Dibs Webinar - Improve E-commerce Conversion in four steps

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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.

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Dibs Webinar - Improve E-commerce Conversion in four steps

  1. 1. Better Conversion for E-tailers in four steps Twitter: @conversionista
  2. 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. 3. The BIG question Visitors 2,72% ”What now?!” ”b esökare” Customers Twitter: @conversionista
  4. 4. The answer? Scoll – No scroll? Call to action? What could theImages? page look like? Buttons? Size? Colour(s)? Twitter: @conversionista
  5. 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. 6. Test-page – grouped layout Results: 53,7% Uplift on Test Goal “ Add to cart” Twitter: @conversionista
  7. 7. Eventually – The Redesign Twitter: @conversionista Page
  8. 8. De 4 frågor besökareställer när de kommer till din sajt Twitter: @conversionista Page
  9. 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. 10. BOB - Big. Orange. Button. Twitter: @conversionista
  11. 11. Twitter: @conversionista
  12. 12. The first law of conversion ”Conversion happensPersuasion when your and your Usability visitors’ goals meet” Twitter: @conversionista
  13. 13. David Boronat”Persuadability” Twitter: @conversionista
  14. 14. The 4 steps of E-commerce Conversion Stay on the site Find products Add to cart Checkout Twitter: @conversionista
  15. 15. Case studyAnalysis and improved tracking .in Google Analytics helped usunderstand in what conversion step an online retailer had problems Page 2011-05-24
  16. 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 reportConversion rate Cart Completion rate0,45% 346 Purchases 11,1% Twitter: @conversionista
  17. 17. GA Funnel Twitter: @conversionista
  18. 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
  19. 19. Twitter: @conversionista
  20. 20. The 4 steps of E-commerce Conversion Stay on the site Relevancy Search, Categorization, Find products Naming Add to cart Checkout Twitter: @conversionista
  21. 21. Twitter: @conversionista
  22. 22. Twitter: @conversionista
  23. 23. DeductionInduction Twitter: @conversionista
  24. 24. ka Twitter: @conversionista
  25. 25. Twitter: @conversionista
  26. 26. Categorization Twitter: @conversionista
  27. 27. Twitter: @conversionista
  28. 28. REI – tentsCustomers said they: 250 vs 60 bought tent1. Read the information on the product page nr 1 !2. Based the decision on features- summary Twitter: @conversionista
  29. 29. Let’s go to the general store @Conversionista Page 201210-25
  30. 30. Bild på gammaldags handlare @Conversionista Page 201210-25
  31. 31. How many products above the fold? @Conversionista Page 201210-25
  32. 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. 33. Users spend 80% of their time”Above the fold” Source: Jakob Nielsen- Useit.com @Conversionista Page 201210-25
  34. 34. @Conversionista Page 201210-25
  35. 35. @Conversionista Page 201210-25
  36. 36. @Conversionista Page 201210-25
  37. 37. @Conversionista Page 201210-25
  38. 38. @Conversionista Page 201210-25
  39. 39. @Conversionista Page 201210-25
  40. 40. Whichtestwon Filter test @Conversionista Page 201210-25
  41. 41. Without filter27% CTR increase @Conversionista Page 201210-25
  42. 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. 43. The Three Ps of a perfect product page Picture Price Puttonhttp://unbounce.com/conversion-rate-optimization/product-pages-that-convert/ Twitter: @conversionista
  44. 44. Twitter: @conversionista
  45. 45. Twitter: @conversionista
  46. 46. Twitter: @conversionista Page
  47. 47. Twitter: @conversionista Page
  48. 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. 49. Hyrbil OKQ8Man måste fylla i personnummer först av allt.Innan man får sevilka hyrställen o bilar som finns. Varför då Twitter: @conversionista
  50. 50. Statoil, Rakt in i personnummers- väggen igen. Här var det stopp. Tack och adjö! Var är nödbromsen? Twitter: @conversionista
  51. 51. cykloteket Twitter: @conversionista
  52. 52. Bryan Eisenbergs Hierarchy of Conversion Persusasive Intuitive Usable Accessible Functional Twitter: @conversionista
  53. 53. Twitter: @conversionista Page
  54. 54. What does it cost to fix the forms? Twitter: @conversionista
  55. 55. Ok, why don’t you do it betteryourself then? Twitter: @conversionista Page
  56. 56. Mathem Matkasse-sida Twitter: @conversionista
  57. 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. 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.
  59. 59. Twitter: @conversionista
  60. 60. resu Twitter: @conversionista
  61. 61. Resultat Twitter: @conversionista Page
  62. 62. Offer for Webinarattendees Conversion Review 14 400 kr review (Incl Google Analytics) Now for 9 600 kr Twitter: @conversionista
  63. 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
  64. 64. Twitter: @Conversionista www.conversionista.se@conversionista

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