Turning Browsers Into Buyers The Four Things You Must Do To Boost Conversions
Turning Browsers into Buyers
Jan 29, 2015
We love seeing all the web site traffic, but how do we make a browser into a buyer? The truth is, about 96% of all visitors don't make a purchase. So how do you increase your sales conversion rate when the odds are against you? Rick Wilson, President of Miva Merchant has some tips to help guide you and your buyers in the right direction.
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Turning Browsers Into Buyers
The Four Things You Must Do To Boost Conversions
Slide 2 Miva Merchant: Goals Template
The Four Things You Must Do To Boost Conversions
•De-clutter and Simplify
•Speed Up Your Site
•Make Your Customers Feel Secure
•Remind And Reward
Slide 3 Miva Merchant: Goals Template
De-clutter and Simplify
•Rule #1 – Your Shoppers Get Distracted Easily
• We live in a multi-tasking interconnected world• Don’t provide your customers any reason to jump to something else• If you force them to navigate a maze, they’ll likely just navigate away
Slide 4 Miva Merchant: Goals Template
De-clutter and Simplify
Slide 5 Miva Merchant: Goals Template
De-clutter and Simplify
Slide 6 Miva Merchant: Goals Template
De-clutter and Simplify
Slide 7 Miva Merchant: Goals Template
De-clutter and Simplify
Slide 8 Miva Merchant: Goals Template
De-clutter and Simplify
•Simple Doesn’t Have To Be Artsy
•High Conversion Sites Aren’t Always “Pretty”
Slide 9 Miva Merchant: Goals Template
Speed Up Your Site
•Rule #2 – Your Shoppers Are Impatient
• Multiple studies have shown site speed impacts conversions• Every 1/10th of a second improvement in page speed load helps• See Rule #1
Slide 10 Miva Merchant: Goals Template
http://blog.kissmetrics.com/loading-time/
Slide 11 Miva Merchant: Goals Template
Speed Up Your Site
http://blog.yottaa.com/2011/09/ecommerce-season-–-why-site-speed-matters-more-than-you-think-in-2011/
From RetailTouchPoints.com:“One leading online furniture store made performance improvements that led to 20% faster page loads and was able to attribute an increase in revenue from online sales directly to this effort.”
From Shopzilla.com:Improving the site speed of this popular ecommerce portal by 20% resulted in an improvement in conversion rates of 7% to 12%. Page views went up by 25%.
Slide 12 Miva Merchant: Goals Template
Make Your Customers Feel Secure
•Rule #3 – Your Shoppers Are Skittish
• The same principle's apply offline as online• Customers must feel welcomed by your site• They must intuitively trust your site• They don’t want to be in an online “ghetto”
• See Rules #1 & #2
Slide 13 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 14 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 15 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 16 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 17 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 18 Miva Merchant: Goals Template
Make Your Customers Feel Secure
Slide 19 Miva Merchant: Goals Template
Make Your Customers Feel Secure – EV SSL
Slide 20 Miva Merchant: Goals Template
Make Your Customers Feel Secure
•Use an SSL
•Display The SSL Seal
•Show Credit Card Symbols
•BBB and/or TRUSTe
•Test Your Site For Insecure Links
•Scan Your Site For Malware
Slide 21 Miva Merchant: Goals Template
Remind and Reward
•Rule #4 – Your Shoppers Easily Forget
• When someone navigates away from your site, if they don’t return within 1 hour, they’re essentially gone forever
• If your customers don’t click through an email within 24 hours, they’re not going to respond
• You’re fighting between your customers wanting a good deal and their short attention span
Slide 22 Miva Merchant: Goals Template
Remind and Reward
•Use Shopping Cart Recovery Tools
http://www.getelastic.com/8-tips-for-recovering-abandoned-shopping-carts/
“Shopping Cart Recovery: Triggered emails recapture 29% of abandoned carts”
http://www.marketingsherpa.com/article.php?ident=31904#
Slide 23 Miva Merchant: Goals Template
Remind and Reward
Slide 24 Miva Merchant: Goals Template
Remind and Reward
•Use Email Marketing
The DMA puts email marketing's ROI for 2011 at $40.56 for every $1 invested. The figure for 2012 is predicted to "fall" to $39.40, when email will account for $67.8 billion in sales.
72% of respondents to an Econsultancy survey in early 2011 described email's ROI as excellent or good. Only organic SEO scored better
http://www.email-marketing-reports.com/basics/why.htm
Slide 25 Miva Merchant: Goals Template
Remind and Reward
http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
Slide 26 Miva Merchant: Goals Template
Remind and Reward
•Use Retargeting• Retargeting is a cost effective way to only advertise to people who are
already interested in your product line
“comScore Study with ValueClick Media Shows Ad Retargeting Generates Strongest Lift Compared to Other Targeting Strategies”
http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Study_with_ValueClick_Media_Shows_Ad_Retargeting_Generates_Strongest_Lift_Compared_to_Other_Targeting_Strategies/
• http://searchengineland.com/3-ways-to-connect-the-dots-with-search-marketing-75508
Slide 27 Miva Merchant: Goals Template
Remind and Reward
Slide 28 Miva Merchant: Goals Template
Remind and Reward
•Use Behavioral Offers
• Runa• Spring Metrics• Steelhouse• Close Browser Offers
Slide 29 Miva Merchant: Goals Template
Remind and Reward
Slide 30 Miva Merchant: Goals Template
Remind and Reward
History
Slide 31 Miva Merchant: Goals Template
•Based in San Diego, California •Founded in 1995•Data Centers in California, Florida and Georgia•Focus on scalability, rapid deployment and ease of use
Competitive Landscape
Slide 32 Miva Merchant: Goals Template
Typical Customers
Slide 33 Miva Merchant: Goals Template
Partners
Slide 34 Miva Merchant: Goals Template
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