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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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Conversion conference Conversion conference Presentation Transcript

  • Funn el Failures By: Stefan Wobben Conversion Conference, London, 2010 stefan@concept7.nl twitter: stefanc7
  • Thank you for buying Add to shoppingcart
  • 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_small_stuff.html
  • 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
  • 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
  • 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
  • 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
  • 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
  • + 40,7% A B 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.
  • too much distraction ... there is
  • ... i don’t want to register.
  • ... where did the checkout go?
  • ... how m any step s is it to order.
  • sc onfu sing ... t his i
  • ...what was the price again of what I am ordering?
  • ... is it safe to buy here?
  • giftc ard? edeem my ...how to r
  • Asos Redeem Giftcard
  • ... thank you messages
  • ... i f all el se fails
  • And remember. Small stuff matters!