The end goal of an ecommerce website is to drive increasing number of transactions. However, around 97% of visitors that come to your website are not ready to place a order yet. It is extremely important to successfully convert those visitors to customers. Are popular security symbols really worth the money? Should your item pages have standard left-hand navigation? What's the fastest way to boost conversion rates 20%? In this webinar, jointly conducted by HubSpot and Conversions on Demand, we'll share practical answers to these questions and many more: - Why you should focus on improving conversion rates - Top 10 easy-to-fix conversion killing blunders - What is conversion testing, and how to do it right

1. Top 10 Easy-to-Fix
CONVERSION KILLING BLUNDERS
Online Retailers Should Avoid
August 6, 2014 #ConvertMore

2. #ConvertMore

3. Scott Smigler
ConversionsOnDemand
CEO, Exclusive Concepts
• eCommerce pioneer (~1997)
• Expert at influencing consumer behavior
• INC 5000, 5 years in a row
Conversions On Demand provides
hosted applications that improve your
conversions.
Your Presenters…
@ScottSmigler

4. Steve Haase
HubSpot
• Principal Inbound Marketing Consultant
• Active public speaker
• Created campaigns for IBM, Dow, etc.
HubSpot’s top-ranked marketing
platform helps you generate more
traffic, leads, and sales.
@SteveHaase
Your Presenters…

5. 1. Why Focus on Conversion Rates
2. What is Conversion Testing and How to Do it Right
3. Top 10 Easy-to-Fix Conversion Blunders
4. Summary of Key Takeaways
AGENDA

6. Why Focus on Conversion Rates
• Part 1
Now up - @SteveHaase, HubSpot

7. Conversion = Yes

8. The buyer’s
journey is a
series of
Yesses.

9. Any “no” ends the process, so you
must help your prospect say “yes” at
every step.

15. Gravity is not your
friend. Your sales
process must
overcome a buyer’s
inertia.

16. How well do you
know your
audience?

17. What is conversion testing, and how to
do it right
• Part 2
Now up - @ScottSmigler, ConversionsOnDemand.com

18. Why test?
Test. Don’t guess.

19. What is conversion testing?
• Observations
• Lead to questions
• Which form hypotheses
• Tested through experiments
• That generate data
• Informing conclusions
• That become shared

20. Start
small
1. Review customer questions (how fast do you ship?)
2. Ask a question (does this hold others back from ordering?)
3. Hypothesize (add estimated ship date to buy box = > $)
4. Run test using appropriate testing software
1. < 50,000 unique visitors? Try Optimizely
2. > 50,000 unique visitors? Try SiteSpect / Exclusive Concepts
3. Tip: Solutions like ConversionsOnDemand include a/b tests
5. Evaluate data (conversion rate up 22%!)
6. Implement, iterate, or try something new

21. What is not conversion testing?
• Gut feel
• Add today, look at
tomorrow’s results
• Someone’s best guess

22. Top 10 easy-to-fix conversion killing
blunders
• Part 3
Now up - @ScottSmigler, ConversionsOnDemand.com
With color commentary from @SteveHaase, HubSpot

23. Blunder: No call to action under product thumbnails prompting
shoppers to learn more before adding to cart
Asking for the
sale too soon
scares shoppers
away
Obvious path to
learn more that
doesn’t make
the shopper
think

24. Blunder: Failing to emphasize “this site is secure” on the first
step of checkout
No mention of
secure
checkout
makes shoppers
nervous about
smaller sites
Secure
checkout
emphasis
reassures that
personal info is
safe

25. Blunder: Neglecting to advertise shipping promotions near
your add-to-cart button
No shipping info
before clicking
add-to-cart =
anxiety
15% more
revenue per visit
with shipping
promos

26. Blunder: Not confirming “free shipping” throughout your
checkout to qualifying shoppers
Is there free
shipping? Who
knows?
“Free shipping”
confirmed
every step of
checkout

27. Blunder: Not surfacing product review stars on section pages
No reviews
shown means
shoppers are
less likely to buy
Stars make a
buyer likely to
click on a
product

28. Blunder: Displaying left-hand navigation on product pages
Left-hand nav is
overwhelming
No left nav
makes for more
focus on
product

29. Blunder: Making site search hard to find
Site search too
hard to find =
lost sales
Wider search
box encourages
shoppers to
search

30. Blunder: Putting your “add to cart” button below the fold
Cart below the
fold = lost sales
Above the fold
sells much
better

31. Blunder: Vague error messages on checkout pages
Strange error messages make shoppers
abandon your site
Highlighted fields and suggested solutions
make resolution easy

32. Blunder: Ignoring cart abandonment
This shopper
was distracted
by cat photos
and nothing
stopped them
when they
abandoned
their cart
The Cart Closer
pop-up helps
seal the deal

33. Summary of key takeaways
• Part 4
Now up - @ScottSmigler, ConversionsOnDemand.com

34. 1. The higher your conversion rate, the more profitable
your marketing will be
2. If you’re not doing conversion testing the right way,
you’re just guessing
3. Small changes, like emphasizing your site is secure,
add up to make a big impact
Remember -

35. • ConversionsOnDemand.com for conversion improvement
apps
• HubSpot.com for marketing management and optimization
• ExclusiveConcepts.com/blog
• Blog.HubSpot.com/ecommerce
RESOURCES

36. QUESTIONS?

37. THANK YOU.