Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Conversion Optimization for Magento

Tips & Trics for Optimizing your conversion for Magento
by

Guido Jansen

on 16 November 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Conversion Optimization for Magento

SEM/SEO? UO!
Measure
Analysis
Testing
Indirect
Every site is different
Every visitor is different
Every visitors acts different on different sites on different times
Tools
There are no laws, just guidelines/ "best" practices
Data
Analysis experience
Know your own website/ visitors/ products

Note:
Be aware of data restrictions
Significant results
Visualize your products
Demo your products
Direct attention
The Gutenberg rule
1
2
4
5
7
8
9
Choice Paralysis
Unconcious/ subliminal suggestions
Give confidence
Build an ecosystem
Individualization/ segmentation
Retention
Summary
Let your visitors Imagine
Even if you can't smell, taste or touch, you can always visualize!
Aesthetic-usability effect
Reading Gravity
Trust Logo's
Other users
Show your number
(But don't use a crappy stock photo like this one...)
Show your services
User statistics
What do other customers do?
Testimonials
Direct
You have a problem
6,3% - average order €90,-
14,1%
Offline: 20 - 25%
Online: 2 - 10%
Average conversion rates
(numbers for fashion, but the general trend applies to most sectors)
Online lacks several

used in offline stores
big
Why is online conversion so ?
9,50% - average order €430,-
low
Numbers based on some internet research and Internetretailer Top 300 Europe Edition 2011
Key Factors



personalization
direct feedback
sensory input
no commitment
until checkout
Total Orders

Total Visitors
x 100 = conversion rate
300 orders

20.000 visitors
x 100 = 1.5% conversion rate
Some very good e-commerce conversion rates
Introduction
The conversion problem
CRO proces
Basic Magento CE tools
Basic Magento EE tools
Magento Extensions
Future/ Conclusion
@gxjansen
@onlinedialogue
Research
Process
Optimization
Technology
Functionality
Usability
Persuasion
Prioritize
Experiment!
One More Thing
Dynamic websites tuned to specific audiences

Everyone gets a different sales pitch
E-commerce in 2016
behavioral targeting / persuasive profiling
Now:
Future:
"Trying every trick in the book"
Large individual differences

(...but people show consistent behavior)
Problem:
Customer segmentation
Visitor segmentation
Rule based product relations
Customer group pricing
Automated e-mail reminders
Already in
Dutchento.org
'Psychology of E-commerce' blogseries on gxjansen.com
Wheelofpersuasion.com
Hire Guido
Let's Connect!
@gxjansen | guido@onlinedialogue.com
Leave your business card to receive some exclusive material in your inbox
What's next?
gui.do/magento-conversion
wheelofpersuasion.com
Search Engines vs. Users: it's about the combination!
3 ways to increase turnover:
Registration
Downloads
Information request
Call-me-back request
Views
Time on site
RSS Feed subscription
Follow on social networks
Submitting a (contact) form
Calling
Targeting a specific group
...
Get proper data
Test important items
Evolution, not revolution
Continues process
Don't forget existing customers
Use tips as guideline
Don't just apply improvements, test everything

Test ideas
6
Conversion goes up!
Improve
What is needed?
versus
Test subjects
Feedback forms (user initiated)
+ Ask about emotions, thought and goals
- dependent of user cooperation
- socially desirable answers
- people actually know verry little about their own behavior
Measure all behavior
Independent of user cooperation
Emotion/ thought/ goals unknown
Optimization process
Prioritize
Start with Quick-Wins (High Impact, Easy implementation)
Evolution, not revolution
Share results!
On-site conversie optimalisatie:
Hoe haal ik meer uit mijn webwinkel?
Again: Always Be Optimizing
"In the past month [x] customers
bought this product"
"Cocktailparty" products
"Non-cocktailparty" products
Who does conversion optimization?
Who does structural conversion optimization?
40,6%
Purchase
gui.do/magento-conversion
So there's a big gap between online and offline
But we have one really big advantage...
Online we can measure everything*!
Conversion Rate Optimization
Webshop Conversion Goals
What to test?
'large' things
items directly in the funnel
not too many variables
Measure items and people that cán convert
(e.g. exclude the IP-address of your office)
Metrics
Optimization
Answer
Optimization
Dialogue
Optimization
Customer
Value
Optimization
Business
Optimization
Level 1
Level 2
Level 3
Level 4
Level 5
Strategic web
330° view of customer
(30° of privacy)
Optimize the channel
Business driven, working on
metrics, accuracy and process
IT driven, 'feel good',
few decisions, minimal value
Photo by Ryan Roberts (CC BY-NC 2.0)
We love to share!
Choice Paralysis
The power of 'because'
May I use the Xerox machine?
May I use the Xerox machine because I'm in a rush?
May I use the Xerox machine because I have to make some copies?
Perceptual Contrast / Framing
$8
$13
$20
$8
$13
$20
$45
94% - 60% - 93%
Anchoring and adjustment heuristic
Use the senses
More sensory input = more dopamine release
47% more conversions
67% more turnover per sale
60%
94%
93%
6 options
24 options
Tasting
Buying
40% 60%
(cc) image by anemoneprojectors on Flickr
Jam Experiment
Web subscription

Print subscription

Web & Print subsciption
$59

$125

$125
16%

0%

84%
68%



32%
12% 1.6%
wheelofpersuasion.com
2) Increase Quality
3) Retention
1) Increase Input
(Decrease Dropouts)
68%



32%
Magento Checkout
Full transcript