conversion optimisation 2012
TRANSCRIPT
www.ArrowInternet.com.au
Hey ... you have a leaky bucket!
Conversion Optimisation
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Why should you listen to me ?
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Increased conversion rate by 316% for Fuji Xerox in 60 days
Increased conversions for De Groots Media by 400% earning them additional revenue of $ 475000
Increased conversion for Freedom Loans by reducing cost of acquisition by 40%
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Credibility
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Optimisation
• Increasing visitor engagement
• Getting more subscribers, leads and sales
• Done using visitor data and customer surveys
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What is Conversion optimisation?
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100%
60%
30%
3%
Where is the leakage
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1,000 visitors to the site
6 Visitors complete goal
Total Visits
Visit Shopping Area
Place Item in Cart
Make a Purchase
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Exercise 1
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9 Levers For Improving Conversions
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1. Value Proposition
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• WIIFM• USP
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2. Credibility
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Testimonials
Certifications
Endorsements
Reviews
Team
Office/Showroom
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Credibility
19-Nov-2009 Presented by Jasmine Batra
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3. Planned Journey
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• End outcomes
• Navigation path
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Visitor Flow
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Reverse Goal path
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4. Relevance
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• Customer Segmentation• Language & Style
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Relevance
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Goal Flow
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Credibility and Relevance
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5. Clarity
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• Understanding Intent • Avoiding Distraction
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Clarity - Show or Tell
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6. Content
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• Customer-centric• Message to Market
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Creating persuasive copy
Mention the problem
Agitate the problem
Invalidate all solutions but yours
Offer your solution
Amplify the desire22
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Exercise 2
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Call to Action
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• Soft and hard offers• Strategic placement
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Call to Action
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8. Urgency
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• Scarcity• Impact of not taking action
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9. Test & Measure
Offers
Headlines
Copy
Images
Layout27
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Exercise 3
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Recap
• 3 Stages Formula for increased conversions
• Trust factors: (Value Proposition + Credibility + Relevance)• Engagement:
(Journey + Content + Clarity)• The Close:
(Call to action + Urgency)
• ALWAYS TEST & MEASURE!29
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Gift
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