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Optimizing conversion in eCommerce

lumolink
February 09, 2012

Optimizing conversion in eCommerce

Slides from presentation we gave on conversion optimize in eCommerce.

lumolink

February 09, 2012
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  1. LumoLink - Web solutions that work Conversion? In internet marketing,

    conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. -- Wikipedia
  2. LumoLink - Web solutions that work Your website Services Products

    (Monetization) Content (Value) Conversion
  3. LumoLink - Web solutions that work search keyword search keyword

    search keyword search keyword search keyword search keyword search keyword search keyword search keyword search keyword Which keyword we should optimize for in search engines?
  4. LumoLink - Web solutions that work search keyword search keyword

    search keyword search keyword search keyword search keyword search keyword search keyword search keyword search keyword Conversion tracking can tell you that too
  5. LumoLink - Web solutions that work Google Analytics URL builder

    Use it to create unique URLs which conversion you can later analyze. Use this for example to analyze performance of your posts in social media (Facebook Fan page, email, link exchange and so on).
  6. LumoLink - Web solutions that work 12000 1234 Later you

    can view results of your custom campaigns in Google Analytics
  7. LumoLink - Web solutions that work 600€ 90€ 178 54

    3.3€ 1.6€ 3.2% 1.3% 3.2% 1.3% 12000 1234 You can view conversion and ecommerce data for each campaign
  8. LumoLink - Web solutions that work CAC “Customer acquisition cost”

    = CAC Can be easily calculated if you’ve setup goal tracking in Google Analytics More information
  9. LumoLink - Web solutions that work Landing page should •

    Display competitive advantage • Encourage person to act • “Call now to save X€” • Assure users • Easy return policy • “99% of our users said that our product is ...” • Provide additional information for those who want it • Provide easy path to act • Ordering form • Phone number • Have goal tracking setup in Google Analytics/AdWords
  10. LumoLink - Web solutions that work Best practices • Short

    and sweet • Make buying as easy as clicking one button • Learn from the best: Amazon • Make registration and future orders simple • Don’t have too many steps • Track your order process using Google Analytics
  11. LumoLink - Web solutions that work Order step 1 Order

    step 2 Order step 3 Funnel conversion analysis allows you to optimize your order process
  12. LumoLink - Web solutions that work Use Google Website Optimizer

    to optimize your landing pages for higher conversion.
  13. LumoLink - Web solutions that work Make sure your most

    important content displayed in the first 600 pixels. This will make it visible to visitors right away without scrolling. You can use http://browsersize.googlelabs.com/ to see where your layout needs optimizing.
  14. LumoLink - Web solutions that work Setup conversion tracking in

    AdWords and optimize your cost of conversion. This allows you to track your cost of acquisition and allows AdWords to optimize campaigns for better conversion. This also allows you to get rid of keywords that don’t bring conversion.
  15. LumoLink - Web solutions that work AdWords allows you to

    switch to CPA (Cost Per Action) type of bidding where you pay for conversions.
  16. LumoLink - Web solutions that work Use Google Webmaster tools

    and Google Analytics to see how fast is your website
  17. LumoLink - Web solutions that work - unique and frequently

    updated content - h1 - meta tags - links - meta data in general SEO in the nutshell
  18. LumoLink - Web solutions that work Video Utilizing video can

    improve conversion and even search engine ranking
  19. LumoLink - Web solutions that work UserFly records your visitors

    sessions to videos that you can use to analyze customer’s shopping behavior.
  20. LumoLink - Web solutions that work Real time chat providers

    like Olark will allow you to easily setup real time chat on your website which can even further optimize your conversion.
  21. LumoLink - Web solutions that work Thank you! Connect with

    me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com