We love seeing all the web site traffic, but how do we make a browser into a buyer? The truth is, about 96% of all visitors don't make a purchase. So how do you increase your sales conversion rate when the odds are against you? Rick Wilson, President of Miva Merchant has some tips to help guide you and your buyers in the right direction.

1. Turning Browsers Into Buyers
The Four Things You Must Do To Boost Conversions

2. The Four Things You Must Do To Boost Conversions
• De-clutter and Simplify
• Speed Up Your Site
• Make Your Customers Feel Secure
• Remind And Reward
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3. De-clutter and Simplify
• Rule #1 – Your Shoppers Get Distracted Easily
• We live in a multi-tasking interconnected world
• Don’t provide your customers any reason to jump to something else
• If you force them to navigate a maze, they’ll likely just navigate away
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4. De-clutter and Simplify
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5. De-clutter and Simplify
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6. De-clutter and Simplify
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7. De-clutter and Simplify
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8. De-clutter and Simplify
• Simple Doesn’t Have To Be Artsy
• High Conversion Sites Aren’t Always “Pretty”
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9. Speed Up Your Site
• Rule #2 – Your Shoppers Are Impatient
• Multiple studies have shown site speed impacts conversions
• Every 1/10th of a second improvement in page speed load helps
• See Rule #1
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10. http://blog.kissmetrics.com/loading-time/
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11. Speed Up Your Site
http://blog.yottaa.com/2011/09/ecommerce-season-–-why-site-speed-
matters-more-than-you-think-in-2011/
From RetailTouchPoints.com:
“One leading online furniture store made performance improvements that led
to 20% faster page loads and was able to attribute an increase in revenue
from online sales directly to this effort.”
From Shopzilla.com:
Improving the site speed of this popular ecommerce portal by 20% resulted
in an improvement in conversion rates of 7% to 12%. Page views went up
by 25%.
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12. Make Your Customers Feel Secure
• Rule #3 – Your Shoppers Are Skittish
• The same principle's apply offline as online
• Customers must feel welcomed by your site
• They must intuitively trust your site
• They don’t want to be in an online “ghetto”
• See Rules #1 & #2
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13. Make Your Customers Feel Secure
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14. Make Your Customers Feel Secure
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15. Make Your Customers Feel Secure
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16. Make Your Customers Feel Secure
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17. Make Your Customers Feel Secure
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18. Make Your Customers Feel Secure
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19. Make Your Customers Feel Secure – EV SSL
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20. Make Your Customers Feel Secure
• Use an SSL
• Display The SSL Seal
• Show Credit Card Symbols
• BBB and/or TRUSTe
• Test Your Site For Insecure Links
• Scan Your Site For Malware
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21. Remind and Reward
• Rule #4 – Your Shoppers Easily Forget
• When someone navigates away from your site, if they don’t return
within 1 hour, they’re essentially gone forever
• If your customers don’t click through an email within 24 hours, they’re
not going to respond
• You’re fighting between your customers wanting a good deal and their
short attention span
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22. Remind and Reward
• Use Shopping Cart Recovery Tools
http://www.getelastic.com/8-tips-for-recovering-abandoned-shopping-carts/
“Shopping Cart Recovery: Triggered emails recapture 29% of abandoned
carts”
http://www.marketingsherpa.com/article.php?ident=31904#
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23. Remind and Reward
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24. Remind and Reward
• Use Email Marketing
The DMA puts email marketing's ROI for 2011 at $40.56 for every $1
invested. The figure for 2012 is predicted to "fall" to $39.40, when email
will account for $67.8 billion in sales.
72% of respondents to an Econsultancy survey in early 2011 described
email's ROI as excellent or good. Only organic SEO scored better
http://www.email-marketing-reports.com/basics/why.htm
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25. Remind and Reward
http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx
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26. Remind and Reward
• Use Retargeting
• Retargeting is a cost effective way to only advertise to people who are
already interested in your product line
“comScore Study with ValueClick Media Shows Ad Retargeting
Generates Strongest Lift Compared to Other Targeting Strategies”
http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Study_with_ValueClick_Media_Shows_Ad_Retargeting_Gen
erates_Strongest_Lift_Compared_to_Other_Targeting_Strategies/
• http://searchengineland.com/3-ways-to-connect-the-dots-with-search-
marketing-75508
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27. Remind and Reward
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28. Remind and Reward
• Use Behavioral Offers
• Runa
• Spring Metrics
• Steelhouse
• Close Browser Offers
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29. Remind and Reward
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30. Remind and Reward
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31. History
• Based in San Diego, California
• Founded in 1995
• Data Centers in California, Florida and Georgia
• Focus on scalability, rapid deployment and ease of use
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32. Competitive Landscape
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33. Typical Customers
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34. Partners
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35. Thank You
Rick Wilson
rwilson@mivamerchant.com
www.mivamerchant.com
(800)608-MIVA
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