SMX Stockholm - Conversion Optimization

Conversion Optimization

Conversion Optimization –Visitors, barriers & persuasion

Theo LentjesMarketing Manager / Online Marketing Consultant

Conversion Optimization• What is Conversion Optimization?• Focus on your visitors• Removing Barriers & Persuasion

Conversion Optimization

Systematically increasing the conversion strength

of the website via testing.

What Conversion Optimization is not!

• Performing some tricks• One time action• The solution for all problems

What are visitors doing?

• Measure Micro Conversions• Event tracking (Google Analytics)

What are visitors doing?

•Eye tracking • Useful information• Heatmaps, forms, playback

What are visitors doing?

What are visitors doing?

Ask for feedback!

What are visitors doing?

Who are your visitors!Logical Emotional

Fast Competitive Spontaneous

Slow Methodical Humanistic

Focus on all visitors!

Where to start?• Checkout process, forms• Productpages• Top landing pages

Removing barriers

Removing barriers

• Unnecessary fields• Right elements• Unclear Call to Action• Loads of text• Login procedures• Speed

6 Principles• Reciprocity• Commitment & Consistency• Social Proof• Authority• Liking• Scarcity

Persuading Customers

• Returning a Favor • Giving away free samples/whitepapers

• Ask an e-mail adress afterwards

• Giving a small gift

Reciprocity

• Human behavior: delivering to your promise

Commitment & Consistency

Can you confirm that these are the

products you want to buy?

Where do you want your DVD’s to be

delivered?How do you want to

pay?Could you give us yourpayment information?

• People do things that other people are doing• Reviews• Testimonials

Social Proof

• Expert opinions• Reviewing customers become experts

Authority

Liking

• If they like you, they will buy!• Social responsibility

• Perceived scarcity generates demand• “Limited time only / only 3 left!”

Scarcity

• Zoom in on your visitors• Removing barriers• Persuade your customers

Conclusion

Theo LentjesMarketing Manager & Online Marketing Consultant

Twitter.com/TheoLentjesTwitter.com/Onetomarket

t.lentjes@onetomarket.nl

Facebook.com/Onetomarket