(WS13) Nikola Jellacic: Visitor meet the web

Google Confidential and Proprietary 1

Make your website work Ten ways to convert more visitors into buyers

1

Visitor meet the web Converting visitors to buyers

Google Confidential and Proprietary

1 Bring me to the right page

2 Make your homepage useful

3 Help me navigate

4 Give me the right results when I search

5 Display groups of products clearly

6 Give me the product details I need

7 Make registration optional

8 Make it easy to buy or enquire

9 Reassure me

10 Conversion follow-up

Think about your customers’ online journey Make it simple for them to find, choose, and buy the product they want


Electric Drills Buy Electric Drills from just £89.99 Free Next Day Delivery www.Screwfix.com

1. Bring me to the right page

Before

After

20% reduction in bounce rate

TOP TIPS

þ Link ads to right page

þ Mirror your ad title

þ Ensure the selling points are visible


2. Make your homepage useful

TOP TIPS

þ Reaffirm your brand and site purpose

þ Inform customers of any promotions

þ Test product promotions

þ Make it easy to navigate further


3. Help me navigate

TOP TIPS

þ Make product/service categories visible

þ Use easy-to-understand terms

þ Highlight where to go next


4. Give me the right results when I search

boys socks

Before After

20% reduction in bounce rate

7% increase in conversion rate

TOP TIPS

þ Check quality of results

þ Make site search visible

þ Allow customers to sort results

þ Lay out search results clearly


5. Display groups of products clearly

Before After

6% increase in conversion rate

TOP TIPS

þ Provide a clear layout and design

þ Enable comparisons

þ Group products logically


6. Give me the product details I need

Before

After

* Site testing originally conducted in German

TOP TIPS

þ Summarise key product details

þ Provide clear images

þ Make your call-to-action button visible

5% increase in conversion rate*


7. Make registration optional

*Source: Forrester Research US: Required Registration Lowers Online Conversion Rates, April 2008.

23% of checkout abandonments occur due to required registration*

TOP TIPS þ Make registration easy

þ Allow purchase without registration þ Highlight the benefits


8. Make it easy to buy or enquire

Before After

40% increase in quote submissions

TOP TIPS

þ Don't ask for unnecessary details

þ Show transparent steps

þ Expedite the process

þ Avoid distractions


9. Reassure me

1.8% increase in conversion rate*

TOP TIPS

þ Be open about cancellations/returns

þ Offer transparency on price þ Clarify what happens after purchase

þ Offer security


10.Conversion Follow-Up

Question to ask Does the Thank You page clearly indicate what will happen next? Is there post conversion interaction with the customer, i.e. order tracking?

12

TOP TIPS þ Moffer reason to convert again

þ Complete details on thank you page þ Cross-sell

Google Confidential and Proprietary 13

Drive the Right Traffic

Monitor Performance

Optimize Content

Website Optimiser

Google tools support driving online sales


Purchase

Sources: Morgan Stanley, Apple



Purchasing decision process

Initial research

Reducing options

Final decision

Identifying point of sale








Purchase

Initial research

Reducing options

Final decision









Last cookie

Purchase Purchase

Initial research

Reducing options

Final decision


Google Confidential and Proprietary 17 Google confidential

Purchase


Final decision

Reducing options

Initial research

How does the research path look?




Purchase

Office computer

In-house computer

Tablet

Smartphone

Two Ways to Reach Consumers in Search

Branded Search: you’ve already won! consumers are already Brand aware, and

your Brand is top-of-mind

Generic Search: stand out & win them over! consumers may be brand aware, but are searching within the category & likely do not have a specific Brand in mind


The Reach is Primarily in Generic Searches (Product, Category & Affinity groups)

19 Source: Google Internal Data; Circles are to scale for query volumes in the CPG: Home & Personal Care Category

% Share of Search Reach Consumer Packaged Goods Category

Brand

Product (e.g., “lotion”, “eye cream”)

Category (e.g., “beauty tips”, “dry skin”,

“wrinkles”)

“Affinity” (e.g., “fashion week”, “lady gaga”, “skiing”)


The question we are trying to answer:

What is the impact of Generic Search ads on Branded Searching?

20

Generics influence nearly ½ of Advertiser Conversions, but only get credit for 1/3 in a last click model

Branded 68%

Generic 32%

Search Conversion Breakdown: Cross-Advertiser Set

Branded Exposed to

Ads on Generic

Keywords* 14%

Branded 54%

Generic 32%

Search Conversion Breakdown: Cross-Advertiser Set

Advertiser Conversions: Last Click View

Advertiser Conversions: with Search Funnels Insight

*Defined as Last-click conversions on Branded keywords that were exposed to an Ad on a Generic keyword (click or impression)

Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010

11%

38%

Clients with "Low" Coverage on Generic Keywords

Clients with "High"Coverage on Generic Keywords

% of Branded Last-Click Conversions Exposed to Generic Ads

(Advertisers Segmented by Generics Coverage)*

Clients with High Generics Coverage see 3.5X the Branded conversions exposed to Generics

Because Search Funnels only captures data for searches against which an Advertiser’s ad was displayed, this data could be self-fulfilling. However ,our Search Funnels Cross-Advertiser Case Study suggests otherwise.

*Generics Coverage is measured by % total investment in Generics keywords, as well as meeting specific thresholds for impression share. Advertisers represented here clearly fall into a “high” or “low” bucket; advertisers with coverage categorized as “medium” are excluded. Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010


Attribution Models: Al a Carte Menu

Last Click First Click Linear (Clicks Only)

Linear (Imps = .25)

Excl Branded

(Clicks Only)

Excl Branded

(Imps = .25)

Generic search click

Branded search click to conversion


Generic search impression


23

6%

24%

24%

100% 24%

100%

25%

25%

25%

25% 24%

33%

33%

33%

31%

31%

31%

8%

• This is a representative sampling of some attribution models • (Imps=value) denotes the “weight” assigned to an impression, which is calculated in proportion to clicks (e.g., Imp-.25 means each impression in the search path is weighted at .25 each click)

Search Path

How Conversions are Credited for each Model


Conclusion: Every click is important!

24


Thank you

25

Education

(WS13) Nikola Jellacic: Visitor meet the web