10 innovative ways to solve the website conversion rate dilemma
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Transcript of 10 innovative ways to solve the website conversion rate dilemma
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10 Innovative Ways to Solve the Website Conversion Rate DilemmaEvan Weber, CEO, Experience Advertising
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1. Retargeting/Remarketing
Google Adwords Retargeting - Product Level, Category/Service Specific
Facebook Retargeting - Non-Converters, Customer Retention, Upsells, Email-to-Page Like
Twitter Retargeting - Non-Converters, CRM, Email-to-Follower
Video Retargeting - on Facebook, Twitter, Youtube, Video Ad Networks
Email Open Retargeting - targeting email blast openers
Cart Abandonment Retargeting - Follow-up Emails, Sequences
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Retargeting Ads
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2. Pop-Ups
Entry Pop-up - Coupon for Email, WhitePaper, eBook
Slideout Widget - vCita, Book Appointment, Contact, Send Money
Exit Pop-up - “Before you go…”, Robotic Live Chat, AI Window
On-Site Surveys - Great for Collecting Feedback (ForeSee)
Personalized Promotions - Slide-out Offers based on User Behavior
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3. Click-to-Call
Getting Really Big Due to Smart Phones
Google Offers Click-to-Call Only Campaigns
Use Call Tracking Services
Use In Facebook Ads with Dedicated Toll-Free #’s
Have Great Salespeople Ready
Don’t Outsource It - It’s Internal Sales
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4. PPC Search Ads and Display Ads
Use Google Ad Extensions: Sitelinks, Call Out, Review
Insert the Keyword In the Search Ad Title
Offer a Promotion in the Ad Copy
Keyword > Ad > Landing page - Continuity
Click to Call - Call Tracking Software
A/B Test to See Which Ads Convert Best
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5. Pro-Active Live Chat
Adds a Human Touch
Proactively Engage with Visitors
Target Pages for Chats
Target Users for Chats
Offer Deals through Chat
Be Friendly and Outgoing
Convert Chat Transcripts into F.A.Q. Content
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6. Multivariate (A/B) Testing
Set-up experiments on page elements
Common Elements to Test: Main Image, Submit Button, Logo, Add to Cart button, Product Photos, Button Colors, Button Copy
Optimizely.com, Convert.com
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7. Trust and Security
- Secure Site + EV
- Norton’s Shopper Guarantee
- BBB Online
- Charities
- Associations and Organizations
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8. Referrals and Sharing
Referral Programs; Affiliate Programs
Great Customer Experience = Referable Company
Have Sharing and Referral Options Everywhere
Reward for Referring - lowers CPA
Promote Referral Program Everywhere - Boosted Posts on Facebook, Thank You Page, Website Layout, CSRs, Website Header
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9. Customer Reviews
90% of online purchasers read a review
Gather them Everywhere
Display them Everywhere
Share Them Socially and Advertise Them
Video Testimonials are Great
Blogger Product Reviews, Customer Experience Reveiws
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10. Incentivize and Monetize
Motivate Buying with Incentives
Scarcity and Limited Time Promotion
Upsell in the Cart
Have an Offer for Your Thank You Page
Have a Strategy to Increase LTV
Have Great Follow-up Emails
Re-Market Offers and Products Regularly
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Thank you for attending!
Evan Weber, CEO
Experience Advertising, Inc.
@experienceads