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Speed It Up, Cut It Down, and Lose Weight – Ecommerce Optimization Tips

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• 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013 …

• 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013
• 4. We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels
• 5. How to Interpret Rules of Thumb 1
• 6. The Problem with Rules of Thumb
• 7. Focus on... What works for one company may not work for another.
• 8. Classic Yellow Amazon Button
• 9. Each Site is Unique You need to learn your site and your visitors.
• 10. Record Keeping Super Tip: Record and Document Your Findings
• 11. Conduct Thorough Tests Reading about website tweaks can give you ideas
• 12. User Experience 2
• 13. Slow Website Speed Costs Sales For Amazon, a one second delay costs $1.6 billion annually. !
• 14. Slow Website Speed Costs Sales
• 15. Where do you start?
• 16. Images Images are integral to ecommerce websites.
• 17. Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER
• 18. Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com
• 19. Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away
• 20. No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website.
• 21. Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO •
• 22. Website Speed Google Developers PageSpeed Insights is a great tool.
• 23. GZIP Compression gidnetwork.com/tools/gzip-test.php
• 24. Browser Caching Keeps the visitor from having to download the same items repeatedly.
• 25. Minifying JavaScript and CSS Probably more helpful for larger and busier sites.
• 26. De-Clutter Your Web Design It’s always a good exercise to take a step back and ask: ! “Do we really need this?”
• 27. Bloated Pages Too many options leads to slow page speed and a paralyzed visitor.
• 28. Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/
• 29. Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers
• 30. Avoid Advertisements Advertisements degrade UX and can slow website.
• 31. Make Search Prominent A prominent search box, as well as good search engine are critical.
• 32. How Popular / Effective is My Site Search Feature?
• 33. Checkout Funnels 3
• 34. Where to start?
• 35. Don’t Give Customers Too Many Ways To Escape
• 36. Seriously Consider Removing Registration
• 37. Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5
• 38. KISSmetrics Conversion Funnels: Perfect for This Job
!
• 39. Use a Progress Bar
• 40. TETRIS!
• 41. Don’t Hide Charges!
• 42. Show Delivery Timescales and Charges
43. Other Important Factors During Checkout.

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  • 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013
  • 2. @seanvwork #KISSwebinar
  • 3. I’m going to show you.... Some helpful suggestions on improving your ecommerce site.
  • 4. We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels
  • 5. How to Interpret Rules of Thumb 1
  • 6. The Problem with Rules of Thumb
  • 7. Focus on... What works for one company may not work for another.
  • 8. Classic Yellow Amazon Button
  • 9. Each Site is Unique You need to learn your site and your visitors.
  • 10. Record Keeping Super Tip: Record and Document Your Findings
  • 11. Conduct Thorough Tests Reading about website tweaks can give you ideas….but don’t expect the same outcomes!
  • 12. User Experience 2
  • 13. Slow Website Speed Costs Sales For Amazon, a one second delay costs $1.6 billion annually. ! http://www.fastcompany.com/1825005/how-one-second-could-costamazon-16-billion-sales
  • 14. Slow Website Speed Costs Sales For an ecommerce site that makes $100,000 in revenue a day, a one second delay costs $2.5 million annually. ! http://www.fastcompany.com/1825005/how-one-second-could-costamazon-16-billion-sales
  • 15. Where do you start?
  • 16. Images Images are integral to ecommerce websites.
  • 17. Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER
  • 18. Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com
  • 19. Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away
  • 20. No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website.
  • 21. Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO •
  • 22. Website Speed Google Developers PageSpeed Insights is a great tool. ! http://developers.google.com/speed/ pagespeed/insights/ !
  • 23. GZIP Compression gidnetwork.com/tools/gzip-test.php
  • 24. Browser Caching Keeps the visitor from having to download the same items repeatedly.
  • 25. Minifying JavaScript and CSS Probably more helpful for larger and busier sites.
  • 26. De-Clutter Your Web Design It’s always a good exercise to take a step back and ask: ! “Do we really need this?”
  • 27. Bloated Pages Too many options leads to slow page speed and a paralyzed visitor.
  • 28. Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/
  • 29. Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers
  • 30. Avoid Advertisements Advertisements degrade UX and can slow website.
  • 31. Make Search Prominent A prominent search box, as well as good search engine are critical.
  • 32. How Popular / Effective is My Site Search Feature? The KISSmetrics Power Report is perfect for this. Want to know more about how juicy the Power Report is: Have a chat with Rossi! rkhoung@kissmetrics.com
  • 33. Checkout Funnels 3
  • 34. Where to start?
  • 35. Don’t Give Customers Too Many Ways To Escape • Remove unnecessary links and buttons • Remove social media buttons • Remove unnecessary or distracting images
  • 36. Seriously Consider Removing Registration *25.6% of online consumers will abandon a purchase if they are forced to register first. ! *econsultancy.com
  • 37. Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5
  • 38. KISSmetrics Conversion Funnels: Perfect for This Job
!
  • 39. Use a Progress Bar *75% of people prefer to have some indication of progress. ! blog.kissmetrics.com/the-progress-bar
  • 40. TETRIS!
  • 41. Don’t Hide Charges! “Once you are in checkout, what would deter you from completing your purchase?” ! Most Common Answer: HIDDEN CHARGES http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
  • 42. Show Delivery Timescales and Charges “What info do you need to see on product pages to help you decide to make a purchase?” ! Most Common Answer: Delivery Timescale & Charges http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
  • 43. Other Important Factors During Checkout… 1. Shipping & Handling were too high. 2. Shipping & handling were listed too late in the process. 3. I didn’t want to register 4. Checkout process was too long/confusing. http://www.marketingexperiments.com/blog/wp-content/uploads/Forrester-Research-Cart-Abandonment.png
  • 44. My Story
  • 45. Checkout These Infographics blog.kissmetrics.com/infographics
  • 46. For Questions on How KISSmetrics Can Help Your Site: Have a chat with Rossi! rkhoung@kissmetrics.com ! For questions pertaining to this webinar: swork@kissmetrics.com ! (I will create a blog post next week based on your Q&A)