Funnel Failures
By:Stefan Wobben
Conversion Conference, London, 2010
stefan@concept7.nl
twitter:stefanc7
Add to shoppingcart
Thank you for
buying
50-85% of visitors
abandon their online
shopping carts.
Imagine this happening
in the supermarket.
BJ Fogg
Stanford university
Doing the rights things
tomorrow.
Doing the things right today.
Stuff that cost a
lot of money
Stuff that has
a big impact
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_sma...
Stuff that cost a
lot of money
Stuff that has
a big impact
Strategy
http://www.ted.com/talks/lang/eng/rory_sutherland_swea...
Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
http://www.ted.com/talks/lang/eng/rory_suth...
Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
Trivia
http://www.ted.com/talks/lang/eng/ro...
Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
Trivia ?
http://www.ted.com/talks/lang/eng/...
The small stuff that matters.
Craning en Gawking Study, Milgram 1969
Craning en Gawking Study, Milgram 1969
Craning en Gawking Study, Milgram 1969
Craning en Gawking Study, Milgram 1969
A
B
www.whichtestwon.com
A
B
+ 40,7%
www.whichtestwon.com
A B
www.whichtestwon.com
A B
+ 20%
www.whichtestwon.com
A B
www.whichtestwon.com
A B
+ 16,7%
www.whichtestwon.com
A B
www.whichtestwon.com
+ 23%
A B
www.whichtestwon.com
The small stuff that matters.
... there is too much distraction
... i don’t want to register.
... where did the checkout go?
... how many steps is it to order.
... this is confusing
...what was the price again of
what I am ordering?
... is it safe to buy here?
...how to redeem my giftcard?
Asos Redeem Giftcard
... thank you messages
... if all else fails
And remember.
Small stuff matters!
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Conversion conference

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

Published in: Design, Technology, Business

Transcript of "Conversion conference"

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