18 Easy fixes you can implement today

It is time to upgrade your conversion funnels. With these tools increasing online conversions doesn’t have to take weeks or even months. Get started today!

There are many tools out there that can help you optimise your digital presence and conversion rates. However, many businesses shy away from using new tools. The key is not to use the trendy and latest SaaS products, but rather to understand your customer and their purchase flow.

If you are familiar with digital marketing you are familiar with the term ‘buyer personas’. Creating personas help you to understand the different steps your clients take before buying your product. As a result of defining personas you can create different customer experiences on your website for each and every persona. Patrick Campbell from Price Intelligently wrote a great article on the importance of qualifying your personas.

Research has shown that companies focusing on buying personas are 80% more likely to survive than companies who don’t!

To determine which products are most relevant to you it is important to understand these buyers personas. Therefore in no particular order 18 conversion optimisation tools:

1. A/B Testing

A/B and multivariate testing assign a dedicated part of your traffic to slightly different landing pages. We have selected the best tools that you can start using today, even with little to no I.T. knowledge. They for example calculate the confidence intervals for you, therefore making it easy to pick the winning optimisations.

Example: Amazon.co.uk

Screen Shot 2016-07-29 at 11.44.17 Screen Shot 2016-07-29 at 11.44.08

Amazon is at the time of writing testing two different Kindle Paperwhite banners to improve online conversions. Most noteworthy is the choice of color and gender of their A/B test. The posts can be checked in a incognito window (then refresh). Note that the pink banner doesn’t appear when the yellow one is opened and visa versa.

1.1 Unbounce

At Intouch we use Unbounce to test new products and optimise landing pages. Unbounce makes it easy to create landing pages without any involvement from your I.T. department. Unfortunately they don’t offer a free subscription plan (starting from 49$/month). Nevertheless it remains one of the cheapest options. When optimising is important and your I.T. knowledge limited Unbounce will become your best friend. Implementation time >1 hour.

Screen Shot 2016-07-29 at 10.41.21

1.2 Optimizely

Optimizely is a more advanced testing alternative to Unbounce. Moreover, it doesn’t host and build the website within the software. However, it offers an Analytics solutions and personalisation strategies beside A/B, multivariate and multi-page testing. The product is not the cheapest option with a starting price of 899€/month, but sure gives you all the power you need for a professional in-depth analysis. Implementation time >2 hours.

Screen Shot 2016-07-29 at 10.41.08

1.3 VWO

VWO let’s you quickly test and optimise your website without any I.T. knowledge. You can click and drag to change your layout. With VWO you change for example how your website looks based on the country users are coming from or what device they are using. With a starting price of 49$/month in the same price range as Unbounce. Implementation time >1 hour.

vwo.com logo

2. Onsite Retargeting

Onsite retargeting opens a full-screen banner when your site visitors trigger some pre-defined actions. Customers will have no other option than to see your message. In consequence, it turns out to be a proven way to quickly optimise your online conversions. For example when your customers are about to leave your website you can present them a question to which the obvious answer would be yes (e.g. do you want to save money? Subscribe for a free demo).  Another method can be to present your user with some relevant material to download (e.g. download our free e-book on X).

Example: 100%Food


2.1 Optimonk

Optimonk allows you to easily create onsite retargeting banners. With a simple Java Script these banners are installed on your website in under a minute. The banner can be optimised in their dashboard to specify your needs. Conversions will appear in their dashboard. Starting price is with 29$/month a reasonable price to boost your online conversions.

Screen Shot 2016-07-29 at 11.15.11

2.2 Rooster

Rooster is part of the Unbounce family and offers a strong onsite retargeting platform. With 49$/month a more expensive alternative, with mostly the same feature as other websites.

Screen Shot 2016-07-29 at 11.22.18

2.3 GetSiteControl

With more to offer than merely pop-up forms GetSiteControl differentiates itself from competitors with a full product suite. In addition to this they offer a free subscription plan for one website and customised pricing for additional websites. Implementation time >30 mins.

Screen Shot 2016-07-29 at 12.01.57

3. Push notifications

It seems that Chrome’s market share adoption in the browser market is hard to stop. Even though it launched only a few years ago it holds an impressive 48.7% market share. In Chrome you are able to send your website visitors a request to send them in-browser push notifications at a later stage. Even when your user doesn’t have your website opened! Online conversions can easily be derived from push notification traffic. E.g. send notifications when a product comes back in stock, becomes available in a new market, a new product has launched or simply when new content becomes available.

Example: Ninja Outreach

Screen Shot 2016-07-29 at 13.10.42

Your website can leverage push notifications just like this clean example from Ninja Outreach. In addition, the notification bar at the bottom can be added to increase the adoption of your push notifications.

3.1 PushCrew

Pushcrew (owned by VWO.com) offers a quick and easy implementation of push notification requests on your website. At their website you can find several case studies. Pricing starts with a free trial and 25$/month in the first plan after. Seem to have most flexible pricing, but limited to in-browser notifications. Implementation time >20 mins.

Screen Shot 2016-07-29 at 13.16.46

3.2 Pushwoosh

Pushwoosh allows cross-platform notifications (browser & app). Hence it seems more suitable for app developers or e-commerce providers that also provide a mobile app. Pricing starts at 49.95$/month  and starts therefore in the middle compared to its competitors. Implementation time > 30mins.

Screen Shot 2016-08-01 at 08.33.06

3.3 FoxPush

Easy to implement web based notifications. Starting with free trial account. Be aware that the next plan starts at 149$/month, which is higher than its competitors. Nevertheless easy implementation >30mins.

Screen Shot 2016-08-01 at 08.31.53

4. Shared Calendar

If your business sells to other businesses you might need to spend some time with your customer before they convert. Adding your calendar to your website/blog makes it easy for your audience to directly schedule a meeting there and then.

Example: Right here –>

At Intouch we make our head of partnerships’ (Paul) calendar openly visible. Feel free to book an appointment to discuss your e-commerce optimisation strategy and test the feature! 😉

4.1 HourHQ

Free to use and extremely easy to implement. Best tool we have worked with at Intouch, hands down! Implementation time > 5mins.

Screen Shot 2016-08-02 at 14.47.44

4.2 Calendly

Calendly offers you the option to make your calendar openly visible as well. It seems to have more options available then hourhq. Therefore worth checking out as well. Plans start with a free option and 8$/month after.

Screen Shot 2016-08-02 at 14.48.20

5. Analytics

Measuring makes the blind see! Tracking is vital to your organisation in order to understand where customers abandon your website, the reason and the progress in optimising to realise more online conversions. We have gathered the top analytics tools for you to create more insights into your online conversion funnels.

5.1 Google Datastudio

Most of you familiar with digital marketing are familiar with Google Analytics. However, some of you might not be familiar with Google’s latest product to they analytics suite: Google Datastudio. Create quick and easy overviews with Data Studio, based on your analytics data. Free to use for SMB’s. Implementation time >10mins if you have an analytics account.

P.s. Google Datastudio not available in your country yet? Enter it by using a VPN.

Screen Shot 2016-08-02 at 14.57.36

5.2 Mixpanel

Detailed analytics dashboard for pro’s. Find and track cross-platform with special functions for mobile. Free account up to 25,000 datapoints. Next plan starts with 150$/month. Implementation time takes a bit longer >2 hours.

Screen Shot 2016-08-02 at 15.01.11

5.3 Kiss metrics

This tool gives insights into optimizing your marketing efforts. Hence more suitable for the business people in your organisation. Starting with 120$/month and therefore not the cheapest option. Implementation time >1 hour.

Screen Shot 2016-08-02 at 15.06.31

6. Paid Retargeting

Retargeting can be done on-site as we discussed at point 2. In addition you can retarget using paid channels to increase the sales/signups. Here are the top advertising tools to use remarketing:

6.1 Adroll

Specialised in remarketing. Fast growing company that found a hole in the more established companies remarketing efforts.

Screen Shot 2016-08-02 at 15.11.59

6.2 Criteo

Criteo offers dynamic marketing as well, same as Adroll. Difference is mainly the website the ads are served.

Screen Shot 2016-08-02 at 15.14.06

6.3 AdWords

The giant in advertising. Not only GDN (Google Display Network) remarketing possible, but also search marketing.

Screen Shot 2016-08-02 at 15.12.59

6.4 Facebook

Ads are available on the Facebook network, including Instagram and possibly in the future Whatsapp? Powerful engagement metrics and Facebook audience is strongly present on mobile.

Screen Shot 2016-08-02 at 15.13.27

Want to find more tips to generate more online conversions? Have a look at intouch.com/business to find tools to shorten the checkout/signup process.

Credit header image goes to Freepik: Business vector designed by Freepik