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Simon J. SmithSales EngineerGoogle Amsterdam

After the Click:Conversion Optimisation

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Agenda

• Why conversions matter

• Success Stories

• What We Have Learned

• The Toolkit

• Food for Thought

• Advanced Topics

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3

Total EU online retail spend was €68b in 2009 rising to €114b by 2014 *

Nearly half of Western Europeanconsumers will buy products online by 2014 *

50% of online shoppers who place their items in their shopping carts do not buy **

0.4% growth in satisfaction with online shopping in last two years*

Sources: *Forrester Research Online Retail Forecast, 2009 **Core Metrics, 'Core Metrics Benchmark Industry Report' March 09 † Internet World Stats, Usage and Population statistics, June 2008

The typical online buyer will spend €601per year online by 2014 *

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SUCCESS STORIES

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Success Story: Google AdWords Sign-ups

Resulted in a 56% increase in users going on to sign up for AdWords.

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Success Story: Schuh Category Browsing

Resulted in a 6% increase in users going on to view product details.

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Success Story: Cottages4You Checkout Process

Resulted in a 21% increase in users going on to the next stage of checkout.

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Success Story: Next Site Search Results

Resulted in a 19% decrease in users exiting from search results page.

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WHAT WE HAVE LEARNED

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The Key Levers

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Conversion Rate2%

Product Research30%Support Seekers

20%

Investors and Job Seekers

8%

Everyone Else40%

Conversion Opportunity Pie

There Are No Simple Answers

Q: “What should my conversion rate be?”Nielsen Online MegaView - April 2009

Proflowers.com 42.8%

Vitacost.com 28.9%

Office Depot 25.9%

Metrostyle 25.5%

Woman Within 23.0%

Schwan’s 21.1%

1800Flowers.com 20.8%

CDW 20.8%

Lands End 18.8%

DrsFosterSmith.com 18.3%

A: It probably could be higher than what it is now.

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There Are No Simple Answers

Q: “What should my website look like?”

A: If there was an answer, every site would look the same.

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Products With Low Conversion Rates

There Are No Simple Answers

Q: “Where should I start improving my conversion rate?”

A: Where you will get the highest ROI.

High Bounce Rate Landing PagesTop Exit Pages

Early Goal Funnel Exit PagesLate Goal Funnel Exit Pages

Homepage

Highest $Index PageLowest $Index Page

Highest Traffic Page

Content Pages Product Pages

Category Pages

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The Approach

See What Sticks? SCIENCE!

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Using the Scientific Method

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Conversion Optimisation is in the Details

Ignore the Forest• Be wary of industry and

vertical benchmarks

• Your site-wide conversion rate can be misleading

• It can be difficult to connect a change on a landing page to final conversion

Focus on the Trees• Segment your data and

then segment some more

• Respect your various audiences

• Look at individual pieces of your site

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THE TOOLKIT

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Toolkit: Web Analytics

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Toolkit: In-Page Analytics, User Testing and Surveys

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Toolkit: Testing

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Toolkit: Consultants

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FOOD FOR THOUGHT

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A Generalised View of Most Websites

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Landing Pages

• Logical Connection to Traffic Source / Keyword / Audience

• Clear Call-To-Actions

• Relaying important information, but not over-weighting the page

• Reassure and dispense with any Fear, Uncertainty and Doubt.

Electric DrillsBuy Electric Drills from just £89.99Free Next Day Deliverywww.Screwfix.com

20% reduction in bounce rate

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The Home Page

• Balance of promotions and introductions

• Allow visitors to segment themselves quickly

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Funnels and Processes• Reasons for exit

Missing information Usability Not ready to buy Life!

5% increase in conversion rate*

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Funnels and Processes

• Make it easy to buy Don’t ask for unnecessary information Give users a short cut

23% of checkout abandonments occur due to required registration*

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The Advanced Topics

• Offline Traffic Sources Print, outdoor, television and radio

• Offline Conversions (ROPO) Call centres, brick and mortar, FMCG / Brand recall

• Conversion Attribution Models Last click, first click, weighting, view-throughs, social media

• Customer Relationship Management Better segmentation and re-targeting

• Automated Intelligence Determining segments and trends automatically

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Summary and Next Steps

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THANK YOU!