The mobile revolution is in full swing, so it should be no surprise that approximately 28 percent of the visitors to your website are coming via a mobile device. But can potential buyers find your site when searching via mobile? When they do arrive, is your website optimized to help them find what they want? Is it easy to place an order via a mobile device? In our webinar, we'll examine: Who is coming to your site via mobile How are those visitors interacting with your site What design and content strategies can you use to guide your visitors to conversion We’ll share practical tips and techniques that will boost your business by getting the most of mobile. Link to Recording: http://www.score.org/workshops/live-webinar-213-mobile-and-website-conversion-building-your-business-clients-go

1. Mobile and Website
Conversion
Building your business how and
where your clients communicate

2. Speaker & Agenda
•
Mobile
-
Who is coming?
-
What they are doing?
-
What you need to do.
•
Heidi Tobias Wong
Bigcommerce
Twitter: @Htoby
Linkedin:
www.linkedin.com/in/heidi
tobiaswong/
Website Conversion
-
What is good conversion?
-
What you can to do improve it.

3. Who is on mobile?
More than 50% of site traffic is mobile
Average order value on tablets: $329,
smartphone: $250
Men: 45%, women: 35%;
Men during office hours, women after
“In 2016 mobile will account for $87
Billion of ecommerce.”
-Morgan Stanley

4. Mobile for pre-buying activities
-
30% Review products and
services
-
44% Compare prices
-
44% Research deals

5. Conversions via mobile
-
31% purchase if product information
is easy to get
-
Less steps = more conversions
-
Who does the work now:
You or your clients?
© 2013 Bigcommerce Pty. Ltd.

6. Mobile best practices
Default website needs to
be mobile friendly, next
step is to customize
mobile site to your brand
Mobile site or app? Both
is best!
62% use mobile site
38% use company app
Make conversion quick
and easy for mobile

7. Second screen trends
Usage while watching TV
or gaming:
85% once a month
40% daily
19% pre buying activities
from things seen while
watching shows
79% visit Facebook
while watching TV

8. Mobile coupons
• For local and online business
• Distribute via email
• Social media
• Coupon apps
“By 2014, 25% of mobile users will redeem a mobile coupon.” -eMarketer

9. Use mobile to keep clients coming back
Reminder to engage via
emails or text
Want more on what to say? Check out my blog post “Partner, don’t Pitch”
http://blog.bigcommerce.com/?s=partner+not+pitch
© 2013 Bigcommerce Pty. Ltd.

10. Drive back with social media
Mobile users spend over 9 hours a
month on social media

11. Mobile ads
-
71% of users search after seeing ads
-
82% remember ads
-
50% take direct action on ads and 49%
of those purchase

12. WEBSITE CONVERSION
Design tips to get the results you desire when a client visits

13. What is Conversion?
A measure of the number of potential clients
that go on to connect or make a purchase

14. The Conversion Funnel
A good conversion rate is
dependent upon a variety of factors

15. Expectations for Conversion
There are common
best practices
Every business
is different
If it’s not broken, don’t “fix it!”
Improvement doesn’t
happen overnight

16. A Client Enters your Site
You have less than 5 seconds!
•
•
•
Show what you are offering
Answer common questions
Guide them on where to go next
Some Helpful Tools:
•
•
Five second test
Are you answering your client’s questions?

17. Use a clean, uncluttered layout
-
Showcase your brand in a
modern way
-
“Busy” websites don’t
convert well

18. Header Conversion Opportunities
Visible throughout your ENTIRE website
1. Include Contact Information
2. Simple Category Navigation
3. Additional Content Pages
4. Utilize Site Search

19. Footer Conversion Opportunities
Visible throughout your ENTIRE website
1.
2.
Simple Website Navigation
Trust Signals can increase sales 36%

20. Include trustmarks to increase client
confidence
•
Add trusted logos from credit card
companies, VeriSign, TRUSTe,
Better Business Bureau, etc Unique,
detailed descriptions = better SEO
•
Highlight fair trade and cause
marketing if applicable

21. Use detailed names for services or
products
-
Always use the brand in the
name
-
Include descriptive keywords for
better SEO results
-
Use the product name in the
URL, heading and breadcrumb
— an SEO must

22. Write killer descriptions
•
Don’t copy/paste standard descriptions
•
Unique, detailed descriptions = better SEO
•
List key features in bullets for easy scanning
•
Provide both a summary and full description

23. Images should put the
focus on your products or services
•
67% of consumers rated image
quality as “very important”
•
Highest quality default image you
can get
•
Multiple images, multiple angles
•
Show in use when possible

24. Add videos to improve SEO and conversion
-
53 times more likely to get a
front-page Google result, 41%
higher click-through
-
Visitors stay on site 9% longer,
are 65% more likely to buy
-
Show products in use, closeups to highlight features

25. Video Do’s and Don'ts
DO
Show items being made
Close Ups
Multiple Perspectives
Highlight Features
Uses
What it’s Made from
The Benefits of Use
The “How-To’s”
Show Your Physical Store
The Options are Endless!
Don’t
Use Autoplay
Have no purpose
Have too many

26. Feature reviews
•
4.6% increase in conversion,
18% increase in sales
•
Show both sides of the story:
shoppers who read bad
reviews convert 67% more

27. Allow social sharing
•
50% of consumers use social media to
share product reviews
•
68% read product reviews on social
networks
•
Pinterest is expected to account for 40%
of all social media driven purchases
•
Adding social sharing also helps
increase awareness & validation

28. Important site metrics to review
•
Bounces
•
Click mapping
•
Average items per cart
•
Frequency of visit or purchase
•
Abandonment rates
© 2013 Bigcommerce Pty. Ltd.

29. Interested in learning more?
Heidi Tobias Wong
Tweet me @Htoby
Send me questions via Linkedin:
www.linkedin.com/in/heiditobiasw
ong/
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