conversion optimization by philip hansen

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

Thank You!

Philip Hansenphansen@miva.com

858.731.4111Go Sell!