Maximising your audiences sales

potential

Overview

Three areas for today

Content

Conversion

Personalisation

Content

Getting people interested in your subject matter interested in you

Content to drive traffic

Goal:

Drive as much qualified traffic to our website and

convert them into sales

Output/Content

Content

Coordinated execution – using

existing channels

The End Results

YouTube figures

- 200,000+ views

- 43.7% views come via embedded videos

- Over 150,000 views in 2 weeks

The Results

-1500% first week traffic spike

-400% traffic lift over 5 months following

-3 to 1 Out sold previous releases

-2x Conversion rate on pages with videos vs not

Conversion optimisation

Ensuring barriers to conversion are minimised

Case Study: Availability message

Conversion Potential

Being unsure of how quickly a product will arrive is a

barrier to conversion.

Hypothesis

“In Stock” display will have impact on conversion

Rate.

Test case

Variation #1

Control

Original (Control)

Test Page Variation

The Result

Hypothesis proved correct

• 12.76% conversion increase

Case Study: Offer Free Shipping

Pain Points

Shipping costs are a high barrier to conversion

Hypothesis

Display the Free shipping threshold Amount

prominently on all the pages (home, category &

description pages) will improve conversion rate.

Free Shipping on Header

Variation #1

Control

Original (Control)

Test Page Variation Free Shipping in Header

The Result

Hypothesis proved correct

• 21.28% conversion increase

Case Study: Communicate Trust

Conversion Potential

Security is a concern for online purchasers.

Hypothesis

Prominently display of Certificates and Payment

options will have impact conversion rate.

The Test Case

Variation #1

Control

Test Page with Certificates and Payment

options

Original (Control)

The Result

Hypothesis proved correct

• 51.76% increase in conversion

Dynamic Merchandising &

Personalisation

Helping visitors find the right product for them

Personalisation – is the automated method of

serving each person individually with relevant

content using algorithms and real time decision

making – using your native Magento store.

Or ... these three people should

be merchandised too differently!

Companies who are

personalising web

experiences are

seeing an average

19% uplift in sales

Where have you visited in the site

before?

Where are you visiting from?

Size, colour, etc

Merchandising based on referral

source

Merchandising based on referral

source

Based on what you know of the

customer journey

Summary

The three key take outs

Key three things to remember

Focus content on your subject expertise

Test, test and test again

Use what you know about your customer everywhere

Questions?

Thank you