Presented by Ian Rhodes, Ecommerce Growth Marketer

Convert More Visitors Into Customers

@veeqo @iRhodes

5 STEPS TO

Webinar Title [Variant A]How to successfully manage your conversion

optimisation programme in-house(alongside everything else you have on your plate)

Conversion Strategy(in practice)

The shift from the pursuit of best practiceTo the process of bettering your practice

SPECIFICALLY:a/b testing your way to ecommerce growth

(what to test, when to test and how to test)

1. How to get started?2. What are the tools of the trade?

3. What do you action and what do you test?4. How to run your test?5. What happens next?

AGENDA

forget the talk of big green buttonslearn your way to conversion success

TAKEAWAY

Me: Ian RhodesEarning my Ecommerce stripes for 20 years

Employee ⇢ Boss ⇢ Ecommerce Founder ⇢ Independent Consultant

1.) How to get started?2.) What are the tools of the trade?

3.) What do you action and what do you test?4.) How to run your test?5.) What happens next?

The average conversion rate for Top 500 merchants is 3.32%.The top 25% of online retailers convert at 5.31%The top 10% of online retailers convert at 11.45%.Amazon.com non-prime customers convert at 13%and...Amazon prime members convert at 74%. Gulp.

Do you need to set campaign goals? Conversion rates to target?

Month-on-month increase in revenue per visit(ignoring December when it all goes a bit crazy)

For you?

Let’s not pigeonhole conversion optimisation as ‘CRO’

Your conversion optimisation work influences the success of:

Acquisition: PPC, SEO, Content Marketing, Email Marketing, Social Media

Retention: Email Marketing, Remarketing

Message over mechanism

A super quick story of French poet Jacques Prevert

That’s Jacques

Blind man

without

a pension

Spring is coming

But i won’t see it...

W

Where the magic happens….

this is about contextLet’s call it emotive sellingthe hook & the trigger

1.) How will you build context into each customer-centred message on your website and emails?

2.) What will compel people to act upon your message?3.) How will you make that process as easy as possible?4.) How will you be sure of positive impact on business

results?

1.) How to get started?2.) What are the tools of the trade?

3.) What do you action and what do you test?4.) How to test?

5.) What to do with the results?

Tools to build reports?or

Tools that help you get to know your website customer a whole

lot better?

Google Analytics(yes, I know you’re already using this, right?)

Don’t work with summary data: work with segments

Mobile vs Tablet vs Desktop New vs Returning

Paid vs Organic vs Email vs ... Enhanced E-commerce

TOP TIP:Google Analytics Demo Account

irhod.es/ga-data

Session Recording

InspectLet / SmartLook / Mouseflow

Optimisation Platform

Other recommended platforms: Omniconvert.com / VWO.com / Optimizely.com

Optimisation Platform

Budget is no longer a restriction.There’s some great stuff for very little.

www.irhodes.com/toolbox/

1.) How to get started?2.) What are the tools of the trade?

3.) What do you action and what do you test?4.) How to run your test?5.) What happens next?

Defy best practice:Will overemphasis of checkout security create anxiety reducing the order completion rate?

Most Aware YOUR ROLE: Motivate sales action & ease process

CUSTOMER’S CHALLENGE: Confidence to buy

Product Aware ROLE: Display authority & enable trust

CHALLENGE: Where to buy?

Solution Aware ROLE: Dismiss alternative & demonstrate proof

CHALLENGE: Which to buy?

Problem Aware ROLE: Show benefit & reduce anxiety

CHALLENGE: What to buy?

Unaware ROLE: Discover customer & establish context

CHALLENGE: No desire to buy

Eugene Schwartz’s Five Levels of Awareness [1966]

Where’s your website visitor at right now?

Most Aware: Focus on the checkout processProduct Aware: Focus on the product page

Solution Aware: Focus on the category pageProblem Aware: Focus on articles & buyer guides

Not Aware: Focus on your email marketing

Most Aware: Focus on the checkout process(You’re probably losing 70% of baskets)

TEST: Make it so damn obvious...

TEST: Don’t make me calculate

TEST: Make good use of explainers...

Hair pulling exercises...Make those warning messages less ‘eh?’

Hair pulling exercises...See what I mean? Walk away from the computer...

When am I done?Round it all off with a great big...

or maybe

Most Aware: Focus on the checkout processProduct Aware: Focus on the product page

Solution Aware: Focus on the category pageProblem Aware: Focus on articles & buyer guides

Not Aware: Focus on your email marketing

Product Awarecover the basics &give yourself creative license

Product Aware: Focus on the product page(make sure to cover the important bits)

Is it a good price?

When will I get it?

Can I trust this

company?

Is it in stock?

How much is shipping?

How much will I save?

Even still…You can struggle to deliver that differentiating factor

Product Aware: Focus on the reason people buy

Oh yes, I hear you…Oh I can taste that coffee…Oh I can smell that coffee…

Oh I need to buy that

coffee….

Product Aware: Differentiate your product & offer

Most Aware: Focus on the checkout processProduct Aware: Focus on the product page

Solution Aware: Focus on the category pageProblem Aware: Focus on articles & buyer guides

Not Aware: Focus on your email marketing

Solution AwareWhen people begin to shop with an idea of what they now need

5 key assetsConsistencyEase of filteringProduct in useBrilliant imagerySub-category choice

Product filteringis absolutelykey to categorypage success

What is the purpose of your category page?To help people access the product they need

Most Aware: Focus on the checkout processProduct Aware: Focus on the product page

Solution Aware: Focus on the category pageProblem Aware: Focus on articles & buyer guides

Not Aware: Focus on your email marketing

Problem Aware: Be the trusted advisor

Do thisinstead

Promo bars and popup overlays (behaviour-triggered, timed and exit-intent) are a great simple (and trackable) tool to offer your users guidance

- Optinmonster- Justuno.com- CrazyEngage.com

Most Aware: Focus on the checkout processProduct Aware: Focus on the product page

Solution Aware: Focus on the category pageProblem Aware: Focus on articles & buyer guides

Not Aware: Focus on your email marketing

When you want to reach the unawareThe power of a healthy list

Sent 5pm on a late Monday afternoon...

CONTEXT

Be the saviourMake peoplethink & buy differently...

Test that email list form...

1.) How to get started?2.) What are the tools of the trade?

3.) What do you action and what do you test?4.) How to run your test?

5.) What happens next?

Chris GowardPIE Framework

How to choose what to test?

https://www.widerfunnel.com/how-to-prioritize-conversion-rate-optimization-tests-using-pie/

How to run your a/b tests1.) Use Analytics to calculate how much traffic you need to test with confidence2.) Use the PIE framework to prioritise and work to a schedule you can control3.) Set your hypothesis ‘If______, then______, which we can measure with _______’4.) Set your test to run in your chosen platform (mostly a/b)5.) Ensure your tests run for a complete week at the very least6.) Reach a point of statistical significance (to confirm the accuracy of your test)7.) Launch the winning variant

1.) How to get started?2.) What are the tools of the trade?

3.) What do you action and what do you test?4.) How to run your test?5.) What happens next?

Summary: you develop your optimisation mindset➔ Take your learnings and move on to your next test➔ Become bolder and more confident in the tests you run➔ When testing learn to ignore your own opinion (and that of others)➔ Share your findings and fly the optimisation flag➔ Place optimisation at the core of your work

Enable profitable, sustainable, ecommerce growth(without trashing your prices)

Thank you for joining us.

Sharing ideas to help you put all this into practice www.untemplate.co.uk

Presented by Ian Rhodes, Ecommerce Growth Marketer

Convert More Visitors Into Customers

@veeqo @iRhodes

5 STEPS TO