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Conversion Optimization for Magento
Transcript of Conversion Optimization for Magento
Every site is different
Every visitor is different
Every visitors acts different on different sites on different times
There are no laws, just guidelines/ "best" practices
Know your own website/ visitors/ products
Be aware of data restrictions
Visualize your products
Demo your products
The Gutenberg rule
Unconcious/ subliminal suggestions
Build an ecosystem
Let your visitors Imagine
Even if you can't smell, taste or touch, you can always visualize!
Show your number
(But don't use a crappy stock photo like this one...)
Show your services
What do other customers do?
You have a problem
6,3% - average order €90,-
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
Why is online conversion so ?
9,50% - average order €430,-
Numbers based on some internet research and Internetretailer Top 300 Europe Edition 2011
x 100 = conversion rate
x 100 = 1.5% conversion rate
Some very good e-commerce conversion rates
The conversion problem
Basic Magento CE tools
Basic Magento EE tools
One More Thing
Dynamic websites tuned to specific audiences
Everyone gets a different sales pitch
E-commerce in 2016
behavioral targeting / persuasive profiling
"Trying every trick in the book"
Large individual differences
(...but people show consistent behavior)
Rule based product relations
Customer group pricing
Automated e-mail reminders
'Psychology of E-commerce' blogseries on gxjansen.com
@gxjansen | email@example.com
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Search Engines vs. Users: it's about the combination!
3 ways to increase turnover:
Time on site
RSS Feed subscription
Follow on social networks
Submitting a (contact) form
Targeting a specific group
Get proper data
Test important items
Evolution, not revolution
Don't forget existing customers
Use tips as guideline
Don't just apply improvements, test everything
Conversion goes up!
What is needed?
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
Start with Quick-Wins (High Impact, Easy implementation)
Evolution, not revolution
On-site conversie optimalisatie:
Hoe haal ik meer uit mijn webwinkel?
Again: Always Be Optimizing
"In the past month [x] customers
bought this product"
Who does conversion optimization?
Who does structural conversion optimization?
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?
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)
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!
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
94% - 60% - 93%
Anchoring and adjustment heuristic
Use the senses
More sensory input = more dopamine release
47% more conversions
67% more turnover per sale
(cc) image by anemoneprojectors on Flickr
Web & Print subsciption
2) Increase Quality
1) Increase Input