Copyright © 2013, SiteTuners - All Rights Reserved.
A Conversion Odyssey:
Wandering in the E-commerce Wasteland
Tim Ash – ...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
• Conversion-focused website blueprints (tactical or s...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
SiteTuners E-commerce Background
SiteTuners has succes...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part I
Walk a mile in my shoes
(you don’t understand y...
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 t...
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...
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...
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
...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Not useful interest taxonomies
• Color – secondary to ...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
• Provide a small number of clear and useful...
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
• Com...
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 i...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part V
Get out of my way,
and don’t surprise me
(actio...
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 ...
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 ...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Giveaway – Free Express Review
• Unflinchingly honest ...
Copyright © 2013, SiteTuners - All Rights Reserved.
Save $250 off of Conversion Conference
Upcoming 2013-2014 shows:Sep 30...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Other opportunities to see me at SES
• Live Rapid Fire...
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
...
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SES San Francisco 2013

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A Conversion Odyssey: Wandering in the E-commerce Wasteland

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SES San Francisco 2013

  1. 1. Copyright © 2013, SiteTuners - All Rights Reserved. A Conversion Odyssey: Wandering in the E-commerce Wasteland Tim Ash – CEO SiteTuners #SESSF @tim_ash
  2. 2. 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
  3. 3. 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.
  4. 4. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part I Walk a mile in my shoes (you don’t understand your visitors)
  5. 5. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  6. 6. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  7. 7. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  8. 8. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  9. 9. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  10. 10. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  11. 11. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  12. 12. 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
  13. 13. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  14. 14. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part II If you can’t find it easily, it does not exist (awareness)
  15. 15. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  16. 16. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  17. 17. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  18. 18. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  19. 19. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  20. 20. 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
  21. 21. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part III The power of self-selection (interest)
  22. 22. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  23. 23. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  24. 24. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  25. 25. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  26. 26. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  27. 27. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Style Modern Traditional
  28. 28. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Materials Leather Fabric
  29. 29. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Useful interest taxonomy - Function Futon Daybed Sofa Chaise
  30. 30. 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
  31. 31. 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
  32. 32. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part IV Give me what I want (desire)
  33. 33. 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
  34. 34. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  35. 35. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  36. 36. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  37. 37. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  38. 38. 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
  39. 39. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash Part V Get out of my way, and don’t surprise me (action)
  40. 40. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  41. 41. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  42. 42. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  43. 43. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  44. 44. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  45. 45. 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)
  46. 46. Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
  47. 47. 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
  48. 48. 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”)
  49. 49. 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
  50. 50. 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
  51. 51. 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
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