(Webinar Slides) 10 Ways to Drastically Increase Lead Conversion
FreshNotes Online Conversion Webinar - Mar 4, 2009
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Transcript of FreshNotes Online Conversion Webinar - Mar 4, 2009
1129 Church Street, Suite 700 | New Haven, CT 06510PH: 203.773.0177 | FX: 203.903.0325www.freshnotes.com | Toll Free 888.576.3490
Improving Online ConversionsGetting StartedMarch 4, 2009
Moderator:John CollierFreshNotesCo-Founder & CEO
Special Guests:Ari KantrowitzE-Retailing Specialist
Eric WeberFreshNotesInteractive Designer
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> IMPROVING ONLINE CONVERSIONS
A Framework for Online Book Marketing THE GOALS
• Generate interest in a title. Produce a sale of a title in the near (but not necessarily immediate) future through an offline or online retail channel.
• Generate a sale. Convert a potential customer into an immediate online sale.
• Develop a relationship. Form a relationship with a book buyer to facilitate current and future book sales.
THE TOOLS
• Website. Retail, news, blog or other content site optimized for computers or mobile devices.
• Search engines. SEO, PPC advertising & Book Search.
• Display advertising. Banner ads distributed through media purchases or partnerships.
• Email. Your list or paid sponsorships.• Performance marketing. Affiliate & CPA
networks.• Social media. Facebook, MySpace, Twitter,
LibraryThing & YouTube.• Sharable widgets. Book or author widgets
to be placed on blogs or incorporated with social media.
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> IMPROVING ONLINE CONVERSIONS
Background Reading
GETTING STARTED ADVANCED
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> IMPROVING ONLINE CONVERSIONS
10 High-level Web Usability Principleshttp://www.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/
1. Don’t make users think
2. Don’t squander users’ patience
3. Manage to focus users’ attention
4. Strive for feature exposure
5. Make use of effective writing
6. Strive for simplicity
7. Don’t be afraid of the white space
8. Communicate effectively with a “visible language”
9. Conventions are our friends
10.Test early, test often
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> IMPROVING ONLINE CONVERSIONS
Capturing the Low-Hanging Optimization Fruit
Homepage Landing Page Category Page
Detail Page CheckoutSearch
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> IMPROVING ONLINE CONVERSIONS
Six Areas for Improving Online Conversions1. Reduce homepage bounce rates
2. Make category pages more effective links to conversions
3. Improve conversions on detail pages
4. Ensure you have an effective search utility
5. Increase order size
6. Reduce shopping cart abandonment
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> REDUCE HOMEPAGE BOUNCE RATES
1: Reduce homepage bounce rates
HOW?
• Offer product recommendations & include book covers; change recommendations frequently
• Provide search field directly on homepage
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> REDUCE HOMEPAGE BOUNCE RATES
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> REDUCE HOMEPAGE BOUNCE RATES
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> REDUCE HOMEPAGE BOUNCE RATES
1: Reduce homepage bounce rates
HOW?
• Offer product recommendations & include book covers; change recommendations frequently
• Provide search field directly on homepage
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> REDUCE HOMEPAGE BOUNCE RATES
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> REDUCE HOMEPAGE BOUNCE RATES
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> IMPROVE CATEGORY PAGE
2: Improve category page effectiveness
HOW?
• Provide options to sort and filter titles in category list
• Consider providing links to buy directly in category list
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> IMPROVE CATEGORY PAGE
Amazon.com
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> IMPROVE CATEGORY PAGE
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> IMPROVE CATEGORY PAGE
2: Improve category page effectiveness
HOW?
• Provide options to sort and filter titles in category list
• Consider providing links to buy directly in category list
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> IMPROVE CATEGORY PAGE
Amazon.com
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> IMPROVE CATEGORY PAGE
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> IMPROVE CATEGORY PAGE
Barnes & Noble
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> IMPROVE DETAIL PAGE
3: Improve detail page effectiveness
HOW?
• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen
• Offer backup call to action
• Recommend related products
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> IMPROVE DETAIL PAGE
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> IMPROVE DETAIL PAGE
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> IMPROVE DETAIL PAGE
3: Improve detail page effectiveness
HOW?
• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen
• Offer backup call to action
• Recommend related products
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> IMPROVE DETAIL PAGE
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> IMPROVE DETAIL PAGE
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> IMPROVING DETAIL PAGE
Potential Secondary Calls to Action1. Receive more information about this book by email
2. Download a brochure of PDF with more information
3. Share this book with a friend
4. Add to list for later retrieval or email reminders
5. Signup for more information about this author or future author sessions
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> IMPROVE DETAIL PAGE
3: Improve detail page effectiveness
HOW?
• Clear primary call to action button above the fold. Repeat at bottom if page extends one screen
• Offer backup call to action
• Recommend related products
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> IMPROVE DETAIL PAGE
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> IMPROVE DETAIL PAGE
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> IMPROVE DETAIL PAGE
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> EFFECTIVE SEARCH UTILITY
4: Ensure that you have an effective search utility
HOW?
• Provide more than title search
• Offer purchase links on search results page
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> EFFECTIVE SEARCH UTILITY
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> EFFECTIVE SEARCH UTILITY
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> EFFECTIVE SEARCH UTILITY
4: Ensure you have an effective search utility
HOW?
• Provide more than title search
• Offer purchase links on search results page
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> EFFECTIVE SEARCH UTILITY
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> EFFECTIVE SEARCH UTILITY
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> INCREASE ORDER SIZE
5: Increase Order Size
HOW?
• Suggest relevant products when an item is added to the shopping cart
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> INCREASE ORDER SIZE
Barnes & Noble
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> INCREASE ORDER SIZE
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> INCREASE ORDER SIZE
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> REDUCE SHOPPING CART ABANDONMENT
6: Reduce Shopping Cart Abandonment
HOW?
• Provide a special checkout reminder on every page after a product is added to the shopping cart
• Eliminate all menus and page navigation after a user has clicked to checkout
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> REDUCE SHOPPING CART ABANDONMENT
Barnes & Noble
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> REDUCE SHOPPING CART ABANDONMENT
6: Reduce Shopping Cart Abandonment
HOW?
• Provide a special checkout reminder on every page after a product is added to the shopping cart
• Eliminate all menus and page navigation after a user has clicked to checkout
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> REDUCE SHOPPING CART ABANDONMENT
There is nothing to click except for things that are part of the checkout process. Even the Amazon.com logo is not clickable!
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John CollierCo‐Founder & [email protected]‐773‐0177
129 Church Street, Suite 700 | New Haven, CT 06510PH: 203.773.0177 | FX: 203.903.0325www.freshnotes.com | Toll Free 888.576.3490
Keith FolzDirector of Sales & [email protected]‐773‐3357
> CONTACT
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