Conversion Rate Optimization - How to increase online sales - AWA presentation from Etail USA Apr 2015

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Dan Croxen-John, @AWA_digital

Why 95% of your website

visitors don’t buy, and what

you can do about it #EtailUSA, Alanta - March 8, 2015

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1,000 visitors 1,000 visitors

Revenue per visitor = $1.13

Conversion rate= 1.5%

Average Order Value

= $75

Small increases in conversion rate OR Average Order Value results in a 20% increase in your Revenue Per Visitor (RPV)

Conversion rate= 1.6%

Average Order Value

= $84

Revenue per visitor = $1.34

Revenue optimisation

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Issues you may be facing…

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Tool Setup Diagnostic Triage™ Optimization

Plan Creative Execution

AWA Conversion System™

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The right mindset for

CRO

I

Don’t

Know

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Understanding visitor intent on mobiles

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45% Lost

38% Lost

Order

confirmation

90% Lost

15% Lost

50% Lost

96% Lost

Landing page

Page.. Page… Page.. Page… Page..

#1 use of Google Analytics

8 Add-to-basket ratio

Product

page

views

H

H

L

L

Underperforming

product

Remove or

replace

Winning

product

Bundling

opportunity

#2 use of Google Analytics

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A qualified visitor

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Alternatively you can send out email invitations to

your email database – but remember to offer an incentive

Using Ethnio to recruit qualified visitors

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Remote moderated usability testing

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Survey – order confirmation page

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Recruitment of usability

testers Visitor surveys

Tag container Heat and scroll mapping Split-testing tool

Unique telephone number

tracking

Useful CRO tools

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Workshop

Current marketing

plan

Existing customer research

Development queue

Competitor review

Customer immersion

Look-to-book ratios

Visitor surveys

Usability testing

Previous split-tests

Customer emails

Live chat transcripts

Call centre interviews

Heat and scroll maps

Telephone leaks

Online help systems

Price / promotion analysis

Errors and messaging

On-site search

Performance of search marketing

Web forms analysis

Site speed tests

Checkout funnels

Password resets

Heuristics

Persuasion review

Design critique

Social media

analysis

Triage

Research and analysis techniques

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PARK

YES

NO BUNDLE

High Impact

Weak evidence

Low Impact

Strong evidence

Triage™

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Optimization plan

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Starting with a wireframe

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Create wireframe and

copy

Gather feedback from usability testers

Design new webpage

Gather feedback from usability testers

Launch split-test

Report of results

Update Optimization

Plan

Creative execution

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Before: After:

Result: 34.7% increase in Revenue Per Visitor from 4 key changes

Click here to find out more: http://blog.awa-digital.com/cro-case-study-northern-parrots-homepage

Case study

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Before: After:

Result: Making visitors aware that you can buy online from Bettys saw

a 18% increase in sales

Case study

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Result: Making the navigation more intuitive resulted in a 27% increase in sales

Click here to find out more: http://blog.awa-digital.com/cro-case-study-six-months-six-split-tests-

107-percent-uplift

Case study

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Discover more here:

http://www.awa-digital.com/guarantee

Find out more.

Follow this link… http://www.awa-digital.com

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