Timisoara, 2013Converting visitorsinto sales. How toreach that goal.
Promodo at a Glance
Speakers              Paul Ryazanov           Marina Ryashchikova   Director of business development   Head of usability/U...
Workshop plan •   Usability audit •   Statistics: Google Analytics and heatmaps •   Redesign process •   A/B testing •   R...
Checkout in real life
90% of reason why customersdrop off during checkout is acomplete fail of usability.Usability audit: UI & UX
Project to analyze                        1993                   30 offline stores               7000 models — 40 brands  ...
Project to analyze                                        Home page               Listing                         Product ...
Usability Audit: Home page                             Spread out navigation
Usability Audit: Home page                             Ugly photos                             Overloaded with non-relevan...
Usability Audit: Listing                           Products under fold line                           Subcategories, but n...
Usability Audit: Product page                                Extra elements                                Only one small ...
Usability Audit: Checkout                            No call-to-action;                            CAPTCHA;               ...
We provided:  UI/UX audit  Heatmaps overview  Analysis of Google analytics statisticsWe found out:   Problems in user inte...
If you can’t track it —you can’t improve it. Start withanalytics first.Statistics tools
Google Analytics                   Heatmapshttp://www.google.com/analytics/   http://metrica.yandex.com/
Heatmaps: homepage                     Search                     Popular categories
Heatmaps: listing                    Duplicates of brands                    Popular sorting                    parameters...
Heatmaps: product page                         Characteristics                         Photos                         Cred...
Analytics: why do you need it?  How much does attracted visitor cost you?  Visitors from what regions buy more products?  ...
Data                         Reports   AnalyticsJust a tool that collects dataand prepare reports
What you do need in Google analytics                                       Goals                                       E-c...
Bounce Rate: KissMetrics statistics
Source and bounce rate
Landing pages and bounce rate
Google Analytics: set-up goals
Google Analytics: set-up goals
Goals overview
Google Analytics: set-up e-commerce
E-commerce overview
KPI: segment all your dataSegment conversion rate: 1. By categories 2. By region 3. By traffic sources
Customize dashboard
Customize dashboard
Site search
90% of usability issues due toinappropriate design process.Many designers missed thatprototyping is a critical step.Redesi...
Home page: before and after
New home page                Revised navigation                Trustful brands                Highlight top categories    ...
Listing: before and after
New listing              Sorting              Interactive product card,              big photos              Labels for ne...
Product page: before andafter
New product page                      Product card:                      — big photo;                      — call-to-actio...
New cart           Product name, manufacturer,           warranty and price           Call-to-action           Accessories
Checkout: before and after
New checkout               Only really necessary fields               Products that you are buying               Accessori...
In God we trust.Everything else we test.A/B testing
Set-up A/B test: step 1
Set-up A/B test: step 2
Set-up A/B test: step 3
Set-up A/B test: step 3
Set-up A/B test: step 3
Set-up A/B test: step 4
A/B test results
What things to test    Calls to action: text, color, size    Images, banners    Checkout steps    Product pages    Headers...
One simple change which takesonly few minute to apply mightsignificantly improve yourconversions up to 100% andbeyond.Rede...
Conversion rate
Bounce rate
Redesign results   Conversion rate for non-paid Search Traffic:   + 171.92%   Conversion rate for returning visitors:   + ...
90% of developers dont followdesign guides, but more than90% designers don’t care aboutconversion rates.Tips&Tricks
Mobile version
Recently viewed products
Email marketing
Email marketing
Sexy photos
Text that sell your products   Emotional   Human oriented, not only SEO   No mistakes
Page load timeExperiments at Amazon.com showedthat every 100-ms increase in the pageload time decreased sales by 1 percent...
One step checkout
Unexpected presentsBeautiful packagePersonal letter in the orderSome sweeties as a gift
Sell the dream
We recommend promodo.com/blog twitter.com/promodo_enBryan Eisenberg — bryaneisenberg.comTim Ash — sitetuners.comAvinash Ka...
Thank you!                                      Questions, please.Speakers from          Paul Ryazanov                    ...
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Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)

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The workshop covers conversion optimization and usability practices. How to find spots to improve, how to track conversions results, best usability tips, long term a/b testing strategy.

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Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)

  1. 1. Timisoara, 2013Converting visitorsinto sales. How toreach that goal.
  2. 2. Promodo at a Glance
  3. 3. Speakers Paul Ryazanov Marina Ryashchikova Director of business development Head of usability/UX department
  4. 4. Workshop plan • Usability audit • Statistics: Google Analytics and heatmaps • Redesign process • A/B testing • Results • Tips&Tricks • Questions and Answers
  5. 5. Checkout in real life
  6. 6. 90% of reason why customersdrop off during checkout is acomplete fail of usability.Usability audit: UI & UX
  7. 7. Project to analyze 1993 30 offline stores 7000 models — 40 brands Wholesale and retail
  8. 8. Project to analyze Home page Listing Product page Checkout
  9. 9. Usability Audit: Home page Spread out navigation
  10. 10. Usability Audit: Home page Ugly photos Overloaded with non-relevant content Brand logos are missing Shopping cart is missing Too much of plain text
  11. 11. Usability Audit: Listing Products under fold line Subcategories, but no filters Sorting is missing Ugly photos; Call-to-action is missing; No ability to compare watches.
  12. 12. Usability Audit: Product page Extra elements Only one small photo How to pay? How it will be delivered? Too little information about technical characteristics, description No similar models
  13. 13. Usability Audit: Checkout No call-to-action; CAPTCHA; No ability to buy several products.
  14. 14. We provided: UI/UX audit Heatmaps overview Analysis of Google analytics statisticsWe found out: Problems in user interface Low level of conversion rate High level of bounce rate on landing pages
  15. 15. If you can’t track it —you can’t improve it. Start withanalytics first.Statistics tools
  16. 16. Google Analytics Heatmapshttp://www.google.com/analytics/ http://metrica.yandex.com/
  17. 17. Heatmaps: homepage Search Popular categories
  18. 18. Heatmaps: listing Duplicates of brands Popular sorting parameters Popular filters in the bottom of the screen
  19. 19. Heatmaps: product page Characteristics Photos Credit purchase
  20. 20. Analytics: why do you need it? How much does attracted visitor cost you? Visitors from what regions buy more products? What product categories are best selling? What product categories produce more revenue?
  21. 21. Data Reports AnalyticsJust a tool that collects dataand prepare reports
  22. 22. What you do need in Google analytics Goals E-commerce Bounce rate
  23. 23. Bounce Rate: KissMetrics statistics
  24. 24. Source and bounce rate
  25. 25. Landing pages and bounce rate
  26. 26. Google Analytics: set-up goals
  27. 27. Google Analytics: set-up goals
  28. 28. Goals overview
  29. 29. Google Analytics: set-up e-commerce
  30. 30. E-commerce overview
  31. 31. KPI: segment all your dataSegment conversion rate: 1. By categories 2. By region 3. By traffic sources
  32. 32. Customize dashboard
  33. 33. Customize dashboard
  34. 34. Site search
  35. 35. 90% of usability issues due toinappropriate design process.Many designers missed thatprototyping is a critical step.Redesign itGoal: +20% to conversion rate
  36. 36. Home page: before and after
  37. 37. New home page Revised navigation Trustful brands Highlight top categories Top products News and articles Search box Contact information and more
  38. 38. Listing: before and after
  39. 39. New listing Sorting Interactive product card, big photos Labels for new arrivals, sales, etc. Comparison Filters
  40. 40. Product page: before andafter
  41. 41. New product page Product card: — big photo; — call-to-action near the price; — info about payment and delivery; — interesting facts about this product; — brand logo. Technical details Reviews Similar watches $ 1M for 8.43%
  42. 42. New cart Product name, manufacturer, warranty and price Call-to-action Accessories
  43. 43. Checkout: before and after
  44. 44. New checkout Only really necessary fields Products that you are buying Accessories, deals, etc. Call-to-action
  45. 45. In God we trust.Everything else we test.A/B testing
  46. 46. Set-up A/B test: step 1
  47. 47. Set-up A/B test: step 2
  48. 48. Set-up A/B test: step 3
  49. 49. Set-up A/B test: step 3
  50. 50. Set-up A/B test: step 3
  51. 51. Set-up A/B test: step 4
  52. 52. A/B test results
  53. 53. What things to test Calls to action: text, color, size Images, banners Checkout steps Product pages Headers, texts
  54. 54. One simple change which takesonly few minute to apply mightsignificantly improve yourconversions up to 100% andbeyond.Redesign results
  55. 55. Conversion rate
  56. 56. Bounce rate
  57. 57. Redesign results Conversion rate for non-paid Search Traffic: + 171.92% Conversion rate for returning visitors: + 218.72% Conversion rate for new visitors: + 65.17% Bounce Rate: - 5.69%
  58. 58. 90% of developers dont followdesign guides, but more than90% designers don’t care aboutconversion rates.Tips&Tricks
  59. 59. Mobile version
  60. 60. Recently viewed products
  61. 61. Email marketing
  62. 62. Email marketing
  63. 63. Sexy photos
  64. 64. Text that sell your products Emotional Human oriented, not only SEO No mistakes
  65. 65. Page load timeExperiments at Amazon.com showedthat every 100-ms increase in the pageload time decreased sales by 1 percent.Similar work at Google revealed that a500-ms increase in the search resultsdisplay time reduced revenue by20 percent
  66. 66. One step checkout
  67. 67. Unexpected presentsBeautiful packagePersonal letter in the orderSome sweeties as a gift
  68. 68. Sell the dream
  69. 69. We recommend promodo.com/blog twitter.com/promodo_enBryan Eisenberg — bryaneisenberg.comTim Ash — sitetuners.comAvinash Kaushik — kaushik.net
  70. 70. Thank you! Questions, please.Speakers from Paul Ryazanov Marina Ryashchikova Director of business development Head of usability/UX department at Promodo at Promodoe-mail: p.ryazanov@promodo.com e-mail: m.ryashchikova@promodo.ruSkype: pavel.ryazanov Skype: aniramus
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