MivaCon Chicago - Conversion Optimization
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Transcript of MivaCon Chicago - Conversion Optimization
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CONVERSION OPTIMIZATION
PHILIP HANSEN
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About Conversion Optimization
• Use common sense• TEST & make data driven decisions• Know your customer• Know your goals
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Tools & Resources
• Google Analytics / Webmaster Tools / Unified Analytics
• Goal Funnels!• Visual Website Optimizer / Optimizely• KISSmetrics / MOZ• Pay attention to everyday shopping
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Disclaimers
• Common sense / holistic approach• Just because it worked for Johnny…• Low traffic sites
– General / social marketing– On-page SEO– Email Marketing
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HOMEPAGE
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Homepage
• Define yourself quickly & concisely
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Homepage
• Get them off of your homepage
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Homepage
• Slideshows
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Homepage
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Homepage
• Account creation & recognition
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Site Search
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Site Search
• Cater to these visitors!
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Site Search
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Category Pages
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Category Pages
• Display relevant data• Does ‘Buy Now’ make sense?
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Category Pages
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Category Pages
• Standard grid vs. line item
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Category Pages
• Consider ‘Quick View’
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Product Pages
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Product Pages
• Clear CTA – High on the page
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Product Pages
• Reinforce stock levels & shipping expectations
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Product Pages
• Customer generated content
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Product Pages
• Image submission / Instagram feed
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Product Pages
• Keep on page vs. redirect to basket
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Basket Page
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Basket Page
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Basket Page
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Basket Page
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Basket Page
• Editable attributes // 1 Click wish list
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Basket Page
• Minimize other actionable items (e.g. Remove button)
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General Checkout
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General Checkout
• Remove unnecessary global elements• Keep forms at top of page• Limit form fields / Consolidate ‘terms’• Make customer service accessible• Reinforce trust symbols• ‘Magic cookie’• Don’t yell “coupons” at them!• Pay attention to your goal funnel
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General Checkout
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General Checkout
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General Checkout
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Mobile
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DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT
PRESENTER’S NAME
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DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT