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Conversion optimization takes traffic and conversions to the next level. Great web design is irreplaceable, but it is a bird shot approach. Conversion optimization speaks directly to each segment of visitors differently based on demographics.

Examples of Optimization…

Most merchants I know have spent the majority of their marketing dollars driving traffic to their websites. They usually target first time visitors where improving conversion rates will make a huge impact on returns.

Let’s look at two geographic segments: Canadian shoppers and New York shoppers. A Canadian searching the web for a particular product finds a site, looks at the about us page, sees it is an American site and then looks for a site that has a .ca URL. Shipping rates, duties and customs can be tricky with international orders; therefore they would rather stay within the country even when shopping online.

Their conversion rate is dramatically lower than that of domestic shoppers. A strong conversion optimization campaign can fix this.

A maple leaf banner on your site saying “Canadian shoppers get flat rate shipping…click here” will catch their attention. On the landing page, explain that they will have to pay duties. Informed shoppers won’t call your customer service department complaining about surprise duties.

New York shoppers pay sales tax if the website’s warehouse is located in New York, but if it is not, they don’t. Announce: “New York shoppers pay NO sales tax.”

Other Areas to Apply
Optimization Strategy

• Lost Shoppers – A shopper comes from a Google ad, lands on an item page and uses the search box. After viewing another product, they return to the search. Now is a great time to say “Can’t find what you are looking for, have us help you – 1-800-555-5555”

• Average time per visit – Analytics say that when customers are on the website for more than X minutes, conversion rates plummet. Have a banner that directs them to a clearance page or a product finder.

• Keyword searches – If someone comes in searching for a product line with a specific keyword and then moves to a completely different line of products, they are probably not finding what they want. Ask them “Still looking for _________, click here to view our entire _________ selection.” On the page you drive them to, use the same strategy mentioned in the lost shopper campaign.

Imagine customers in a brick-and-mortar store. What would you say to someone endlessly walking up and down each aisle of your store? What if they stopped 5 feet short of checkout?

You must interact. It’s why brick-and-mortar stores convert visitors at vastly higher rates than online stores.

The Clutter Problem

Filling every page on your website with banners leads to clutter, loss of consumer focus and lower conversion rates.
The solution is to show the consumer
only relevant messages. Show the Canadian shopper the Canadian
banner; show the New York shopper
the New York banner.

You need technology to do this, the knowledge to dig through the analytics, the resources to design the creative and the time to implement and optimize.

Conversion Optimization
from Solid Cactus

We created our own optimization program because we know the value and because many merchants don’t have the time or resources to implement a strategy.

It works like this:

1. We research your traffic, segments, and conversion rates to identify groups with poor conversions

2. We pick a few pieces of real estate on your site to deliver relevant messages to these segments

3. We use technology to identify visitors within those segments the second they land on the website and deliver a message we’ve tailored specifically for them through an attractive banner

4. We review the results, optimize
the campaigns and then target
new segments

By Sean Gove
seang@ebizinsider.com

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