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5 tips to increase your conversion rate

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Page 1: 5 tips to increase your conversion rate
Page 2: 5 tips to increase your conversion rate

RETAILING E-COMMERCE FOR PEOPLE

for sole traders and SME’s, for family owned or public companies, for startups and

hundred years old firms.

baldwin.agency

Page 3: 5 tips to increase your conversion rate
Page 4: 5 tips to increase your conversion rate

HOW CAN YOU INCREASE YOUR CONVERSION RATE?

How do you get rich(er)?

Page 5: 5 tips to increase your conversion rate

WHAT’S A CONVERSION RATE?

The conversion rate is the percentage of users who take a desired action.

Example Conversion rate = 1% => 1 order / 100 visits

Page 6: 5 tips to increase your conversion rate

WHY IS THIS SUCH AN IMPORTANT FIGURE?

Example Average order amount = 100 €

Average cost per click = 1 € Conversion rate = 1%

=> You need 99 € for 1 sales of 100 €

Page 7: 5 tips to increase your conversion rate

THE GROWTH FUNNEL

Get visitors - Traffic building Tactics to bring people on your website / webshop

Activate Members - convert traffic Lead visitors to take predefined actions

(buy, subscribe, create account, comment)

Retain Users - Generate returning users Give reasons to people to become habitual users

Page 8: 5 tips to increase your conversion rate

DEFINE YOUR GOALS Tell me about your goals (in life)…

Page 9: 5 tips to increase your conversion rate

DEFINE YOUR GOALS The goals for Wizmo.ro

• Telephone call to Wizmo • Contact form to Wizmo • Wizmo NSWL sign-up • User registration • Request an account button • Buy a package

• Listing request • Agent request • Publish a listing • Listing request info • Saved search • Submit review

Page 10: 5 tips to increase your conversion rate

CREATE FUNNELS IN GOOGLE ANALYTICS Example of funnels for Wizmo

GOAL FUNNEL STEP 1 STEP 2 STEP 3

List your property

en/list-your-property

en/list-your-property/step-1

en/listing-published

/ro/adauga-o-proprietate

ro/list-your-property/step-1 ro/listing-published

Request a PRO account

/en/professionals /en/get-an-

account /en/form-sent

/ro/profesionisti /ro/solicita-un-cont /ro/formular-trimis

Page 11: 5 tips to increase your conversion rate

CREATE FUNNELS IN GOOGLE ANALYTICS Example of a funnel

Page 12: 5 tips to increase your conversion rate

DIRECT SALES CONVERSION Example from a client

Page 13: 5 tips to increase your conversion rate

WHAT’S A GOOD CONVERSION RATE ? You always want to sell more…

so the process of improving it, should be constant.

0,5% - 5%

IT DEPENDS ON YOUR BUSINESS

The sector you are active. Your gross margin.

Your business strategy. (growth vs profitability)

Page 14: 5 tips to increase your conversion rate

5 USEFUL TACTICS Let’s say your e-commerce conversion rate is

0.5% and you want to increase it to 1%

PREMISES Your offer is competitive (price, product,

availability, delivery - cost & time)

Page 15: 5 tips to increase your conversion rate

1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?

• Define who your target is - create personas

• Personas = fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.

Page 16: 5 tips to increase your conversion rate
Page 17: 5 tips to increase your conversion rate

1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?

List your user stories or the goals to be done“The customer buys the hole, not the drill”.

Page 18: 5 tips to increase your conversion rate

1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?

User stories

As a ___(persona)___ I want to _____(Action)_______ So that _____(expected outcome)____

As a … young professional… I want to … be able to search in the neighbourhood of where I work … so I can … see if there is an apartment for sale there…

Page 19: 5 tips to increase your conversion rate

1. BRING IN RELEVANT TRAFFIC How can you bring relevant traffic?

Jobs-to-be-done

When____(situation)___ I want to ___(Motivation)____ So I can ____(expected outcome)____

When …I have a property for sale… I want to … receive calls from potential buyers …. So I can … sell my property in 2 months …

Page 20: 5 tips to increase your conversion rate

1. BRING IN RELEVANT TRAFFIC How can you check if the traffic is relevant?

• Bounce rate = the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

• Check no. of pages and average time spent on your website.

Page 21: 5 tips to increase your conversion rate

2. PERFECT YOUR SALES FLOW (build trust, develop relationship and prove your

expertise)

Don’t ask for the sale too fast…

Remember - The more expensive and/or complicated the product, the more time people

need before they’re ready to commit.

Page 22: 5 tips to increase your conversion rate

3. IMPROVE THE PAGES THAT HAVE TO CONVERT

• Check funnels in Analytics - see where you lose traffic • Check abandonment rate • Heatmaps • Do A/B testing

Page 23: 5 tips to increase your conversion rate

3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 1 Product content

• You should have a strong, convincing and believable headline that promotes the main offer. “On the average, 5 times as many people read the

headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80% of your money.“David Ogilvy

Page 24: 5 tips to increase your conversion rate

3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 2 Product Content

• Your Unique Selling Proposition What is this product, Why choose this product, Who should choose this product?

• Images / Videos That build the story to show how your product can resolve / fix a problem the users are facing

• The offer - features vs. benefits Description of your product vs Benefits and Features of it

• Add incentives to take action right away Fear of missing out is working magic.

• Social proofShowing that real people trust you with your product

Page 25: 5 tips to increase your conversion rate
Page 26: 5 tips to increase your conversion rate

3. IMPROVE THE PAGES THAT HAVE TO CONVERT what to check and improve? => 3 Single conversion goal

A clear call to action

• The size & color of your order buttons is very important, so is the wording of call to action. (e.g. “Join now and get access to XYZ” vs “Sign up”).

• For software products the primary call-to-action should often be the “demo/trial”, not the “checkout/purchase” buttons.

Page 27: 5 tips to increase your conversion rate
Page 28: 5 tips to increase your conversion rate
Page 29: 5 tips to increase your conversion rate

4. BUILD TRUST Do you know the reasons why people

are usually not buying?

no need, no money,

not in a hurry, no trust

On the last one you can work on.

Page 30: 5 tips to increase your conversion rate

4. BUILD TRUST

• Make it easy to verify the accuracy of the information on your site.

• Show that there’s a real organisation behind your site.

• Highlight the expertise you have.

• Make it look professional.

• Update your site’s content often.

Page 31: 5 tips to increase your conversion rate
Page 32: 5 tips to increase your conversion rate
Page 33: 5 tips to increase your conversion rate

5. MAKE IT EASY TO BUY FROM YOU

• Tell your users what they should do next. In every page, always guide the user towards the action you want them to take.

• Do not give users too many options. The more choices you give, the more difficult it is for users to choose.

• Ask to fill as few fields as possible.

• Do not force users to sign up in order to buy. Let them check out as a guest.

• Free shipping (from a certain amount)

Page 34: 5 tips to increase your conversion rate

TELL ME.

Any questions on this?