4 Principles for Higher Conversions

Company facts  •  Founded in 2006 •  Architect of several

Fortune 500 ecommerce sites  

•  Senior staff on conversion optimization projects

Customers  •  Over 350 completed CRO

projects  •  Customers in US, UK,

Australia, Denmark, Japan, Middle East

Success  •  65% average uplift in

conversion

Increasing Conversion Rates is a Complex Problem

“For  retailers  looking  to  grow  their  conversion  rates  —  which  typically  hover  around  3%  —  conversion  marke;ng  provides  opportuni;es  to  address  the  other  97%  of  visitors”    

           Forrester  Research  

Shopping Conversion Rates

2.2%  -­‐  The  average  website  conversion  rate  

 Shop.org  

30%  of  retail  shoppers  complete  their  purchase  

Retail  Store  Ops  

24%  average  conversion  rate  of  top  10  conver>ng  sites  Marke;ng  Charts  

POP QUIZ!

6% Increase

In Conversion

1. Your CRO Goals

•  Aim at 9-12% conversion rates •  CRO <> Testing •  CRO is a long term commitment

POP QUIZ!

20% Increase

In Conversion

Checkout process

•  Upwards  of  80%  

Main homepage  

•  Over  30,000  exits/bounces  •  Index  value  below  average  

•  Focus on pages with high exit and bounce rates

•  Look at the checkout process

2. Be careful with best practices

•  Usability principals are good in theory but difficult in practice

•  What works for one website does not work for others.

•  Move beyond simple analytics metrics to determine starting points

•  Determine KPIs before starting •  Conduct monthly assessment •  Start by creating goals in Google

POP QUIZ!

87  %  more  conversions  

Which test won?

A Methodology Pays Off

3. Follow a Methodology

•  Choose a methodology for assessment •  Pinpoint problems, create hypothesis, let

the visitors judge!

26% Increase

In Conversion

•  Results –  Average

8.39% –  Average

uplift 14%

Test Results 1 -2.72% 2 -2.34% 3 0.68% 4 -2.05% 5 -0.09% 6 -0.21% 7 8.82% 8 12.30% 9 27.40%

10 2.36% 11 36.20% 12 4.82% 13 3.24% 14 33.20% 15 9.01% 16 3.59%

When things go wrong

•  Did you allow for enough time? •  What methodology was used to select

the pages? •  What evaluation process was used on

these particular pages? •  Was the testing process conducted

correctly?

4. Manage Expectations

•  Allow for a minimum of 6-8 months – The first period is groundwork period

•  The goal is to achieve a 5% uplift on average per month – 79% annualized

Special Offer

Email:  convert@invesp.com  www.invesp.com