18 April 2013Sales and Conversionsin Online Retail
Webinar plan1    About Promodo2    Usability review of real project3    10 usability hints that affect conversion4   Impor...
Promodo at a Glance
Speakers              Paul Ryazanov           Marina Ryashchikova   Director of business development   Head of usability/U...
certifiedwatchstore.com- More than 60 top brands- 5 000+ models to choose fromUsability review of real project
Usability audit
90% of reason why customersdrop off during checkout is acomplete fail of usability.Top 10 usability hints thataffect conve...
10 usability hints1. Navigation2. Search3. Cart4. Filters and sorting5. Special offers6. Comparison7. Photos, description,...
1. Navigation: show product categories & important info12           3
2. Smart search: must have
3. Cart: on each page in exact regular place            1                                               2
4. Filters and sorting: help to narrow search results        1
4. Filters and sorting: don’t show if impossible to use         2
5. Special Offers: visualize  1                               2
6. Comparison: should help to compare
6. Comparison: highlight differences
7. Photos, description, reviews, details: the more — the better
7. and Description, reviews, details: for persons, not SEO                                                       1        ...
8. How much to pay? When I’ll get it?                                        2               1
9. Other product items: give alternatives
10. Checkout: what I’m buying?      1                                 2
10. Checkout: simple
A/B TestingWhat things to test1.Calls to action: text, color, size2.Images, banners3.Checkout steps4.Product pages5.Header...
If you can’t track it —you can’t improve it. Start withanalytics first.Statistics tools
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...
Source and bounce rate
Landing pages and bounce rate
Google Analytics: set-up goals
Goals overview
E-commerce overview
KPI: segment all your dataSegment conversion rate: 1. By categories 2. By region 3. By traffic sources
One simple change which takesonly few minute to apply mightsignificantly improve yourconversions up to 100% andbeyond.Rede...
Free SEO and CRO auditWe would like to invite all you to take a free 10-15 minutespersonalised webinar for a quick audit o...
Thank you!                                      Questions, please.          Paul Ryazanov                                M...
Sales and conversions in online retail
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Sales and conversions in online retail

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During this session the most important elements of e-commerce site’s interface and content will be analyzed, and the most weak points that usually make the bottleneck in the sales and conversion processes will be outlined. After the webinar you will definitely have a very clear idea where you have to look in your site’s design and structure to see the places where your sales and money leak.

* Main points of the upcoming webinar:
* Impact of usability issues on your sales;
* Top 10 usability fails that drop conversion;
* How to find the spots to improve, the bottlenecks of conversion paths;
* Must-know and must-check Google Analytics reports and how to configure them.

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Sales and conversions in online retail

  1. 1. 18 April 2013Sales and Conversionsin Online Retail
  2. 2. Webinar plan1 About Promodo2 Usability review of real project3 10 usability hints that affect conversion4 Important metrics in Google analytics5 Redesign results6 Questions and Answers
  3. 3. Promodo at a Glance
  4. 4. Speakers Paul Ryazanov Marina Ryashchikova Director of business development Head of usability/UX department
  5. 5. certifiedwatchstore.com- More than 60 top brands- 5 000+ models to choose fromUsability review of real project
  6. 6. Usability audit
  7. 7. 90% of reason why customersdrop off during checkout is acomplete fail of usability.Top 10 usability hints thataffect conversion
  8. 8. 10 usability hints1. Navigation2. Search3. Cart4. Filters and sorting5. Special offers6. Comparison7. Photos, description, reviews, details8. How much to pay? When I’ll get it?9. Other product items10.Checkout
  9. 9. 1. Navigation: show product categories & important info12 3
  10. 10. 2. Smart search: must have
  11. 11. 3. Cart: on each page in exact regular place 1 2
  12. 12. 4. Filters and sorting: help to narrow search results 1
  13. 13. 4. Filters and sorting: don’t show if impossible to use 2
  14. 14. 5. Special Offers: visualize 1 2
  15. 15. 6. Comparison: should help to compare
  16. 16. 6. Comparison: highlight differences
  17. 17. 7. Photos, description, reviews, details: the more — the better
  18. 18. 7. and Description, reviews, details: for persons, not SEO 1 2 3
  19. 19. 8. How much to pay? When I’ll get it? 2 1
  20. 20. 9. Other product items: give alternatives
  21. 21. 10. Checkout: what I’m buying? 1 2
  22. 22. 10. Checkout: simple
  23. 23. A/B TestingWhat things to test1.Calls to action: text, color, size2.Images, banners3.Checkout steps4.Product pages5.Headers, texts
  24. 24. If you can’t track it —you can’t improve it. Start withanalytics first.Statistics tools
  25. 25. 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?http://www.google.com/analytics/
  26. 26. Data Reports AnalyticsJust a tool that collects dataand prepare reports
  27. 27. What you do need in Google analytics Goals E-commerce Bounce rate
  28. 28. Source and bounce rate
  29. 29. Landing pages and bounce rate
  30. 30. Google Analytics: set-up goals
  31. 31. Goals overview
  32. 32. E-commerce overview
  33. 33. KPI: segment all your dataSegment conversion rate: 1. By categories 2. By region 3. By traffic sources
  34. 34. One simple change which takesonly few minute to apply mightsignificantly improve yourconversions up to 100% andbeyond.Redesign results
  35. 35. Free SEO and CRO auditWe would like to invite all you to take a free 10-15 minutespersonalised webinar for a quick audit of your website andmarketing campaigns by Google certified experts.- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization.
  36. 36. Thank you! Questions, please. 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: aniramustwitter.com/promodo_enpromodo.com/blog
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