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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/...
Slow Website Speed Costs Sales

For an ecommerce site that makes
$100,000 in revenue a day, a one
second delay costs $2.5 ...
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 LA...
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/insi...
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 a...
Checkout Funnels

3
Where to start?
Don’t Give Customers Too Many Ways To Escape

• Remove unnecessary links and buttons
• Remove social media buttons
• Remov...
Seriously Consider Removing Registration

*25.6% of online consumers will
abandon a purchase if they are
forced to registe...
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...
Show Delivery Timescales and Charges

“What info do you need to see on product
pages to help you decide to make a
purchase...
Other Important Factors During Checkout…

1. Shipping & Handling were too high.
2. Shipping & handling were listed too lat...
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 per...
Upcoming SlideShare
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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
• 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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Transcript of "Speed It Up, Cut It Down, and Lose Weight – Ecommerce Optimization Tips"

  1. 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013
  2. 2. @seanvwork #KISSwebinar
  3. 3. I’m going to show you.... Some helpful suggestions on improving your ecommerce site.
  4. 4. We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels
  5. 5. How to Interpret Rules of Thumb 1
  6. 6. The Problem with Rules of Thumb
  7. 7. Focus on... What works for one company may not work for another.
  8. 8. Classic Yellow Amazon Button
  9. 9. Each Site is Unique You need to learn your site and your visitors.
  10. 10. Record Keeping Super Tip: Record and Document Your Findings
  11. 11. Conduct Thorough Tests Reading about website tweaks can give you ideas….but don’t expect the same outcomes!
  12. 12. User Experience 2
  13. 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. 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. 15. Where do you start?
  16. 16. Images Images are integral to ecommerce websites.
  17. 17. Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER
  18. 18. Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com
  19. 19. Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away
  20. 20. No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website.
  21. 21. Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO •
  22. 22. Website Speed Google Developers PageSpeed Insights is a great tool. ! http://developers.google.com/speed/ pagespeed/insights/ !
  23. 23. GZIP Compression gidnetwork.com/tools/gzip-test.php
  24. 24. Browser Caching Keeps the visitor from having to download the same items repeatedly.
  25. 25. Minifying JavaScript and CSS Probably more helpful for larger and busier sites.
  26. 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. 27. Bloated Pages Too many options leads to slow page speed and a paralyzed visitor.
  28. 28. Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/
  29. 29. Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers
  30. 30. Avoid Advertisements Advertisements degrade UX and can slow website.
  31. 31. Make Search Prominent A prominent search box, as well as good search engine are critical.
  32. 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. 33. Checkout Funnels 3
  34. 34. Where to start?
  35. 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. 36. Seriously Consider Removing Registration *25.6% of online consumers will abandon a purchase if they are forced to register first. ! *econsultancy.com
  37. 37. Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5
  38. 38. KISSmetrics Conversion Funnels: Perfect for This Job
!
  39. 39. Use a Progress Bar *75% of people prefer to have some indication of progress. ! blog.kissmetrics.com/the-progress-bar
  40. 40. TETRIS!
  41. 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. 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. 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. 44. My Story
  45. 45. Checkout These Infographics blog.kissmetrics.com/infographics
  46. 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)
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