conversion optimization by philip hansen
DESCRIPTION
MivaCon 2014 Breakout Session: Conversion Optimization by Philip Hansen, Director of Sales at Miva MerchantTRANSCRIPT
Conversion OptimizationPhilip Hansen
About Me
About Conversion Optimization
• Use common sense• Test & make data driven decisions• Know your customer• Know your goals
Tools & Resources
• Google Analytics / Webmaster Tools• Goal Funnels!• Visual Website Optimizer / Optimizely• KISSmetrics / MOZ• Pay attention to everyday shopping
Disclaimers
• Common sense / holistic approach• Just because it worked for Johnny…• Low traffic sites– General / social marketing– On-page SEO– Email Marketing
Homepage
• Define yourself quickly & concisely
• Get them off of your homepage
• Slideshows
• Account creation & recognition
Site Search
• Cater to these visitors!
Category Pages
• Display relevant data• Does ‘Buy Now’ make sense?
• Standard grid vs. line item
• Consider ‘Quick View’
Product Page
• Clear CTA – High on the page
• Reinforce stock levels & shipping expectations
• Customer generated content
• Image submission / Instagram feed
• Keep on page vs. take to basket
Basket
• Editable attributes // 1 Click wish list
• Minimize other actionable items (e.g. Remove button)
General Checkout Steps
• Remove unnecessary global elements• Keep forms at top of page• Limit form fields / Consolidate ‘terms’• Make customer service accessible• Reinforce trust symbols• ‘Magic cookie’• Don’t yell “coupons” at them!• Pay attention to your goal funnel
Mobile
