Transcript

How To Fix The Lead Generation Conversion Funnel

SOLVING AD PROBLEMS IN YOUR ECOMMERCE CONVERSION FUNNEL LANDING PAE SHOP сHCкOUE AD Problem: Wrong Keywords Poor keyword research can kill an otherwise perfect campaign. Finding the proper search term means avoiding phrases that are too general and capture visitor's who are ready to buy your product. TEST KEY WORDS Keyword #1 80% of paid conversions come from 11-25 length keywords Solution: New Keyword Targeting Test new keywords and continue research to dive deeper into potential search queries. Problem: Poor targeting Remarketed ads helped drive down online cost per acquisition by 85% While proper keyword research will identify display opportunities it is important to look at other targeting demographics like: Web Surfing Habits Age Gender Salary -85% Solution: Retarget Find the audience that will be interested in your ad, making them more likely to act on the product or offer they see. 3 SALE! Problem: Poor Ad Copy Shirts Only BUY $50 If the copy in the ad is boring, irrelevant, or does not have a clear call to action, no one is going to bother clicking through When we included a price in the ad copy, click costs for a high end retailer fell by over 35% without impacting sales revenue. Solution: Focus Ad Copy on Benefits (& Price) Better keyword targeting means more informed ad viewers. Give them the info 35% Cost Lowered they want up front. 100 x Problem: Lack of Metrics & Testing 80 There is an old saying in marketing that says "I know 50% of my marketing is working, I just don't know which 50%." Campaigns without proper tracking only add to this confusion. 60 40 20 Solution: Use Analytics & Test Everything 02 04 06 08 10 12 14 16 18 20 Months Over an 18 month period of testing keywords, ads, and landing pages, we increased B2B sales for a national client by 73%! Statistics programs like Google Analytics and Clicky allow clients to attribute leads and conversions to specific channels as well as test different combinations to optimize campaigns. LANDING PAGE TO BE CONTINUED.. COMMAND PARTNERS www.commandpartners.com SOLVING LANDING PAGE PROBLEMS IN YOUR ECOMMERCE CONVERSION FUNNEL SHOP LANDING PAGE 1 Problem: No Clear Call to Action Pages that don't give visitors a clear direction on what to do or where to go have zero chance of turning page views into leads. 47% of websites have a clear call-to-action button 47% that takes users 3 SECONDS or less to see. Solution: Test Call to Actions CLICK ME Just like in ads, test the variations of button size, color, and placement; as well as length and required fields for email signups or contact forms. BY CHANGING THE TEXT 85% of a call to action button, 90% click through rate increased by 90%. Testing with just 5 users can find 85% of your site's problems. 2 Problem: Doesn't Display Benefits of Product 3 By decreasing form complexity in a 3-step form conversions increased by 30%. Simply saying "hey here is our product" isn't enough, give a bulleted or short explanation of the product's benefits. Solution: Simplify Remember the KISS method, use bullets and lists to display product benefits and only include must-have information, including pricing and benefits. This is goes double for forms. 3 Problem: Too Confusing or Too Much Information Landing Pages| A landing page with too much information that isn't relevant to the ad that they clicked will turn visitors off and won't convert. 4105% By utilizing dynamic landing pages that generated content based off what the visitor was searching for, Solution: One Landing Page Per Product conversion rates increased 105% for Avis UK. This will allow you to target your ads for specific products, and give visitors exactly what they were expecting when they clicked the ad. SHOP COMMAND PARTNERS www.commandpartners.com TO BE CONTINUED.. SOLVING SHOP PROBLEMS IN YOUR ECOMMERCE CONVERSION FUNNEL CACKOUT SHOP Problem: Add to Cart Not Working Oh Snap! Page Not Found How are customers going to buy the products if the cart isn't working? - Oh yeah, they aren't. Make sure everything functions. 24% of consumers leave a site because the website crashed. Solution: Make Sure Site Works and is Optimized 24% Having a working site is a plus, but having a site that ranks well so customers can find it easily is a major bonus. Problem: CTA is Confusing or Vague 33% Even if you carry the perfect product in the right size and price, if customers don't know how or aren't enticed to checkout, chances are you may lose the sale. Shopping-cart abandonment drops 33% with large and direct call-to-action buttons. Solution: A/B Test Call to Action Variations By split testing different variations of calls-to-action, you can collect data on which CTA is converting better and adjust accordingly. Problem: Too Hard to Find Product 25% If getting to products is a maze, customers are going to become annoyed and leave without purchasing anything. Solution: Make Your Products Easily Found 25% of customers that Think about sorting your product into categories and subcategories, and including a search bar. abandoned their shopping carts claim its because of confusing on-site navigation 4 Problem: Price Too High 36% Whether it is size, color or shipping, if the specifications the customer needs aren't available, you've lost the sale. SALE! SHOP NOW Solution: Test Discounts/Sales 36% of consumers abandon their shopping cart because they found a better price elsewhere. By trying out various discounts/sales and keeping track of which are most effective, you can focus on those specifically. Problem: Right Options Not Available OUT OF STOCK Whether it is size, color or shipping, if the specifications the customer needs aren't available, you've lost the sale. 15% of customers 15% won't complete a purchase due to items Solution: Provide "Suggested Products" being out of stock If someone is looking at one product, displaying a product that pairs well with it on the page will lead to an increase in sales and upsells. 36% 36% of consumers claim that more customized offers will influence them to spend more. 6. Problem: No Reviews 90% of users who read People listen to their peers, and without feedback on your products from other customers, they will look elsewhere and buy elsewhere. Solution: Customer Reviews online reviews claimed that positive reviews influenced their buying decison. Provide a section where customers can review your products and website. Adding this section increases your store's legitimacy in the eyes of consumers. Problem: No Clean Return Policy FREE BUY RETURNS People are less likely to buy anything without a clear return policy listed on the site, as they'll see that as a sign of an untrustworthy business. Solution: Explain Return Policy Give customers insurance that when they purchase your product online, they can return it if necessary. 87% of consumers are more 87% likely to shop on a site if it has free returns 8. ... Problem: Site Untrustworthy 17% off users leave a site 17% due to security concerns Not having site security for payments, no contact information, lack of clarification and more all lead to an untrustworthy site. Solution: Show Trust Symbols 76% of web users Include SSL certificates, BBB certificate, contact information and anything else that displays that your company and website are trustworthy. find safe shopping trust marks on an ecommerce site important. CHECKOUT COMMANDPARTNERS TO BE www.commandpartners.com CONTINUED.. SOLVING CHECKOUT PROBLEMS IN YOUR ECOMMERCE CONVERSION FUNNEL LANDING PAGS SHOP CHECKOUT Problem: Shipping Too High 44% Making the cost of shipping high is definitely going to defer customers because it will put their final total beyond their original thought. $$$ 44% of shoppers leave the cart due to high shipping cost Solution: Offer Free or Reduced Shipping Nearly 73% of shoppers said they would want to see a free A great way to entice customers to buy more and buy now is to offer free/reduced shipping. By setting free shipping at $X amount, they are likely to spend more to reach that total, 73% delivery option at checkout 2 Problem: Shoppers Just "Saving for Later" Among the top 100 grossing ecommerce sites - 5.08 steps is the average length of the checkout process 5.08 STEPS Many customers place products into their carts to buy "later," however, this later very rarely happens. Without incentive to buy now, they won't. Solution: Move to Single Page Checkout 56% of consumers that abandoned their shopping cart said they were saving items for later Instead of making checkout a maze to get to, condense the process to a single page, making it easier and less time-consuming for the customer. Problem: Checkout is Too Complex Making checking out a series of complicated steps, sign ups and log ins is too much of a pain to deal with and deters customers. 10% Solution: Allow Checkout as Guest Not everyone wants to sign up to receive your lovely emails, give them the option for quick and easy purchasing. 10% of consumers abandon at checkout because of a lengthy checkout process 4 Problem: User Must Create Account *Sign up for new account Forcing those that don't want to create an account for a one-time purchase will make you lose a sale and repeat customer. CHECKOUT Solution: Only Gather Necessary Information During Checkout 14% of customers abandon their checkout because they are required to 14% Don't force customers to provide their entire life story, just ask for the necessities; name, birthdate, address, email, and payment information. open an account. Problem: Delivery Time is Too Long Shoppers are anxious for their products, making them wait for 1 to 2 weeks isn't acceptable. Solution: Nurture Abandoning Shoppers For the shoppers who put items in their cart for safe keeping, entice them to complete their purchase by offering deals such as buy one get one 50% off, free shipping and more. 38% of abandoned carts had estimated delivery times exceeding 7 days. 6. Problem: Not Enough Shipping Options 16% 16% of consumers leave because of unsuitable delivery options Not offering customers overnight or 2-day can make you lose a sale because they won't be able to receive their products by a certain date. Solution: Have Common 11% of consumers abandoned their shopping cart before checkout because of unclear delivery details 11% Shipping Options Ship on time, and offer your buyers the chance to get their order when they want it. Overnight, 2-3 day, and standard are the most common options. BUY SOLD SOLD COMMAND PARTNERS www.commandpartners.com

How To Fix The Lead Generation Conversion Funnel

shared by commandpartners on Dec 16
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Solving Ad, Landing Page, Shop and Checkout problems to help your business decrease ad spend and increase conversions.

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