MivaCon 2014 Breakout Session: Conversion Optimization by Philip Hansen, Director of Sales at Miva Merchant

1. Conversion Optimization
Philip Hansen

2. About Me

3. About Conversion Optimization
• Use common sense
• Test & make data driven decisions
• Know your customer
• Know your goals

4. Tools & Resources
• Google Analytics / Webmaster Tools
• Goal Funnels!
• Visual Website Optimizer / Optimizely
• KISSmetrics / MOZ
• Pay attention to everyday shopping

5. Disclaimers
• Common sense / holistic approach
• Just because it worked for Johnny…
• Low traffic sites
– General / social marketing
– On-page SEO
– Email Marketing

6. Homepage

7. • Define yourself quickly & concisely

8. • Get them off of your homepage

9. • Slideshows

11. • Account creation & recognition

12. Site Search

13. • Cater to these visitors!

15. Category Pages

16. • Display relevant data
• Does ‘Buy Now’ make sense?

18. • Standard grid vs. line item

19. • Consider ‘Quick View’

20. Product Page

21. • Clear CTA – High on the page

22. • Reinforce stock levels & shipping expectations

23. • Customer generated content

25. • Image submission / Instagram feed

26. • Keep on page vs. take to basket

27. Basket

31. • Editable attributes // 1 Click wish list

32. • Minimize other actionable items (e.g. Remove button)

33. General Checkout Steps

34. • Remove unnecessary global elements
• Keep forms at top of page
• Limit form fields / Consolidate ‘terms’
• Make customer service accessible
• Reinforce trust symbols
• ‘Magic cookie’
• Don’t yell “coupons” at them!
• Pay attention to your goal funnel

38. Mobile

39. Thank You!
Philip Hansen
phansen@miva.com
858.731.4111
Go Sell!