Understanding website conversions
-
date post
19-Oct-2014 -
Category
Marketing
-
view
71 -
download
0
description
Transcript of Understanding website conversions
![Page 1: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/1.jpg)
Understanding website conversions
Presented by Sam Shetty
![Page 2: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/2.jpg)
About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Working with Netregistry for the past 9 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops
![Page 3: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/3.jpg)
Events & Workshops
![Page 4: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/4.jpg)
Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
online.
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.
![Page 5: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/5.jpg)
Common issues ?
• Does your website get enough traffic ?
• Are you struggling with website conversions?
• Are you targeting the right audience ?
• Is your website search engine friendly ?
• Is your website customer friendly ?
• Is your website quick to load ?
• Do you have the right call to action ?
• What does the online community think about your website?
![Page 6: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/6.jpg)
Our internet world
![Page 7: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/7.jpg)
Buzzwords
![Page 8: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/8.jpg)
New sales process
![Page 9: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/9.jpg)
Understanding your customers
![Page 11: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/11.jpg)
Digital stamp
![Page 12: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/12.jpg)
![Page 13: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/13.jpg)
Multiple options
![Page 14: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/14.jpg)
Multichannel reach
![Page 15: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/15.jpg)
Setting goals
![Page 16: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/16.jpg)
Understanding your website visitors
• How many clicks on an average does it take for a visitor to convert ?
• How long from the first visit, does it take for a visitor to convert ?
• When do I need to appear for research keywords (eg “ Home loans”)
• When Do I need to appear for transactional keywords ?
• When is really the best /day /week /month to send an email to the client?
![Page 17: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/17.jpg)
Questions you should be asking ?
• What is the purpose of the website ?
• What are you trying to get your users to do once they
arrive on your website ?
• Who is your target audience ?
• How are you going to measure success ?
![Page 18: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/18.jpg)
Conversion rate optimisation
![Page 19: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/19.jpg)
![Page 20: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/20.jpg)
What is conversion rate ?
![Page 21: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/21.jpg)
What’s your conversation rate ?
![Page 22: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/22.jpg)
CRO factors ?
![Page 23: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/23.jpg)
Methods used for conversion tracking
![Page 24: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/24.jpg)
Google Analytics
![Page 25: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/25.jpg)
Analytics
![Page 26: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/26.jpg)
Google Analytics measurement
![Page 27: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/27.jpg)
Your website’s current position /traffic
Semrush.com
Allows you to measure your current situation in terms of traffic and your search
engine ranking.
Helps you to spy on competition traffic source and keyword strategy
Helps you to check on your competitors adwords campaigns
Great keywords research tool
![Page 28: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/28.jpg)
Is Google recognising your efforts ?
Google webmaster tools : Free tool from Google for checking your current visibility.
www.google.com/webmastertools
Google webmaster tools gives you the following insights
How many websites are linking to your website
Alerts you when your website gets infected by Malware
Helps you submit your website sitemap to Google
Helps you understand your click through rates
Allows you to resubmit your website if it is blacklisted by Google
![Page 29: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/29.jpg)
Beyond SEO
![Page 30: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/30.jpg)
Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
business objectives,
then you haven’t
done anything.
![Page 31: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/31.jpg)
Solution priorities
![Page 32: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/32.jpg)
Don’t give customers too many ways to escape
![Page 33: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/33.jpg)
All websites need landing pages
![Page 34: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/34.jpg)
Main landing page sections
![Page 35: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/35.jpg)
Landing pages for PPC
![Page 36: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/36.jpg)
Build landing pages
![Page 37: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/37.jpg)
Website usability tools
• www.crazyegg.com
• www.clicktale.com
• www.kissmetrics.com
• www.ghostrec.com
• www.visualwebsiteoptimizer.com
![Page 38: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/38.jpg)
Usability issues
![Page 39: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/39.jpg)
Content and Purchase
• Add to cart does not mean job is done.
• Add mini descriptions to in-cart and checkout screens.
• Add positive product reviews to confirmation emails to reinforce decision.
• Ask customers to submit a video using your product
• Create a video contest to increase submissions
“ 36.4 % if visitors who abandoned their shopping cart engaged with their automated email campaign” - Paypal
![Page 40: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/40.jpg)
Testimonials... Building trust
![Page 41: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/41.jpg)
Blogging attracts more visitors
![Page 42: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/42.jpg)
Video for Online marketing
![Page 43: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/43.jpg)
Website speed
![Page 44: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/44.jpg)
Website speed
• Test site speed all the way through your
funnel, not just the homepage.
![Page 45: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/45.jpg)
Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long
![Page 46: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/46.jpg)
My hosting, why should I bother ?
• Direct impact on your revenue
• Customer experience
• Repeat customers
• Mobile users
![Page 47: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/47.jpg)
Responsive websites
![Page 48: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/48.jpg)
Mobile users are different from desktop users
![Page 49: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/49.jpg)
Local information seekers take action
![Page 50: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/50.jpg)
Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions
![Page 51: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/51.jpg)
Make search prominent
![Page 52: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/52.jpg)
Use a progress bar
![Page 53: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/53.jpg)
Testimonials... Building trust
![Page 54: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/54.jpg)
Seriously consider removing registration
![Page 55: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/55.jpg)
Offering discounts
![Page 56: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/56.jpg)
Website goals
![Page 57: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/57.jpg)
Show delivery timescales and charges
![Page 58: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/58.jpg)
Other important factors during checkout
![Page 59: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/59.jpg)
Check your website inventory
![Page 60: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/60.jpg)
Online marketing resources
• Matt cutts (www.mattcutts.com/blog)
• Moz.com
• www.searchengineland.com
• On page SEO report (www.lipperhey.com)
• Heat maps (http://www.crazyegg.com/)
• marketo.com
![Page 61: Understanding website conversions](https://reader034.fdocuments.us/reader034/viewer/2022051608/54446618b1af9f700a8b48cc/html5/thumbnails/61.jpg)
Conclusion
• Request a consultation / Mentoring session
• Upcoming workshops
Thank you !!