The Conversion Optimization Report

How to convert browsers into buyers

By Anthony O’Connell - tony@one.ie

The Conversion Optimization Report : How to Transform Browsers into Buyers

Anthony O’Connell
network one www.one.ie

Contents
Introduction
Conversion Rates by Retailer Segment Conversion rates vary depending on if the visitor is new or returning … Conversion rates vary by traffic source … Social shoppers convert less than search engine shoppers... Top 10 Online Retailers By Conversion Rate Conversion Rate Optimization Key findings

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6 7 7 7 8 9 9

Analytics

Key Performance Indicators Some KPI’s to consider KPIs can be analyzed from a number of perspectives including …

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10 10 11 12 13 14 14 15 17 17 18 22

Test

How Valuable Do You Find the Following Methods of Increasing Conversion? A/B versus Multivariate Testing (MVT) What to Test Specifically for your website what do you test? Key Pages and Funnels Tested Key Pages And Funnels Tested Benchmarks For Internet Retailers… Retail Industry

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Leave a scent
Example Take Action

18 23

Call Your Visitors to Action

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Learn how to escalate conversion rates at www.one.ie

The Conversion Optimization Report : How to Transform Browsers into Buyers

Anthony O’Connell
network one www.one.ie

Key Findings Verbs beat adverbs, adjectives, and nouns in terms of their potential to attract Twitter shares! Buttons labeled submit have low conversion rates Case Study Case Study Case Study Take Action

Create Outstanding Headlines

Key Findings Page elements most consistently having a very significant impact on landing page optimization Case Study Case Study

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28 28 29 30 31 33 38 40 40 41 42 44 45 46 46

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Focus on One Goal
Case Study

31 33 38 40

Optimize Images Create Urgency
Case Study

Direct the gaze of pictures of people where you want them to look.

Earn Trust

Key Findings Top consumer e-commerce fears you need to address Case Study Case Study Case Study Take Action

Provide Customer Reviews
Key Findings Take Action

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The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Streamline The Checkout Process Key Findings Top Reasons For Abandoning Shopping Carts Case Study Take Action 47 47 48 49 51 52 53 54 55 55 56 57 58 58 59 59 60 61 62 Keep Shopping Carts Alive Key Findings Case Study Take Action Key Findings Case Study Case Study Take action Key Findings Take Action 52 Provide Outstanding Customer Service 55 Provide Promotions Remarket 58 59 Key Findings Response rates for remarketing programs Case Study Case Study Take Action Page 4 Learn how to escalate conversion rates at www.one.ie .one.

“E-commerce websites report an average conversion rate of 2. The conversion rate is the percentage of visitors to a website who complete a desired action. according to the report Retail Ecommerce Search – Accuracy. published by Aberdeen Group in 2011. In most cases it’s the ratio of browsers to buyers. and whether a visitor is new or returning.2%”. source of traffic to the website.ie . Analytics Evangelist at Google This report provides knowledge and tactics to escalate conversion rates.one. Conversion rates vary widely depending on industry. “2% .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one. social media connection or any other activity that occurs due to a subtle or direct request for the visitor to take action.The average conversion rate whether you are selling elephants or iPods”.” John Wanamaker (1838 – 1922). according to shop. “Conversion rates across online retail range from 1% for the bottom 30% of ecommerce sites (based on overall performance) to 6% for the top 20%”.org. 100 years later it’s possible to track which advertising results in a sale and it’s a lot less than 50%. Relevancy and Profitability in the Age of Consumer Choice. Page 5 Learn how to escalate conversion rates at www. says Avinash Kaushik.ie Introduction “I know that half of my advertising dollars are wasted … I just don’t know which half. the value of the product or service for sale. however a successful conversion may refer to newsletter subscriptions.

1% Office Supplies 5.4% Department Stores 3.0% 5.ie .4% 4.0% Electronics 1.com Page 6 Learn how to escalate conversion rates at www.4% Sporting Goods 3.one.2% Health & Beauty 6.3% Apparel 5.0% 3.3% Pets 5.0% 3.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.4% 7.2% 5.0% 0.0% Source: Compete.3% 3.0% 2.one.4% 2010 2011 Home Improveme nt 1.7% Mass Merchants 4.0% 1.0% 4.4% 5.0% 6.ie Conversion Rates by Retailer Segment 7.6% 3.6% 1.0% 1.

69% 7.19% 45.ie Conversion rates vary depending on if the visitor is new or returning … Business Metrics Conversion Rate: Global Conversion Rate: First Time Visitors Conversion Rate: Repeat Visitors Source: Fireclick Index August 2012 2.08% 0.40% Social shoppers convert less than search engine shoppers.one.49% Google 56.one.20% 1. Views at least one product page Bounces from first page Adds item to cart Converts Source: Monetate Q1 2012 Facebook 73..67% 3.30% 25.ie .40% 3.70% Conversion rates vary by traffic source … Source of visitor Conversion Rate: Keywords Conversion Rate: Emails Conversion Rate: Affiliates Source: Fireclick Index August 2012 2.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www..40% 1.00% 6.22% 2.44% Page 7 Learn how to escalate conversion rates at www.

0% Conversion Rate Source Neilsen Company 2010 Page 8 Learn how to escalate conversion rates at www.6% Woman Within 20.0% 20.0% 25.4% QVC 16.com 17.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.0% 5.0% 30.0% 40.0% ProFlowers 15.com 16.7% 1800 petmeds.0% 14.com vitacost.one.4% Oriental Trading Company 14.3% 40.4% 15.0% 45.8% Office Depot 15.ie Top 10 Online Retailers By Conversion Rate Schwans 25.ie .one.9% Roamans 0.0% 10.4% Blair.0% 35.

CRO has evolved from Landing Page Optimization (LPO). which focuses on individual pages. but a challenge to calculate.one.ie Conversion Rate Optimization Conversion Rate Optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.one.ie . Key findings ROI of LPO is ubiquitously positive. whereas CRO focuses on the whole website.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. B2B Positive ROI B2C Negitive or No ROI ROI not calculated Don't know Both B2B2C 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% B2B B2C Both B2B2C Positive ROI 33% 51% 57% Negative or No ROI 3% 0% 2% ROI not calculated 45% 35% 23% Don’t know 20% 13% 17% Source Marketing Sherpa Landing Page Optimization Benchmark Survey 2011 Page 9 Learn how to escalate conversion rates at www.

you cannot control.” (Tom Peters) Key Performance Indicators The first step in improving your website conversion rate is to define the results that are important to successfully achieving your business goals. Some KPI’s to consider • • • • • • • • • • • • • • • Revenue Customer acquisition cost – marketing spend / number of new customers Orders – number of sales Average order value – revenue / orders Revenue per visit – revenue / number of visits Sales conversion rate – visitors / orders Leads – the number of inquiries by email.ie . Cost per lead – marketing spend / number of leads Engagement rate – percentage of visitors who look at a product Total carts – the number of people who add a product to a cart Abandoned carts – the number of people who add a product to a cart and leave without buying Abandonment rate – the percentage of shopping carts that are abandoned Registration – the number of users that create accounts on your website Cost per registered user – marketing spend / number of new accounts Newsletter subscription rate – visitors / number of people who subscribe to your newsletter Page 10 Learn how to escalate conversion rates at www.one.one.” (Peter Druker) “What you do not measure.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Key Performance Indicators (KPIs) help businesses understand whether it is on track or not.ie Analytics “You cannot manage what you cannot measure. live chat etc. telephone.

Google +.g. which source of traffic search engine. which pages had the highest exit rates Page 11 Learn how to escalate conversion rates at www. advertising or email resulted in the highest registration rate • Keyword – what keyword was searched for e. did new or returning visitors have the highest sales conversion rates • Pages – the pages on your website e. Pinterest etc. on Facebook.g.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.) • Comments – the number of comments on a blog post or web page • Bounce rate – the percentage of visitors who leave your website after looking at one page only • Exit rates – the percentage of visitors who leave your website from a specific page KPIs can be analyzed from a number of perspectives including … • Source – where the visitors came from e.ie • Social sharing rate – page views / number of times the page is shared (e. which pay per click ads had the highest bounce rates • New versus returning – what visitors already visited your website e. pay per click. which campaigns had the lowest customer acquisition costs • Ad – what advertisements were used to source visitors e.g.g.one.ie .g.g.g.one. Twitter. which organic and paid keywords result in the highest average order value • Campaign – what marketing campaign was used to attract visitors e.

ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie Test A/B testing and multivariate testing were the highest ranked method for improving conversion rates according to Econsultancy How Valuable Do You Find the Following Methods of Increasing Conversion? A/B Testing Multivariate Testing Customer Journey Analysis Usability Testing Segmentation Highly Valuable Cart Abandonment Analysis Online Surveys/ Customer Feedback Copy Optimisation Event-triggered behavioural email Expert usability reviews Competitor Benchmarking 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Quite Valuable Not Valuable Page 12 Learn how to escalate conversion rates at www.one.

test 2 headlines. Page 13 Learn how to escalate conversion rates at www.g.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. With multivariate testing you test several elements against each other simultaneously (e.one.ie A/B Testing Multivariate Testing Customer Journey Analysis Usability Testing Segmentation Cart Abandonment Analysis Online Surveys/ Customer Feedback Copy Optimization Event-triggered behavioral email Expert usability reviews Competitor Benchmarking Highly Valuable 52% 51% 49% 46% 42% 40% 36% 32% 31% 29% 22% Quite Valuable 45% 45% 47% 51% 52% 56% 55% 61% 63% 62% 66% Not Valuable 3% 4% 4% 3% 6% 4% 9% 7% 6% 9% 12% Source: The 2011 Econsultancy Conversion Rate Optimization Report Testing B2B lead generation forms increased conversion rates by an average of 40%.one. Ecommerce page tests increased conversion by 20-25% according to Hubspot A/B versus Multivariate Testing (MVT) A/B testing. also known as split testing is when you test one element against another (e.g.ie . 2 pages etc. test combinations of different headlines and call to actions).).

one.ie . Specifically for your website what do you test? 80% 60% 40% 20% 0% Call to action Page layout buttons Navigation Copy 2011 Checkout process Images 2010 Security fields 2010 2011 Promotions and offers Product selection process Call to action buttons Page layout Navigation Copy Promotions and offers Checkout process Images Product selection process Security fields 2010 68% 65% 61% 65% 50% 48% 42% 26% 9% 2011 72% 71% 65% 63% 49% 49% 43% 34% 13% Source: Redeye Econsultancy Conversion Rate Optimization Report 2011 Page 14 Learn how to escalate conversion rates at www.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie What to Test Be careful what you choose test otherwise you will waste time and money.

The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie Key Pages and Funnels Tested Home Page Other funnels Free download. solution or other offer page Shopping cart or subscription process Free account setup (no payment involved) Payment page Cagegory. about us or similar page Shipping information page 0% 10% 20% 30% 45% 44% 40% 37% 36% 35% 40% 50% 60% 55% 54% 54% 52% 50% 61% 60% 70% Source Marketing Sherpa Landing Page Optimization Benchmark Survey 2011 Page 15 Learn how to escalate conversion rates at www. webinar. listing or similar page Other pages Thank-you page Contact us.ie . or other items requiring a form RFP or other lead gen process Product.one.

or other items requiring a form submission Product. listing or similar page Thank-you page Contact us.ie . webinar.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Key Pages And Funnels Tested Home Page Free download.one. about us or similar page Shipping information page Other funnels Other pages 61% 55% 54% 54% 52% 50% 45% 44% 37% 36% 35% 60% 40% Source Marketing Sherpa Landing Page Optimization Benchmark Survey 2011 Page 16 Learn how to escalate conversion rates at www. solution or other offer page RFP or other lead gen process Shopping cart or subscription process Free account setup (no payment involved) Payment page Category.one.

90% 22.% of all visits Pages Per Visit % of Sites with Reviews Source: The MarketLive Performance Index.one.18 $2. also know as bounce rate Page 17 Learn how to escalate conversion rates at www.ie .31 6.04% 37.06% 8.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.57% 10.ie Benchmarks For Internet Retailers… Retail Industry Overall Conversion Rate Overall Cart Abandonment Rate Checkout Abandonment Rate Average Order Size Revenue Per Visit Visits to Carts “1-and-out” .% of all visits* Home page “1-and-out” . Q2 2012 2.31 43% “1-and-out” rate is the percentage of visits ending after just one page.one.52% $137.10% 67.

one.ie . when visitors found the trigger word on the landing page. According to research performed by usability guru Jared Spool. The scent of the key words kept them on the right path.” Bryan Eisenberg author of the bestselling book “Call to Action: Secret Formulas to Improve Online Results.ie Leave a scent People navigate the web by “scent. people seek information through the “scent” given off by their trigger words. lacking that scent. if the trigger word wasn’t on the page. they stopped searching that particular “trail”. says scent was first described by Xerox Parc to outline the parallels between humans information-gathering techniques on the web and animal’s food-gathering techniques in the wild. He says. Example A customer searches for “milo baughman chairs” on Google Page 18 Learn how to escalate conversion rates at www.one. they were successful at completing their task 72% of the time. they were only successful 6% of the time.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.

The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie .ie She clicks on the ad and goes to the landing page (a category listing page) on the website Page 19 Learn how to escalate conversion rates at www.one.one.

one.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie .ie She views a product Adds the product to the cart Page 20 Learn how to escalate conversion rates at www.

ie And places an order.one.one. showing her that she’s on the correct path. All along the way the keywords she searched for are displayed.ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Page 21 Learn how to escalate conversion rates at www.

The Conversion Optimization Report : How to Transform Browsers into Buyers

Anthony O’Connell
network one www.one.ie

Take Action
• Use keywords in headings and product descriptions (this will also increase results for search engine optimization and lower costs for pay per click advertising. • Use breadcrumbs • Use recently viewed items • Show clearly which products have been added to the shopping cart • Show clearly which products your customers are going to buy on the payment page. • Use trigger words to lay a scent from your advertisements all the way to the sale.

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Learn how to escalate conversion rates at www.one.ie

The Conversion Optimization Report : How to Transform Browsers into Buyers

Anthony O’Connell
network one www.one.ie

Call Your Visitors to Action
“If you don’t ask your visitors to do something, they probably are not going to do it. Call your visitors to action with meaningful and concise instructions by combining an imperative verb and an implied benefit”.

Key Findings
Calls to action were the highest reported type of test in the RedEye Econsultancy Conversion Rate Optimization Report 2011.

Verbs beat adverbs, adjectives, and nouns in terms of their potential to attract Twitter shares!
Adverb

Verb Noun Adjective Adverb

2.0% 0.2% -1.8% -2.8%

Ajective

Noun

Verb

-4.0%

-3.0%

-2.0%

-1.0%

0.0%

1.0%

2.0%

3.0%

Difference in shares from average

Source: Science of Social Media Research by Dan Zarrella

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Learn how to escalate conversion rates at www.one.ie

The Conversion Optimization Report : How to Transform Browsers into Buyers

Anthony O’Connell
network one www.one.ie

Buttons labeled submit have low conversion rates

Submit Without Submit
18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Submit Without Submit

14% 17%

Hubspot Science of Lead Generation 2010

“An effective call-to-action should provide you with an opportunity to go beyond the transactional act of ‘clicking’ on an offer, and create a relationship with a prospect. It’s just the beginning of someone’s journey with your brand”. (Hubspot)

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07% conversion rate (increase of 3.Free 10.000 clicks.000 visitors and nearly 30. The Original: Try Firefox 9.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Case Study Firefox conducted an A/B test for 2 different download buttons on over 300.73% conversion rate The Winner: Download Now .one.one.44%) Page 25 Learn how to escalate conversion rates at www.ie .

However.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one. increased their conversions by 34% with a red button instead of a green one. Case Study Carelogger.ie Case Study 37signals conducted multivarate tests for different call to actions on sign-up buttons on their home page.ie . but the phrase “See Plans and Pricing” resulted in a 200% increase in subscribers Jason Fried. They tried different permutations such as “Free Trial” and “Sign-up for Free Trial”. “See Plans and Pricing” encouraged them to explore. without the fear of commitment. founder of 37signals believes it’s because people are afraid if they click a link that says “Free Trial” then they’ll somehow automatically sign-up for something and be trapped. Page 26 Learn how to escalate conversion rates at www.

contrasting colors Use whitespace effectively Convey a sense of urgency Overcome perceived barriers.one. e.ie Take Action • • • • • • • Use verbs to stimulate action Use clear commands to tell your audience exactly what to do Tell your audience exactly what they will get if they complete the desired action Use powerful.g.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one. Page 27 Learn how to escalate conversion rates at www.ie . if your product is free tell them it is free.

ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Create Outstanding Headlines Headlines have a significant impact on conversion rate optimization. Key Findings Page elements most consistently having a very significant impact on landing page optimization 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Headline copy Content of images Body copy Form layout Headline copy 41% 40% 33% Content of images 42% 36% 43% Body copy 41% 41% 33% Form layout 44% 34% 38% Direct lead gen Content for lead Ecommerce Source Marketing Sherpa Landing Page Optimization Benchmark Survey 2011 Page 28 Learn how to escalate conversion rates at www.one.one. In most cases the headline will determine if the viewer will read your content or exit your page.

one. Dan Zarella.ie “The most engaging press release headlines are between 90 and 150 characters”. The original: Worst performer The winner: 30% higher conversion rate Page 29 Learn how to escalate conversion rates at www.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie . The Science of PR Case Study 37 Signals used Google Website Optimizer to randomly rotate five different headline and subhead combinations on the sign-up page.

The original: Worst performer The winner: 31% higher conversion rate Page 30 Learn how to escalate conversion rates at www.ie .ie Case Study Carelogger tested 2 different headlines.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.one. one which highlighted the benefits.

5% conversion rate Page 31 Learn how to escalate conversion rates at www.ie Focus on One Goal Multiple call to actions don’t just make it difficult to track the return on investment of your conversion optimization efforts but they confuse website visitors.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. If the next step to take isn’t clear a visitor is likely to exit your web page. a discount.one. The original: 12. Case Study Corkscrew Wine Merchants focused their headline and image on one item.ie .

one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie The winner: 31% conversion rate (increase of 148%) Page 32 Learn how to escalate conversion rates at www.ie .one.

one. “83 % of eBay shoppers skip listings without images.one. listings with galleries get 15% more activity and listings with super-size photos generate a 24 percent spike in sales” eBay.ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Page 33 Learn how to escalate conversion rates at www. Direct the gaze of pictures of people where you want them to look.ie Optimize Images Images play a vital role in the percentage of visitors who convert to customers.

one.ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie Page 34 Learn how to escalate conversion rates at www.

ie Page 35 Learn how to escalate conversion rates at www.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie .

one.one.ie Page 36 Learn how to escalate conversion rates at www.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie .

ie .one.ie Page 37 Learn how to escalate conversion rates at www.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.

one.ie .ie Create Urgency Urgency results in significantly higher conversion rates.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Case Study Canada Dream tested 2 different booking forms. The original: Worst performer Page 38 Learn how to escalate conversion rates at www.one.

ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie The winner: Increased conversion rates by 106% Page 39 Learn how to escalate conversion rates at www.one.

ie .one.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Why Are People Afraid of E-Commerce? September 2010 Page 40 Learn how to escalate conversion rates at www.ie Earn Trust If customers don’t trust you they won’t do business with you. Key Findings Top consumer e-commerce fears you need to address • • • • • • Fear of credit card information being stolen It’s not a real store You’ll sell my information I can’t tell what the product is really like Not being able to track orders Not being able to get help Source Richard Johnson.

one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Case Study The AA reminded customers that they could trust them and increased trust scores by 33%.ie .one. Page 41 Learn how to escalate conversion rates at www.

one. The original: 1.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Case Study Express Watches customers are more concerned that they are an authorized dealer than price.ie .one.8% conversion rate Page 42 Learn how to escalate conversion rates at www.

The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.ie .ie The Winner: 3.one.78% conversion rate (increased of 106%) Page 43 Learn how to escalate conversion rates at www.

one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.ie Case Study Candy Favorites added a McAfee secure seal to increase conversion by 7.one.ie .5% Page 44 Learn how to escalate conversion rates at www.

Add social proof. Add testimonials . Add secure payment logos near payment buttons. show which facebook friends have subscribed to your service. Add logos of media outlets that have written about your company. video.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. photos and links to websites.ie .one. Page 45 Learn how to escalate conversion rates at www.one.ie Take Action • • • • • • Make sure forms are encrypted by SSL.make testimonials believable using full names. for example. Add hacker proof logos.

1% and average order size by 5. Key Findings • Google Trusted Stores program. • 77% of online shoppers use reviews and ratings when purchasing (Jupiter Research) • 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. which rates retailers performance in customer service and shipping increases conversion rates by 3.8% said they would trust user reviews over a critic.ie . (MarketSherpa) Take Action • Add customer reviews on product pages • Get proactive in getting customers to provide reviews e. Group Product Manager.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.9% of respondents said they would trust a friend’s recommendation over a review by a critic. while 83. • Add Google Rich snippets to your reviews. (CompUSA and iPerceptions study) • 86.one.5% according to Tom Fallows.g. This will display stars in Google search results and ads. Page 46 Learn how to escalate conversion rates at www. send an automated email with a coupon for money off if they review the product. Google Shopping. It works as social proof that the product is either good or bad.ie Provide Customer Reviews Product reviews provide a very powerful trust signal as people trust what other people have to say.

2006. • In 2010 Forrester Research reported shopping cart abandonment rates of 55%. It’s imperative to keep momentum going and to make it fast and easy for your customers to buy your products while overcoming hesitations and answering all questions along the way.ie .75% of users abandon due to the process being too long. Key Findings • Only 64 percent of shopping carts filled on an e-commerce site will ultimately result in a purchase. according to JupiterResearch.5% of consumers identify high delivery charges as a reason to abandon an online basket.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. • Econsultancy found 36. • The main reason behind shopping cart abandonment is a bad customer experience followed by indecision according to Forrester Research. Page 47 Learn how to escalate conversion rates at www. • Additional charges is the most common reason for users abandoning an online purchase according to Econsultancy. 74. concerns about payment security (58.one.8%). • Two years later.ie Streamline The Checkout Process Enticing the customer to add your products to their shopping is just the first step in the checkout process. Fireclick and DigitalRiver found abandonment rates to be 72.31%.4%) and technical problems or slow loading pages (44%) according to Econsultancy
(July 2011).one. • The main reasons for abandoning the checkout process are hidden charges (70.

ie Top Reasons For Abandoning Shopping Carts 60% 50% 40% 30% 57% 48% 41% 19% 20% 10% 0% 18% 15% 12% Didn’t want to pay shipping charges Total cost more than anticipated Used shopping cart for research Didn’t want to wait for the product Purchased offline Checkout Process too complicated Other 57% 48% 41% 19% 18% 15% 12% ed ne ge rc uc ed at of fli ar ea od at ip ch es pr tic d ng an th se rr pi an rt or ha ip rc ca th tf ai Pu sh e ng pa y pi m o st op o an an co sh tw tw al se To t n' U id Page 48 D Source: Forester.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Oct 2005.ie . Rethinking The Significance Of Shopping Cart Abandonment C he id D ck n' ou d tP tt ro c tt es or w s to o co fo m e pl ic O th er h s t Learn how to escalate conversion rates at www.one.one.

one.ie .one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. The original: Multi-step checkout process Page 49 Learn how to escalate conversion rates at www.ie Case Study The official Vancouver 2010 Olympic store tested different checkout processes.

ie .The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.one.8% Page 50 Learn how to escalate conversion rates at www.ie The winner: One page checkout increased conversions by 21.

Take out the fax number as a required field.one. Let them know about shipping.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. payment types accepted.ie . • Answer all your customers questions. and return policies. in context. • Remind customers about what they’re buying • Provide a running total of all costs • Provide easy access to purchase terms.one. • Let the visitor know that you value their privacy and that you have a secure site. from the shopping cart Page 51 Learn how to escalate conversion rates at www. for example.ie Take Action • Eliminate unnecessary steps and only ask for information that is completely necessary in completing the transaction. . returns and guarantee and tax without having to interrupt the buying process.

• 14% of online purchases take longer than a week to complete (ScanAlert). Page 52 Learn how to escalate conversion rates at www.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. • 67% of online shoppers that have abandoned a cart check multiple channels for prices before purchasing (Forrester Research).one. • One third of shoppers use the Web for research before making the purchase in a store (Forrester Research).ie .one. and golf equipment which average two to three days (ScanAlert). Key Findings • 50 percent of Internet purchases are concluded more than an hour after the shopping cart was created (ScanAlert).from infant products (averaging just under nine hours) to luxury personal items. consumer electronics. • Average time-to-purchase varies depending on the product type .ie Keep Shopping Carts Alive Many customers don’t buy on the first visit to your website so keep your shopping carts alive until they return again.

ie .one.8m by introducing a saved items are and other changes identified from a competitor benchmarking project.one. Page 53 Learn how to escalate conversion rates at www.ie Case Study ASOS increased online retail sales by 58% to £324.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.

The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one.one. without customers having to register or login to see the cart when they return.ie . • Inform your customers that their shopping cart will be waiting for them when they return. Page 54 Learn how to escalate conversion rates at www.ie Take Action • Make your shopping cart persist.

Key Findings Almost 30% of Web transactions reach a point where shoppers want to speak to someone before they buy (ATG). It’s about keeping customers delighted from the moment they enter your site.ie . Click to Call users are three times as likely to sign up for Jenny Craig’s weight loss service as those who don’t use Click to Call. Case Study Jenny Craig used Click to Call to double conversion rates.one.one. Page 55 Learn how to escalate conversion rates at www.ie Provide Outstanding Customer Service Customer service on the web isn’t just about solving problems or providing after sales support.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.

The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.com added a phone number that rang straight through to voice mail and increased conversions by 1.ie Case Study Lessaccounting.ie .one.8% Page 56 Learn how to escalate conversion rates at www.one.

instead provide answers in the context where an answer is needed.ie Take action • • • • • Display your phone number prominently on your website.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. • Reassure your customers that you are available and ready provide support. Don’t interrupt the buying process by making customers search for answers.one. Make it easy for customers to email you without having to fill in long contact forms.ie . Page 57 Learn how to escalate conversion rates at www. and answer them before your customers think of them. keeping the customer on the right page. • Anticipate questions and concerns. Provide a live chat option. Insert a form where customers can ask questions. • Pop-up windows can be used to uninterrupt the buying process.

• The subject-line keywords that have the highest open rates. • 37 percent of consumers use coupons most of the time (Compete.ie . • One in five online shoppers used a coupon code on their most recent purchase and almost 60 percent said that they wouldn’t have made their most recent online purchase without a coupon code (Compete.one. Provide free gifts.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.com).3%) (Epsilon) Take Action • • • • • • Provide coupons. Provide free shipping. Provide special reward points programs.com). Page 58 Learn how to escalate conversion rates at www. • Three in four consumers say free shipping would encourage them to purchase more products online (Kantar Media). include “coupon” (16. Key Findings • All the top 10 retailers have promotions and special offers on their front page. Provide buy 1 get 1 free promotions.ie Provide Promotions Everyone loves a deal.one. Increase conversion rates by creating a sense of urgency with limited time or limited quantity offers.

ie .one. Key Findings Response rates for remarketing programs 140% 120% 100% 80% 60% 40% 20% 0% Average Open Rate Average Click Thru Rate Average Conversion Rate Retail abandoned basket 17% Travel and leisure post-holiday trigger 23% Insurance saved quote not buy 22% Average Conversion Rate Average Click Thru Average Rate Open Rate 28% 23% 29% 62% 75% 55% Retail abondoned basket Travel and leisure postholiday trigger Insurance saved quote not buy Source: RedEye Page 59 Learn how to escalate conversion rates at www.ie Remarket Remarketing enables business to capture lost sales using advertising or email.one.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.

on average 50% more than those served with non-retargeted banner ads (SEOmoz). this falls to 6% after the first day and to 3% after a week (SeeWhy). • Average conversion rates for recovery emails that are sent immediately after abandonment are 11 percent. • Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers (SEOmoz).one. Yankee Candle compiled a list of 41. increase conversion rates by 600% and cut cost-per-conversion in half. Yankee Candle then showed both text and image ads with discount offers to these previous visitors across sites in the Google Display Network to encourage over 10% of their customers to return and complete their purchases. Case Study Yankee Candle used Remarketing on the Google Display Network to re-engage shoppers.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www.one. Using Google’s tracking codes to tag visitors.ie . Page 60 Learn how to escalate conversion rates at www. but who had not completed their purchases.ie • 54 percent of all carts successfully recovered are regained within the first few hours after abandonment (SeeWhy). • Retargeted consumers spend.000 visitors who had placed items in their shopping carts in the last 60 days.

ie Case Study JetBlue Airways used remarketing to send emails to visitors of it’s website who dropped off while booking a flight. Page 61 Learn how to escalate conversion rates at www.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. to join or login to its loyalty program.ie .. There were two goals 1. They’re pretty simple. “If you look at the content of the email. 200% increase in conversion rates (sales).one..one. we’re not really pushing anything. Email Marketing Manager at JetBlue.640% increase in revenue per email (when compared to JetBlues standard email promotions). Compared to their standard email campaigns.” says Danielle Compitello. 1. JetBlue’s retargeting emails campaigns achieved. to finish booking the flight and 2. 170% increase in click-through rates. • • • • 150% increase in open rates. The company identified 4 places where customers could abandon their flight booking session and sent customized emails one day after the process was abandoned. It’s a gentle reminder to return to JetBlue.

ie .one.one. send the first email within the first few hours after they abandoned their cart. Page 62 Learn how to escalate conversion rates at www.ie Take Action • • • • • • • • • • Add tracking code to your website to tag and segment visitors for remarketing campaigns Setup an automated email system to send emails to visitors who abandon carts Act quickly.The Conversion Optimization Report : How to Transform Browsers into Buyers Anthony O’Connell network one www. Brand advertisements with your website colors to stimulate brand recognition Retarget people on special occasions Retarget showing daily deals Retarget showing new products Retarget to thank customers Remember people get annoyed if they are told the same thing over and over. Use advertising to retarget visitors who abandoned carts. Use frequency capping to prevent over exposure and a sequence of ads to engage your audience in meaningful conversations.