You have less than 5 seconds!
Homepage Conversion Opportunities
● Carousel Images● Marketing Banners
HomepageCategory pagesBrand pages
● Feature Your Best Sellers● Mobile Theme
Average +50% sales
Homepage Power Tips
1. Carousel● How to use● How to customize
2. Marketing Banners● Create a banner● Create a rotating banner
3. Mobile● The Bigcommerce mobile app● Enable mobile theme● Customize mobile theme
Follow the links for step-by-step instructions
Header Conversion Opportunities
1. Include contact information2. Simple category navigation3. Additional content pages4. Utilize in-store site search
Visible throughout your ENTIRE website
Header Power Tips
1. Include your contact information
2. Product category help
3. Content page help● Edit your shipping & returns page● Create additional web pages● Create a contact us form● Create a privacy policy
4. In-Store site search● Power of in-store site search● How to use site search● Best practices
Follow the links for step-by-step instructions
Footer Conversion Opportunities
1. Simple category navigation2. Trust signals can increase sales 36%
Visible throughout your ENTIRE website
Footer Power Tips
1. SSL Certificate Information
2. How to add logos
Follow the links for step-by-step instructions
1. Breadcrumbs
2. Banners
3. Sub-categories● Thumbnail Images
Category Page Conversion Opportunities
Product Page Conversion Opportunities
1. Product Descriptions
2. Product Options
3. Product Availability
4. Product Reviews
Product Page Conversion Opportunities
Multiple High-Resolution Images
67% of customers consider images “very important”
Video Dos and Don'ts
DO(If Applicable)
● Items being made● Close ups ● Show multiple perspectives● Highlight features● All uses● What it’s made from● The benefits of use● The “how-to’s”● Your physical store● The options are endless!
Don’t
● Use autoplay● Have no purpose● Have too many
Product Page Power Tips
1. Product Descriptions that sell2. Product Options
● Option examples● How to have effective options
3. Product Reviews● Enable customer reviews● Product Reviews that Sell
4. Product Images● Tips for shooting● How to customize
5. Product Videos● How to add video● Video best practices
7. Product Availability ● Available online? Pre-order? Call for
pricing?
Follow the links for step-by-step instructions
Note: All of the above applies to downloadable products
Shopping Cart Conversion Opportunities
1. Shipping○ To high? 65% will abandon○ Shipping & returns page?○ Offer more than one option○ 35% opt for local pickup
2. Coupon Codes○ Savings = move to checkout!
Check Out Conversion Opportunities
1. Coupon code● Show it!
2. Express checkout● Automatically enabled
3. Guest checkout ● Automatically enabled
4. Non-hosted payment options1. Stripe2. Securenet3. ...and many more!
Abandoned Cart Conversion Opportunities
Can Recover 15%+ of Lost Sales
What is My Conversion Rate?
Have you set this up yet?
Additional Resources
1. Instructions: Support portal
2. Advice: Community forum
3. Bonus Material: Bigcommerce blog
4. Added functionality: Applications
5. Want more: Partners
6. Great examples: Showcase
7. More Ideas: Your competitor’s!
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