Hola y Hello!

A question for the crowd

Why does organ donation differ so dramatically between the countries on the left, and the countries on the right?

Source: Dan Ariely

A question for the crowd – revealed!

At the DMV

Default for organ donation consent is

unchecked.

The user must take an action and complete a

form to become a donor.

Default for organ donation consent is already checked.

The user must take an action and complete a form to OPT OUT of becoming a donor.

Introduction: My work at Google

google.com/work

5M+ businesses have signed up to

using Apps for Work globally

google.com/express

A new Shopping venture for Google, same & next day

delivery in 7 US cities

Optimizing your online sales funnel

AwarenessConsideratio

nDirect

ResponseProspect Customer Evangelist

I EngagementConverting visitors into customers

IIAcquisitionGetting people to your site

Know your Business Know your Users

!

Additional sales channel,

X% of sales are online

Know your business: How much does online matter to you?

Discovery channel only, 0% of sales online

No offline business,100% of sales online

“We want more people to find us but our sales

process is best managed offline.”

“ We created our website to be an additional channel

for our customers to buy from us.”

“Our audience and product is best served

100% online.”

Key determining factors include

• Average product price point, customer spend and purchase support needed• Frequency of repeat purchases, or subscription vs. one-time purchase model• Ability to cross-sell and up-sell customers across products

!

Know your users!

How tech-savvy are they?

How do they currently shop?

What or who influences them?

Where do they discover new products?

Getting people to your site: A quick overview

Letting people know your business

exists

I

Awareness Consideration Direct Response

Users evaluate the product, ‘reminder’

Marketing

Driving the users to take a specific

call to action

• Co-Marketing with affiliate brands who have the same target market

• Digital Marketing e.g. banners, targeted ads

• Out of home e.g. TV / radio commercials, billboards

• Email and direct mail

• Social media channels organic, paid

• Referrals make your customers work for you, and reward them for it

1 2 3

Identify your critical user journeys

Buyers want to be led

What is measured, improves

Test what you don’t know

4 Key Principles for optimizing your sales funnel

1

2

3

4

Identify your critical user journeys1

• Searching your store for a particular product

• Getting the price for a product

• Opening a product page

• Filling out credit card details to make a purchase

• Setting up an account for the first time

• Finding Support and contacting your business

Eve

ryd

ay jou

rneys

Piv

ota

l jo

urn

eys

Example: Getting a Google Apps quote1

40+ different ways to click, 9+ CTAs 1 clear user journey, 1 CTA

Buyers want to be led2

When users come to your site, they expect you to be the expert.Transfer your best practices from offline, to lead them in the online world.

30+ clicks,7+ CTAs

Created a single path with guided steps2

4 clicks,1 CTA

1 2 3 4

Anything that is measured and watched, improves. - Bob Parsons, Founder GoDaddy ”“

What is measured, improves3

Pg 1 Pg 2 Pg 3Pg 4

(Signup)

100%

16%

30%

19%

The conversion rate from to signing up was 16%

] ]

-3%

This new KPIs led to new initiatives and increased conversion from visitor to paid customer

3

Pg 3

Ready to go Google?Call now: 1800 123 456

Test what you don’t know4

Design tests in such a way that their results

will help you make business critical

decisions.

Sometimes tests emerge from being faced with a

business problem

• Email volumes were 5x that of Google’s standards, breaching our user policies.

• Email impact on revenue varied, at times being <1%

(Just one of the) tests we ran to get there:4

Test 1: • Hero Call To Action

(CTA)• Shop single products

only

Test 2: • Multiple, direct CTAs• Intro ‘shop related

items’

Test 3: • Multiple, direct CTAs• Text heavy, remove

image

Additional to the below, we kept 25% of our users as a control group, receiving the original email.

The resulting single email had more revenue impact than the three prior emails combined

4

Reduced to 1 x email per week and:

• +12% Click through rate (CTR)

• +32% Product purchase rate• +35% Revenue per user

And, of course we default opted every user in :)

Appendix

Know your users

!

Acquisition:

Getting people to your site

I

Engagement:

Converting Visitors into

Customers

II