How to Boost Christmas Conversions

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The document provides three tips for boosting Christmas conversion rates online: 1) Focus on persuasive copy and content using scarcity/urgency messaging and a festive tone of voice. 2) Test strengths intelligently by focusing on strengths rather than weaknesses and learning insights rather than just revenue. Christmas online behavior is different with more visitors, intent driven by availability/pricing, and larger orders/cart sizes. 3) Ensure guest checkout is enabled to avoid losing sales at the last step. Additional tips include delivering on promises and utilizing customer feedback tools.

#ChristmasCRO
HOW TO BOOST CONVERSION RATES
OVER CHRISTMAS

#ChristmasCRO
Chris McCormick
Head of Optimisation at PRWD
Stephane Fulgeanu
Senior Consulting Manager at AB Tasty

#ChristmasCRO
The PRWD Team
Industry leading UK based conversion optimisation agency
10+ years working with some of the biggest brands across Europe

#ChristmasCRO
Clients we have worked with...

#ChristmasCRO
Our International Partnership
PRWD are the exclusive UK partner of the Global Optimization Group
The Global Optimization Group os a network of the world’s leading
conversion optimization agencies.

#ChristmasCRO
THREE
TOP TIPS
TO BOOST CHRISTMAS CONVERSIONS ONLINE

#ChristmasCRO
TOP TIP No. 1
FOCUS ON PERSUASION

#ChristmasCRO
Scarcity & Urgency copy
Low stock messaging
creates an impression
that the product is scarce
Consider the use of
countdown timers or time limits
in order to generate urgency
Encourage immediate
action through the use
of limited time special
offers to create urgency

#ChristmasCRO
Scarcity & Urgency combined

#ChristmasCRO
Create fresh and engaging content
Capture your
audience's attention
Frequently update
and change your
content
Create excitement

#ChristmasCRO
Hourly Percentage Countdown

#ChristmasCRO
Hourly Deals - Coming soon...

#ChristmasCRO
TOP TIP No. 2
TEST TO YOUR STRENGTHS

#ChristmasCRO
...and do it INTELLIGENTLY
REVENUE VS INSIGHTS &
LEARNINGS

#ChristmasCRO
TYPICAL APPROACH IS TO
IDENTIFY WEAKNESSES

#ChristmasCRO
Test for
learnings & insights?

#ChristmasCRO
Xmas online behaviour is not once a year!
★ Large influx of new visitors
★ Conversion intent driven by availability and pricing
★ Increase in multi-product orders and cart size
★ Increased AOV due to more expensive seasonal purchases

#ChristmasCRO
TOP TIP No. 3
Guest checkout is a must

#ChristmasCRO
Don’t fall at the last hurdle

#ChristmasCRO
As it’s Christmas…
Here are a couple of extra tips
for you...

#ChristmasCRO
Utilise Voice of Customer tools

#ChristmasCRO
Stephane Fulgeanu
Senior Consulting Manager, AB Tasty

#ChristmasCRO
What is AB Tasty?
A complete suite for conversion rate optimisation

#ChristmasCRO
Data Insights User EngagementTesting & Personalisation
Conversion rate optimisation

#ChristmasCRO
The CRO strategy cycle
From analysis to analysis

#ChristmasCRO
Analysis
Hypothesis
Testing
Learnings &
Segment
Discovery
Personalisation
#1

#ChristmasCRO
Loading time
=
Speed Revenue
#2

#ChristmasCRO
Take action quickly
Agility Autonomy Safety
#2

#ChristmasCRO
Precision through
segmentation

#ChristmasCRO
Segment: Homogeneous group of visitors
sharing the same needs and behaviours.
#3
A/B test DMP Analytics

#ChristmasCRO
In Thomas Bayes we trust
Dynamic Traffic Allocation
Faster results, less traffic needed
More conversion, less loss
#4

#ChristmasCRO
Questions?
Stephane Fulgeanu
stephane@abtasty.com
Chris McCormick
chrismccormick@prwd.co.uk

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1. #ChristmasCRO HOW TO BOOST CONVERSION RATES OVER CHRISTMAS

2. #ChristmasCRO Chris McCormick Head of Optimisation at PRWD Stephane Fulgeanu Senior Consulting Manager at AB Tasty

3. #ChristmasCRO The PRWD Team Industry leading UK based conversion optimisation agency 10+ years working with some of the biggest brands across Europe

4. #ChristmasCRO Clients we have worked with...

5. #ChristmasCRO Our International Partnership PRWD are the exclusive UK partner of the Global Optimization Group The Global Optimization Group os a network of the world’s leading conversion optimization agencies.

6. #ChristmasCRO THREE TOP TIPS TO BOOST CHRISTMAS CONVERSIONS ONLINE

7. #ChristmasCRO TOP TIP No. 1 FOCUS ON PERSUASION

8. #ChristmasCRO Copy & Content

9. #ChristmasCRO Scarcity & Urgency copy Low stock messaging creates an impression that the product is scarce Consider the use of countdown timers or time limits in order to generate urgency Encourage immediate action through the use of limited time special offers to create urgency

10. #ChristmasCRO Scarcity & Urgency combined

11. #ChristmasCRO Urgency messaging

12. #ChristmasCRO Xmas tone of voice

13. #ChristmasCRO Xmas tone of voice

14. #ChristmasCRO Create fresh and engaging content Capture your audience's attention Frequently update and change your content Create excitement

15. #ChristmasCRO Hourly Percentage Countdown

16. #ChristmasCRO Hourly Deals - Unlocked

17. #ChristmasCRO Hourly Deals - Coming soon...

18. #ChristmasCRO Authoritative content

19. #ChristmasCRO TOP TIP No. 2 TEST TO YOUR STRENGTHS

20. #ChristmasCRO ...and do it INTELLIGENTLY REVENUE VS INSIGHTS & LEARNINGS

21. #ChristmasCRO TYPICAL APPROACH IS TO IDENTIFY WEAKNESSES

22. #ChristmasCRO Focus on your strengths

23. #ChristmasCRO Test for learnings & insights?

24. #ChristmasCRO Xmas online behaviour is not once a year! ★ Large influx of new visitors ★ Conversion intent driven by availability and pricing ★ Increase in multi-product orders and cart size ★ Increased AOV due to more expensive seasonal purchases

25. #ChristmasCRO TOP TIP No. 3 Guest checkout is a must

26. #ChristmasCRO Don’t fall at the last hurdle

27. #ChristmasCRO As it’s Christmas… Here are a couple of extra tips for you...

28. #ChristmasCRO Deliver on your promises

29. #ChristmasCRO Utilise Voice of Customer tools

30. #ChristmasCRO Stephane Fulgeanu Senior Consulting Manager, AB Tasty

31. #ChristmasCRO What is AB Tasty? A complete suite for conversion rate optimisation

32. #ChristmasCRO Data Insights User EngagementTesting & Personalisation Conversion rate optimisation

33. #ChristmasCRO The CRO strategy cycle From analysis to analysis

34. #ChristmasCRO Analysis Hypothesis Testing Learnings & Segment Discovery Personalisation #1

35. #ChristmasCRO It’s all about timing...

36. #ChristmasCRO Loading time = Speed Revenue #2