• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
IRWD 2013 - The Anatomy of a Purchase
 

IRWD 2013 - The Anatomy of a Purchase

on

  • 704 views

Conversion rate optimization expert Tim Ash speaks to the Internet Retailer Web Design & Usability Conference about common usability issues that frustrate customers and decrease online revenues.

Conversion rate optimization expert Tim Ash speaks to the Internet Retailer Web Design & Usability Conference about common usability issues that frustrate customers and decrease online revenues.

Statistics

Views

Total Views
704
Views on SlideShare
697
Embed Views
7

Actions

Likes
2
Downloads
0
Comments
0

3 Embeds 7

https://twitter.com 3
https://www.rebelmouse.com 2
http://t.co 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    IRWD 2013 - The Anatomy of a Purchase IRWD 2013 - The Anatomy of a Purchase Presentation Transcript

    • Anatomy of a Purchase: Mistakes to Avoid Tim Ash – CEO SiteTuners #irwd2013 @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved.
    • About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • SiteTuners E-commerce Background SiteTuners has successfully improved over 200 e-commerce catalogs. SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Part I Walk a mile in my shoes (you don’t understand your visitors)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Takeaways You are not like your visitors… • You know too much - have a framework to fill in the gaps • You are too patient - willing to put up with major issues • You care – others are not invested at allCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Part II If you can’t find it easily, it does not exist (awareness)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Takeaways • Your site does not exist in a vacuum • The search does not start on your site • Make sure key categories are visually discoverable • Don’t use banners with motion – they are evil • Carousels are useless and not discoverable • Don’t rely exclusively on text nav-bar labelsCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Part III The power of self-selection (interest)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Useful interest taxonomy - Style Modern TraditionalCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Useful interest taxonomy - Materials Leather FabricCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Useful interest taxonomy - Function Futon Sofa Daybed ChaiseCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Not useful interest taxonomies • Color – secondary to the other choices • Price – don’t know what is reasonable • Brand – don’t really know anyCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Takeaways• Provide a small number of clear and useful choices• Do not show product-level items too early• Don’t “throw up” all over your visitors (too many items)• Not everything is a “filter” at this stage• Create useful taxonomies & product wizards• Fix your onsite searchCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Part IV Give me what I want (desire)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Things I Care About• Dimensions • Old sofa disposal• Build quality • Guarantees• Comfort of bed • Return policy• Color options • Financing options• Cost • That others like it• Availability – lead time • That my wife likes itCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Takeaways• Give me the details• Help me experience it• Let me customize it• Don’t hide key information - group it spatially• Let me save my in-progress work & share with othersCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Part V Get out of my way, and don’t surprise me (action)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Takeaways• Be clear about the money• Not everything should be a button• Prioritize buttons if you have more than one• Follow existing conventions – don’t reinvent the wheel• Relieve anxiety before it arises (add transactional trust)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • A resource for Conversion Rate Optimization • Revised and expanded 2 nd edition • Over 150 pages of new content • E-commerce best-practices section Get it on AmazonCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Giveaway – Free Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Normally starts at $699 Conducted Personally by Tim AshCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
    • Save $200 off of Conversion Conference April 15-16 Other 2013 shows: Chicago – June 11-13 San Francisco Boston – Sept 30-Oct 1 Berlin – Nov 4-5 Use promo code IRWD2013 London – Nov Copyright © 2013, SiteTuners - All Rights Reserved.
    • Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash