Conversion Rate Optimisation Guide for eCommerce Directors and Marketing Leaders

(upbeat music) – In this video, you would learn Conversion Rate Optimization guide for eCommerce directors as well as marketing leaders So if you have a team of marketers or a team under you that is responsible for marketing, and you’re looking to increase sales on your website, then this video is for you At the end of this video, you would learn what is conversion rate optimization to help you understand what exactly it means And then you’re going to learn about the conversion rate optimization formula Yes, there is a formula for conversion rate optimization and then I’m going to walk you through conversion rate optimization processes This is based on practical, real life experience of conversion optimization that I’ve run with companies And at the end of this video, you would learn actionable tips that you can take back to your team and your organisation, and you can start implementing on your websites If you’re new to this channel and if this is the first time you’re seeing this type of video that I’ve created, please subscribe to this channel and you will be getting more updated content in future Let’s get started What is conversion rate optimization? When people land on your websites, they come through SEO, PPC, social media and different channels, even television Most websites are not configured in the way that would ensure that when people would land on the website, that they get to the final thank you page So basically, conversion rate optimization is the process that ensures that all the traffic that you’re getting from expensive PPC campaigns, social media campaigns television ad, and when people land on your website the process by which you ensure that they get to that final thank you page where they then convert and give money to your organisation, that process is what conversion rate optimization is about So conversion rate optimization is complimentary to web analytics Web analytics is going to tell you what is happening on your website It’s not going to tell you why those things are happening It’s not going to tell you why people behave in certain ways on your website The ability to know why people behave in the way they behave, and the ability to make sure you nudge and trigger people’s behaviour towards what you want them to do, that is conversion rate optimization Getting people to buy and removing all the hesitation, all the friction points, all the drop off points from your website and getting them to convert That for eCommerce is one thing Conversion rates optimization for B2B website is also different It’s more of a process of encouraging people to download the whitepaper, register for a webinar, and this activities that will lead them into talking to your sales rep, that is what conversion rate optimization is about And then conversion rate optimization for eCommerce website that have a physical presence, a brick-and-mortar store is also different as well because, sometimes your conversion is not necessarily for people to buy on your website You create content on your website that encourages people to go in store What I’m saying here is that eCommerce should not focus on converting on the website but more conversion happens when you’re able to nudge people to the actual store They buy more because they have more products and services and then there’s less competition for their attention What I mean here is when people are shopping online they won’t click away from your website, but when they come into your physical store when they’re able to, you’re able to upsell, cross sell and really get more engagement and more purchase from them So all these activities combined together that is what conversion rate optimization is about And it’s a sad thing that a lot of marketing budget is wasted because organisations don’t pay attention to conversion rate optimization We spend a lot of money on SEO, PPC, but if you look into some marketing teams, and you look for a conversion rate optimization expert, is often missing, because people just focus on top of the funnel acquisition and then expect people to convert on your website if you don’t pay attention to it We’ve seen organisations that have spent multimillion dollars and pounds on website redesign project without a single person responsible for conversion rate optimization It’s often ignored because we’re blindsided by the importance of conversion rate optimization Conversion rate optimization is also the process of reviewing your website to understand where people are dropping off from When you go into a website,

you see why people come into the websites and you see particular pages that are called exit pages that make people drop off from their purchase intent on your website So conversion rate optimization focuses on identifying those problem spots on your website and making sure that they are fixed And the only way to fix this problem spots in some instances is to run A/B testing A/B testing is a way that you can create two variation of a landing page to see which one performs better And then making sure that the one that performs better is the final page that people see This is what conversion rate optimization is about So what exactly causes low conversion on a website? In some websites, the navigation is a problem, so when people get to your website they’re confused, they just walk around, run around and they confuse and they leave Another problem is your call to action When you don’t tell people what you want them to do on your website and you assume they know what to do, it doesn’t really work that way When they’re confused and they’re not sure what you want them to do, what actions you want them to perform, they leave Another problem with most website is the content You have a lot of websites, maybe it’s heavily texts focus, the videos are not engaging, the images are stock photos All this combined together when you don’t have a systematic approach or a systematic plan to what you want people to do on your website, then you have a problem This problem is very popular because if you look at most website redesign they’re designed by people that don’t understand conversion, that don’t understand the psychology of online sale There’s art to how people engage with website content if you want them to do what you want them to do So these are the problems that causes low conversion on a website And if you’re looking to improve that low conversion and increase your conversion, then you have to look at implementing conversion rate optimization process which I’m going to talk about next The conversion rate optimization formula The number one thing you want to achieve on your website is conversion And for you to achieve conversion first you need to pinpoint people’s motivation People are motivated to buy If they don’t have motivation to buy, no matter what you do, no matter your design, no matter your content, they will not buy So once you’re able to nail down your product motivation and your website motivation, and then you’re able to communicate that motivation, that is one of the most important things in the conversion rate optimization formula The next thing you need to think about is friction You need to look at okay, when you approach a conversion rate optimization, you need to start thinking about what are the friction that stops people from buying from your website or from your organisation Then another thing you also need to look at is anxiety These are things that make people anxious Anxiety doesn’t necessarily mean before they purchase People can purchase from you and then have like buyer’s remorse, that anxiety will make them return the order So it’s one thing to encourage people to convert but if you’ve not dealt with the anxiety that they have, before and after the purchase, their experience might not be a good one and they might not come back to your website Another thing you need to consider when you’re looking at conversion rate optimization is incentive People are giving you money to buy something on your website, they’re expecting something in return They will get something in return but it’s how you communicate what they’re going to get in return for exchanging their money, their hard-earned cash for your product or services How you explain and highlight that on your website will impact on your conversion All these things I’ve talked about then boils down to value proposition Value proposition is different to unique selling proposition Value proposition is being able to communicate to people the value from a cost and benefit perspective that they will get from purchasing your product or service The main conversion happens in people’s mind Once someone in their mind have decided to buy something from you, then whatever happens on your website can either boost or speed up that process or cause them friction So conversion starts in the mind of your customer And one thing you need to understand when you’re looking at conversion rate optimization is customers want engagement They don’t like to be marketed to like marketing is just an outdated or everywhere people look is adverts Everything is just advertising But customers enjoy companies that communicate with them

So if you’re looking to increase your conversions, it’s better for you to look at your customer as people not just numbers, not just something to be manipulated Conversion Rates Optimization Process You start with analytics insights You look at the analytics of your website and you identify problem pages and then you continue by doing usability and UX insights This will help you understand the why, why people are not converting on your landing pages Then after you’ve combined the analytics insight and usability testing insight you then go further to design landing pages By designing those landing pages you then proceed to conduct A/B testing on the landing pages that you’ve designed And then you evaluate the testing results after you’ve conducted A/B testing on those two variable pages And then after you finish the conversion rate optimization from an A/B testing perspective, then you implement that winning result pages That inevitably will then increase your conversion on your website That doesn’t mean you stop there You continue the process of understanding how customer behaviour change and how you can represent and motivate people when they land on your website to that final conversion you want to achieve with them Conversion Rate Optimization Best Practise The number one thing you want to make sure is that you’re attracting qualified traffic If you have a website and you’re attracting people that are not your target audience to your website, there’s no way that you’re going to get conversion There is no way that sales is going to increase on your website because you’re basically sending the wrong people to your website Even if you optimise your website for the right traffic in terms of the right target audience, if they send the wrong audience to that website, it’s not going to convert So I want you to go to your website, talk to your PPC agency or your PPC person or your social media person, have a good conversation and understanding that their sending the right kind of traffic to your website If there’s for example, targeting broad term keywords, broad term that are people that are not really in that conversion mode, people that are not ready to buy, they might be your customers but maybe they’re just still researching If you send that kind of a traffic to a landing page and you’re expecting conversion to be high, then you’re wrong Because although they’re your customers but they’re not really ready to buy because of the type of keywords that you’re using to send people to that page there in their research phase So what I want you to do is make sure you map out the pages that you send people to So if you’re looking to send people to pages that you don’t expect them to convert, you just want to create awareness about your product and services, then you want to use a cheaper channel maybe like social media or very inexpensive channel to push traffic, like SEO to push traffic, to get awareness about your product Then when you get to the conversion stage, you want to make sure that the keyword that is sending traffic is the qualified type of traffic So when they land on those pages, they’re ready to buy And all the pages are kind of structured in a way to nudge them towards that final conversion Add video content to your website So if you’re looking to increase conversion on your landing page, whatever page it is, I recommend adding video content Because video content is known to increase conversion, is known to increase engagement and it will also help communicate your products and services better than text content So if there’s anything you want to learn about conversion rates optimization is to make sure that you have some form of video content on those landing pages or even external to those landing pages That when people then land on those pages, that video content has done a lot of work to communicate your value proposition, to remove those friction points and then it will increase your potential of conversion Focus on macro conversion A lot of conversion rate optimization out there would focus on click-through rate from one page to the other It is a baby step in conversion rates optimization If you’re looking like, Oh, we increased conversion because 600% of people move from this place to this place But if that conversion doesn’t really add money into the bank, then it’s a micro conversion When you’re thinking about conversion rate optimization, you want to focus your energy on the entire checkout funnel

So when people say conversion rate optimization don’t settle for that approach where it’s just conversion from one page to the other and everybody’s screaming, “Yeey, we won.” No, it’s conversion to that final sale thank you page, confirmation page, money in the account That is what conversion rate optimization is about It’s not about fancy data and metrics that doesn’t really put money in the bank So one thing I want you to look at is look at if you’re already doing conversion rate optimization look at what that approach is Is it leading to money in the bank or is it just a fancy green arrow pointing up that is not really adding value to the bottom line? Create bespoke landing pages So one of the things that I would recommend is to have dedicated landing page for expensive PPC campaigns So if you’re sending expensive traffic to your landing pages, you want to make sure that that page is tailored exclusively for page search And then you can use your SEO landing pages for research stage, people that are just want to be aware of your product and services, and they’re not really ready to buy People will not land on your website and convert the same way They will come naturally through SEO to get that awareness, through videos on Google search result pages You want to make sure that to get the best value, your PPC page have dedicated landing page to get the best results So that will be different to your SEO page That’s my recommendation of what would be clients in the past that have dedicated landing pages for PPC, and they have dedicated landing pages for SEO So if you’re looking to really improve website conversion, you want to start thinking about creating bespoke dedicated pages for your important traffic, your qualified traffic So if you are new to this, conversion rate optimization is not something you just do once and forget, it’s an ongoing process The same way you spend money on acquisition ongoing, the same way organisations need to kind of work on improving the conversion of their website Another best practise that I want to highlight is you want to make sure that you’ve optimised your page header and sub-header Because that’s one of the key things that people are going to see when they land on your landing page You want to review all your landing pages Make sure that the title in your PPC campaign or other expensive acquisition channel Make sure that the title and the text matches your page header and sub-header So to make sure that customers that click on that from PPC or wherever they click come, when they land on the page, there’s that seamless, continuous transition Their thought process is continuous There is no shock that they clicked on something the Google Ads say something and then the landing page say something different and they be confused So you want to maintain that chain of thought in your customers So make sure you have a very very optimise landing page header and sub-header You also want to make sure that you optimise your call to action on your pages, and you want to optimise the navigation A bad navigation will cause problems for people that are navigating your website towards your conversion goal because they will be confused If your website is clunky, it’s just like driving around town and your sat-nav is not working You’re just going to go round in circles You’re not going to get to your destination quickly But if you have a very good navigation on your website and a very good call to action, people will know that okay, this is what this page wants me to do and this is how I get from this page to that page That would make sure that they have a smooth journey from when they arrive to your website to that final conversion and that thank you page And you can also optimise your thank you page to make sure that they come back again So the navigation should be structured in a way to make sure people don’t have to think The whole thing is don’t make me think, that’s where the customer is coming from Make sure your navigation doesn’t make your customer think Make it easy for them You also want to optimise your pricing Say for example, you’re offering discounts and you’re running a promo You want to make sure that, that is visible on your landing pages Sometimes we have this perception that people are not bothered by price, it is wrong If you have a competitive advantage over your competitor from a pricing perspective, you want to make sure that that is really, really visible on your landing page Make sure you’re accentuated and say, “Okay, we are X cheaper than the other people.” So customers would know that, okay, if they buy from you, they’re getting a discount or if not a discount but they’re getting value and they’re saving money So the whole essence is saving money for the customer So they know that they get more value from buying from you than buying from your competitor So make sure you review your pricing and make sure that if there’s any way that you can be more competitive from a pricing perspective,

you kind of highlight that in your landing page And even if you’re looking to future discounts or promos that you’re going to run, you want to include that in your landing pages so they know that okay, at so so and so time, we’re going to be running a promo So you’re encouraging them to come back And another way for you to encourage them to come back is to set up email alert So they put it in their email into your website and when those discounts come live, you can then email them and nudge them back So now you’re not spending money to acquire them anymore because you’ve collected their email address And then by the time the discount happens, you can then bring them back to your website So look at that and make sure you implement it That would definitely increase your conversion on your websites Add trust symbol and social proof People only buy from people they trust People love Amazon because they trust Amazon If you buy something from Amazon and you don’t like it, irrespective of the amount, you guarantee that if you call their customer service and you want to return the product because you don’t like it or because you ordered it by accident, Amazon has that credibility that they would take back the product and you even get free shipping to return the product That is trust That is social proof So if you’re looking to improve and increase conversion on your website to get that big sale figure that you’re looking for on your website, you want to make sure that people can trust you Whatever you can do on your website to increase trust Trust can come in terms of payment People want to be sure that when they put their credit card details on your website that their credit card is safe That your organisation is secure, that their details won’t be sold or their privacy won’t be infringed in any way, shape or form So make sure you have symbols and things on your website that would encourage and highlight that your organisation can be trusted So that kind of removes that friction Lack of trust is a friction People won’t buy from you If you go to a funny website and you don’t trust the website, you’re definitely not going to put your credit card details in that website because you’re not sure about what you’re going to get So trust is very, very important if you’re looking to increase websites sale It sounds fluffy, but trust me, trust is important My name is Femi Olajiga, I’m a Digital Marketing Strategist with over 13 years experience in digital If you’re new to this channel, please click on the subscribe button so you can subscribe and get updates of videos as I’ll be publishing it Also remember to click on the bell notification