Digital Pivot is SEO and brand reputation agency, however, we believe that it is not enough to get more visits to your website, it is important to get more clients, with SEO efforts or with media buying it is important to optimize the website for sales For more info please contact us at digitalpivot.net

1. Conversion optimization

2. Renata Moshkovich
• 9+ years experience in digital marketing
Business analyst
SEO specialist
Head of product division
Head of online branding
• Founder of Digital Pivot
• M.A. in Law and B.A. in Business Management
and Economics, Bar Ilan University
Hi, I am Renata.
Pleased to meet you!

3. Agenda
Introductionto the Internet 
Website optimization
Home page
Product pages
Cart

4. Do you think you’re special?

5. Internet usage in 1 minute
o $83,000 in sales rung up on Amazon alone
o 2 million searches submitted
o 571 new websites launched
o 70 new domains registered

6. How will potential clients get to your site?
o SEO-Google or other search engine
o Social media
o Paid ads
o Paid search
o Display
o Email marketing
o Direct traffic

7. The Funnel: The path to online purchases
Potential customers
Website
Product pages
Shopping cart
Thank you

8. You must know your customers!
o Who is your ideal customer?
o How do you promote your site so these customers will come to you?
o Does your site answer their questions and address their needs?
o Is your content relevant to them?
o Are you able to correctly track the flow of users on your site?

9. How to correctly target micro moments
Micro
moment
I want to know
Users employ these
words when looking
for information
I want to go
These are “location-
based” searches
I want to do
These are “action-
oriented” searches
I want to buy
Users are informed and
ready to purchase

10. Study your customers and prepare for them
 Research and list keywords that target your customer. Make sure your pages use these words.
 Emphasize the uniqueness of your site and your offerings.
 Write content that is related to your target demographic:
Use their lingo
Integrate the related keywords
Offer them a solution.

11. What can I measure?
• Rankings in search results
• Impressions
• Clicks
• Click-Through Rate (CTR)
• Favorite pages
• Bounce rate
• Exit rate
• Time on site
• Returning vs. new
• Sales
• Favorite items
Page optimization

12. Step 1 - search?

13. Home page / landing page

14. Home page / landing page
1. Is it clear what you are selling? Is the message big, bold, beautiful, short and simple?
Does the title explain exactly what you offer?
Does the image support it?
If the user does not understand what you’re selling within 4 seconds, your message has failed.
2. Relevance: Keep your site up-to-date with new promotions, calendar, current holidays and offers
3. Responsiveness: Your pages and images should look good on mobile and tablet, not just on a desktop
4. Make the desired action clear.
5. Be disruptive: Use design to “push” users to the areas you want them to see. Change the color of the
section, change the font … change it up!

15. 6. Add testimonials and quotes from happy customers.
7. Make a video. Search engines love video. Even more important, videos reassure your customers, who
can see how products are made, or get to know the faces of the people behind the company.
8. Make sure navigation is easy and intuitive so that users have a positive experience and can find what they
need easily.
9. SEO should not be above the fold, nor above the CTA (Call to Action).
10. The site should make users feel secure in the knowledge that your brand is trustworthy.
11. Show the items you want customers to see.
12. Make sure your most profitable items appear in the right order.

16. Asos

18. Trust and design
• Professional branding
• Intuitive navigation
• Prototypical design - the basic mental image your brain creates to categorize everything you interact with
• Easy-to-locate contact information
• Clear shipping policies
• Testimonials and reviews
• Fast load times
• Recognizable brands

19. Case study - Skinnyties.com,

20. Case study: Changes between the two designs
https://conversionxl.com/why-simple-websites-are-scientifically-better/

21. Product pages

22. Product pages
https://www.aliexpress.com/item-img/New-Brand-Fashion-HELP-ME-Energy-Low-Funny-Mens-Hoodies-Long-Sleeve-Pullover-
Hoodies-Men-clothes/32799518754.html?spm=2114.10010108.1000017.1.D9rD2o

23. Product pages
https://www.aliexpress.com/item-img/New-Brand-Fashion-HELP-ME-Energy-Low-Funny-Mens-Hoodies-Long-Sleeve-Pullover-
Hoodies-Men-clothes/32799518754.html?spm=2114.10010108.1000017.1.D9rD2o

24. Product pages
• Keywords in the title
• Meta description with the keywords
• Images should be to the left.
• The CTA (Call to Action) needs to be highly visible and very close to the product.
• Product description needs to be below the fold with the keyword the customer used in the search.
• Add video.
• Add another CTA on the bottom of the page.
• At the very end, if the customer still has not find what he was looking for, offer other products.

25. Shopping cart
• In 2013, as many as 74% of ecommerce shopping carts were abandoned (rate is up from
72% in 2012, and 69% in 2011)
• According to BI Intelligence estimates, about 63% of that is potentially recoverable *
• You can reduce the rate of abandonment and increase conversions by optimizing the process and
retargeting the shoppers with emails and social media after they’ve left the site.
• In total, 50% of all consumers who engaged in ecommerce were worried about being conned
online.
*http://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4

26. Why people abandon carts
FEAR
• “Why do you need my phone number?”
• “Are you going to call me when I don’t want you to?”
• “Can I trust you with my credit card number?”
• “Is my information secure with you?”
• “Am I really getting the best deal?
• FOMO, or “fear of missing out.”
?
*http://www.businessinsider.com/heres-how-retailers-can-reduce-shopping-cart-abandonment-and-recoup-billions-of-
dollars-in-lost-sales-2014-4

27. Shop #1

29. Shop #2

30. ?

33. Optimize your cart page
1. Are there too many steps in the process?
The shopping experience should be as quick and simple as possible. Remove unnecessary steps to improve conversions.
2. You're forcing the customer to do something they really don't want to do.
•

34. 3. Make sure your site looks trustworthy.
•

35. 4. Page speed: The longer it takes to load your page, the higher the possibility the user will leave.
5. Test different Call-to-Action buttons.
6. Allow the customer to update quantities. Make it obvious that there has been an update.
7. Give an approximate date for delivery.
8. Have a process bar that alerts the customer to how many steps are left.
9. Offer a special price for an additional item without having to leave the cart.
10. Be clear about the process: ”Proceed” or “Confirm Order”
11. Do not ask for details you do not really need, such as phone numbers.
12. Make your site is SSL-secure to increase trust.
13. Do not add shipping fees as a last-minute surprise!

36. Optimize your cart page
14. Make it clear how much shipping will cost and when the product will arrive.
15. Make sure the final step is clear, as in this example from ThinkGeek.