Conversion2013-JohnEkman-Conversionista

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Conversion2013-JohnEkman-Conversionista

  1. 1. John Ekman – Chief Conversionista @Conversionista Page 1
  2. 2. Nr 1 on Online Conversion in Sweden Since 2006 100 + 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
  3. 3. What did E-tailerslearn from Retailers? - Absolutely Nothing! @Conversionista Page 4
  4. 4. Paco Doesn’t know @Conversionista Page 5
  5. 5. Web Agencies don’t know @Conversionista Page 6
  6. 6. Agencies brought us the flash intro the popcorn and People don’t go get sit down to watch sliders © The Oatmeal @Conversionista Page 7
  7. 7. Damned if you do - damned if youdon’tRetailers 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
  8. 8. What if you built an Albert Heijnstore the same way you build E-commerce sites? 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
  9. 9. Shopping list for e-commerce 1.Technology 2.Cost @Conversionista Page 10
  10. 10. Strategy vs. tactics ”Retail is detail” ?! @Conversionista Page 11
  11. 11. Lock up the mail order guys andthrow away the key @Conversionista Page 12
  12. 12. So what have we learnt? Absolutely Nothing! @Conversionista Page 13
  13. 13. The challengeShould we try to start learning? Together @Conversionista Page 14
  14. 14. My shopping list1. Milk2. Car insurance3. A Tent4. Tomatoes5. Cat litter @Conversionista Page 15
  15. 15. The Milk @Conversionista Page 16
  16. 16. @Conversionista Page 17
  17. 17. REI – tentsCustomers 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
  18. 18. What do we learn from this? Where you put things (order) Has a great impact on conversion @Conversionista Page 19
  19. 19. Twat was order Now Navigation @Conversionista Page 20
  20. 20. @Conversionista Page 21
  21. 21. @Conversionista Page 22
  22. 22. @Conversionista Page 23
  23. 23. DeductionInduction @Conversionista Page 24
  24. 24. How do youcommunicate acategory? ”Category leaders” @Conversionista Page 25
  25. 25. Here’s a Swedish Experiment @Conversionista Page 26
  26. 26. Menu navigation is not always the best, andshould not be the only, way to find products @Conversionista Page 27
  27. 27. Searchers are converters 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 28
  28. 28. That was navigationBack to categorization @Conversionista Page 29
  29. 29. Inside-out categorisation @Conversionista Page 30
  30. 30. Ping-pong?Table Tennis? @Conversionista Page 31
  31. 31. ka @Conversionista Page 32
  32. 32. @Conversionista Page 33
  33. 33. Another popular categorisation @Conversionista Page 34
  34. 34. @Conversionista Page 35
  35. 35. Top 10 german e-commercesites 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 36
  36. 36. Cognitive tasks1. 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 37
  37. 37. Where alphabeticalcategorization makes sense @Conversionista Page 38
  38. 38. Let’s go to the general store @Conversionista Page 39
  39. 39. Bild på gammaldags handlare @Conversionista Page 40
  40. 40. How many products above the fold? @Conversionista Page 41
  41. 41. Our suggestions 1. Shrink header 2. Shrink category title 3. Get rid of right column From 3 to 8 An increase of 270% @Conversionista Page 42
  42. 42. Users spend 80% of their time”Above the fold” Source: Jakob Nielsen- Useit.com @Conversionista Page 43
  43. 43. @Conversionista Page 44
  44. 44. @Conversionista Page 45
  45. 45. @Conversionista Page 46
  46. 46. @Conversionista Page 47
  47. 47. @Conversionista Page 48
  48. 48. @Conversionista Page 49
  49. 49. Whichtestwon Filter test @Conversionista Page 50
  50. 50. Without filter27% CTR increase @Conversionista Page 51
  51. 51. @Conversionista Page 52
  52. 52. Key takeaway ”Don’t let the store get in the way of your products” @Conversionista Page 53
  53. 53. Let’s go to Mörby Centrum @Conversionista Page 54
  54. 54. @Conversionista Page 55
  55. 55. @Conversionista Page 56
  56. 56. Hemköp Mörby Centrum @Conversionista Page 57
  57. 57. The Tomatoes and the Milk Enter: the Usability people @Conversionista Page 58
  58. 58. Challenge Will the most usable online store sell the most? @Conversionista Page 59
  59. 59. The answer?! ”Persuadability” David Boronat @Conversionista Page 60
  60. 60. Cat litter @Conversionista Page 61
  61. 61. @Conversionista Page 62
  62. 62. @Conversionista Page 63
  63. 63. @Conversionista Page 64
  64. 64. @Conversionista Page 65
  65. 65. @Conversionista Page 66
  66. 66. You have to understand ”points of influence” and”direction of influence” @Conversionista Page 67
  67. 67. @Conversionista Page 68
  68. 68. @Conversionista Page 69
  69. 69. @Conversionista Page 70
  70. 70. @Conversionista Page 71
  71. 71. @Conversionista Page 72
  72. 72. People can be influenced BUT They’re not looking for thesame things before and after they’ve added something to the cart @Conversionista Page 73
  73. 73. @Conversionista Page 74
  74. 74. @Conversionista Page 75
  75. 75. Let’s look at a Rather successfulSwedish E-commerce site @Conversionista Page 77
  76. 76. @Conversionista Page 78
  77. 77. @Conversionista Page 79
  78. 78. @Conversionista Page 80
  79. 79. I’m still staring at the Cat litter @Conversionista Page 81
  80. 80. Conclusion 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
  81. 81. @Conversionista Page 83
  82. 82. @Conversionista Page 84
  83. 83. @Conversionista Page 85
  84. 84.  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
  85. 85. Because…… @Conversionista Page 87
  86. 86. At the same time in a web shopnear you this happens: ”Related products” @Conversionista Page 88
  87. 87. @Conversionista Page 89
  88. 88. Is this what you want? @Conversionista Page 90
  89. 89. Retailing has gone from ”Advertising” To ”In-store marketing”E-tailing is still stuck at ”Advertising” @Conversionista Page 91
  90. 90. @Conversionista Page 92
  91. 91. Some otherretail concepts @Conversionista Page 93
  92. 92. The walletopener @Conversionista Page 94
  93. 93. Thebumper @Conversionista Page 95
  94. 94. @Conversionista Page 96
  95. 95. @Conversionista Page 97
  96. 96. Wallet openers and Bumpersshould be: Universal Actionnable Cheap (wallet opener) Commitment & Consistency @Conversionista Page 98
  97. 97. So we’ve talked about 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
  98. 98. @conversionistawww.conversionista.sejohn@conversionista.se @Conversionista Page 100

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