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Maximize Conversion Online Visitors to Buyers

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Renny Wijayanti
Renny Wijayanti

By this presentation, i want to share about some ways to increase conversion rate from online visitors to become buyers. This presentation is study case in e-commerce business model.

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Maximize Conversion: Online Visitors to Buyers Friday,13June2014 – TalkWithEngineers Renny Wijayanti Analyst – PT Bukalapak.com
for E-commerce Business Model • Should be familiar with conversion! • What are your conversion? • Task completion • Value/Amount of Transactions • Profit • Lifetime Value • Primary Elements : • UI design with good UX, • without error on functionality, • images, • content strategy & copy writing, • ads/marketing strategy, • landing page optimization, etc.
Measure increase An Ex. Case I II III IV Visitors 1000 1000 2000 2000 Conversion Rate 1% 2% 1% 2% Conversions 10 20 20 40 We always want to get higher output (conversion). Most basic goal is drive conversion. We should increase amount of visitors & conversion rate. Number of prospects x Conversion rate = Number of customers
How do we count web conversions? • We can use “Google Analytics” • It’s free • It’s easy • It works
What part of site are mission critical? • Homepage • Login/Register • List of Products • Profile Products • User profile • Transaction’s Page • Etc…
How do we make site more persuasive? Let me to explain it one by one….
1. Search Facility • Most websites have a poor site search facility – if they can’t find it, they can’t buy it • Studies show just 34% of searchers find what they are looking for So, improve Bukalapak search facility.
2. Improve Pages with an Art • Open the door, please?  I’m confused (user) • It’s more difficult to explore list of child item categories • Make user desire to take action (click) • Because: more clicks  more sessions  decrease bounce rate  higher conversion • Every interactions with websites visitors is an opportunity to get transaction (stickiness) • Use marketing actions • Put popular/recommendation product • Free shipping • Attractive Banner • Deals/Sales
3. Change everything faster and faster • Use A/B Testing • Intuition is a bad way to solve complex problem! • A/B Testing is kind of scientific method • Can’t use A/B Test method when: • No User • New Products • Vendors party involved in your product development • Step to do A/B testing: • Decide what you’re trying to improve • Construct hypothesis • Test hypothesis with experiment • Analyze data and draw conclusion • Repeat!
4. Personalize to each customer The more relevant, the more sales We can analyze by using : Big Data Analytics - Business Intelligence Data Mining - Machine Learning
Thank You  Sources : • Ammon – Event NXTCon: CEO of SocialCam • Monetate – Infographic: Maximize Online Sales with Products Recommendations • Mike Moran – The Digital Symposium • Tim Ash – Book: Landing Page Optimization

More Related Content

Maximize Conversion Online Visitors to Buyers

  • 1. Maximize Conversion: Online Visitors to Buyers Friday,13June2014 – TalkWithEngineers Renny Wijayanti Analyst – PT Bukalapak.com
  • 2. for E-commerce Business Model • Should be familiar with conversion! • What are your conversion? • Task completion • Value/Amount of Transactions • Profit • Lifetime Value • Primary Elements : • UI design with good UX, • without error on functionality, • images, • content strategy & copy writing, • ads/marketing strategy, • landing page optimization, etc.
  • 3. Measure increase An Ex. Case I II III IV Visitors 1000 1000 2000 2000 Conversion Rate 1% 2% 1% 2% Conversions 10 20 20 40 We always want to get higher output (conversion). Most basic goal is drive conversion. We should increase amount of visitors & conversion rate. Number of prospects x Conversion rate = Number of customers
  • 4. How do we count web conversions? • We can use “Google Analytics” • It’s free • It’s easy • It works
  • 5. What part of site are mission critical? • Homepage • Login/Register • List of Products • Profile Products • User profile • Transaction’s Page • Etc…
  • 6. How do we make site more persuasive? Let me to explain it one by one….
  • 7. 1. Search Facility • Most websites have a poor site search facility – if they can’t find it, they can’t buy it • Studies show just 34% of searchers find what they are looking for So, improve Bukalapak search facility.
  • 8. 2. Improve Pages with an Art • Open the door, please?  I’m confused (user) • It’s more difficult to explore list of child item categories • Make user desire to take action (click) • Because: more clicks  more sessions  decrease bounce rate  higher conversion • Every interactions with websites visitors is an opportunity to get transaction (stickiness) • Use marketing actions • Put popular/recommendation product • Free shipping • Attractive Banner • Deals/Sales
  • 9. 3. Change everything faster and faster • Use A/B Testing • Intuition is a bad way to solve complex problem! • A/B Testing is kind of scientific method • Can’t use A/B Test method when: • No User • New Products • Vendors party involved in your product development • Step to do A/B testing: • Decide what you’re trying to improve • Construct hypothesis • Test hypothesis with experiment • Analyze data and draw conclusion • Repeat!
  • 10. 4. Personalize to each customer The more relevant, the more sales We can analyze by using : Big Data Analytics - Business Intelligence Data Mining - Machine Learning
  • 11. Thank You  Sources : • Ammon – Event NXTCon: CEO of SocialCam • Monetate – Infographic: Maximize Online Sales with Products Recommendations • Mike Moran – The Digital Symposium • Tim Ash – Book: Landing Page Optimization