Better conversion for E-commerce in 4 steps

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Improve your E-commerce conversion rate by improving each of the 4 basic conversion steps.

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Better conversion for E-commerce in 4 steps

  1. 1. Stay on the siteFind productsAdd to cartCheckoutBetter conversion for E-commerce sites in 4 steps
  2. 2. What did E-tailerslearn from Retailers?
  3. 3. Paco Doesn’t know3
  4. 4. Web Agencies don’t knowWWW4
  5. 5. Damned if you do - damned if you don’tRetailers Know how important conversion is, but theydon’t know how do it on the webWWW Know how to design, but they don’t knowwhat to use it for (Hint: conversion)5
  6. 6. What if you built a Selver store thesame way you build E-commerce sites?• At first the experts would go in andfix their parts:• Fridges• Lighting• Cash registers• Flooring• Etc.• Then the merchant would ask his kids and their friendsto roll in the goods and put it where they thought it wasthe best!6
  7. 7. Shopping list for e-commerce1.Technology2.Cost7
  8. 8. Strategy vs. tactics”Retail is detail” ?!8
  9. 9. Lock up the mail order guys andthrow away the key9
  10. 10. So what have we learnt?AbsolutelyNothing!10
  11. 11. The BIG questionWhat now?!1,7%11
  12. 12. Case - Larp Fashion• Butt ugly site– All agencies would have cried out: ”Redesign!”• No money for redesign• We gave 6 proposals for improvements WITHIN the existing design12
  13. 13. Test variation - Grouped lauyout• Results: 53,7% Uplift on Test goal ”Add to cart”13
  14. 14. One year later – Redesign!w Results: No difference on Conversion rate14
  15. 15. E-commerce exampleUnique visitorsEngaged visitorsVisits with”View cart”PurchasesBounce rate26,5% 77 00756 6393 1112 357346Visits with ”Add to cart”Add to cart rate5,5%View cart rate75,7%Cart Completion rate11,1%CartAbandonmentrate88,9%GA funnel reportConversion rate0,45%15
  16. 16. GA Funnel16
  17. 17. Stay on the siteFind productsAdd to cartCheckoutBetter conversion for E-commerce sites in 4 steps
  18. 18. Step 1 - Stay on the siteRelevancy-Can I shop online here?-What do they sell?
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  20. 20. Let’s go to the general store
  21. 21. Bild på gammaldags handlare21
  22. 22. How many products above the fold?22
  23. 23. Our suggestions1. Shrink header2. Shrink category title3. Get rid of right columnFrom 3 to 8An increase of 270%23
  24. 24. Users spend 80% of their time”Above the fold”Source: Jakob Nielsen- Useit.com24
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  31. 31. Whichtestwon Filter test31
  32. 32. Without filter27% CTR increase32
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  34. 34. Key takeaway”Don’t let the store get in theway of your products”34
  35. 35. Step 2 - Find ProductsFindablity-Search/Navigation-Categorization-Naming-Order-
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  39. 39. DeductionInduction39
  40. 40. How do youcommunicatea category?”Categoryleaders”40
  41. 41. Here’s a Swedish Experiment41
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  43. 43. Searchers are converters• We typically see that conversion rate in the segment”Visits with search” is twice as high as visits withoutsearch• Put search prominently• Deliver great results43
  44. 44. Menu navigation is notalways the best, and shouldnot be the only, way to findproducts
  45. 45. That was Seach&NavigationNow to Categorizationand Naming
  46. 46. Inside-out categorization46
  47. 47. Ping-pong?Table Tennis?47
  48. 48. ka48
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  50. 50. Another popular categorization50
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  52. 52. Top 10 german e-commerce sitesNot a single one of thetop 10 GermanE-commerce sites* hasAlphabeticalCategorization!"Shopping-Portale und Online-Shops 2011: Dieumsatzstärksten Online-Shops”iBussines (ibusiness.de) in cooperation with EHI RetailInstitute (ehi.org)52
  53. 53. Cognitive tasks involved1. Recognizing that the list is alphabetically ordered2. Using the correct word for the category3. Estimating where in the list your category will appear(roughly)4. Going to that place to look for itOr1. You can just look around and find it= Satisficing53
  54. 54. Where alphabeticalcategorization makes sense54
  55. 55. That was Categorizationand NamingNow to Order
  56. 56. The Milk56
  57. 57. 57
  58. 58. REI – tentsCustomers said they:1. Read the information on the product page2. Based the decision on features- summary250 vs 60bought tentnr 1 !58
  59. 59. What do we learn from this?Where you put things(order)Has a great impact onconversion
  60. 60. Step 3 - Add to cartProduct Pagelayout and content
  61. 61. The Three Ps of a perfect product page• Picture• Price• Puttonhttp://unbounce.com/conversion-rate-optimization/product-pages-that-convert/61
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  66. 66. Cat litter66
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  72. 72. You have to understand”points of influence”and”direction of influence”
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  78. 78. Retailing hasgone from”Advertising”To”In-storemarketing”E-tailing is stillstuck at”Advertising”
  79. 79. People can be influencedBUTThey’re not looking for the samethings before and after they’veadded something to the cart
  80. 80. Pre AddPost AddCartConversion RateTheoryThe80
  81. 81. P A P A C C R TCA T CR A P P81
  82. 82. Let’s look at aRather successfulSwedish E-commerce site
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  86. 86. I’m still staring at the Cat litter86
  87. 87. Conclusion• From• ”People who bought this also bought…”• ”Similar products…..”• ”Popular products….”• To• ”People who finally bought this product, considered theseproducts before they ctually decided”• ”People who bought this also bought his AFTER they had boughtthe first thing”87
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  91. 91. • Frequently BoughtWith ContourGPS Camera• Customers WhoBought ContourGPS Camera AlsoBought• Customers Also Bought theseHighly Rated Items• Customers Who Shoppedfor ContourGPS Camera AlsoShopped For•91
  92. 92. Because……92
  93. 93. At the same time in a webshop near you this happens:”Related products”93
  94. 94. 94
  95. 95. Is this what you want?95
  96. 96. Step 4 - CheckoutForm UsabillityTrust
  97. 97. cykloteket97
  98. 98. Rental car OKQ8Enter driverslicence nr BEFOREyour can see anycars.Why?98
  99. 99. Statoil99
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  101. 101. Bryan Eisenberg’s Hierarchy of ConversionPersusasiveIntuitiveUsableAccessibleFunctional101
  102. 102. 102What’s the potential?40%dropoff!!
  103. 103. How much to fix the forms?103
  104. 104. Stay on the siteFind productsAdd to cartCheckoutBetter conversion for E-commerce sites in 4 steps
  105. 105. Bonus SlidesLet’s go to Mörby Centrum
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  108. 108. Hemköp Mörby Centrum108
  109. 109. The Tomatoes and the MilkEnter: the Usability people109
  110. 110. ChallengeWill the mostusable online storesell the most?110
  111. 111. The answer?!”Persuadability”David Boronat111
  112. 112. Some otherretail concepts
  113. 113. The walletopener113
  114. 114. Thebumper114
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  117. 117. Wallet openers and BumpersCommitment & Consistency• Universal• Actionnable• Cheap (wallet opener)117
  118. 118. www.conversionjam.se
  119. 119. @conversionistawww.conversionista.sejohn@conversionista.se

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