Your SlideShare is downloading. ×
0
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Converting visitors into sales. How to reach that goal. (Workshop by Promodo at Ecomtim conference 2013)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

946

Published on

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.

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.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
946
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Timisoara, 2013Converting visitorsinto sales. How toreach that goal.
  • 2. Promodo at a Glance
  • 3. Speakers Paul Ryazanov Marina Ryashchikova Director of business development Head of usability/UX department
  • 4. Workshop plan • Usability audit • Statistics: Google Analytics and heatmaps • Redesign process • A/B testing • Results • Tips&Tricks • Questions and Answers
  • 5. Checkout in real life
  • 6. 90% of reason why customersdrop off during checkout is acomplete fail of usability.Usability audit: UI & UX
  • 7. Project to analyze 1993 30 offline stores 7000 models — 40 brands Wholesale and retail
  • 8. Project to analyze Home page Listing Product page Checkout
  • 9. Usability Audit: Home page Spread out navigation
  • 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. 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. 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. Usability Audit: Checkout No call-to-action; CAPTCHA; No ability to buy several products.
  • 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. If you can’t track it —you can’t improve it. Start withanalytics first.Statistics tools
  • 16. Google Analytics Heatmapshttp://www.google.com/analytics/ http://metrica.yandex.com/
  • 17. Heatmaps: homepage Search Popular categories
  • 18. Heatmaps: listing Duplicates of brands Popular sorting parameters Popular filters in the bottom of the screen
  • 19. Heatmaps: product page Characteristics Photos Credit purchase
  • 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. Data Reports AnalyticsJust a tool that collects dataand prepare reports
  • 22. What you do need in Google analytics Goals E-commerce Bounce rate
  • 23. Bounce Rate: KissMetrics statistics
  • 24. Source and bounce rate
  • 25. Landing pages and bounce rate
  • 26. Google Analytics: set-up goals
  • 27. Google Analytics: set-up goals
  • 28. Goals overview
  • 29. Google Analytics: set-up e-commerce
  • 30. E-commerce overview
  • 31. KPI: segment all your dataSegment conversion rate: 1. By categories 2. By region 3. By traffic sources
  • 32. Customize dashboard
  • 33. Customize dashboard
  • 34. Site search
  • 35. 90% of usability issues due toinappropriate design process.Many designers missed thatprototyping is a critical step.Redesign itGoal: +20% to conversion rate
  • 36. Home page: before and after
  • 37. New home page Revised navigation Trustful brands Highlight top categories Top products News and articles Search box Contact information and more
  • 38. Listing: before and after
  • 39. New listing Sorting Interactive product card, big photos Labels for new arrivals, sales, etc. Comparison Filters
  • 40. Product page: before andafter
  • 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. New cart Product name, manufacturer, warranty and price Call-to-action Accessories
  • 43. Checkout: before and after
  • 44. New checkout Only really necessary fields Products that you are buying Accessories, deals, etc. Call-to-action
  • 45. In God we trust.Everything else we test.A/B testing
  • 46. Set-up A/B test: step 1
  • 47. Set-up A/B test: step 2
  • 48. Set-up A/B test: step 3
  • 49. Set-up A/B test: step 3
  • 50. Set-up A/B test: step 3
  • 51. Set-up A/B test: step 4
  • 52. A/B test results
  • 53. What things to test Calls to action: text, color, size Images, banners Checkout steps Product pages Headers, texts
  • 54. One simple change which takesonly few minute to apply mightsignificantly improve yourconversions up to 100% andbeyond.Redesign results
  • 55. Conversion rate
  • 56. Bounce rate
  • 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. 90% of developers dont followdesign guides, but more than90% designers don’t care aboutconversion rates.Tips&Tricks
  • 59. Mobile version
  • 60. Recently viewed products
  • 61. Email marketing
  • 62. Email marketing
  • 63. Sexy photos
  • 64. Text that sell your products Emotional Human oriented, not only SEO No mistakes
  • 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. One step checkout
  • 67. Unexpected presentsBeautiful packagePersonal letter in the orderSome sweeties as a gift
  • 68. Sell the dream
  • 69. We recommend promodo.com/blog twitter.com/promodo_enBryan Eisenberg — bryaneisenberg.comTim Ash — sitetuners.comAvinash Kaushik — kaushik.net
  • 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

×