Nearly 75% of eCommerce website visitors put an item in their shopping cart and then leave, never to return. You will never convert 100% of your website visitors. However, simple changes can help you convert a whole lot more. This presentation will show you how to ask the right questions to improve conversion rates.

1. YOU NEED TO ANSWER 11 QUESTIONS
TO IMPROVE YOUR
CONVERSIONS

2. HI.
I’m Craig – @smallfarmdesign
StrategyAndDesign.co

3. 72%
OF SHOPPERS
ABANDON THEIR
SHOPPING CARTS
Sourced from Listrak Shopping Cart Abandonment Index

4. ONLY 28%
OF ECOMMERCE BUSINESSES ARE HAPPY
WITH THEIR CONVERSION RATES
PERCENTAGE OF ECOMMERCE PROFESSIONALS SATISFIED WITH CONVERSION RATES
Build something modern and allow for buying multiple copies of an items like
all other shopping sites.
2
26
32 31
9
Very Satisfied Quite Satisfied Neither Satisfied nor
Dissatisfied
Quite Dissatisfied Very Dissatisfied
Sourced from eConsultancy: Conversion Rate Optimization Report 2013

5. MOST SHOPPERS DO NOT MAKE A PURCHASE THE
FIRST TIME THEY VISIT A SITE, AND MANY
CONSISTENTLY ADD ITEMS TO A SHOPPING CART
WITHOUT EVER MAKING A PURCHASE.

6. SO NOW
WHAT ARE YOU TO DO

7. OPTIMIZE
START BY ASKING THESE QUESTIONS

8. 1
WHO’S THE AUDIENCE?

9. 2
WHAT’S THE VALUE OF
YOUR PRODUCT OR
SERVICE?

10. 3
WHAT SHOULD I DO
FIRST?

11. 4
WHAT IS ONE THING I
CAN DO TO REDUCE
FRICTION?

12. 5
HOW CAN I MAKE THE
CALL TO ACTION
STRONGER?

13. ATTACK
LOW HANGING FRUIT
FIRST

14. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
2 3
4 5 6

15. IS THE VALUE PROPOSITION OBVIOUS?
This should answer the question ‘Why should I buy from you’.
Value proposition that is
aspirational in nature.
Value proposition that clearly indicates why a customer should buy from Lululemon.

16. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
IS THE HEADLINE
CLEAR &
COMPELLING?
2 3
4 5 6

17. IS THE HEADLINE CLEAR & COMPELLING?
Your headline is the most important copy on your page – its job, stop visitors in their tracks.
Under Armour makes a strong statement with their hunting boots headline.

18. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
IS THE HEADLINE
CLEAR &
COMPELLING?
ARE THE IMAGES
PROFESSIONAL &
MOTIVATING?
2 3
4 5 6

19. ARE THE IMAGES PROFESSIONAL & MOTIVATING?
High quality images should excite the visitor and make them believe they cannot live without your product.
Anthropologie has large, high quality images that show different angles of the dress.

20. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
IS THE HEADLINE
CLEAR &
COMPELLING?
ARE THE IMAGES
PROFESSIONAL &
MOTIVATING?
2 3
ARE BENEFITS
FOCUSED ON THE
VISITOR?
4 5 6

21. ARE BENEFITS FOCUSED ON THE VISITOR?
Customers want to know what the product or service will do for them –speak to visitors, not at them.
William-Sonoma talks about the benefits of using the egg poaching cups first.

22. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
IS THE HEADLINE
CLEAR &
COMPELLING?
ARE THE IMAGES
PROFESSIONAL &
MOTIVATING?
2 3
ARE BENEFITS
FOCUSED ON THE
VISITOR?
ARE THE
TESTIMONIALS
GENUINE?
4 5 6

23. ARE THE TESTIMONIALS GENUINE?
A mix of positive and negative reviews helps to improve consumer trust and improve conversion.
As you can see here Patagonia doesn’t hide bad reviews.

24. LOW HANGING FRUIT
IS THE VALUE
PROPOSITION
OBVIOUS?
IS THE HEADLINE
CLEAR &
COMPELLING?
ARE THE IMAGES
PROFESSIONAL &
MOTIVATING?
ARE BENEFITS
FOCUSED ON THE
VISITOR?
ARE THE
TESTIMONIALS
GENUINE?
IS THE
CALL-TO-ACTION
OBVIOUS?

25. IS THE CALL-TO-ACTION OBVIOUS?
The CTA must be nice and clear; and stand out from other elements on the page.
The hot pink CTA that Lululemon has chosen really stands out against the grey background.

26. 88%
OF ECOMMERCE BUSINESSES INDICATE LACK OF
RESOURCES & BUDGET HURT CONVERSION RATES
4 BIGGEST BARRIERS PREVENTING YOU FROM IMPROVING YOUR CONVERSION RATES
Build something modern and allow for buying multiple copies of an items like
all other shopping sites.
52
36
28 26
Lack of Resources Lack of Budget Department Conflicts Lack of Strategy
Sourced from eConsultancy: Conversion Rate Optimization Report 2013

27. CONVERSION OPTIMIZATION HAS A VERY SIMPLE GOAL:
MAKE MORE MONEY BY IMPROVING CONVERSIONS.
THERE ARE PLENTY OF WAYS TO DO THIS BUT IT ALL
BEGINS WITH ASKING THE RIGHT QUESTIONS.

28. ?
WANT HELP 3 Ways to get help & find out more:
Call: 330.648.3276
Email: Craig@StrategyAndDesign.co
Visit: strategyanddesign.co