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A Conversion Odyssey: Wandering in the E-commerce Wasteland

A Conversion Odyssey: Wandering in the E-commerce Wasteland

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    SES San Francisco 2013 SES San Francisco 2013 Presentation Transcript

    • Copyright © 2013, SiteTuners - All Rights Reserved. A Conversion Odyssey: Wandering in the E-commerce Wasteland Tim Ash – CEO SiteTuners #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002 About SiteTuners
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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. #SESSF @tim_ash Part I Walk a mile in my shoes (you don’t understand your visitors)
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Takeaways You are not like your visitors… • You know to 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 all
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part II If you can’t find it easily, it does not exist (awareness)
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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 labels
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part III The power of self-selection (interest)
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Style Modern Traditional
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Materials Leather Fabric
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Function Futon Daybed Sofa Chaise
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Not useful interest taxonomies • Color – secondary to the other choices • Price – don’t know what is reasonable • Brand – don’t really know any
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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 search
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part IV Give me what I want (desire)
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Things I Care About • Dimensions • Build quality • Comfort of bed • Color options • Cost • Availability – lead time • Old sofa disposal • Guarantees • Return policy • Financing options • That others like it • That my wife likes it
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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 others
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part V Get out of my way, and don’t surprise me (action)
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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. #SESSF @tim_ash
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash A Resource for Conversion Rate Optimization Get it on Amazon • Revised and expanded 2nd edition • Over 150 pages of new content • E-commerce best-practices section
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @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 - Starts at $699 $200-off (order by 9/27/2013 and mention “SES”)
    • Copyright © 2013, SiteTuners - All Rights Reserved. Save $250 off of Conversion Conference Upcoming 2013-2014 shows:Sep 30- Oct 1 Boston Berlin, London, San Francisco, Paris, Chicago Use promo code SESSF13
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Other opportunities to see me at SES • Live Rapid Fire Landing Page Critiques (Expo Hall - Now) • Roundtable Lunch Discussion (Today) Please complete the session survey – I read every comment
    • Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash 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_ash1