11 Questions to Answer to Improve Your Conversion Rate

Nearly 75% of eCommerce website visitors put an item in their shopping cart and then leave, never to return. You will never convert 100% of your website visitors. However, simple changes can help you convert a whole lot more. This presentation will show you how to ask the right questions to improve conversion rates.

Transcript

1. YOU NEED TO ANSWER 11 QUESTIONS TO IMPROVE YOUR CONVERSIONS
2. HI. I’m Craig – @smallfarmdesign StrategyAndDesign.co
3. 72% OF SHOPPERS ABANDON THEIR SHOPPING CARTS Sourced from Listrak Shopping Cart Abandonment Index
4. ONLY 28% Build something modern and allow for buying multiple copies of an items like all other shopping sites. 2 26 32 31 9 Very Satisfied Quite Satisfied Neither Satisfied nor Dissatisfied Quite Dissatisfied Very Dissatisfied PERCENTAGE OF ECOMMERCE PROFESSIONALS SATISFIED WITH CONVERSION RATES OF ECOMMERCE BUSINESSES ARE HAPPY WITH THEIR CONVERSION RATES Sourced from eConsultancy: Conversion Rate Optimization Report 2013
5. MOST SHOPPERS DO NOT MAKE A PURCHASE THE FIRST TIME THEY VISIT A SITE, AND MANY CONSISTENTLY ADD ITEMS TO A SHOPPING CART WITHOUT EVER MAKING A PURCHASE.
6. WHAT ARE YOU TO DO SO NOW
7. START BY ASKING THESE QUESTIONS OPTIMIZE
8. WHO’S THE AUDIENCE? 1
9. WHAT’S THE VALUE OF YOUR PRODUCT OR SERVICE? 2
10. WHAT SHOULD I DO FIRST? 3
11. WHAT IS ONE THING I CAN DO TO REDUCE FRICTION? 4
12. HOW CAN I MAKE THE CALL TO ACTION STRONGER? 5
13. LOW HANGING FRUIT ATTACK FIRST
14. IS THE VALUE PROPOSITION OBVIOUS? LOW HANGING FRUIT 2 3 5 6 4
15. IS THE VALUE PROPOSITION OBVIOUS? This should answer the question ‘Why should I buy from you’. Value proposition that is aspirational in nature. Value proposition that clearly indicates why a customer should buy from Lululemon.
16. IS THE VALUE PROPOSITION OBVIOUS? LOW HANGING FRUIT 2 3 5 6 4 IS THE HEADLINE CLEAR & COMPELLING?
17. IS THE HEADLINE CLEAR & COMPELLING? Your headline is the most important copy on your page – its job, stop visitors in their tracks. Under Armour makes a strong statement with their hunting boots headline.
18. IS THE VALUE PROPOSITION OBVIOUS? LOW HANGING FRUIT 2 3 5 6 4 IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING?
19. ARE THE IMAGES PROFESSIONAL & MOTIVATING? High quality images should excite the visitor and make them believe they cannot live without your product. Anthropologie has large, high quality images that show different angles of the dress.
20. IS THE VALUE PROPOSITION OBVIOUS? LOW HANGING FRUIT 2 3 5 6 4 IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? ARE BENEFITS FOCUSED ON THE VISITOR?
21. ARE BENEFITS FOCUSED ON THE VISITOR? Customers want to know what the product or service will do for them –speak to visitors, not at them. William-Sonoma talks about the benefits of using the egg poaching cups first.
22. IS THE VALUE PROPOSITION OBVIOUS? LOW HANGING FRUIT 2 3 5 6 4 IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? ARE BENEFITS FOCUSED ON THE VISITOR? ARE THE TESTIMONIALS GENUINE?
23. ARE THE TESTIMONIALS GENUINE? A mix of positive and negative reviews helps to improve consumer trust and improve conversion. As you can see here Patagonia doesn’t hide bad reviews.
24. IS THE VALUE PROPOSITION OBVIOUS? IS THE HEADLINE CLEAR & COMPELLING? ARE THE IMAGES PROFESSIONAL & MOTIVATING? ARE BENEFITS FOCUSED ON THE VISITOR? ARE THE TESTIMONIALS GENUINE? IS THE CALL-TO-ACTION OBVIOUS? LOW HANGING FRUIT
25. IS THE CALL-TO-ACTION OBVIOUS? The CTA must be nice and clear; and stand out from other elements on the page. The hot pink CTA that Lululemon has chosen really stands out against the grey background.
26. 88% Build something modern and allow for buying multiple copies of an items like all other shopping sites. 52 36 28 26 Lack of Resources Lack of Budget Department Conflicts Lack of Strategy 4 BIGGEST BARRIERS PREVENTING YOU FROM IMPROVING YOUR CONVERSION RATES OF ECOMMERCE BUSINESSES INDICATE LACK OF RESOURCES & BUDGET HURT CONVERSION RATES Sourced from eConsultancy: Conversion Rate Optimization Report 2013
27. CONVERSION OPTIMIZATION HAS A VERY SIMPLE GOAL: MAKE MORE MONEY BY IMPROVING CONVERSIONS. THERE ARE PLENTY OF WAYS TO DO THIS BUT IT ALL BEGINS WITH ASKING THE RIGHT QUESTIONS.
28. WANT HELP ? Call: 330.648.3276 Email: Craig@StrategyAndDesign.co Visit: strategyanddesign.co 3 Ways to get help & find out more: