Alex Cohen | www.alexlcohen.com

Slim Down Your Checkout Love Your Landing Pages Juice Your Shipping & Return Policy Answer Questions with Photos Succeed with Site Search 5.5 Test!

Slim Down Your Checkout

Love Your Landing Pages

Juice Your Shipping & Return Policy

Answer Questions with Photos

Succeed with Site Search

5.5 Test!

Worst Better Best

Good : Phone number Odd : Items visually separated Good : Security badge Good : No navigation or distractions Good : Privacy reassurance Hmm : Links too prominent? Good : Tells you where you are in the checkout Good : Required fields clearly labeled

Duh : Your website should work Duh : Have a product on your page!

Category Theme Product

Simple Reassuring Differentiator Where I Need to Know (Checkout) Type/Timing Upsell Easy to Find Friendly

Bigger Replicate the Offline Experience Details and Options Compatibility/ Reduce Returns & Service

Packaging In a Setting In Use

Lists Sorting Spell Check Learn to Interpret Misspellings Good Location, Good Design Usage Tips, Error Handling

Good : Ways to drill down Good : Sorting options Good Searches all categories Bad Doesn’t group results

Which – Checkout, forms, landing pages Tool Poor? Google Website Optimizer Rich? SiteSpect, Test & Target, Optimost, Widemile How Pilot -> Wide -> Deep -> Confirmation Worry about sample size, test length and statistical significance What # of steps, # of fields, headlines, distractions, visual hierarchy

Which – Checkout, forms, landing pages

Tool

Poor? Google Website Optimizer

Rich? SiteSpect, Test & Target, Optimost, Widemile

How

Pilot -> Wide -> Deep -> Confirmation

Worry about sample size, test length and statistical significance

What

# of steps, # of fields, headlines, distractions, visual hierarchy

Alex Cohen | www.alexlcohen.com