Conversion conference

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

Published in: Design, Technology, Business

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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