3. Slide 3@conversionfac#A4US1
INTRODUCTION TO CONVERSION FACTORY
• Clients from startups to $5B web giants
• Focus on:
• Identifying barriers to conversion
• Proposing solutions
• Testing them
• Typically double digit increases within 3 months
19. Slide 19@conversionfac#A4US1
CROSS-SELLING TRAVEL MONEY
Single Annual
Europe
Worldwide
Buy your money for your
upcoming European trip
from us. 0% commission and
competitive rates.
Buy your money for your
upcoming trip from us.
Over 70 foreign
currencies available.
Buy your money for all your
trips from us. 0% commission
and competitive rates.
Buy your money for all your
trips from us. Over 70 foreign
currencies available.
52. Slide 52@conversionfac#A4US1
DISPLAY IN LOCAL CURRENCY
1. User is in USA
2. Get USD exchange rate
3. Get price from page
4. Calculate new price
5. Insert into page
1.63
40.00
65.95
56. Slide 56@conversionfac#A4US1
10 PERSONALISATIONTECHNIQUES FOR CONVERSION
1. Customise your homepage to the category the user is most interested in
2. Relate cross-selling directly to the product the user has already bought
3. Use a soft sell on first time visitors, and a harder sell on repeat visitors
4. Customise your landing page to the specific terms the customer used
5. Use search terms to detect motivations and customise the whole experience
6. Show the user their end goal
7. Show people similar to the customer using the product
8. Use defaults for options if the user has chosen them before
9. Show international shoppers whether you ship to their country
10. Use the user’s local currency to display prices
57. Slide 57@conversionfac#A4US1
Thank you!
Want to see how this applies to your website?
Email hello@conversionfactory.com
Include your website’s URL and approximate
monthly traffic
[10 reviews available on a first-come first-served basis]
Dave Gowans | dave@conversionfactory.com
Notas del editor
Practical – don’t need BIG DATA and the like – just a bit of Javascript
Today you can shop on the web or in a huge department storeBut thousands go to small shops like thisWhy?Personal service they receiveChance to discuss with friendly shopkeeper what you want. He might remember your order, suggest something you might like or help you pick the right ingredients for that special mealAnd you go back. The prices might not be the cheapest, but having that personal experience makes you feel valued as a customer and feel an affinitiy and connection to the business
Lots of talk about recommendations engines, cross-selling and upselling but you can start by doing some simple personalisation based on what you’ve seen beforeImagine a user going into a clothing store- > what do they do first? – they go to either the Mens or Womens sectionAnd the next time they visit?And the next?Yet when a user comes back to your website, what do they see? If people buy something once, likely to do it againJL – target Male/Female/KidsPeople may have missed something on the site beforeKey piece of sales copy, new rangeRemember sections visited/not visited
ASOS do this really well – and it’s so simple.First visit – main storefront – Mens & Womens
Come back (same promo!)I’m in the Mens fashion area just because I’ve browsed it beforeThis is simple to implement and where’s the downside. Still only 1 click from women’sTested this with a major UK reatailor and it’s so simple
A few lines of JavaScript will detect which section of your site the user is inMaybe by URL or similarSave the history of maybe the last 5 or 10 in a cookieOn homepage – take the most popular and serve a custom heroOr redirect like ASOS
Working with a travel services clientThank you page for travel insuranceSold 4 types of policies:Single or Annual – multitripEuropean or worldwideCross-sell message had different wording for eachStatistically better when we mentioned their specific needs
Motivation – why are they visiting youGood salesman will know and will give the right level of sales talkThese people might not be ready to buy. Do they know her ring size? Are they just looking at styles? Are they just dreaming of the future?Good salesman won’t write these people off as customers. Give them good service now and they’ll come back and spendSo what do they want or need? Information, support, friendly experienceThey may come back one day
How about this woman – she knows what she wantsDoesn’t want to be held up by some salesmanBuy buybuy. Need to make this as easy as possible. Someone to get the sizes for her for the changing rooms etc.
Age old question – soft sell vs. hard sellYou want to push your visitors to convert but there’s always a fear – I’m not ready to commit yetEspecially difficult for large purchases or those which need more research
Simple experiment with a travel services providerLanding page buttons1st visit – “Learn More”Later visits – “Buy Now”Hypothesis that first time you’re a browser, second time you’re a buyer and need a pushStatistically significant uplift in salesIt’s simple to code and very effective and it can work with other areas tooPerhaps show a research focused page to new customers and a more sales focused to existingOr give a special offer or convincing message on people’s 2nd or 3rd visit
Customised the landing pageHuge area of conversion optimisation – not going to go into it todayBut think about what your search terms tell you about people’s motivationsWe did a test where the 0% commission page changed to 0% on euros or 0% on dollarsWe could have taken this further – mention in later in the siteOr default some of the entire in the funnel later onKey here is don’t just customise your landing page. REMEMBER THISPut it in a cookieAnd keep reminding the user over and over againIt’s subtle – but if I’m browsing your site looking for Euros and I keep seeing pictures of them – I know I’m in the right place
Customised the landing pageHuge area of conversion optimisation – not going to go into it todayBut think about what your search terms tell you about people’s motivationsWe did a test where the 0% commission page changed to 0% on euros or 0% on dollarsWe could have taken this further – mention in later in the siteOr default some of the entire in the funnel later onKey here is don’t just customise your landing page. REMEMBER THISPut it in a cookieAnd keep reminding the user over and over againIt’s subtle – but if I’m browsing your site looking for Euros and I keep seeing pictures of them – I know I’m in the right place
Keep it going throughout the siteIf the use wants the cheapest then order by price. Show discounts. Best deals etc.If the user wants the best or quality item then give them review scores, recommendations, editors choiceSet these both up in your CMS then toggle between them.
BUT – company had done research on their usersWhat do people want to see?Heterosexual men and women want to see happy couplesWomen seeking women like to see happy couples too – but this time we used a female coupleMen seeking men just like to see a nice man – so that’s what we showedPersonalisation – people could identify more with the page. It felt subtly more personal to them and was closer to their goals.
Worked with a leading online dating siteFirst time you visit you get a form – what are you looking forThis tells us a lot about the user – even if they don’t sign up or even click the buttonSimply stored this in a cookie immediately for use on a previous visitTested two concepts – first the corny one!Based on your sex – blue or pinkBased on the sex of the person you were looking for – blue or pinkNo effect!
Search terms – do they use age related terms? Sex specific? REMEMBER IT
Again, a sense of importancePartly massaging our egos, but also a sense that you’re getting an experience above that you’d get elsewhereOrdering “my usual” in a bar doesn’t save you much time, but it gives you status and importance – and that tiny reason to choose one business over anotherAlthough the drink example doesn’t save you time, many times you canTravellers have had this for years. Reward programs that let them be greeted by name, save their room or seat preferences. Send the bill to a predefined address. Give you the right view. Quick checkout because your details are on fileEverything to make things as quick and easy as possibleAgain, it gives people that reason to use you over a competitor. If its just that little bit easier – that little bit more personal – you will be the top choice, regardless of price
Use what we know about the visitor to give them an experience that’s best for them
Classic exampleMessageTwo important functionsRecognition – know it’s a US store but gives me something familiar “Yes! I am from the UK”Information - This is the single biggest question when shopping internationallyImmediately overcomes the biggest barrier to conversionBUT I can’t click!
Premier league football clubDetect any of 26 countries (10 ccys)Calculate approximate local price and show on pageMakes it easier for user to compareNo mental step for the userJust uses System 1 brain
Premier league football clubDetect any of 26 countries (10 ccys)Calculate approximate local price and show on pageMakes it easier for user to compareNo mental step for the userJust uses System 1 brain
Not that hard to doYour CMS or ecommerce platform may do itBut if not try one of these toolsInclude a line of JS – returns visitors location like thisSimply detect and operate differentlyMost give a small free version – you can test and only pay if you find its goodOr your testing platform may offer this (top package?)