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

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

    • Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013
    • @seanvwork #KISSwebinar
    • I’m going to show you.... Some helpful suggestions on improving your ecommerce site.
    • We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels
    • How to Interpret Rules of Thumb 1
    • The Problem with Rules of Thumb
    • Focus on... What works for one company may not work for another.
    • Classic Yellow Amazon Button
    • Each Site is Unique You need to learn your site and your visitors.
    • Record Keeping Super Tip: Record and Document Your Findings
    • Conduct Thorough Tests Reading about website tweaks can give you ideas….but don’t expect the same outcomes!
    • User Experience 2
    • 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
    • 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
    • Where do you start?
    • Images Images are integral to ecommerce websites.
    • Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER
    • Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com
    • Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away
    • No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website.
    • Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO •
    • Website Speed Google Developers PageSpeed Insights is a great tool. ! http://developers.google.com/speed/ pagespeed/insights/ !
    • GZIP Compression gidnetwork.com/tools/gzip-test.php
    • Browser Caching Keeps the visitor from having to download the same items repeatedly.
    • Minifying JavaScript and CSS Probably more helpful for larger and busier sites.
    • De-Clutter Your Web Design It’s always a good exercise to take a step back and ask: ! “Do we really need this?”
    • Bloated Pages Too many options leads to slow page speed and a paralyzed visitor.
    • Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/
    • Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers
    • Avoid Advertisements Advertisements degrade UX and can slow website.
    • Make Search Prominent A prominent search box, as well as good search engine are critical.
    • 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
    • Checkout Funnels 3
    • Where to start?
    • Don’t Give Customers Too Many Ways To Escape • Remove unnecessary links and buttons • Remove social media buttons • Remove unnecessary or distracting images
    • Seriously Consider Removing Registration *25.6% of online consumers will abandon a purchase if they are forced to register first. ! *econsultancy.com
    • Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5
    • KISSmetrics Conversion Funnels: Perfect for This Job
!
    • Use a Progress Bar *75% of people prefer to have some indication of progress. ! blog.kissmetrics.com/the-progress-bar
    • TETRIS!
    • 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
    • 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
    • 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
    • My Story
    • Checkout These Infographics blog.kissmetrics.com/infographics
    • 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)