This is the presentation held i an Webinar hosted by Payment Provider DIBS.
You will learn the four basic conversion steps in E-commerce and how to improve Conversion in each of them.
2. Nr 1 on Online Conversion in Sweden 1070%
Since2006
80 + conversion projects
50% E-commerce
Rest is B2B/B2C
Lead generation
Internationell speaker &
blogger
John Ekman a.k.a
Chief Conversionista
Member and
founder of
@Conversionista Page
TheConversionAlliance.com WebAlliance.se 201210-25
3. The BIG question
Visitors
2,72% ”What now?!”
”b esökare”
Customers
Twitter: @conversionista
4. The answer?
Scoll – No scroll? Call to action?
What could the
Images? page look like?
Buttons? Size?
Colour(s)?
Twitter: @conversionista
5. Case – larp Fashion
Ultra Ugly site– All agencies will cry - ”Redesign!”
No Money for redesign
We gave 6 suggestions for improvements– grouped layout of the product page was
the first one
Twitter: @conversionista
6. Test-page – grouped layout
Results: 53,7% Uplift on Test Goal “ Add to cart”
Twitter: @conversionista
8. De 4 frågor besökare
ställer när de kommer till
din sajt
Twitter: @conversionista
Page
9. 1. Har jag kommit till rätt ställe?
2. Har dom vad jag behöver?
3. Kan jag lita på dom?
4. OK, ni fick mig - hur kommer jag till avslut?
WII.FM
Twitter: @conversionista
10. BOB - Big. Orange. Button.
Twitter: @conversionista
14. The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
Twitter: @conversionista
15. Case study
Analysis and improved tracking .in
Google Analytics helped us
understand in what conversion step
an online retailer had problems
Page
2011-05-24
16. E-commerce example
Bounce rate
26,5% 77 007 Unique visitors
56 639 Engaged visitors
Add to cart rate
5,5% 3 111 Visits with
Cart Abandonment
View cart rate rate
75,7% 2 357 Visits with 88,9%
GA funnel report
Conversion rate Cart Completion rate
0,45% 346 Purchases 11,1%
Twitter: @conversionista
18. The 4 steps of E-commerce Conversion
Stay on the site Relevancy
-Can I shop online here?
-What do they sell?
Find products
Add to cart
Checkout
Twitter: @conversionista
20. The 4 steps of E-commerce Conversion
Stay on the site Relevancy
Search, Categorization,
Find products Naming
Add to cart
Checkout
Twitter: @conversionista
28. REI – tents
Customers said they: 250 vs 60
bought tent
1. Read the information on the product page
nr 1 !
2. Based the decision on features- summary
Twitter: @conversionista
29. Let’s go to the general store
@Conversionista Page
201210-25
32. Our suggestions
1. Shrink header
2. Shrink category title
3. Get rid of right column
From 3 to 8
An increase of 270%
@Conversionista Page
201210-25
33. Users spend 80% of their time
”Above the fold”
Source: Jakob Nielsen- Useit.com
@Conversionista Page
201210-25
42. The 4 steps of E-commerce Conversion
Stay on the site Relevancy
Search, Categorization,
Find products Naming
Add to cart Layout of Product page
Checkout
Twitter: @conversionista
43. The Three Ps of a perfect product page
Picture
Price
Putton
http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/
Twitter: @conversionista
48. The 4 steps of E-commerce Conversion
Stay on the site Relevancy
Search, Categorization,
Find products Naming
Add to cart Layout of Product page
Forms, Usability,
Checkout Trust
Twitter: @conversionista
49. Hyrbil OKQ8
Man måste fylla i
personnummer
först av allt.
Innan man får se
vilka hyrställen o
bilar som finns.
Varför då
Twitter: @conversionista
50. Statoil,
Rakt in i
personnummers-
väggen igen.
Här var det stopp.
Tack och adjö!
Var är nödbromsen?
Twitter: @conversionista
57. Matkasse = klar fem i, inte fem över
+ Färdiga recept
+ nyttig mat
+ spara tid
- släpa kassar
= Färdig matkasse
När kan vi
Postnummer Sök
leverera till dig?
Familjematkassen Sommarkasse
690 kr/st 690 kr/st
Beställ
Beställ
Twitter: @conversionista Se menyn
Nyttig och hälsosam mat Specialkasse för sommaren.
58. Matkasse = klar fem i, inte fem över
+ Färdiga recept
+ nyttig mat
+ spara tid
- släpa kassar
= Färdig matkasse
Nästa leverans till ditt område i Sollentuna Onsdag
Välj kasse & hitta leveranstid som passar dig 13/11
Familjematkassen Sommarkasse
690 kr/st 690 kr/st
Beställ
Beställ
Twitter: @conversionista Se menyn
Nyttig och hälsosam mat Specialkasse för sommaren.
62. Offer for Webinar
attendees
Conversion Review
14 400 kr review
(Incl Google Analytics)
Now for 9 600 kr
Twitter: @conversionista
63. The 4 steps of E-commerce Conversion
Stay on the site Relevancy
Search, Categorization,
Find products Naming
Add to cart Layout of Product page
Forms, Usability,
Checkout Trust
Twitter: @conversionista