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Conversion conference

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Usability Funnel Failures for e-commerce websites. Conversion Conference, London 2 november 2010.

Usability Funnel Failures for e-commerce websites. Conversion Conference, London 2 november 2010.

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  • 1. Funn el Failures By: Stefan Wobben Conversion Conference, London, 2010 stefan@concept7.nl twitter: stefanc7
  • 2. Thank you for buying Add to shoppingcart
  • 3. 50-85% of visitors abandon their online shopping carts. Imagine this happening in the supermarket.
  • 4. BJ Fogg Stanford university
  • 5. Doing the rights things tomorrow.
  • 6. Doing the things right today.
  • 7. Stuff that cost a lot of money Stuff that has a big impact http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html
  • 8. Stuff that cost a lot of money Strategy Stuff that has a big impact http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html
  • 9. Stuff that cost a lot of money Consultancy Strategy Stuff that has a big impact http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html
  • 10. Stuff that cost a lot of money Consultancy Strategy Stuff that has a big impact Trivia http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html
  • 11. Stuff that cost a lot of money Consultancy Strategy Stuff that has a big impact Trivia ? http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html
  • 12. The small stuff that matters.
  • 13. Craning en Gawking Study, Milgram 1969
  • 14. Craning en Gawking Study, Milgram 1969
  • 15. Craning en Gawking Study, Milgram 1969
  • 16. Craning en Gawking Study, Milgram 1969
  • 17. A B www.whichtestwon.com
  • 18. + 40,7% A B www.whichtestwon.com
  • 19. A B www.whichtestwon.com
  • 20. A B + 20% www.whichtestwon.com
  • 21. A B www.whichtestwon.com
  • 22. A B + 16,7% www.whichtestwon.com
  • 23. A B www.whichtestwon.com
  • 24. + 23% A B www.whichtestwon.com
  • 25. The small stuff that matters.
  • 26. too much distraction ... there is
  • 27. ... i don’t want to register.
  • 28. ... where did the checkout go?
  • 29. ... how m any step s is it to order.
  • 30. sc onfu sing ... t his i
  • 31. ...what was the price again of what I am ordering?
  • 32. ... is it safe to buy here?
  • 33. giftc ard? edeem my ...how to r
  • 34. Asos Redeem Giftcard
  • 35. ... thank you messages
  • 36. ... i f all el se fails
  • 37. And remember. Small stuff matters!