Volusion experts have teamed up with the gurus at PayPal to teach small business owners how to create loyal customers and boost sales. Getting traffic to your ecommerce store is one thing, but compelling visitors to purchase is an entirely different issue. You can have the most attractive website in the world, but there are a myriad of reasons why shoppers don't purchase. This slide show will help you maximize conversions by understanding the science of the shopping experience and how you can enhance your website for different buyer behaviors. Topics include: - Analyzing shopper behaviors & how to get them to purchase - Assessing navigation setup for efficient product location - Recognizing shipping cost problems - How to refine the checkout process & reduce abandoned carts - Important metrics to gauge success - Plus more, and plenty of examples! Want to watch the real webinar? Watch it here: https://volu.sn/2LDjW8S

1. Increasing Conversions
on your Online Store
You’ve got shoppers visiting your online store. Now what?
TURN VISITS INTO SALES

2. Meet Your Hosts
Terrence Brown
Volusion
Giles Cassels
PayPal

3. Today’s Agenda
➔ Overview of shopping experiences
➔ Analyzing the mind of the shopper
➔ Looking at the impact of shipping costs
➔ How to improve checkout options
➔ Special deal for attendees
➔ Resources
➔ Q & A

4. How do we get
people to buy now
and buy more?

5. The Science of the
Shopping Experience
Getting out of the way while trying to stimulate serendipity.

6. General Mindset:
“I just need to stop at the grocery store to grab a few things.”
What Happens:
“Yet, “Two-thirds of what we buy in the supermarket we had no
intention of buying,”
Paco Underhill, author of Why We Buy: The Science of Shopping
Typical Mindset

7. The Difference in Shopping Experiences
Shared Goal: Find product > Buy Product
Brick-and-Mortar
Can’t Find Product? Ask for help
Upset Customer? Complain to Manager
Line too long? Manager sends relief
Ecommerce
Can’t Find Product? Frustration > Search or Leave
Upset Customer? Leave site
Bad Checkout Experience? Exit

8. Why do people leave without buying?
1. The Window Shopper (i.e. “Just Browsing”)
2. Can’t find what they’re looking for
3. Price isn’t right
4. Shipping Cost (ecomm)
5. Checkout Experience

9. Situation 1:
The Window Shopper

10. Who is the Window Shopper?
The shopper who’s just browsing, with no real intent or
motivation to buy.
Doesn’t recognize a specific “need” for a product or service
Example: Perusing for Christmas gifts in July

11. Recognizing the Window
Shopper in Ecommerce
Interested but not motivated
● Traffic Source
● Bounce Rate
● Time on site
● Browses multiple pages
● Adds item to cart but exits
before purchase
● Revisits site

12. Making Buyers out of Window Shoppers
Remember, it’s okay to have browsers!
Maximizes engagementSense of Urgency
Coupon/Promotion CodesEncourages need or want

13. Volusion Window Shopper to Buyer Rock Stars
www.oh-toys.comwww.gamebibs.com

14. Situation 2:
Can’t Locate Product

15. Customer Can’t Locate Product
Ecommerce Store Owner’s Dream:
Customer is looking for a specific product, is motivated to
purchase and has the ability to buy ($$$$$).
Ecommerce Store Owner’s Nightmare:
Same customer can’t find that product they’re intend to buy.

16. What Causes Issues Finding Product?
01. Navigation Menu
02. Product Categorization
03. Site Search
04. Responsiveness
UX

17. How to Diagnose Product Location Issues
● Bounce Rate
● Landing Page
● Exit Page
● Behavior Flow indicative of hangup or possible confusion
● Site Search Activity

18. Mitigating the Problem
● Customer Empathy
● Intuitive Product Categorization
● Streamlined Navigation
● Device-friendly UX
● Feature Contact Info & Incorporate Chat Functionality

19. Volusion Product Location Rock Stars
www.carrollstream.comwww.rcsuperstore.com

20. Situation 3:
Bargain Hunter

21. Who is the Bargain Hunter?
Unfortunately, this is occasionally unavoidable.
Customer is looking for a specific product, is motivated to
purchase and has the ability to buy ($$$$$), but wants the
product at the right price.
87% of online shoppers indicated that price was the
most important factor, followed by shipping cost.

22. Recognizing the Bargain Hunters
● Traffic Source
● Landing Page
● Exit Page
● Abandoned Carts

23. Motivating the Bargain Hunter
● Product Description
● Customer Reviews
● Value Propositions
● Product Comparisons
Justification for
your price
Keep them from
leaving & shopping on
Amazon or
Competitor sites
If all else fails,
● Discounts or promotions
● Exit Popups
● Remarketing

24. Volusion Bargain Hunter Rock Stars
www.acetool.com www.clothestoperfection.com

25. Situation 4:
Shipping Costs

26. Shipping Costs
Very similar to situation 3, but a reality with
ecommerce. Sadly, Amazon cornered this
market.
43% of shoppers abandon carts because the shipping
costs were too high

27. Recognizing a Shipping Cost Problem
● Engagement
● Behavior Flow
● Exit Page
● Abandoned Carts

28. How to Avoid & Overcome
Cost to ship product should be proportionate with the cost
of the product ($10 shipping for a $5 product is not good)
Eliminate Surprises
Consider Shipping Offers such as flat rate or
free

29. Volusion Shipping Rock Stars
www.pwoutlet.com www.bariatricdirect.com

30. Situation 5:
Checkout Experience

31. Checkout Process Issues
Customer is ready to complete their
purchase but suddenly decides not
to.
Reasons Why: Payment Options, Completing Checkout Form,
Confidence and Security, Surprises, Could include Situation 4
(Shipping)

32. Recognizing Checkout Problems
High Abandoned Carts
Minimal hang ups & healthy progression through sales
funnel
Exit Page = Cart and/or Checkout Page

33. How to Eliminate
● Accepted forms of payment should be visible throughout entire site
● Obtain and Maintain SSL Certificate to reinforce payment security
● Leverage “About Us” and Google Customer Reviews to Establish Trust
● Make it convenient and easy for someone to purchase
● Remove Distractions
● Anonymous Checkouts

34. Volusion Checkout Rock Stars
www.pwoutlet.com www.realgoodgum.com

35. Buying More
(while Buying Now)

36. Motivating Traffic to Buy Now AND Buy More
● Highlight products similar to what they’re already looking for on category and
product pages
● Landing pages dedicated to specific seasons or events
● Incentives based on total order value
● Grouping similar products into bundled products

37. Featuring Relevant Products
Top Sellers in Category
www.hodgesmarine.com

38. Related Products
www.acetool.com
Featuring Relevant Products

39. Seasonal Landing Pages
www.itsonlynaturalgifts.com
Featuring Relevant Products

40. Shipping Promos to Increase Order Volume
Free Shipping based on Order Total
www.frdepot.com www.sausagemaker.com

41. Bundled Products
Product Kits
www.bariatricdirect.com

42. ● How PayPal Express Checkout Impacts
Ecommerce Sales
● Integrating with PayPal Express Checkout
● How to Curb Abandoned Carts
● 3 Simple Tips for Site Navigation and Category
Structure
● Top 8 Ways to Increase Ecommerce Reviews
● All About Abandoned / Live Carts
● What is Bounce Rate?
● Order Review FAQ
● How to Take Quick Product Photos With Your
Smartphone
● PicMonkey - Photo Editor
● How to Create Eye-Catching Product Images
with Digital Mockups
● Use Site Search Data to Grow Revenue
● How to Save Sales by Sending Order
Retention Emails
● Convert More Visitors With Dynamic
Remarketing
● 6 Tips for Remarketing Success
Resources

43. Get up to 10% off our Premium
Theme Pro Package
Call 1-877-591-7005 to nab this deal!
Offer Ends April 30
SPECIAL DEAL

44. Q&A
Send us your questions and our hosts will do
their best to answer them LIVE!