Program Management

Conversion marketing experts deliver measurable results using best practices in program design, site analytics, and ongoing site optimization to improve conversion rates.

Website Conversion Optimization

TouchCommerce™ account teams deliver conversion marketing programs with guaranteed results in increasing conversion rates. The teams use a proven methodology to deploy the RightTouch™ solution on client sites, test the implementation, and optimize all of the factors that can impact conversion rates.

Key Elements

Basic elements of client engagements include:

• Launch plans. Aligning TouchCommerce solutions with client goals. Includes needs analysis, preparation of business rules, and integration of the RightTouch platform into client web sites.
• Weekly scorecards. Reports on program performance produced for clients at regular intervals (usually weekly).
• Program optimization. Program changes based on analyses of site trends, business rules, site pages, usefulness of new features, new client goals, operational effectiveness, and customer satisfaction feedback via surveys and transcript analyses.
• Quarterly business reviews. In-depth studies of program performance and trends in comparison to client goals.
• Client evolution. As clients redesign their sites or bring new products/features to market, TouchCommerce engages change management teams to ensure seamless brand transitions and smooth rollouts of products to agents and consumers.

Program Management Phases

Website Conversion Optimization Process

Initial Site Analysis

Before we act, we listen. Conversion experts work with clients to uncover patterns of behavior that signal key decision points leading to consumer conversions. The resulting site analysis includes:

• Scanning Analysis. Entry pages and bounce rates
• Campaign Analysis. Traffic source volumes and performance
• External Search. Terms and mix of site traffic (search mix, paid vs. organic)
• Internal Search. Usage, terms, performance, functionality
• Interaction Analysis. Page level analysis (duration, depth, views, visits, pathing)
• Acquisition Analysis. Funnel entry, completion, conversion, and abandonment of success goals
• Merchandising/Order Analysis. Order detail analysis, order value, product mix, product affinity
• Error Analysis. Quantify and understand form field, 404, and session timeouts
• Expert Review. Usability assessment of site navigation elements

Program Design and Implementation

The design analysis determines how we deliver the launch components that make programs successful. TouchCommerce teams tailor programs based on the specific needs of clients discovered during the analysis.

• Business rules for consumer engagement. Which pages to launch from, when to make sales agents available, which customers to engage, how frequently to engage customers.
• Scripts. Based on site behavior/profiling, determine what message to deliver to the consumer and which questions to ask
• User interface. Type size and style, the look and feel of the chat window, features and functionality, the close button. TouchCommerce optimizes content containers — their design, placement and messaging — to meet client branding requirements and consumer needs.
• Agents. Ongoing training and coaching ensure dialogs are relevant and on message. Relentless QA increases the value to consumers of each interaction
• User experience. Our user experience experts are the glue between all the various disciplines involved in a program, and ensure that consumers get a consistent, relevant, effective, and friendly experience when they interact with TouchCommerce. They also make sure everything is on-brand — yours

Ongoing Website Conversion Optimization – Usability and Customer Experience Refinements

Refine elements such as typeface, the look and feel of chat/recommendations, windows, triggers for proactive chat, and placement and design of reactive chat buttons

Online conversion solutions should be a natural part of the customer experience on a site. By analyzing visitor behavior, reviewing surveys, and mining chat transcripts, TouchCommerce provides useful data that can improve both conversion rates and site customer experiences in general. The goal of any feedback is always to improve processes and conversion. Common feedback elements include:

• Awareness. Buttons and links to initiate interactions with live agents need to be visible and not buried within other links or graphical elements.
• Page placement. Visitors need to be able to interact with agents at appropriate points in a conversion chain -- for example, on product pages, cart pages, order entry pages, and online applications forms.
• Rules of engagement. Proactively engaging visitors can either be annoying or helpful. Business rules should reflect behavioral elements such as wait times, page visits, cart activity, and search activity to identify patterns of behavior that suggest a person is hesitant or lost.
• Legibility. Is text clearly readable? This includes both the links to initiate chat sessions as well as the ability to resize windows and the text within windows..
• Conversion process. When consumers show a consistent pattern of behavior that suggests something is confusing, TouchCommerce can identify the point of confusion and make recommendations to correct the problem. For example, confusing instructions or labels in a form can increase rates of abandonment. TouchCommerce can proactively engage consumers before they leave to understand why they are abandoning a purchase or completion of an application and report the findings to our clients.