1. Visitor meet the web
Make your website work
Ten ways visitors to buyers
Converting to convert more visitors into buyers
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2. Think about your customers’ online journey
Make it simple for them to find, choose, and buy the product they want
1 Bring me to the right page
2 Make your homepage useful
3 Help me navigate
4 Give me the right results when I search
5 Display groups of products clearly
6 Give me the product details I need
7 Make registration optional
8 Make it easy to buy or enquire
9 Reassure me
10 Conversion follow-up
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3. 1. Bring me to the right page
Electric Drills After
Buy Electric Drills from just £89.99
Free Next Day Delivery
www.Screwfix.com
Before
20% reduction in bounce rate
TOP þ Link ads to right page þ Ensure the selling points are visible
TIPS þ Mirror your ad title
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4. 2. Make your homepage useful
TOP þ Reaffirm your brand and site purpose þ Test product promotions
TIPS þ Inform customers of any promotions þ Make it easy to navigate further
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5. 3. Help me navigate
TOP þ Make product/service categories visible þ Highlight where to go next
TIPS þ Use easy-to-understand terms
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6. 4. Give me the right results when I search
boys socks
Before After
20% reduction in bounce rate
7% increase in conversion rate
TOP þ Check quality of results þ Allow customers to sort results
TIPS
þ Make site search visible þ Lay out search results clearly
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7. 5. Display groups of products clearly
After
Before
6% increase in conversion rate
TOP þ Provide a clear layout and design þ Group products logically
TIPS
þ Enable comparisons
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8. 6. Give me the product details I need
Before
After
5% increase in conversion rate*
TOP þ Summarise key product details þ Make your call-to-action button visible
TIPS þ Provide clear images
* Site testing originally conducted in German Google Confidential and Proprietary

9. 7. Make registration optional
23% of checkout abandonments occur due
to required registration*
TOP þ Allow purchase without registration þ Highlight the benefits
TIPS þ Make registration easy
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*Source: Forrester Research US: Required Registration Lowers Online Conversion Rates, April 2008.

10. 8. Make it easy to buy or enquire
Before
After
40% increase in quote submissions
TOP þ Don't ask for unnecessary details þ Expedite the process
TIPS
þ Show transparent steps þ Avoid distractions
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11. 9. Reassure me
1.8% increase in conversion rate*
TOP þ Be open about cancellations/returns þ Offer security
TIPS þ Offer transparency on price þ Clarify what happens after purchase
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12. 10.Conversion Follow-Up
Question to ask
Does the Thank You page clearly indicate what will
happen next? Is there post conversion interaction
with the customer, i.e. order tracking?
TOP þ Complete details on thank you page þ Cross-sell
TIPS þ Moffer reason to convert again
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13. Google tools support driving online sales
Website Optimiser
Optimize
Content
Monitor
Performance
Drive the Right
Traffic
13
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14. Purchasing decision process
Initial research
Reducing options
Final decision
Identifying point of sale
Purchase
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15. Initial research
Reducing options
Final decision
Identifying point of sale
Purchase
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16. Initial research
Reducing options
Final decision
Identifying point of sale
Last cookie
Purchase
Purchase
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17. How does the research path look?
Office computer In-house computer Tablet Smartphone
Initial research
Reducing options
Final decision
Identifying point of sale
Purchase Purchase
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18. Two Ways to Reach Consumers in Search
Branded Search: you ve already won!
consumers are already Brand aware, and
your Brand is top-of-mind
Generic Search: stand out & win them over!
consumers may be brand aware, but are
searching within the category & likely do not
have a specific Brand in mind

19. The Reach is Primarily in Generic Searches (Product, Category
& Affinity groups)
% Share of Search Reach
Consumer Packaged Goods Category
Affinity
(e.g., fashion week , lady gaga , skiing )
Category
(e.g., beauty tips , dry skin ,
wrinkles )
Product
(e.g., lotion ,
eye cream )
Brand
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Source: Google Internal Data; Circles are to scale for query volumes in the CPG: Home & Personal Care Category

20. The question we are trying to answer:
What is the impact of
Generic Search ads on
Branded Searching?
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21. Generics influence nearly ½ of Advertiser
Conversions, but only get credit for 1/3
in a last click model
Advertiser Conversions: Advertiser Conversions:
Last Click View with Search Funnels Insight
Search Conversion Breakdown: Search Conversion Breakdown:
Cross-Advertiser Set Cross-Advertiser Set
Branded
Exposed to
Ads on
Generic
Keywords*
14%
Generic
Generic 32%
32%
Branded
68% Branded
54%
*Defined as Last-click conversions on Branded keywords that were exposed to an Ad on a Generic keyword (click or impression)
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010

22. Clients with High Generics Coverage see 3.5X the
Branded conversions exposed to Generics
% of Branded Last-Click Conversions
Exposed to Generic Ads
(Advertisers Segmented by Generics Coverage)*
38%
11%
Clients with "Low" Coverage Clients with "High"Coverage
on Generic Keywords on Generic Keywords
Because Search Funnels only captures data for searches against which an Advertiser s ad was
displayed, this data could be self-fulfilling. However ,our Search Funnels Cross-Advertiser Case
Study suggests otherwise.
*Generics Coverage is measured by % total investment in Generics keywords, as well as meeting specific thresholds for impression share. Advertisers represented here clearly
fall into a high or low bucket; advertisers with coverage categorized as medium are excluded.
Source: Google internal, Cross-Advertiser Search Funnels Analysis, Q4 2010

23. Attribution Models: Al a Carte Menu
Excl Excl
Last Click First Click Linear Linear Branded Branded
Search Path (Clicks Only) (Imps = .25)
(Clicks Only) (Imps = .25)
Generic
search click 100% 25% 24% 33% 31%
Generic
search 6% 8%
impression
Generic
search click 25% 24% 33% 31%
Generic
search click 25% 24% 33% 31%
Branded
search click 100% 25% 24%
to conversion
How Conversions are Credited for each Model
• This is a representative sampling of some attribution models
• (Imps=value) denotes the weight assigned to an impression, which is calculated in proportion to clicks (e.g., Imp-.25 means each impression in the search
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path is weighted at .25 each click) 23

24. Conclusion: Every click is important!
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25. Thank you
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