Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

20 Tips to Improve Sales on Your Ecommerce Site


Published on

Whether you’re an ecommerce newbie or been in the game for years, your site must evolve in order to meet customers’ rising demands. Josh Levine, ecommerce design expert and frequent speaker throughout the retail industry, will pull from his 15 years in the trenches with brands like Saks Fifth Avenue, Lowes, and Schwinn, to show you how your site can rise above the competition and convert browsers into buyers.

He shares tactics to improve sales, focusing on high impact areas of your site– navigation, homepage, product page, cart, and checkout. Learn how to make it easy for customers to discover, research and ultimately buy the products they need. You’ll also learn techniques to strike a balance between lifestyle content and commerce in order to maximize engagement and inspire customers to act. So bring the notepad to this one and be prepared to walk away with actionable tips to boost that bottom line.

Published in: Design
  • Hey guys! Who wants to chat with me? More photos with me here 👉
    Are you sure you want to  Yes  No
    Your message goes here

20 Tips to Improve Sales on Your Ecommerce Site

  1. 1. 20 tips to improve sales on your ecommerce site CO-FOUND, CHIEF CREATIVE OFFICER Josh Levine
  2. 2. Hi, I’m Josh Co-founder, CCO Ecommerce Design, Strategy
 & Development Agency Founded 2002, Independent Transactional expertise Manhattan based 40 hands-on employees IMA Top 10 Agency of Year (My Bob Ross phase) @neatpace @cakeandarrow
  3. 3. What do we mean when we say “increase sales”?
  4. 4. Conversion Rate Customer Lifetime Value Average Order Value Customer Satisfaction New Customers Repeat Customers It's more than the “Buy Now” button Registrations Email Sign Ups Return Rate Time on Site Pages Per Visit Clicks to Buy
  5. 5. Share practical tips on how 
 to move the needle across multiple metrics—without 
 having to overhaul your site. TODAY’S GOAL
  6. 6. What does it mean to be usable?
  7. 7. “It’s about whether a product or service does what the user wants— and expects—it to do. And that’s what makes people want—or not want—what you have to sell.” ERIC REISS
 From his book, Usable Usability Source:
  8. 8. On the Web, usability is a necessary for survival. If a site is difficult to use, 
 people leave. WHY SHOULD YOU CARE? Source: Jakob Nielsen's Alertbox - Usability 101
  9. 9. Source: Jakob Nielsen's Alertbox - Usability 101 Efficiency Once users have learned the design, how quickly can they perform tasks? Learnability How easy is it for users 
 to accomplish basic 
 tasks the first time they 
 encounter the design? Memorability When users return after 
 a period of not using it, 
 how easily can they
 reestablish proficiency? Errors How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction How pleasant is it
 to use the design 
 or service? Ease of use is defined by:
  10. 10. Find what I want quickly—or discover new products that fit my needs. To make an educated decision on which product is right for me. Feel confident in my decision to buy from you over a competitor. Proceed through the buying process 
 securely and efficiently. Make it easy for me to: THE CUSTOMER’S PERSPECTIVE
  11. 11. Let’s do this
  12. 12. Help me find what I want quickly —or discover new products that fit my needs. SEARCH & BROWSE Source:
  13. 13. Provide shoppers with multiple ways to find products by grouping based on user needs, seasons, or trends. 01
  14. 14. Group products by activity
  15. 15. Group products by activity
  16. 16. Group products by collections or trends
  17. 17. Group products by season or lifestyle
  18. 18. Or showcase alongside complementary
 products to inspire (e.g., outfit)
  19. 19. Or showcase alongside complementary
 products to inspire (e.g., outfit)
  20. 20. Ensure no dead-ends. Maintain shopper momentum and avoid leaving sales on the table. 02
  21. 21. Recommend other categories and similar items in relevant areas (also inspires exploration) 1 2 Product page often serves as an entry point
 into the browsing process
  22. 22. Recommend other categories and similar items in relevant areas (also inspires exploration) 2 3 4
  23. 23. Recommend other categories and similar items in relevant areas (also inspires exploration) 5
  24. 24. Provide alternatives if there are no matches
  25. 25. Bummer
  26. 26. Bummer Bummer x 2
  27. 27. Or if an item is out of stock For Sure!
  28. 28. Cross-reference other relevant sections within browsing
  29. 29. Add a What’s New category or filter to inspire exploration and support return visitors. 03
  30. 30. Just a select few of my many Sanuks…
  31. 31. So this is where folks like me roll.
  32. 32. Speed up search and improve quality of 
 results by incorporating autocomplete and 
 direct links. 04
  33. 33. 6x Customers who land on an autocomplete page suggestion are 6x more likely to convert than those who don’t. Source: KISSmetrics
  34. 34. Guide or inspire by finishing thoughts
  35. 35. Help me make an educated decision on which product 
 is right for me. PRODUCT PAGE Source:
  36. 36. Create impactful product photography by capturing details, adding context, and showing them in use. 05
  37. 37. Providing details is a necessity, not a luxury
  38. 38. Which site better captures the essence and fit of this hat?
  39. 39. For Sure! Oh,
  40. 40. Providing details is a necessity, not a luxury
  41. 41. Show in context to communicate scale
  42. 42. Use video to show product in use, for
 instructional purposes, 
 or to showcase
 features and benefits. 06
  43. 43. Using video demos of items on product pages increased sales between 6% and 30%. 144% more likely to purchase after seeing a product video than those who did not. Source: Internet Retailer Conversion rate increased by 400%, while return rates dropped from 12% to 9%.
  44. 44. How to video “Replacing Your Battery” Showcase product features and benefits
  45. 45. Leverage existing brand videos or commercials
  46. 46. Write product descriptions that communicate value, tell a story, and engage emotion. 07
  47. 47.
  48. 48. Leverage social proof and user-generated content to help sell 
 your products. 08
  49. 49. 90% of customers say buying decisions are influenced
 by online reviews Source: iPerceptions, 2011 63% of customers are more likely to make a purchase from a site which has user reviews. Source: Zendesk Survey
  50. 50. tktk - can create a dedicated collection
  51. 51. tktk - can create a dedicated collection
  52. 52. tktk - can create a dedicated collection
  53. 53. Guide customers by providing clear and prominent call-to-actions. 09
  54. 54. Show various angles
  55. 55. Show various angles
  56. 56. Show various angles
  57. 57. 10 After an item has 
 been added to cart, recommend additional products that add real value for customers.
  58. 58. + + +
  59. 59. CREDIBILITY & TRUST I want to feel confident and
 secure in my decision to buy
 from you over a competitor. Source:
  60. 60. 3224 3068 2220 1882 Offers excellent
 Offers the 
 Has a relatable Is financially
 1. 2. 3. 4. Customer Service impacts trust Source: Zendesk Survey – 2013 (1046 participants) Participants were asked to rank the following factors in the order in which they impact the level of trust they have in the companies they buy from.
  61. 61. 95% share bad customer service experiences
 with others 87% share good customer service experiences
 with others Source: Zendesk Survey – 2013 (1046 participants) And trust impacts sales revenue
  62. 62. Differentiate and instill confidence through accessible customer service. 11
  63. 63. of online shoppers want an online customer service chat or IM feature Source: Youstice 45%
  64. 64. Show various angles
  65. 65. Show various angles
  66. 66. Make sure your unique value proposition is visible from every page. 12
  67. 67. Value elements should be visible from every page
  68. 68. Reinforce security and value at sensitive areas
  69. 69. Clearly display shipping costs and your return policy. Don’t leave 
 them guessing. 13
  70. 70. Etsy recently ran a test, hiding shipping costs from product pages. The sellers reacted: “I want to be open, and upfront about shipping costs with my customers. I don't want anything hidden prior to adding to shopping cart. Buyers have a right to know shipping costs prior to purchasing or prior to going through the purchase process!” This Seller
 Gets It Source:
  71. 71. of online shoppers said that being “presented with unexpected costs” was top reason for cart abandonment Source: woorank 56%
  72. 72. Foster credibility and trust by including company testimonials, publishing reviews, and sharing total fans on social media. 14
  73. 73. CHECKOUT PROCESS Make it easy for me to proceed through the purchase process—
 and give you my money. Source:
  74. 74. 68% of online shopping carts are abandoned Source: Baymard Institute, 2014
  75. 75. Do not force customers to register. 15
  76. 76. Remove initial barriers (e.g., email) for guest checkout Gnarly Sketchy
  77. 77. Tight
  78. 78. And ideally, remove the initial step entirely Hella Tight
  79. 79. Minimize distractions 
 by removing navigation and only asking for bare minimum of information. 16
  80. 80. Keep them focused on task by enclosing checkout
  81. 81. 17 Provide a variety of payment methods and allow customers to pay how they feel most comfortable (e.g., PayPal).
  82. 82. Ensure form usability by applying fundamentals 
 of visual hierarchy. 18
  83. 83. Saks Fifth Avenue Mobile Checkout – Before
  84. 84. Saks Fifth Avenue Mobile Checkout – After
  85. 85. Make it easy for customers to process information, 
 especially at tipping point pages
  86. 86. WHAT IS UP YOU DOG YOU POST PURCHASE Remove the need for me to shop around next time by maintaining a valued relationship with me.
  87. 87. + My typically morning at home
  88. 88. Yesterday, at Orlando airport
  89. 89. Surprise, delight, and make an impression with a small gesture included in delivery. 19
  90. 90. Includes a free chocolate samples with every order.
  91. 91. Includes a free chocolate samples with every order. of their first time customers ordered again at least once within the next 12 months 32%
  92. 92. Show you care by sending a follow-up email asking about their purchase experience. 20
  93. 93. Test test test. And if you don’t know how, learn! 21Bonus Tip
  94. 94. Tools and resources for testing usability Tools FiveSecondTest Ethnio UserTesting UsabilityTools WhatUsersDo IntuitionHQ more here Resources Testing ideas for E-commerce and retail sites 
 Optiverse Starting Your User Research
 Jared Spool A Comprehensive Review and Matrix of 14 Usability Testing Tools
 Useful Usability 10 Things I Learned From Taking 100 Usability Tests
  95. 95. But at end of day,
 what truly matters most…
  96. 96. is that this is a pig on a surfboard
  97. 97. Thank You.