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.

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