Website Conversion & Retention

Content
 Acquisition, conversion and retention
 Conversion rate
 Conversion rate optimisation
 Retention
 Conclusion
Content
 Acquisition, conversion and retention
 Conversion rate
 Conversion rate optimisation
 Retention
 Conclusion
Three Key Steps

1. Acquisition
Getting people to your website or landing page

2. Conversion
Persuading them to take the desired action(s)

3. Retention
Deepening the relationship and its lifetime value
Methods for Acquisition (Offline)

• Brand awareness
• TV and radio advertising
• Print ad magazine advertising
• Public relations and media coverage
• Industry analyst coverage
• Industry tradeshows
• Event participation
• Point-of-Sale promotions
• Client referrals
• Outdoor advertising
• Promotional items
• Direct marketing and catalogue
Methods for Acquisition (Online)

• Search Engine Optimisation (SEO)

• Banner and text ads
• Pay Per Click (PPC)
• Affiliates
• Third-party email lists
• Blogs
• Social Networking
• Collaborative Authoring
• In-house email lists
• Online video ads
 Conversion Rate - What
• A conversion rate is loosely defined as the percentage of
Web site visitors who complete a desired action
• This action can take many forms:
– Clicks beyond home page
– Purchases
– Membership registrations
– Newsletter subscriptions
– Sample downloads
– Sales inquiries, etc.

Conversion Rate = # of people taking the desired action

# of people clicking your ad
 Conversion Rate - Why
Conversion rate – the most important metrics for website

1. Understand your customers

To find out what your customers want and need from your business, you need to understand
who they are and what they like (or don't like) about your site or product.

Website conversions can help you understand your users.

For example:
A low conversion rate on a product page could suggest that you need to further explain or
clarify your product's benefits to your users.
A high conversion rate on a landing page's CTA shows that you’ve successfully persuaded
your audience and have removed any blockers or objections your users might have.
 Conversion Rate - Why
Conversion rate – the most important metrics for website

2. Understand the user experience

When you know how your customers experience your site or product and identify what works
(and what doesn't), you can prioritise changes and optimisations to improve UX (and
increase conversions).

Your site's conversion rates can give you clues to help understand the user experience.

For example:
A low conversion rate might indicate a poor user experience, so you'll need to investigate
and uncover the pain points and blockers your users are experiencing.

A high conversion rate probably means you're doing something right, so you might want to
try replicating that success on other parts of your site.
Conversion Rate - Why
Conversion rate – the most important metrics for website
 You will get more customers
 Conversion rate, Revenue, Return of Investment
(ROI)
 The winner takes all
 More business robust
 The Matthew Effect
Conversion Rate - How

External
• Brand strength
• Degree of commodisation
• Seasonality
• Physicality and uniformity
• Intention and commitment

Onsite
• Anxiety Vs Trust
• Confusion Vs Clarity
• Alienation Vs Affinity
E-commerce conversion funnel
 This funnel-based view of the conversion process is useful since as well as the average basket and
sales conversion rates, it also shows the conversion rates to product page views which aren't
published so often:

Conversion by channel
Conversion Rate – Factors

• User Interface
• Convenience
• Performance
• Effective Advertising
• Word of Mouth
 Conversion Rate – Mistakes
Target
Inappropriate
Audience
100%

Slow Page
Unclear Load
Marketing
Clumsy Site
Message
Navigation
Unengaging
“Look & Feel”

Inadequate
Percent Selection
of Site Ineffective
Visitors Presentation
Uncompetitive
Price
No Access
to Real-Time Long Delivery
Help Times Credit Card
Ineffective Tools to Validation
Assist Selection Error

Excessive Order
Shipping Costs Conversion
Rate = 1.9%
Customer First
Merchandising and Selection Checkout Process
Acquisition Impression
Conversion Rate – Detailed Factors

• Target inappropriate audience (marketing)

• Unclear marketing message (marketing)
• Slow page load (usability)
• Un-engaging look and feel (usability)
• Clumsy site navigation (usability)
• Ineffective presentation (usability)
• Inadequate selection (usability)
• No access to real time help (usability)
• Uncompetitive price
• Ineffective tools to assist selection (usability)
Conversion Rate – Golden Rule

User Centred
Always think from your users’/customers’/audiences’ point of view.
Conversion Rate – Golden Rule

• Design should focus on

– User experience – familiar needs and mental models
– User expectations
– User ease and comfort
• User-centered design templates can help
– Simplicity
– User control
– Consistent navigation
– Search
– Shopping carts
– Personalization
Conversion Rate - How
Conversion Rate Optimisation (CRO)

Conversion rate optimization (CRO) is the

method of creating an experience for a
website or landing page visitor with the goal of
increasing the percentage of visitors that
convert into customers. It is also commonly
referred to as CRO.
Conversion Rate Optimisation (CRO)

User Centred
Always think from your users’/customers’/audiences’ point of view.
CRO – Activities
CRO – Techniques
CRO – Tips

• Fast, Mistake-free Attractive

• Use a Professional Design
• Make Website Navigation Easy
• Optimise your Logo
• Write a Memorable Slogan
• Use Benefit-Oriented Headlines
• Give Important Content the Best Placement
• Include Appealing Offers and Calls-to-actions
• Deploy Persuasive, Benefit-Oriented Content
• Use Illustrative Service Image
• Use Interactive Elements
Methods for Retention

• Email
• Newletters
• Blog feeds
• News feeds
• Rewards and loyalty
Acquisition vs Retention

Acquisition Retention
Search engine positioning 94% 6%
Banner ads 91% 9%
Referral/viral programs 85% 15%
Affiliate programs/ 75% 25%
sponsorships
Incentive programs 51% 49%
E-Mail Marketing 37% 63%
Acquisition vs Retention

Acquisition Retention

E-mail $57.10 $2.50

Direct Mail $25.00 $60.00

Banner ads $140.00 N/A

Conclusion

• Conversion Rate
• Conversion Rate Optimisation
• Retention