Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th
...
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
DATA. ACTION. PROFIT.
OMET...
What is Conversion Hacking?
hack: a rough cut
hacking: making quick changes that give disproportionately
large benefits
qu...
Hack #1
Do More with Drop-Downs
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @Ometri...
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Hack #1
Do More with Drop-...
Hack #2
Create a Sense of Urgency
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @Omet...
Hack #3
Maximise sales from the category page
What do you do?
Position the shoes most likely to sell at the top of the cat...
Hack #3
Maximise sales from the category page
What do you do?
Position the shoes most likely to sell at the top of the cat...
Hack #4
Reduce pogo-sticking!
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaD...
Hack #5
Quarantine Checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaDat...
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Currys checkout removes al...
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Right or top-aligned label...
Hack #7
Credit card scanning for mobile checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.omet...
Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
B...
Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
B...
Hack #9
Go Responsive
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
How ...
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com ...
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com ...
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com ...
Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
How Ometria Can Help
Ivan Mazour
Customer Lifecycle
Marketing Kit
How To Speak
Ecommerce Ebook
The Ultimate Product
Page Ebook
Customer Segmentation
Cheat ...
Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th
...
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Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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A presentation on conversion hacks that online retailers can implement to increase conversions.

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Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

  1. 1. Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business Ometria breakfast seminar – 4th June 2014 Dr. Mike Baxter
  2. 2. Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData DATA. ACTION. PROFIT. OMETRIA – THE ALL-IN-ONE INTELLIGENCE SOLUTION
  3. 3. What is Conversion Hacking? hack: a rough cut hacking: making quick changes that give disproportionately large benefits quick changes: could be done instantly or could take development work – but all have big paybacks Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  4. 4. Hack #1 Do More with Drop-Downs Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Drop-down panels are used on most sites both for search auto-suggest and global navigation menus – they provide a great way to answer customer’s questions before they have asked
  5. 5. Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Hack #1 Do More with Drop-Downs
  6. 6. Hack #2 Create a Sense of Urgency Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Loss aversion is one of our strongest ‘cognitive biases’ – many ecommerce site use it as a conversion booster
  7. 7. Hack #3 Maximise sales from the category page What do you do? Position the shoes most likely to sell at the top of the category page How do you do it? Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  8. 8. Hack #3 Maximise sales from the category page What do you do? Position the shoes most likely to sell at the top of the category page How do you do it? Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData purchases = 82 page-views = 1239 conversion = 7% purchases = 103 page-views = 894 conversion = 12% purchases = 47 page-views = 349 conversion = 13% Position 1st Position 2nd Position 3rd
  9. 9. Hack #4 Reduce pogo-sticking! Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Pogo-sticking is the term describing customers bouncing back and forth repeatedly between category and product pages. It happens because insufficient information is presented on the category page to inform customer choice – it can be a conversion-killer Large thumbnail images … … informative descriptions … … and customer reviews on the category page can all help … as can quick- look functionality
  10. 10. Hack #5 Quarantine Checkout Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData When someone enters your checkout, there is only one place you want them to go – to order confirmation. In which case, don’t distract them with lots of links to other parts of your site Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content
  11. 11. Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content How to hack it! Use CSS to simply hide the elements you don’t want in checkout, using display:none When someone enters your checkout, there is only one place you want them to go – to order confirmation. In which case, don’t distract them with lots of links to other parts of your site Hack #5 Quarantine Checkout
  12. 12. Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Right or top-aligned labels reduce number of eye fixations by 50% Good form design reduces the ‘cognitive effort’ required to fill them out and hence reduces checkout abandonment Hack #6 Improved Form Design
  13. 13. Hack #7 Credit card scanning for mobile checkout Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Most ecommerce sites suffer lower conversion on mobile devices. There are many reasons for this but one of them is the difficulty of typing credit card details into a small screen Credit card scanning provides a solution to this problem Check out card.io and Netswipe for more details
  14. 14. Hack #8 Reducing returns Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Better information on the product page stops customers buying the wrong stuff 360o views and product videos reduced returns and increased conversion rates at the same time Having information from other customers on sizing can reduce returns significantly
  15. 15. Hack #8 Reducing returns Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Better information on the product page stops customers buying the wrong stuff 360o views and product videos reduced returns and increased conversion rates at the same time Having information from other customers on sizing can reduce returns significantly Check whether return-rates are higher from particular acquisition paths – e.g. from a specific PPC advert. If so, the marketing message may be misleading or over-selling the product, leading to customer dis-satisfaction
  16. 16. Hack #9 Go Responsive Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData How to Hack? 1. Move to responsive templates for emails 2. Explore simple changes to deliver graceful degradation (e.g. from multi-column to single column page layout) on mobile 3. Talk to your developers about ‘front-end frameworks’
  17. 17. Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Returning customers are more readily identified (via cookie) Customers about to ‘lapse’ can be the most valuable to convert Message them heavily (on-site, re-targeting & email) before you lose them
  18. 18. Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Triangulate your customers across devices … … as they order or open emails on different devices
  19. 19. Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData … and for hero customers, make sure you back-match them … … as they marry and change their surname … … move house and change their address … … or change their email address …
  20. 20. Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business How Ometria Can Help Ivan Mazour
  21. 21. Customer Lifecycle Marketing Kit How To Speak Ecommerce Ebook The Ultimate Product Page Ebook Customer Segmentation Cheat Sheet AND MANY OTHER EBOOKS, INFOGRAPHICS, VIDEOS AND BLOG POSTS ON HOW TO WIN AT ECOMMERCE Academy: http://www.ometria.com/academy Blog: http://blog.ometria.com The Ometria Academy – How to Win at Ecommerce Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  22. 22. Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business Ometria breakfast seminar – 4th June 2014 Dr. Mike Baxter

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