create buyers - conversion workshop ppt
DESCRIPTION
Be sure to click directly on any links within the presentation to get access to resources that will help you sell more! This presentation was created by a team of experts and teaches the basics of optimizing your Bigcommerce store to best encourage potential shoppers to convert into buyers! We’ll discuss how website conversion works and a variety of methods to reduce pain points and funnel customers towards the checkout process.TRANSCRIPT
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!