SlideShare ist ein Scribd-Unternehmen logo
1 von 22
Improve Online Conversion Rate – Do more with
your Website
Ravish Kamath | Director Engineering
February 28th 2012




                     © 2012 Regalix Inc. Confidential, All Rights Reserved
About Ravish

 Director Engineering, responsible for customer success and driving product
  strategy at Regalix

 7+ years of experience with leading Web 2.0 and Community Development
  projects for Fortune 500 customers

 Evangelized and launched complianceonline.com (Winner of Forrester
  Groundswell Award in 2009)
     Largest expert community of professionals
     4M+ users, 60K SKUs, 5M+ search index, 400 trainings a month
     White Labeled by NASDAQ in 2007




                  © 2012 Regalix Inc. Confidential, All Rights Reserved        2
Couple of Haiku’s

“Human Nature has a tendency to admire complexity but reward simplicity”
- Ben Huh, CEO, Cheezburger Network


“The interesting thing about averages is that they hide the truth very effectively”
- Avinash Kaushik, Google




                     © 2012 Regalix Inc. Confidential, All Rights Reserved            3
Before we dive in…

 A checklist
   You have a website
   Users can buy / register for a service on your website
   (Optionally) users have a mobile app through which they can interact with your brand
   You have some amount of marketing towards this website (could be SEM / PPC, Banner Ads, Affiliate
   Networks, Shopping Engines or similar)




                        © 2012 Regalix Inc. Confidential, All Rights Reserved                           4
Problems you may have grappled with….

 What metrics do I focus on ?


 Conversion Rate is dismal (maybe)


 How do I better serve my online customers ?


 How do I measure Loyalty ?


 How do I measure lifetime value of a customer ?




                      © 2012 Regalix Inc. Confidential, All Rights Reserved   5
In this webinar, we focus on one thing




                                Conversion Rate !




            © 2012 Regalix Inc. Confidential, All Rights Reserved   6
Lets first focus on what affects conversion rate ?

 User Interface / Site Navigation / Flow


 Support / Help


 Marketing Mix / Attribution Model


 & some more which we wont cover today (Content, Speed, Customer Experience etc.)




                       © 2012 Regalix Inc. Confidential, All Rights Reserved         7
User Interface

 Every Customer Touch point is an User Interface


 Website, Mobile App, Call Center, Social Pages


 Give Users a chance to discover “Who you are”, “What you sell / do”, “Why they should trust you”
 and “Get out of their way quickly” & “Be there for them”


 If they have to learn how to navigate your site, you lose them


 If they can’t get what they are looking for, you lose them


 If they have to wait 5 minutes to talk to your custom rep, you lose them


 If they read about bad customer experiences on social pages, you lose them




                       © 2012 Regalix Inc. Confidential, All Rights Reserved                         8
User Interface – Pages & Responsibilities



          SEARCH


        CATEGORY                              SUPPORT                                          REVIEW


           HOME                              PRODUCT                         CHECKOUT     ORDER STATUS

     • Discovery                        • Compare                          • Trust      • Trust
     • Support                          • Get Help                         • Support    • Support
     • Search                           • Share                            • Purchase   • Evangelize
     • Trust                            • Decide                                        • Share
                                        • Research
                                        • Purchase




                   © 2012 Regalix Inc. Confidential, All Rights Reserved                                 9
User Interface > Some Metrics

 Page Bounce & Exit Rates


 Heat Map (i.e. what is working on a page & what is not)


 % of visitors who are visiting the Product Page


 % of visitors who reach Checkout


 Path Analysis (Path Length etc.)


 Checkout Flow (% of people who reach each step)


 Use A/B, Multivariate tests to design better UI




                       © 2012 Regalix Inc. Confidential, All Rights Reserved   10
User Interface – Examples - Home




           © 2012 Regalix Inc. Confidential, All Rights Reserved   11
User Interface – Examples - Category




           © 2012 Regalix Inc. Confidential, All Rights Reserved   12
User Interface – Examples - Search




           © 2012 Regalix Inc. Confidential, All Rights Reserved   13
User Interface – Examples - Checkout




           © 2012 Regalix Inc. Confidential, All Rights Reserved   14
Support / Help

 Users will always have questions when they are shopping, SO…


 Where should users go when they have questions ?


 Mail them to you


 Call you on a 1800 number


 Visit your FAQ section


 Live chat with your representatives


 In many industries inbound calls have shown 20% conversion rate (function of product complexity:
  for example:- product fitment, software licensing options and similar)




                      © 2012 Regalix Inc. Confidential, All Rights Reserved                          15
Support / Help

 Consider Solutions that allow you to better
  integrate your complete customer processes via
  models:
  Pro-active
  Assisted
  Self service


 Pro-active – Offers based on user browsing
  behavior


 Assisted – Call / Chat with a representative


 Self service – Browse through an ever growing
  knowledgebase of Q & A




                       © 2012 Regalix Inc. Confidential, All Rights Reserved   16
Marketing Mix / Attribution Model




         Who gets it ? How much ?
            © 2012 Regalix Inc. Confidential, All Rights Reserved   17
Consumer Touch point and Need Cycle




     More spread out, More reasons
            than you think !
          © 2012 Regalix Inc. Confidential, All Rights Reserved   18
Marketing Mix / Attribution Model - Remember

Users may have entered your site through channel X, but converted on channel Y

Users are trying to find out more about you on different touch points (Web, Social,
 Mobile, Store, Call Centers etc.)

Every Channel has a role (Entry, Assisting, Converting)

Attribution is important (Terminating an assisting channel can impact your overall
 conversion rate !)


Assign weight-age to each (Not a fixed formula, but a decent one)
    Entry – 25%
    Assisting – 35%
    Converting – 40%




                       © 2012 Regalix Inc. Confidential, All Rights Reserved           19
Marketing Mix / Attribution Model -3

 Use Multi-channel Funnel Analytics
  (Google Analytics) to determine your mix
 More often than not, your mix will have:
   Paid Advertising
   Organic Search
   Affiliate
   Direct
   Email
   Referral


What Next ?
  Focus on assisting channels as well
  Plan Spend / Effort accordingly




                       © 2012 Regalix Inc. Confidential, All Rights Reserved   20
In Summary

Conversion Rate is dependent on:

 Good User Experience (UI) (Measure using Google Analytics or similar, Test them using tools like Google
  Website Optimizer / Visual Website Optimzer)


 Support – Provider your visitors the required mechanisms by which they can reach you


 Marketing Mix – Give channels that participate in conversion their due




                       © 2012 Regalix Inc. Confidential, All Rights Reserved                                21
Get in Touch

 Forefront of Innovation                                                       visit: www.regalix.com
  Digital Marketing Services
  Technology Enabled Services                                                  For a free evaluation of your website /
  Regalix Labs                                                                  ecommerce portal, please get in touch with
                                                                                 Ritu Josan, rjosan@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong
  Advisory Board, 175+ Team                                                     If you have any questions about this webinar
                                                                                 please feel free to get in touch with the
                                                                                 speaker Ravish Kamath, rkamath@regalix-
 Fortune 500 and Venture Backed Customers                                       inc.com
  (B2B and B2C)


 Global Operations: HQ in Silicon Valley, 4
  Offices


 Industry Recognition




                       © 2012 Regalix Inc. Confidential, All Rights Reserved                                                    22

Weitere ähnliche Inhalte

Andere mochten auch

Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GA
Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GADara Fitzgerald - #MeasureFest Oct13 - Attribution with GA
Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GAdarafitzgerald
 
Applied Analytics: Insights and Actions from 13 Google Analytics Reports
Applied Analytics: Insights and Actions from 13 Google Analytics ReportsApplied Analytics: Insights and Actions from 13 Google Analytics Reports
Applied Analytics: Insights and Actions from 13 Google Analytics ReportsOrbit Media Studios
 
Contribution Modelling using Conversion Path Coverage
Contribution Modelling using Conversion Path CoverageContribution Modelling using Conversion Path Coverage
Contribution Modelling using Conversion Path CoverageCarmen Mardiros
 
Applied Analytics: Turning Google Analytic Insights into Actions
Applied Analytics: Turning Google Analytic Insights into ActionsApplied Analytics: Turning Google Analytic Insights into Actions
Applied Analytics: Turning Google Analytic Insights into ActionsDigital Megaphone
 
Conversion rate optimization using big data and data science
Conversion rate optimization using big data and data scienceConversion rate optimization using big data and data science
Conversion rate optimization using big data and data scienceDavid Stephenson, Ph.D.
 
Google analytics conversion report - mahesh gangurde
Google analytics conversion report - mahesh gangurdeGoogle analytics conversion report - mahesh gangurde
Google analytics conversion report - mahesh gangurdeMahesh Gangurde
 
How To Define A Conversion Path
How To Define A Conversion PathHow To Define A Conversion Path
How To Define A Conversion PathHubSpot
 

Andere mochten auch (7)

Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GA
Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GADara Fitzgerald - #MeasureFest Oct13 - Attribution with GA
Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GA
 
Applied Analytics: Insights and Actions from 13 Google Analytics Reports
Applied Analytics: Insights and Actions from 13 Google Analytics ReportsApplied Analytics: Insights and Actions from 13 Google Analytics Reports
Applied Analytics: Insights and Actions from 13 Google Analytics Reports
 
Contribution Modelling using Conversion Path Coverage
Contribution Modelling using Conversion Path CoverageContribution Modelling using Conversion Path Coverage
Contribution Modelling using Conversion Path Coverage
 
Applied Analytics: Turning Google Analytic Insights into Actions
Applied Analytics: Turning Google Analytic Insights into ActionsApplied Analytics: Turning Google Analytic Insights into Actions
Applied Analytics: Turning Google Analytic Insights into Actions
 
Conversion rate optimization using big data and data science
Conversion rate optimization using big data and data scienceConversion rate optimization using big data and data science
Conversion rate optimization using big data and data science
 
Google analytics conversion report - mahesh gangurde
Google analytics conversion report - mahesh gangurdeGoogle analytics conversion report - mahesh gangurde
Google analytics conversion report - mahesh gangurde
 
How To Define A Conversion Path
How To Define A Conversion PathHow To Define A Conversion Path
How To Define A Conversion Path
 

Mehr von Regalix

State of B2B Search Marketing 2015
State of B2B Search Marketing 2015State of B2B Search Marketing 2015
State of B2B Search Marketing 2015Regalix
 
State of B2B Social Media Marketing 2015
State of B2B Social Media Marketing 2015State of B2B Social Media Marketing 2015
State of B2B Social Media Marketing 2015Regalix
 
State of B2B mobile marketing 2015 slideshare
State of B2B mobile marketing 2015   slideshareState of B2B mobile marketing 2015   slideshare
State of B2B mobile marketing 2015 slideshareRegalix
 
State of B2B marketing automation 2015
State of B2B marketing automation 2015 State of B2B marketing automation 2015
State of B2B marketing automation 2015 Regalix
 
Measure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessMeasure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessRegalix
 
Remodel Your Marketing With Analytics And Dashboards
Remodel Your Marketing With Analytics And DashboardsRemodel Your Marketing With Analytics And Dashboards
Remodel Your Marketing With Analytics And DashboardsRegalix
 
State Of B2B Marketing Metrics And Analytics 2015
State Of B2B Marketing Metrics And Analytics 2015State Of B2B Marketing Metrics And Analytics 2015
State Of B2B Marketing Metrics And Analytics 2015Regalix
 
SEO Mastery in 2015
SEO Mastery in 2015SEO Mastery in 2015
SEO Mastery in 2015Regalix
 
State of B2B Content Marketing 2015
State of B2B Content Marketing 2015State of B2B Content Marketing 2015
State of B2B Content Marketing 2015Regalix
 
Content Marketing 2015: Welcome To The 7th Era of Marketing
Content Marketing 2015: Welcome To The 7th Era of MarketingContent Marketing 2015: Welcome To The 7th Era of Marketing
Content Marketing 2015: Welcome To The 7th Era of MarketingRegalix
 
Video Marketing and Advertising : Tactics, Measurements, & Trends
Video Marketing and Advertising : Tactics, Measurements, & Trends  Video Marketing and Advertising : Tactics, Measurements, & Trends
Video Marketing and Advertising : Tactics, Measurements, & Trends Regalix
 
The State of Product Marketing
The State of Product Marketing The State of Product Marketing
The State of Product Marketing Regalix
 
The State of Marketing Automation
The State of Marketing AutomationThe State of Marketing Automation
The State of Marketing AutomationRegalix
 
The State of Search Marketing
The State of Search Marketing The State of Search Marketing
The State of Search Marketing Regalix
 
The State of B2B Event Marketing
The State of B2B Event MarketingThe State of B2B Event Marketing
The State of B2B Event MarketingRegalix
 
State of B2B Customer Experience 2014
State of B2B Customer Experience 2014 State of B2B Customer Experience 2014
State of B2B Customer Experience 2014 Regalix
 
B2B Social Media Marketing Trends 2013
B2B Social Media Marketing Trends 2013B2B Social Media Marketing Trends 2013
B2B Social Media Marketing Trends 2013Regalix
 
Pre Sale Content Marketing Trends 2013
Pre Sale Content Marketing Trends 2013Pre Sale Content Marketing Trends 2013
Pre Sale Content Marketing Trends 2013Regalix
 
Post-Sales Content Marketing Trends 2013
Post-Sales Content Marketing Trends 2013Post-Sales Content Marketing Trends 2013
Post-Sales Content Marketing Trends 2013Regalix
 
Mobile Marketing Trends 2013
Mobile Marketing Trends 2013Mobile Marketing Trends 2013
Mobile Marketing Trends 2013Regalix
 

Mehr von Regalix (20)

State of B2B Search Marketing 2015
State of B2B Search Marketing 2015State of B2B Search Marketing 2015
State of B2B Search Marketing 2015
 
State of B2B Social Media Marketing 2015
State of B2B Social Media Marketing 2015State of B2B Social Media Marketing 2015
State of B2B Social Media Marketing 2015
 
State of B2B mobile marketing 2015 slideshare
State of B2B mobile marketing 2015   slideshareState of B2B mobile marketing 2015   slideshare
State of B2B mobile marketing 2015 slideshare
 
State of B2B marketing automation 2015
State of B2B marketing automation 2015 State of B2B marketing automation 2015
State of B2B marketing automation 2015
 
Measure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And SuccessMeasure Your Product Management Effectiveness And Success
Measure Your Product Management Effectiveness And Success
 
Remodel Your Marketing With Analytics And Dashboards
Remodel Your Marketing With Analytics And DashboardsRemodel Your Marketing With Analytics And Dashboards
Remodel Your Marketing With Analytics And Dashboards
 
State Of B2B Marketing Metrics And Analytics 2015
State Of B2B Marketing Metrics And Analytics 2015State Of B2B Marketing Metrics And Analytics 2015
State Of B2B Marketing Metrics And Analytics 2015
 
SEO Mastery in 2015
SEO Mastery in 2015SEO Mastery in 2015
SEO Mastery in 2015
 
State of B2B Content Marketing 2015
State of B2B Content Marketing 2015State of B2B Content Marketing 2015
State of B2B Content Marketing 2015
 
Content Marketing 2015: Welcome To The 7th Era of Marketing
Content Marketing 2015: Welcome To The 7th Era of MarketingContent Marketing 2015: Welcome To The 7th Era of Marketing
Content Marketing 2015: Welcome To The 7th Era of Marketing
 
Video Marketing and Advertising : Tactics, Measurements, & Trends
Video Marketing and Advertising : Tactics, Measurements, & Trends  Video Marketing and Advertising : Tactics, Measurements, & Trends
Video Marketing and Advertising : Tactics, Measurements, & Trends
 
The State of Product Marketing
The State of Product Marketing The State of Product Marketing
The State of Product Marketing
 
The State of Marketing Automation
The State of Marketing AutomationThe State of Marketing Automation
The State of Marketing Automation
 
The State of Search Marketing
The State of Search Marketing The State of Search Marketing
The State of Search Marketing
 
The State of B2B Event Marketing
The State of B2B Event MarketingThe State of B2B Event Marketing
The State of B2B Event Marketing
 
State of B2B Customer Experience 2014
State of B2B Customer Experience 2014 State of B2B Customer Experience 2014
State of B2B Customer Experience 2014
 
B2B Social Media Marketing Trends 2013
B2B Social Media Marketing Trends 2013B2B Social Media Marketing Trends 2013
B2B Social Media Marketing Trends 2013
 
Pre Sale Content Marketing Trends 2013
Pre Sale Content Marketing Trends 2013Pre Sale Content Marketing Trends 2013
Pre Sale Content Marketing Trends 2013
 
Post-Sales Content Marketing Trends 2013
Post-Sales Content Marketing Trends 2013Post-Sales Content Marketing Trends 2013
Post-Sales Content Marketing Trends 2013
 
Mobile Marketing Trends 2013
Mobile Marketing Trends 2013Mobile Marketing Trends 2013
Mobile Marketing Trends 2013
 

Kürzlich hochgeladen

COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 

Kürzlich hochgeladen (20)

20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 

Improve Online Conversion Rate

  • 1. Improve Online Conversion Rate – Do more with your Website Ravish Kamath | Director Engineering February 28th 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Ravish  Director Engineering, responsible for customer success and driving product strategy at Regalix  7+ years of experience with leading Web 2.0 and Community Development projects for Fortune 500 customers  Evangelized and launched complianceonline.com (Winner of Forrester Groundswell Award in 2009)  Largest expert community of professionals  4M+ users, 60K SKUs, 5M+ search index, 400 trainings a month  White Labeled by NASDAQ in 2007 © 2012 Regalix Inc. Confidential, All Rights Reserved 2
  • 3. Couple of Haiku’s “Human Nature has a tendency to admire complexity but reward simplicity” - Ben Huh, CEO, Cheezburger Network “The interesting thing about averages is that they hide the truth very effectively” - Avinash Kaushik, Google © 2012 Regalix Inc. Confidential, All Rights Reserved 3
  • 4. Before we dive in…  A checklist  You have a website  Users can buy / register for a service on your website  (Optionally) users have a mobile app through which they can interact with your brand  You have some amount of marketing towards this website (could be SEM / PPC, Banner Ads, Affiliate Networks, Shopping Engines or similar) © 2012 Regalix Inc. Confidential, All Rights Reserved 4
  • 5. Problems you may have grappled with….  What metrics do I focus on ?  Conversion Rate is dismal (maybe)  How do I better serve my online customers ?  How do I measure Loyalty ?  How do I measure lifetime value of a customer ? © 2012 Regalix Inc. Confidential, All Rights Reserved 5
  • 6. In this webinar, we focus on one thing Conversion Rate ! © 2012 Regalix Inc. Confidential, All Rights Reserved 6
  • 7. Lets first focus on what affects conversion rate ?  User Interface / Site Navigation / Flow  Support / Help  Marketing Mix / Attribution Model  & some more which we wont cover today (Content, Speed, Customer Experience etc.) © 2012 Regalix Inc. Confidential, All Rights Reserved 7
  • 8. User Interface  Every Customer Touch point is an User Interface  Website, Mobile App, Call Center, Social Pages  Give Users a chance to discover “Who you are”, “What you sell / do”, “Why they should trust you” and “Get out of their way quickly” & “Be there for them”  If they have to learn how to navigate your site, you lose them  If they can’t get what they are looking for, you lose them  If they have to wait 5 minutes to talk to your custom rep, you lose them  If they read about bad customer experiences on social pages, you lose them © 2012 Regalix Inc. Confidential, All Rights Reserved 8
  • 9. User Interface – Pages & Responsibilities SEARCH CATEGORY SUPPORT REVIEW HOME PRODUCT CHECKOUT ORDER STATUS • Discovery • Compare • Trust • Trust • Support • Get Help • Support • Support • Search • Share • Purchase • Evangelize • Trust • Decide • Share • Research • Purchase © 2012 Regalix Inc. Confidential, All Rights Reserved 9
  • 10. User Interface > Some Metrics  Page Bounce & Exit Rates  Heat Map (i.e. what is working on a page & what is not)  % of visitors who are visiting the Product Page  % of visitors who reach Checkout  Path Analysis (Path Length etc.)  Checkout Flow (% of people who reach each step)  Use A/B, Multivariate tests to design better UI © 2012 Regalix Inc. Confidential, All Rights Reserved 10
  • 11. User Interface – Examples - Home © 2012 Regalix Inc. Confidential, All Rights Reserved 11
  • 12. User Interface – Examples - Category © 2012 Regalix Inc. Confidential, All Rights Reserved 12
  • 13. User Interface – Examples - Search © 2012 Regalix Inc. Confidential, All Rights Reserved 13
  • 14. User Interface – Examples - Checkout © 2012 Regalix Inc. Confidential, All Rights Reserved 14
  • 15. Support / Help  Users will always have questions when they are shopping, SO…  Where should users go when they have questions ?  Mail them to you  Call you on a 1800 number  Visit your FAQ section  Live chat with your representatives  In many industries inbound calls have shown 20% conversion rate (function of product complexity: for example:- product fitment, software licensing options and similar) © 2012 Regalix Inc. Confidential, All Rights Reserved 15
  • 16. Support / Help  Consider Solutions that allow you to better integrate your complete customer processes via models: Pro-active Assisted Self service  Pro-active – Offers based on user browsing behavior  Assisted – Call / Chat with a representative  Self service – Browse through an ever growing knowledgebase of Q & A © 2012 Regalix Inc. Confidential, All Rights Reserved 16
  • 17. Marketing Mix / Attribution Model Who gets it ? How much ? © 2012 Regalix Inc. Confidential, All Rights Reserved 17
  • 18. Consumer Touch point and Need Cycle More spread out, More reasons than you think ! © 2012 Regalix Inc. Confidential, All Rights Reserved 18
  • 19. Marketing Mix / Attribution Model - Remember Users may have entered your site through channel X, but converted on channel Y Users are trying to find out more about you on different touch points (Web, Social, Mobile, Store, Call Centers etc.) Every Channel has a role (Entry, Assisting, Converting) Attribution is important (Terminating an assisting channel can impact your overall conversion rate !) Assign weight-age to each (Not a fixed formula, but a decent one)  Entry – 25%  Assisting – 35%  Converting – 40% © 2012 Regalix Inc. Confidential, All Rights Reserved 19
  • 20. Marketing Mix / Attribution Model -3  Use Multi-channel Funnel Analytics (Google Analytics) to determine your mix  More often than not, your mix will have:  Paid Advertising  Organic Search  Affiliate  Direct  Email  Referral What Next ? Focus on assisting channels as well Plan Spend / Effort accordingly © 2012 Regalix Inc. Confidential, All Rights Reserved 20
  • 21. In Summary Conversion Rate is dependent on: Good User Experience (UI) (Measure using Google Analytics or similar, Test them using tools like Google Website Optimizer / Visual Website Optimzer) Support – Provider your visitors the required mechanisms by which they can reach you Marketing Mix – Give channels that participate in conversion their due © 2012 Regalix Inc. Confidential, All Rights Reserved 21
  • 22. Get in Touch  Forefront of Innovation  visit: www.regalix.com Digital Marketing Services Technology Enabled Services  For a free evaluation of your website / Regalix Labs ecommerce portal, please get in touch with Ritu Josan, rjosan@regalix-inc.com  Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  If you have any questions about this webinar please feel free to get in touch with the speaker Ravish Kamath, rkamath@regalix-  Fortune 500 and Venture Backed Customers inc.com (B2B and B2C)  Global Operations: HQ in Silicon Valley, 4 Offices  Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 22