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What did e tailers learn from retailers-absolutely nothing
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What did e tailers learn from retailers-absolutely nothing

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Retailing has evolved rapidly over the last 20 years, but many e-commerce sites have failed to translate merchandising and space management techniques to their online stores.This presentation will …

Retailing has evolved rapidly over the last 20 years, but many e-commerce sites have failed to translate merchandising and space management techniques to their online stores.This presentation will demonstrate how these offline techniques can be applied to online retailing. Learn how to avoid the typical pitfalls in categorization, navigation and search results presentation that kill many ecommerce sites. How do you put the milk at the back of the online store? Does the most usable site sell the most? Get these answers and more in this compelling presentation - a must for anyone responsible for an online catalog site.


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  • 1. @Conversionista Page 1 201210-25
  • 2. @Conversionista Page 2 201210-25
  • 3. Nr 1 on Online Conversion in Sweden Since2006 80 + conversion projects 50% E-commerce Rest is B2B/B2C Lead generation Internationell speaker & blogger John Ekman a.k.a Chief Conversionista Member and founder of @Conversionista Page 3 TheConversionAlliance.com WebAlliance.se 201210-25
  • 4. @Conversionista Page 4 201210-25
  • 5. @Conversionista Page 5 201210-25
  • 6. @Conversionista Page 6 201210-25
  • 7. People don’t go get the popcorn and sit down to watch sliders © The Oatmeal @Conversionista Page 7 201210-25
  • 8. Retailers Know how important conversion is, but they don’t know how do it on the webWWW Know how to design, but they don’t know what to use it for (Hint: conversion) @Conversionista Page 8 201210-25
  • 9.  At first the experts would go in and fix their parts: – Fridges – Lighting – Cash registers – Flooring – Etc. Then the merchant would ask his kids and their friends to roll in the goods and put it where they thought it was the best! @Conversionista Page 9 201210-25
  • 10. 1.Technology2.Cost @Conversionista Page 10 201210-25
  • 11. ”Retail is detail” ?! @Conversionista Page 11 201210-25
  • 12. @Conversionista Page 12 201210-25
  • 13. Absolutely Nothing!@Conversionista Page 13 201210-25
  • 14. @Conversionista Page 14 201210-25
  • 15. 1. Milk2. Car insurance3. A Tent4. Tomatoes5. Cat litter @Conversionista Page 15 201210-25
  • 16. @Conversionista Page 16 201210-25
  • 17. @Conversionista Page 17 201210-25
  • 18. Customers said they: 250 vs 60 bought tent1. Read the information on the product page nr 1 !2. Based the decision on features- summary @Conversionista Page 18 201210-25
  • 19. @Conversionista Page 19 201210-25
  • 20. @Conversionista Page 20 201210-25
  • 21. @Conversionista Page 21 201210-25
  • 22. @Conversionista Page 22 201210-25
  • 23. DeductionInduction @Conversionista Page 23 201210-25
  • 24. @Conversionista Page 24 201210-25
  • 25. @Conversionista Page 25 201210-25
  • 26.  We typically see that conversion rate in the segment ”Visits with search” is twice as high as visits without search Put search prominently Deliver great results @Conversionista Page 26 201210-25
  • 27. @Conversionista Page 27 201210-25
  • 28. @Conversionista Page 28 201210-25
  • 29. @Conversionista Page 29 201210-25
  • 30. @Conversionista Page 30 201210-25
  • 31. @Conversionista Page 31 201210-25
  • 32. @Conversionista Page 32 201210-25
  • 33. @Conversionista Page 33 201210-25
  • 34. Not a single one of the top 10 German E-commerce sites* has Alphabetical Categorization! "Shopping-Portale und Online-Shops 2011: Die umsatzstärksten Online-Shops” iBussines (ibusiness.de) in cooperation with EHI Retail Institute (ehi.org)@Conversionista Page 34 201210-25
  • 35. 1. 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 = Satisficing @Conversionista Page 35 201210-25
  • 36. @Conversionista Page 36 201210-25
  • 37. @Conversionista Page 37 201210-25
  • 38. @Conversionista Page 38 201210-25
  • 39. @Conversionista Page 39 201210-25
  • 40. 1. Shrink header2. Shrink category title3. Get rid of right column From 3 to 8 An increase of 270% @Conversionista Page 40 201210-25
  • 41. Source: Jakob Nielsen- Useit.com@Conversionista Page 41 201210-25
  • 42. @Conversionista Page 42 201210-25
  • 43. @Conversionista Page 43 201210-25
  • 44. @Conversionista Page 44 201210-25
  • 45. @Conversionista Page 45 201210-25
  • 46. @Conversionista Page 46 201210-25
  • 47. @Conversionista Page 47 201210-25
  • 48. @Conversionista Page 48 201210-25
  • 49. Without filter27% CTR increase @Conversionista Page 49 201210-25
  • 50. @Conversionista Page 50 201210-25
  • 51. ”Don’t let the store get in the way of your products” @Conversionista Page 51 201210-25
  • 52. ”Category leaders” @Conversionista Page 52 201210-25
  • 53. ”Category leaders” @Conversionista Page 53 201210-25
  • 54. @Conversionista Page 54 201210-25
  • 55. @Conversionista Page 55 201210-25
  • 56. @Conversionista Page 56 201210-25
  • 57. @Conversionista Page 57 201210-25
  • 58. Enter: the Usability people @Conversionista Page 58 201210-25
  • 59. Will the mostusable onlinestore sell the most? @Conversionista Page 59 201210-25
  • 60. David Boronat @Conversionista Page 60 201210-25
  • 61. @Conversionista Page 61 201210-25
  • 62. @Conversionista Page 62 201210-25
  • 63. @Conversionista Page 63 201210-25
  • 64. @Conversionista Page 64 201210-25
  • 65. @Conversionista Page 65 201210-25
  • 66. @Conversionista Page 66 201210-25
  • 67. @Conversionista Page 67 201210-25
  • 68. @Conversionista Page 68 201210-25
  • 69. @Conversionista Page 69 201210-25
  • 70. @Conversionista Page 70 201210-25
  • 71. @Conversionista Page 71 201210-25
  • 72. @Conversionista Page 72 201210-25
  • 73. @Conversionista Page 73 201210-25
  • 74. @Conversionista Page 74 201210-25
  • 75. @Conversionista Page 76 201210-25
  • 76. @Conversionista Page 77 201210-25
  • 77. @Conversionista Page 78 201210-25
  • 78. @Conversionista Page 79 201210-25
  • 79. @Conversionista Page 80 201210-25
  • 80. @Conversionista Page 81 201210-25
  • 81.  From – ”People who bought this also bought…” – ”Similar products…..” – ”Popular products….” To – ”People who finally bought this product, considered these products before they ctually decided” – ”People who bought this also bought his AFTER they had bought the first thing” @Conversionista Page 82 201210-25
  • 82. @Conversionista Page 83 201210-25
  • 83. @Conversionista Page 84 201210-25
  • 84. @Conversionista Page 85 201210-25
  • 85.  Frequently Bought With ContourGPS Camera Customers Who Bought ContourGPS Camera Also Bought Customers Also Bought these Highly Rated Items Customers Who Shopped for ContourGPS Camera Also Shopped For @Conversionista Page 86 201210-25
  • 86. @Conversionista Page 87 201210-25
  • 87. ”Related products” @Conversionista Page 88 201210-25
  • 88. @Conversionista Page 89 201210-25
  • 89. @Conversionista Page 90 201210-25
  • 90. @Conversionista Page 91 201210-25
  • 91. @Conversionista Page 92 201210-25
  • 92. @Conversionista Page 93 201210-25
  • 93. @Conversionista Page 94 201210-25
  • 94. @Conversionista Page 95 201210-25
  • 95. @Conversionista Page 96 201210-25
  • 96. @Conversionista Page 97 201210-25
  • 97.  Universal Actionnable Cheap (wallet opener) Commitment & Consistency @Conversionista Page 98 201210-25
  • 98.  Navigation, Naming How do visitors find your & Categorization products? Order How do you prioritize? ”Space management” How many products above the fold? Direction of influence The CATCRAPP theory Bumper and Wallet opener How do you get visitors to slow down and start shopping? @Conversionista Page 99 201210-25
  • 99. @conversionistawww.conversionista.sejohn@conversionista.se @Conversionista Page 100 201210-25