Conversion Blunders eTailers Should Avoid at all Costs - Webinar Slides
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Top 10 Easy-to-Fix CONVERSION KILLING BLUNDERS Online Retailers Should Avoid August 6, 2014 #ConvertMore
Transcript of Conversion Blunders eTailers Should Avoid at all Costs - Webinar Slides
Top 10 Easy-to-Fix CONVERSION KILLING BLUNDERS Online Retailers Should Avoid August 6, 2014 #ConvertMore
#ConvertMore
Scott Smigler ConversionsOnDemand CEO, Exclusive Concepts
• eCommerce pioneer (~1997) • Expert at influencing consumer behavior • INC 5000, 5 years in a row
Conversions On Demand provides
hosted applications that improve your
conversions.
Your Presenters…
@ScottSmigler
Steve Haase HubSpot • Principal Inbound Marketing Consultant • Active public speaker • Created campaigns for IBM, Dow, etc.
HubSpot’s top-ranked marketing
platform helps you generate more
traffic, leads, and sales. @SteveHaase
Your Presenters…
1. Why Focus on Conversion Rates
2. What is Conversion Testing and How to Do it Right
3. Top 10 Easy-to-Fix Conversion Blunders
4. Summary of Key Takeaways
AGENDA
Why Focus on Conversion Rates • Part 1
Now up - @SteveHaase, HubSpot
Conversion = Yes
The buyer’s journey is a series of Yesses.
Any “no” ends the process, so you must help your prospect say “yes” at every step.
Gravity is not your friend. Your sales process must overcome a buyer’s inertia.
How well do you know your audience?
What is conversion testing, and how to do it right
• Part 2
Now up - @ScottSmigler, ConversionsOnDemand.com
Why test?
Test. Don’t guess.
What is conversion testing? • Observations • Lead to questions • Which form hypotheses • Tested through experiments • That generate data • Informing conclusions • That become shared
Start small
1. Review customer questions (how fast do you ship?) 2. Ask a question (does this hold others back from ordering?) 3. Hypothesize (add estimated ship date to buy box = > $) 4. Run test using appropriate testing software
1. < 50,000 unique visitors? Try Optimizely 2. > 50,000 unique visitors? Try SiteSpect / Exclusive Concepts 3. Tip: Solutions like ConversionsOnDemand include a/b tests
5. Evaluate data (conversion rate up 22%!) 6. Implement, iterate, or try something new
What is not conversion testing?
• Gut feel • Add today, look at
tomorrow’s results • Someone’s best guess
Top 10 easy-to-fix conversion killing blunders
• Part 3
Now up - @ScottSmigler, ConversionsOnDemand.com
With color commentary from @SteveHaase, HubSpot
Blunder: No call to action under product thumbnails prompting shoppers to learn more before adding to cart
Asking for the sale too soon scares shoppers away
Obvious path to learn more that doesn’t make the shopper think
Blunder: Failing to emphasize “this site is secure” on the first step of checkout
No mention of secure checkout makes shoppers nervous about smaller sites
Secure checkout emphasis reassures that personal info is safe
Blunder: Neglecting to advertise shipping promotions near your add-to-cart button
No shipping info before clicking add-to-cart = anxiety
15% more revenue per visit with shipping promos
Blunder: Not confirming “free shipping” throughout your checkout to qualifying shoppers
Is there free shipping? Who knows?
“Free shipping” confirmed every step of checkout
Blunder: Not surfacing product review stars on section pages
No reviews shown means shoppers are less likely to buy
Stars make a buyer likely to click on a product
Blunder: Displaying left-hand navigation on product pages
Left-hand nav is overwhelming
No left nav makes for more focus on product
Blunder: Making site search hard to find
Site search too hard to find = lost sales
Wider search box encourages shoppers to search
Blunder: Putting your “add to cart” button below the fold
Cart below the fold = lost sales
Above the fold sells much better
Blunder: Vague error messages on checkout pages
Strange error messages make shoppers abandon your site
Highlighted fields and suggested solutions make resolution easy
Blunder: Ignoring cart abandonment
This shopper was distracted by cat photos and nothing stopped them when they abandoned their cart
The Cart Closer pop-up helps seal the deal
Summary of key takeaways • Part 4
Now up - @ScottSmigler, ConversionsOnDemand.com
1. The higher your conversion rate, the more profitable your marketing will be
2. If you’re not doing conversion testing the right way, you’re just guessing
3. Small changes, like emphasizing your site is secure, add up to make a big impact
Remember -
• ConversionsOnDemand.com for conversion improvement
apps
• HubSpot.com for marketing management and optimization
• ExclusiveConcepts.com/blog
• Blog.HubSpot.com/ecommerce
RESOURCES
QUESTIONS?
THANK YOU.
