Shopping Cart Optimization
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5-Part Series: Best Practices for Increasing Conversions On Your E-Commerce Site: User Experience and Conversion Rate Optimization ...

5-Part Series: Best Practices for Increasing Conversions On Your E-Commerce Site: User Experience and Conversion Rate Optimization

Through the end of 2012, we're once again teaming up with iGoDigital, a leading provider of personalization services that guide smarter retail, to present a 5-part webinar series.

In each of these 30-minute webinars, we'll explore five aspects of the online shopping experience in order to enhance user-experience and increase conversions. We'll also leave time for questions at the end of each session.

Homepage
Landing/Category Page
Product Page
Shopping Cart
Post-Purchase Page

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  • Email - Much easier to remember.Buy.com example of asking for email address instead of usernameBreadcrumbs - Let the customer know where he or she is at all times.Amazon example of using breadcrumbs; trendsetter is usabilityVisible Contact Info - Establishes credibility and lets the customer know that you are ready to answer questions during the buying process. JC Penny does a great job of giving contact information on the shopping cart.Visible search box/field - Customers want to find what they are looking for and sometimes navigating can be tricky. Nordstrom does a great job of using a search field.Recommended items - Most online retailers are now using “recommended items”. It increases the buying process and more importantly… sales.Calls to action – Here we are at the ZMOT and you need to make your offer. Calls to action such as “add to cart” are often in small font and hard to find. Sears does a great job of this.Security badges – A great way to earn customers’ trust. Best Buy does a great job.Content/Copy – Increases credibility and answers potential customer fear, uncertainty and doubt (FUD).Visible Cart – Have the cart and its contents visible at all times. Give your customer control. Buy.com uses this well.

Shopping Cart Optimization Shopping Cart Optimization Presentation Transcript

  • @SlingshotSEO | www.SlingshotSEO.com
  • INTRODUCTIONS MARTY MUSE Slingshot SEO @MartyAMuse CONNER BURT @ConBurt STEVEN SHATTUCK Slingshot SEO @StevenShattuck @SlingshotSEO | www.SlingshotSEO.com
  • Part 4:Shopping Cart @SlingshotSEO | www.SlingshotSEO.com
  • SEO & The Shopping Cart @SlingshotSEO | www.SlingshotSEO.com
  • SEO Friendly eCommerce Platform • SEO Friendly • Scalable • Flexible • Up to speed on indexation and crawlers @SlingshotSEO | www.SlingshotSEO.com
  • The Basics: What You Must Know• Site Architecture• Duplicate Content – Pagination – Product Variations – Multi-faceted Navigation• Properly Mapped Keyword Usage – The right product to the right customer at the right time• Content is Still King @SlingshotSEO | www.SlingshotSEO.com
  • SEO & Usability• Use email addresses instead of usernames• Use breadcrumbs to ease navigation• Visible contact information• Visible search box• Show recommended and related products• Use strong calls to action• Use security badges• Use content in the order process• Visible shopping cart @SlingshotSEO | www.SlingshotSEO.com
  • Privacy Policy for SEO?• Ask yourself, what do big and deserving brands do?• Is having a privacy policy good for the user experience? And what does that say about Google’s interest?• AdWords advertisers and AdSense publishers are required to use one. @SlingshotSEO | www.SlingshotSEO.com
  • @SlingshotSEO | www.SlingshotSEO.com
  • Checkout Now. » Anatomy of a cart. » In Action… » To Do or Not To Do. @SlingshotSEO | www.SlingshotSEO.com
  • Source: http://monetate.com/2011/10/infographic-shopping-cart-abandonment-and-tips-to-avoid-it @SlingshotSEO | www.SlingshotSEO.com
  • In action… @SlingshotSEO | www.SlingshotSEO.com
  • In action… @SlingshotSEO | www.SlingshotSEO.com
  • To Do or Not To Do DO DON’T• Display shipping early • Hide Shipping Costs• Create urgency with stock • Force Registration availability • Assume you’ve got the• Recommend with Purpose perfect process• Save cart for repeat visitor • Forget to measure A/B tests• Capture Email Address Early• Show Progress @SlingshotSEO | www.SlingshotSEO.com
  • Abandoner» Anatomy of a perfect Abandoned Cart Message. @SlingshotSEO | www.SlingshotSEO.com
  • 75% @SlingshotSEO | www.SlingshotSEO.com
  • Understanding the Shopper Journey1.Shipping Costs2.Browsing Stage3.Product Prices Source: 2011 Forrester Research @SlingshotSEO | www.SlingshotSEO.com
  • AnatomyImportant things to consider:• Subject Line: Consider including product name• Clear Call out: Image of Item(s) of Interest• Link to Saved Cart• Personalized Product Recommendations• Test Ideal Send Time – First Message within hours• Drip Campaigns• Offers and Promotions? @SlingshotSEO | www.SlingshotSEO.com
  • @SlingshotSEO | www.SlingshotSEO.com
  • Upcoming Webinars» December 11: Post-Purchase PageSlingshotSEO.com/resources/webcasts @SlingshotSEO | www.SlingshotSEO.com
  • OUR TOOLBOX OF SERVICES: Personalized ProductiGoDigital observes behavior, Recommendations asks questions, leverages social profiles and analyzes “wisdom of the crowds” to Guided Selling Tools help retailers and consumer brands deliver the rightproduct to the right customer Guided Search at the right time. Segment Builder Visit iGoDigital.com or email TellMeMore@iGoDigital.com for more information
  • WE STAY ON TOP OF BESTPRACTICES, EMERGING TRENDS,PEER REPORTING, & CHANGESIN THE SCIENCE OF THE INDUSTRYSO WE CAN RESPOND TO THEREALITIES WE ENCOUNTER.Visit SlingshotSEO.com/Resources for more information @SlingshotSEO | www.SlingshotSEO.com